Stories on LinkedIn are a new feature and have been designed for professional and business 'connections'. Find out in this article how to exploit all the potential for promoting your business.
LINKEDIN STORIES: WHAT THEY ARE AND HOW THEY ARE BORN
The LinkedIn Stories were up until recently in an experimental phase, or in beta test to use technical jargon, but here they finally arrived in Italy in October 2020. But why has this social network, dedicated to the world of work, decided to follow in the footsteps of Instagram, Snapchat and Facebook by inserting the “stories” function within it? Because videos accompanied by effects and short texts, lasting 24 hours, significantly increase the engagement rate. This is attested by an authoritative source, the senior director of product management at LinkedIn, Pete Davies: “For more than a year we have been testing the stories in a professional context, like that of our platform. We believe it can be a tool to share user content more lightly. Stories encourage conversations and stimulate engagement, so much so that a recent study has shown that the major influencers since 2016 have been posting a third fewer on their feeds ".
LINKEDIN STORIES: HOW TO USE THEM IN DIGITAL MARKETING
Here are two tips for building an engaging LinkedIn Story:
1. Authoritative content in a “snackable” version: on LinkedIn the most successful profiles are those who show authority and leadership in their professional sector. Stories can therefore be an excellent vehicle to showcase your knowledge in an engaging way.
2. Real time content: Stories on LinkedIn are perfect for sharing short updates in real time and shortening distances, making everything more dynamic. The goal is to enrich the social profile of users with professional experiences, in what could be a sort of virtual story of their working day. The new feature would appear to be a response to the increase in conversations initiated by users and the relative level of engagement that has characterized the platform in the last period. In addition, it also represents a way to attract new generations, increasingly accustomed to thinking and communicating in vertical format, and to increase the average time spent on the platform.
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