In a nutshell
At its core, LinkedIn Stories are similar to the well-known Instagram and Facebook Stories. You upload a photo or a video (up to 20 seconds), it remains visible for 24 hours, and, during that time, your Story is highlighted at the top of the app. The analytics will show you how many times your story has been seen and by who. As the feature is an early phase, the options for LinkedIn Stories are more limited compared to Instagram. You can add text, mention people, and add stickers, but unfortunately, swipe-ups are not an option (yet)...
The power of Stories
Whether you are impatiently awaiting the new feature on LinkedIn, or you still need some time to wrap your head around this new update, there’s no denying that the format of Stories is here to stay. According to the platform, the addition of LinkedIn Stories will make content on LinkedIn more creative and personal while still focussing on the B2B markets. The format will encourage more conversations and engagement while giving users a new way to share content.
With short, snackable content, LinkedIn is also clearly aiming its arrows at a new generation - the generation that is growing up with full-screen unfiltered in-the-moment content. As LinkedIn reasoned themselves, why wouldn’t this generation also treat B2B content in exactly the same way? Jumping ahead on the need of the new generation in the working world, if the LinkedIn Stories feature is here to stay, it will truly demonstrate the power of ephemeral content.
So what’s in it for companies?
LinkedIn Stories offer a chance to develop more personalized content. They can give a unique insight into a company's culture via videos or you can let employees share their own professional experiences to add a layer of authenticity to the LinkedIn strategy. Next to that, you can promote events and conferences, as well as giving live coverage of these events.
Right now, there is a select group of companies testing LinkedIn’s new features, including KLM and ABN AMRO. The latter is using the feature to tell unique and relevant stories like the one below.