What are LinkedIn Stories and How Can PR Pros Use Them?

Since LinkedIn launched its Stories feature last month, it has won mixed reviews. But PR professionals shouldn’t be so quick to dismiss it!

Of course, with over 706 million global users, LinkedIn is the go-to social platform for B2B professionals, and it’s probably still the best way to build a network with colleagues, classmates and industry professionals. It’s also a great place to have conversations around hot topics in tech, leadership and current events. 

LinkedIn Stories is similar to Instagram or Facebook stories, allowing users to post an update that will stay live for 24 hours. The story feature makes sense for Instagram and Facebook where you can share real-time updates, but why did LinkedIn feel they needed this feature? 

According to LinkedIn, “LinkedIn Stories enable members and organizations to share images and short videos of their everyday professional moments.” In a pre-COVID world, this feature would have been great to use during industry conferences and events. While the timing of launch may be odd, this is definitely a feature PR pros should convince executives to include in their social strategy. Here are five ways to incorporate LinkedIn stories into yours.

Share professional tips

Instagram and Facebook stories are a great place to share real time pictures, videos and updates, so why not try this out on LinkedIn Stories? Create a social schedule of quotable tips from executives that can be shared a few times a week. The goal here is to share comments or quotes that are short but impactful. You want to grab your audience’s attention very quickly. Make sure content is easy to digest and you’re not cramming everything into one story. If you want to share five tips, create five slides and space out the updates to make a bigger impact.

Highlight ‘events’ in real time

One of the big trends of 2020 was a shift to virtual events, primarily on Zoom. In PR, we believe that securing speaking events for executives is a strong way to promote thought leadership and position clients as industry leaders. Share clips from virtual conferences with short soundbites of high-impact statements from business leaders. When the event is over, if you have access to a full recording, you can tease it in stories as well encouraging connections to watch the full talk if they missed it. 

Host a Q&A

A fun feature on stories is opening a question on your story and asking for followers and connections to weigh in. Consider hosting a weekly or monthly Q&A around current events in a given industry, — maybe on new tech launches or reactive comments around breaking news. Create a two-way conversation between business leaders and their connections. If you’re looking for a way to spread out content, ask connections to submit questions in advance and answer them a few days later. 

Preview company announcements and launches

One of the benefits of LinkedIn Stories is that when users log on, the stories will be featured at the top of the page before they start scrolling. Sometimes user posts can be lost in endless scrolling, but if you have a story, you have a better chance of higher engagement. Did your company just acquire funding or are launching a new tech offering? Tease this announcement in your story. Perhaps preview the headline of a press release to gauge attention and direct users to your company’s page or your own – wherever the press release link is live. Continue this momentum by posting any coverage you generate from the announcement.   

Highlight personal and company achievements

LinkedIn is the perfect place to share job promotions and personal achievements. Use LinkedIn Stories to highlight these wins. On an executive’s LinkedIn Stories, you can also share personnel changes and moves highlighting achievements and accolades. Connections will see how proud a business leader is of their staff, for example, and positive encouragement motivates and inspires any team to exceed expectations. 

How will you use LinkedIn stories? Let me know on Twitter @colleeno_pr.