New frontiers with LinkedIn stories

New frontiers with LinkedIn stories

It’s an exciting new feature. And as it’s just rolled-out, user curiosity will be at its peak. Which means now is the time for marketers to strike.

Finally, some real news.

If you’ve been living under a rock (or for some reason you don’t work in B2B marketing), you might have missed this week’s big announcement: LinkedIn now has a Stories feature.

Here’s the TL;DR:

  • Stories can be photos or videos
  • They can be up to 20 seconds long
  • And they’ll only last for 24 hours

It’s an exciting new feature. And as it’s just rolled-out, user curiosity will be at its peak. Which means now is the time for marketers to strike. With that in mind, here’s three big opportunities we see for brands using LinkedIn Stories:

Quickfire insights

Publications like the Guardian and the New Yorker already use Instagram Stories to pull out the key points from big scoops.

LinkedIn Stories is a great chance for B2B brands to promote and supplement their long-form thought leadership activity with big stats or provoking thought-starters.

Perfect for reaching the many B2B buyers who haven’t got time to read a 30-page whitepaper.

Employer branding

Candidate application rates go up 34% when the job posting includes a video. Visual content can help personalise a brand so that its vacancies are more attractive to the best talent.

LinkedIn Stories will let brands put a friendly face on their recruitment efforts.

‘Behind the scenes’ content

58% of B2B buyers don’t trust vendor claims. And with most sales meetings happening remotely, trust is harder than ever to establish.

Informal, imperfect and humorous content from your employees is an effective (and cheap) way to add a human touch to relationships with prospective buyers.

Whether it’s from the factory floor or a developer’s desk, LinkedIn Stories will let B2B brands show customers the dedication that goes into their products.

No doubt LinkedIn Stories will continue to develop in the next few months. But there’s already a huge opportunity for brands to stand out as more human than the other 90% of corporate drivel on the platform.

If you want help using social media formats like LinkedIn Stories to get a competitive edge: drop us a line.

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Photo by Social Cut on Unsplash

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Rahul Savadia

Strategist

I'm a Strategist at Earnest and my hobbies include unearthing great audience insights, looking stuff up, and frequently sitting down.