In November 2018, Linkedin released their version of the stories feature. ‘Stories’ was pioneered by Snapchat and is a type of sharing that allows users to build chains of shared content that can be viewed an unlimited number of times over a 24-hour period. Facebooks CPO, Chris Cox, in Tech Crunch, revealed that stories will surpass feed based sharing sometime in 2019. This looks like a move by Linkedin to target a younger demographic of job seekers.
Linkedin has launched a version of their stories feature to US universities called 'student voices.' The feature lets students post videos to their campus playlists, the videos disappear off the campus playlist after a week, while remaining permanently on the student’s profile on their recent activity. This is very different to the traditional stories feature.
Firstly, you need to consider why users might prefer to view a ‘story’ rather than a feed based post. First of all, the user experience! It is easier to view content. To skip a story, you simply need to tap the screen rather than tediously scrolling downwards. Secondly, stories are typically more authentic than feed based posting because people are not under the scrutiny of ‘likes.’ Finally, you are under less virtual scrutiny! There are no stats to your story except to the number of people that have viewed the content, which is private to you.
When Linkedin releases this feature to more users I foresee it becoming a huge success. For event organisers such as The Customer Service Summit, or The Digital World Forum. What a great way to increase FOMO (Fear of Missing Out) for all their prospects that did not attend. WeWork have really utilised stories on their Instagram page. They share behind the scenes footage of their offices; more companies can share their personality over the Linkedin platform. Imagine all the nerf gun battles that could be captured.
Sales professionals will be empowered to learn more about their prospects so they can change the tone of their messaging and deliver a more personalised approach.
Videos help persuade 73% of people to buy a product or service. Authenticity is never a negative in a world that is losing trust in social media. Linkedin has to change with the times in their own unique way and I, for one, will be embracing that change!