LinkedIn Stories for Business pages: How does stories create value?

Author: Simone Pedersen

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Fall 2020, LinkedIn launched Stories for individuals and subsequently, they made it possible for business pages to post Stories. If you are in doubt about how LinkedIn Stories can create value for your company, you can read here.

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Everyone knows about Instagram Stories and Facebook Stories. Stories have a positive effect on both knowledge and conversions and that is probably why LinkedIn launched the same format for business pages.

LinkedIn operates within a more professional environment and LinkedIn Stories will therefore have a different tone than Stories on Instagram and Facebook. Stories are about presenting content in an easy, fun and entertaining way, so how do they fit into a professional context?

In the following, we present good reasons why companies should take advantage of LinkedIn Stories

We talk about how Stories:

… can drive engagement through polls, lives, quizzes, questions and mentions
… can create awareness through the use of eye-catching fullscreen experiences
… can inform your audience about topics that are relevant to your company and the industry in general, for example through Q&As and swipe-up links
… can substantiate brand identity through storytelling, creative graphics and videos behind-the-scene
… can humanize your business using stickers, text and audio

Let’s take a closer look!

1. Take advantage of Stories' interactive features

Use polls, swipe-ups, quizzes, questions and mentions to create viewers’ engagement.

The special thing about Stories is that they make it possible for viewers to be a part of the story. Retain viewers as much as possible by making them interact through a poll, quiz or question – in that way you also get a lot of information about the company’s target group, that can be used in the future.

2. Stories is a fullscreen experience

The format provides a great opportunity to talk about your company in a fullscreen experience, which at the same time must be clear and easy for the viewer to understand.

Stories have a 9:16 format and it should be utilized to create greater awareness of your business. It does not mean that stickers and text has to be added to a Story (who knows, maybe it works for some?), but think about how you can make the best and most efficient use of space.

3. LinkedIn has a strong focus on professionalism

Therefore, use Stories to inform your target group on new trends, launches, events and job postings.

People are, to a great extent, on LinkedIn to learn more about their industry. Although some news require postings in the feed, Stories can be used to convey the news in a short-and-sweet format that arouses interest through a nice, visual image or video. Remember to add swipe-ups so viewers can easily read more if they want to.

4. Bring the viewers behind the scenes

Tell stories and make daily vlogs that help support your company’s identity and personality.

People are curious by nature. We want to be “where it happens” and this is when stories come into play. Especially video is good for engaging viewers and it does not have to be professionally filmed. In fact, it is often preferred that videos for Stories are filmed more authentic and less staged.

5. Give your company a personal voice

This can be done by using, for example, stickers, text and audio on your Stories.

Add various creative elements that help emphasize the message of your Story and at the same time tell something about your company’s personality.

Although LinkedIn is a platform that appeals to professionalism and thought leadership, Stories allows companies to welcome their followers to keep up in a more authentic and less polished way.

LinkedIn Stories has the potential to become an integral part of companies’ marketing strategy and companies that dare to experiment with the new Stories feature, may gain a head start.

Our advice is: Give it a try!