In this opinion piece, video creation platform Clipchamp head of product Anna Ji discusses how brands can effectively use LinkedIn stories with her five best tips…
It’s official, LinkedIn stories has finally made its way onto the LinkedIn platform in an effort to bridge the gap between remote working and teams scattered around the globe.
Aiming to follow the success of social media counterparts Instagram and Facebook, LinkedIn stories has the ability to completely change the game when it comes to offering insights into a brand’s personality and vision.
LinkedIn has always been the place for ‘professional content’, which tends to be impersonal and hiding behind the facade of a brand, testament to why this new tool should be embraced as a step to break down these barriers.
If you’re not sure where to start, here are five ways you can nail your LinkedIn stories strategy from the outset.
Tip #1 Demonstrate the personality of the brand
An established brand should already have a clear and concise voice, so LinkedIn stories can be used to essentially sing it from the rooftops.
Compared to a traditional LinkedIn page where brands can share news, commentary and insights, LinkedIn stories should be viewed as another way a brand can promote the essence of who they are and their point of differentiation in the market.
One brand in particular that has done this well is global cosmetics leader Sephora. Not only does Sephora maintain its position as one of the leading experts in the field of beauty and wellness, but they also display their brand voice through the language used in posts, as well as imagery shared to the platform. Sephora were one of the first brands to regularly use LinkedIn stories to share new product updates, as well as news and insights. They have successfully used LinkedIn stories to mirror their overall voice shared throughout their page.
Tip #2 Remember to keep it professional
It’s important to remember that LinkedIn is a platform for professionals. Unlike Instagram stories that reflect a much more relaxed style and atmosphere, LinkedIn stories should be used as a tool to help build a brand’s professional network.
This might mean dressing the way you normally do in an office environment or in a meeting with a client, using professional language and acting in a manner that reflects the brand’s values and mission.
Tip #3 Be authentic, not scripted
To showcase the quirks behind the brand, it’s important to share unscripted content that highlights the authenticity of your brand.
Consider hosting a Q&A on LinkedIn stories in order to share your brand story and help build brand affinity. To gather questions for your Q&A, invite your audience to submit them in advance. This could either be through direct messages or a traditional LinkedIn feed post. You can then get a representative from the team to answer them honestly to share insights into the ins and outs of the business.
Tip #4 Show off your team
For most brands, their teams are their most important assets so it’s a great idea to show them off and use them as content for LinkedIn stories.
Consider putting together highlights from the day from a different team member if putting together a whole story isn’t your brand’s thing. While your team works remotely, they can demonstrate how they spend their time, as well as explain what their roles are and how they contribute to the overall success of the brand.
Or, if your team has already returned to the office you can showcase their ability to work together in team brainstorms, events or even social gatherings. This not only provides an insight into the working environment and team culture of a brand, but it can also support new hires and business opportunities in the future.
Tip #5 Become an expert & offer advice
LinkedIn is often used to promote professional thought leadership, and this new ‘snackable’ format is an ideal way to showcase your brand’s in-house knowledge in a fun and engaging way.
Whether it’s advice from your human resources team on how to nail a job interview, industry commentary from the CEO, or creative design pointers, sharing tips with your connections can put your brand on the road to becoming an expert in your respective field.
Just remember to keep your content suited to the fast and easy-to-digest nature of LinkedIn’s short lifespan stories, so that it’s skimmable for your audience.
As LinkedIn stories is still a relatively new tool, now is the time to be an early adopter and become a leader in sharing informative and essential content for your community. Not only will your connections appreciate it, but you’ll also be on the path to becoming an influential voice on the platform.
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