LinkedIn Stories, how do they work and are they really needed?

Just in these days, the platform has made this feature available in Italian accounts. Just update the LinkedIn app to the latest version to see this news.

After having already started the beta testing phase in various countries including Brazil, Australia, France and the Netherlands, in these days, the platform has launched the new feature also for the over 14 million users in Italy who from now on then they will be able to share their working day with their community and much more.

At this point, the first spontaneous question that should be asked is: why Linkedin, the social network dedicated to the world of work, has opted for the inclusion of this feature following the example of social networks such as Instagram, Snapchat and Facebook that in terms of use and purposes, are clearly distinguished from the “social network of work” par excellence?

For an answer we rely on the statement of Pete Davies , the senior director of product management at LinkedIn , who states “For more than a year we are testing the stories in a professional context, such as that of our platform. We believe it can be a tool for sharing user content more easily. Stories encourage conversation and stimulate engagement , so much so that a recent study has shown that the major influencers since 2016 are posting a third less on their feeds ”.

Increase engagement with Linkedin Stories

It would seem, therefore, that videos in stories are able to significantly increase the rate of engagement on LinkedIn .

Furthermore, in a particular historical moment like this we are experiencing, in which smart working is the protagonist and working life is increasingly mixed with the domestic one, relations between colleagues but also in professional networks have generally changed. developing new dynamics.

In fact, people rely more and more on their online networks to stay in touch. This new and different behavior therefore also changes the way people use the platform, resulting in a 55% increase in conversations between users on an annual basis, and in a 60% increase in content creation.

“Staying connected, both personally and professionally, has never been more important than now” said LinkedIn Italia News Editor Michele Pierri in the article published on LinkedIn.

“During the lockdown our members used LinkedIn to keep in touch with colleagues and other people whether to seek advice, to find new opportunities, or simply to keep up to date. We see the stories as a natural continuation of this more personal connectivity between colleagues, and we’ve already seen hundreds of thousands of new conversations triggered through stories. ”

How stories work on LinkedIn

LinkedIn Stories can currently only be shared from the mobile app using the most up-to-date version of the LinkedIn app.

To activate them, just click on the + symbol at the top that will be next to your profile photo.

Just like for facebook or instagram, photos or videos taken at the moment can also be shared on linkedin or by selecting them from those already present in the photogallery of your phone.

Stories can also be published on company pages, in fact administrators will see the option in exactly the same way it is visible for their profile.

Once the stories are posted on LinkedIn, they cannot be edited. The 3 dots in the upper right allow you to save the story on your phone, delete it or send it via private message to your first level connections.

Furthermore, during publication, the words “Anyone” will appear at the bottom left as a notice of our acceptance that our connections can in turn share our stories with their connections.

LinkedIn Stories: all features

Among the features of Linkedin Stories we find:

  • a duration of the video of maximum 20 seconds
  • the mention to their connections and only if they have enabled the possibility of receiving mentions through the privacy settings
  • the possibility of mute videos
  • text insertion (two formats and six different colors are available) and stikers
  • a visibility of only 24 hours
  • the possibility of send messages or reactions to the author of the stories we view
  • the inability to block some users from viewing the stories we publish

Videos and images published as stories on LinkedIn they have further technical characteristics to respect.

Size and format of the images:

  • Resolution: 1,080 (w) x 1920 (h) px
  • Format: PNG, JPG
  • Aspect ratio: 9:16

Video size and format:

  • Resolution: 1.080 (w) x 1920 (h) px
  • Frequency: 30 FPS, square pixels
  • Format: H264, MP4
  • Aspect ratio: 9:16
  • Duration: 20 sec

Also in our profile settings by clicking on “history view options” you can choose to be visible or stay in private mode. You will then have the possibility to choose the information that the authors see when you view their story among three options:

  • your name and summary
  • private profile features
  • private mode

Unless the user sets a private mode, the creators of the story will have access to data such as: the number of views and the identity of the profiles that have viewed the story.

To be updated on future developments of Linkedin stories, you can view the Linkedin Online Guide.

How to best-use LinkedIn Stories

Using LinkedIn Stories to increase the engagement of your profile or company page will certainly be the goal to pursue in creating stories. But how to do it best? And what types of content should I publish?

LinkedIn Stories represent an intelligent tool that will allow us to tell the world of work today, in a new way for the platform, which can certainly be lighter than the type of content to which Linkedin has accustomed us until to date.

With LinkedIn Stories it will be possible to tell a new side of users and show behind the scenes of companies.

No longer just a showcase image for company pages, but also a dose of “real time” that really tells who the company is, how it works and how it approaches the network of contacts.

LinkedIn Stories can add a human touch to your professional representation. To make the most of this feature’s potential, here are some hints and tips:

  • Through Stories it is possible to show your knowledge to our network in a more engaging and first-person way
  • LinkedIn stories are an excellent means of conveying videos that show corporate events, company life, the launch of a new product, participation in sector events or direct stories to your network of users
  • Through the linkedIn Stories it will also be possible to notify our network of contacts about the publication of a content in the feed or article on blog
  • In the stories on Linkedin you can share the things that motivate us and interesting sector information for our network

In addition, to encourage the sharing of content through LinkedIn Stories we find the “Question of the day” , or the option to enter a question that users who have viewed the story can answer.

The question isn’t customizable at the moment. The current one is: «Where do you work today? Show it with a video or a photo ».

The Story Telling that can be implemented through LinkedIn Stories certainly opens the door to a new opportunity for communication that can have different results depending on the use that will be made of it. But one thing is certain, the

LinkedIn users, will now receive a greater push to share more and more content, just like in other social networks.

But for a platform like LinkedIn, which has always been an expression of composure and professionalism, in which the use that users make is clearly different from other social networks, can such a strong similarity to other platforms make sense?

Perhaps we will have an answer to this question in the coming months by checking its developments, however it is likely that the only point that really matters at the moment is the possibility of having an additional tool to increase engagement.

Where this feature was inspired by perhaps doesn’t really matter. What do you think?

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