LinkedIn Tales: "Water cooler moments" in a distant working surroundings?

LinkedIn Stories is the career network's newest pitch to reach a younger population. The function could also help your company to reach this target group.

Stories posted in September may be new to LinkedIn but not new to social media. Vanishing posts, first popularized by Snapchat, have been replicated as Instagram and Facebook Stories, YouTube Stories, and most recently as Twitter Fleets.

Short social video is more popular than ever. Instagram Stories has 500 million active users worldwide every day. More than 10 million people in the US sign up for TikTok every day. Microsoft, the parent company of LinkedIn, even attempted to acquire TikTok last year.

But will the off-the-cuff format click on LinkedIn with young professionals?

LinkedIn Stories have "sparked hundreds of thousands of new conversations on the platform," according to Gil Mark, senior product manager at LinkedIn. Read our guide to see if they can make a difference for you or your business.

Bonus: Download a free guide This shows the 11 tactics the Hootsuite social media team used to grow their LinkedIn audience from 0 to 278,000 followers.

What are LinkedIn Stories?

LinkedIn Stories are picture or video postings that disappear after 24 hours. Unlike regular posts that are posted to a person's feed, stories can only be viewed by clicking a person's profile photo icon. For now, LinkedIn Stories can only be accessed through the mobile app.

Source: LinkedIn

Here are some other things you should know about LinkedIn Stories:

  • Once a story is published, it's visible to connections and followers.But they can share your story with their 1st degree connections via LinkedIn messaging.
  • LinkedIn Page Stories are public by default.
  • People viewing a LinkedIn story can reply with an emoji or a message if they are 1st-degree connections. Responses cannot be sent to pages yet.
  • The option to add "Swipe Up" has been tested but is not currently available.

#LinkedIn is working on adding swipe-up links in Stories 👀 pic.twitter.com/MSXcSGpBg1

– Alessandro Paluzzi (@ alex193a) September 3, 2020

  • As on other platforms, LinkedIn Stories are intended to create and replace a space for less formal posts "Water cooler moments" that happens less with remote work now. "Through testing in different regions of the world, we've seen members use this format to connect more personally and less formally with their colleagues and friends," said Ryan Roslansky, CEO of LinkedIn, in a blog post.
  • Stories are currently available in the United States, Canada, France, Australia, Brazil, the Netherlands, and the United Arab Emirates. Plans are underway to release the feature worldwide.

LinkedIn Stories Ads

In December, the platform began testing LinkedIn Stories ads in a closed beta with around 600 advertisers.

Story ads appear as Full screen ads between member and LinkedIn Page stories. Like other LinkedIn ad formats, these ads can be targeted to accounts based on Company name, job title, industry, etc.

Additional reporting and retargeting options are also available to help advertisers optimize campaign performance.

Look for LinkedIn Story ads to run later in 2021.

How to use LinkedIn Stories

How to Post LinkedIn Stories on Your Profile.

1. Open the LinkedIn app.

2. Click on Plus symbol next to your profile photo. If you haven't already, give LinkedIn access to your photos, camera, and microphone (as you see fit).

Click the plus icon next to the profile photo

Source: LinkedIn

3. Record a video or take a picture by pressing and holding the gray button. Or tap the picture icon to upload a photo or video from your photo library.

4. Add text, stickers, or @mention relevant LinkedIn members by tapping the T icons and folded circles in the top right corner.

Add text, stickers, or @mention

Source: LinkedIn

5. Tap Share story publish.

You can save a LinkedIn story within the 24-hour window that it is live. Open the LinkedIn story and tap the ellipsis () in the upper right corner and select the Download symbol.

How to show your insights on LinkedIn Stories::

1. Tap your Profile photo.

2. Tap Eye symbol in the lower left corner.

3. Select the story that you want to gain insight into. You will be redirected to an Insights page.

LinkedIn Story Insights can only be viewed within the 24 hours that a story is live. On the Insights page, you can see:

  • Total number of unique views
  • A list of spectators

LinkedIn story specifications

If you plan to upload a photo or video as a LinkedIn Story, these are the recommended specifications.

pictures

  • Resolution: 1080 width x 1920 height (in pixels)
  • Supported file types: PNG and JPG
  • Aspect ratio: 9:16

Videos

  • Duration: up to 20 seconds
  • Resolution: 1080 width x 1920 height (in pixels)
  • Frames: 30 FPS, square pixels
  • Supported file types: H264, MP4
  • Aspect ratio: 9:16

10 ways to use LinkedIn Stories for businesses

Not sure how to use LinkedIn Stories for your business? Here are some ideas to get you started.

Try the question of the day sticker

Do you need a daily prompt for LinkedIn Stories? Try the question of the day sticker.

Use the story to post your own answer or to get and share responses from the people in your company.

Question of the day sticker

Source: LinkedIn

Host a Q&A.

Skip Reddit and host an Ask Me Anything with LinkedIn Stories. Ask your CEO or a resident expert to answer questions from customers or employees.

Announce updates

Do you have personal or professional news to report? A little insight into a new product launch? Different opening times due to COVID regulations? A message from your CEO? All of these may work well with LinkedIn Stories.

Announce updates on LinkedIn Stories

Source: LinkedIn

While it's still worth posting important updates as a post, it does mean taking risks with the LinkedIn algorithm. Post them as a story and they are more likely to get noticed in the "LinkedIn Story" section of the news feed.

Bonus: Download a free guide This shows the 11 tactics the Hootsuite social media team used to grow their LinkedIn audience from 0 to 278,000 followers.

Share tips and insights

Use LinkedIn Stories to share fleeting ideas, “Today I Learned” tidbits, and work tips to demonstrate thought leadership and personality.

Offer a look behind the scenes

Show customers or potential recruits what it's like to work in your company. Share some of the benefits of the job, such as the state-of-the-art equipment you use and the ping pong table in the office. Or demystify what exactly you're doing for all of the boomers out there (this is what social media manager is doing for the 1000th time, mom).

Footage behind the scenes

Source: LinkedIn

Takeover of host employees

The rise of remote working can make employees feel disconnected. Invigorate the community spirit by organizing employee takeovers on a regular basis. Connect different teams, departments or locations and what they do. Show off projects, work-from-home setups, or share some personal facts.

Promote your LinkedIn Live

Live streams blew up on LinkedIn in 2020. In October, the platform saw LinkedIn live broadcasts increase 437% year over year.

If your business is among the thousands currently going live on the platform, consider using LinkedIn Stories to promote and preview the show.

LinkedIn live broadcast

Source: LinkedIn

Learn how to use LinkedIn Live.

Publish job postings

Virtual settings have become the norm. Around 70% of the professionals surveyed in the LinkedIn Future of Recruiting Report believe it will stay here.

With so many companies turning to tactics, a LinkedIn Story is another way to make your job stand out. Since LinkedIn Stories appear in the news feeds of those who follow you or your Page, the chances of reaching people who are interested in your business are high.

Highlight a showcase page

Make your customers and employees aware of a new or existing LinkedIn Showcase Page. There's a good chance a lot of your followers will be interested in following him – if they know he's there! Tell them where to find it and what kind of content to look forward to.

Learn more about LinkedIn Showcase Pages.

Promote corporate values

Show your audience what interests your company. Publish diversity statistics. Share the steps your company is taking to combat the climate emergency. Raising awareness of something close to you. LinkedIn Stories may be a good place to update these company initiatives in a timely manner.

Promote corporate values

Source: LinkedIn

Read our guide to real social media activism.

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