Why Should Your Business Create LinkedIn Stories?

YRSK | Published: 28-01-21
Taking a page from Instagram, Facebook and Snapchat, LinkedIn recently bought a ticket for the Stories train. Starting as a testing option for a few users, it was rolled out completely in late 2020.

LinkedIn Stories, much like its peers, allows users and companies to share short videos and images that shall disappear in 24 hours. The social site believes it shall become a medium for sharing experiences and building relationships with your key audience.

But, what makes LinkedIn stories definitively different is the concept on which the platform is based upon. LinkedIn is a strictly professional environment, hence posting a snapshot of your morning coffee might not cut it for the viewers. Nevertheless, it is another outlet to create a personal brand and bank on your networking skills. 


Why should you use LinkedIn Stories?

With the evolution of the digital space, the need for change becomes imperative. What may be considered an option initially turns out to be necessary, in the face of the growing competition. 

Given how LinkedIn is predominantly a B2B network, staying on track with the application’s trends can not only keep you at par but, (if done right) also a step ahead of everyone else. 

Behind the Scenes

Brands don’t gain popularity unless they have a personality. Taking your viewers behind the table and giving them a sneak peek into what you do and how you do it, lends a human touch to your brand image. LinkedIn Stories can be a great channel to bring this forward. A simple walk-around through your operations can make the audience see you in a different light and help with their purchase decisions. 


Real-Time Conversations

Creating a presence on social media comes with authenticity. Just being available and responsive to your viewers can project you as approachable and likeable in the long run. LinkedIn Stories allow you to take all your faults, accomplishments, advancements and failures and display them for the audience. It builds a story around your brand and keeps them in touch with your workings on a day to day basis. 


Higher Reach and Engagement

It goes without saying that a platform pushes its new features by rewarding the ones who use it regularly. Over and above this, LinkedIn stories give you additional space to talk about your brand and its products, generating awareness and recall. Stories are a powerful tool to analyse what content your audience responds to, using the higher frequency and performance metrics. It also brings valuable engagement to your page through interactive strategies. 


How to use LinkedIn Stories?

Although casual in its form, LinkedIn Stories need to be aligned with your brand values and give out a healthy dose of your workdays. While adding a level of personalisation is recommended, oversharing can be considered as spam. 

The smart move here is to devise a strategy, following your other digital marketing efforts. Segregate how LinkedIn should act as your brand advocate in comparison to other social platforms. 

Here are a few ways to win at this game – 

Teach and Learn

LinkedIn and its users love educational and informational content. Termed as thought leadership, posts that share a piece of experience with their audience bring authority to your brand. For example, if you have an expertise on how to run Google Ads, giving small snippets of advice makes people come back to you whenever they need any help with the marketing tool. A visual channel at large, it also helps the viewers absorb and grasp the content more efficiently while giving you ample space to be creative with your insights. 


Product Announcements

LinkedIn Stories give you additional real estate to promote your products and services. While your post may or may not be found (thanks to the complex algorithm), the story shall always sit on top of the app, ensuring engagement and awareness. Since no one likes a direct sales pitch, you could essentially create a virtual demonstration for your offerings by displaying their use in user-oriented environments. It can also be used to create hype around an upcoming product through gradual developments.  


Accomplishments and Achievements 

Giving your audience a taste of your victories makes them feel a part of your journey. Whether it be a press mention, an award or a public contract, get out there and let the people know that you’re on the right track. Little snippets from your events and company programmes can form part of your LinkedIn Stories strategy. Interestingly, a first-person perspective with live commentary is found intriguing by most users. The multi-faceted channel allows you to over or underplay your wins and helps strike the right chord with your brand tone. 


Q&A Sessions

Think of LinkedIn Stories as a permanent podium for your brand. Selecting an expert within your team, you can conduct Q&A sessions regarding your products, services, industry updates, future plans and much more. There are two roads to go about it. You can either create a post in advance, calling for all questions or ask people to message you directly with their queries. This creates an interactive environment for your audience and helps them understand your trajectory in the business cycle. In fact, LinkedIn offers a “Question of The Day” sticker that you can add and reply to through your Stories. 


Client Testimonials

Word of mouth is the paramount marketing tool ever to exist. It takes on even more importance when positive feedback can be publicised to lure in more prospects. Using LinkedIn Stories, you can share your tales of success and consumer reactions to your products. Testimonials act as unbiased recommendations for your audience. Stories that work as a case study into how you solve your customer’s problems are highly acclaimed as well. 


Final Thoughts

All in all, LinkedIn Stories have too much upside to not be given a hand. It can further harness the video trends and help with moment marketing as well. In the end, it is a social channel on one of the most professional networks available on the internet and should be nurtured strategically to see compounding benefits. 

Stick to your brand, create engaging content and ensure consistency to come out on top every time.