The Long Term Opportunity for Short Form Content
The advertising landscape is constantly evolving, and LinkedIn is no exception. With their latest redesign back in September of 2020, LinkedIn has put its community front and center, introducing a very notable feature to their mobile platform: LinkedIn Stories.
It was only a matter of time before the professional social network followed suit with the ever popular Stories feature, previously adopted by Facebook, Snapchat and Instagram. Much like those platforms, LinkedIn Stories allows users to share images and short videos on a 24-hour basis. The feature is available in the US via mobile devices only. Members can make use of ‘stickers’ which include text overlays, Questions of the Day, and even make mentions to other LinkedIn accounts.
“The new LinkedIn Stories feature creates the ability for users to share raw, real content and the not so fine-tuned and polished happenings taking place behind the scenes.”
So What Gives?
A fairly new advancement to the social media realm altogether, Stories have gained vast popularity. Let’s take Instagram for example. Despite early criticism, the platform’s innovation has experienced overwhelming success in the wake of Snapchat’s very similar premise.
With 500 million Instagram members viewing stories on a daily basis, its no wonder stories have become a popular advertising medium. According to their report, business-derived content makes up one-third of the most viewed stories. That’s a very significant fraction given a platform that isn’t even inherently business-based.
There’s also something to be said about the innate nature of Stories and how users approach and perceive them.
In an interview conducted by Recode, Instagram CEO Kevin Systrom noted: “People want to actually share a lot more, but they don’t it to hang on the gallery wall.” Pivoting from mainstream social media posts, the feature enables a different content avenue that doesn’t carry the same pressure or weight as imposed by feed-housed content.
And for LinkedIn?
The main difference, and what’s turning heads, is the business context. Adding another layer of connectivity, this casual feature enables a more human and personalized experience to the professional networking medium. Not to mention, today’s COVID-impacted business landscape has paved the way for the necessity of on-demand and virtual communication.
We can’t help but wonder, will it stick?
Will the platform’s stride to keep up with the latest trend receive the same praise, the same success, the same participation as the other social networks welcomed?
LinkedIn was created to showcase individuals’ professional achievements and credibilities with the ultimate intention of matching job supply to job demand. It has since become a full-fledged networking platform that goes beyond mere resumes and job searches. LinkedIn stimulates and fosters relationships among its users and the company often highlights their intent-driven community – they’re not wrong. LinkedIn members are on the platform for a reason, driven by a desire to reach their career goals. LinkedIn Stories serve as another way for members and business accounts to connect and champion relationships. It’s hard to imagine their vast community wouldn’t take advantage of this new content facilitator.
While the scope of story content may differ from that of other social platforms, LinkedIn reports their rollout has been ‘incredibly successful.’ The real time nature of this new feature allows users to engage in authentic and thoughtful conversation with their online community.
“LinkedIn Stories serve as another way for members and business accounts to connect and champion relationships. It’s hard to imagine their vast community wouldn’t take advantage of this new content facilitator.”
If the past year with a pandemic has taught us anything, it’s that the conventional, perfectionist days are over. The workplace has undoubtedly been disheveled and professional environments subjected to recourse, widening the door to a breadth of digital opportunity.
In turn, people are more willing to share the not so fine-tuned and polished happenings taking place behind the scenes. The Stories feature presents just that: a pedestal for raw, real content. Whether that be an idea in the making, a project in the works or a question that prompts discourse, this newfound sharing is paving the way toward a new normal – one that we think is not going anywhere.
Leveraging LinkedIn Stories
When it comes to engaging with top decision-makers and generating highly qualified prospects, LinkedIn is the place to be. LinkedIn harbors a reach of nearly 740 million members and over 55 million companies on the platform, making it a valuable space to achieve your business and brand objectives. We’ve outlined a number of use opportunities and advantages to utilizing this advancement toward business prosperity.
On a platform whose premise surrounds networking at its core, LinkedIn Stories can be easily shared and reposted among members, presenting an opportunity on both an individual and business level. Why not invite LinkedIn’s vast community to catalyze your ideas, creations and goals?
A great way to maximize story interaction is by employing the stickers available in the feature. Captivate users with eye-catching sticker visuals or implement a Question of the Day to incite a meaningful conversation. Making mentions to other accounts is another powerful tactic to expand the scope of your content.
It’s no secret that omni-channel content distribution is a highly encouraged practice in the space. There is not one size fits all when it comes to the kind of material shared via Stories. It can be as easy as repurposing your content to fit the format of a story.
Testimonials and Success Stories
While this feature may be keen to new informalities and sub-perfect portrayals, don’t skip out on highlighting those triumphs, those boasts and pride moments that crave sharing. Success is enticing and will likely trigger others to hop on board.
Don’t be afraid to unveil the process while you’re at it. Authenticity is valued now more than ever and short form content provides a plausible opportunity for businesses to exercise transparency. Providing consumers with a glimpse of the ins and outs gives way to greater loyalty and resonation.
Conversions aside, the inherited essence of story viewing can be more effective than traditionally displayed content that allows for greater intricacy. Short form displays can go a long way with viewers, especially when scanning through consistent and uninterrupted content.
On the Advertisement Front
LinkedIn as a leading online social media platform has not only given way to business networking like no other, but has been instrumental in the advertising space.
How can marketers get in on the action? The networking medium has begun testing Stories Ads with a small cohort of advertisers around the world, and has announced an expected network-wide launch sometime in 2021. For those that use LinkedIn as a promotional marketing channel already, this new function may soon be your next best friend.
LinkedIn currently offers a variety of ad formats including single image, message, text, spotlight and their latest, conversation ads. Like Instagram Stories, we anticipate LinkedIn Story advertisements to be a highly sought after function post-launch. Such short form content is known to adhere to the limited attention spans that many carry in their busy lifestyles. In this digital age, the competition for target market attention is undoubtedly increasing making optimization across all promotional routes a vital practice. As a media agency, we know how important it is to stay on top of the latest trends in the industry.
While we wait patiently for the unveil of LinkedIn Story Ads, check out our other post on tips to target your ideal audience on LinkedIn.