LinkedIn has been testing LinkedIn Stories internally. This week, the company confirmed it will be rolling out the beta feature to users in the coming months — finally joining the ranks of Snapchat, Facebook, and Instagram.
“We’ve learned so much already about the unique possibilities of Stories in a professional context. For example, the sequencing of the Stories format is great for sharing key moments from work events, the full-screen narrative style makes it easy to share tips and tricks that help us work smarter,” Pete Davies, senior director of product management at LinkedIn, wrote in a blog post on Wednesday.
Why we care. This format is coming to individual users first, but marketers can start thinking now about ways to use Stories on LinkedIn to communicate ephemeral content with their target audiences.
While LinkedIn has yet to offer specifics on the feature’s creative or even mention potential ad capabilities, here are a few tried-and-true tactics for success with Stories on other platforms:
- Create serialized content. Drive value with connected content. Give your audience something to look forward to.
- Offer bite-sized nuggets of thought leadership. When you have something important to say, sometimes all you need is a 15-second clip.
- Build the pipeline. Show potential buyers what’s most important to them at each step in the funnel, whether its awareness-stage relatable memes or consideration-phase content that can aid in research.