LinkedIn Stories: Organic

LinkedIn Stories: OrganicBest practices & getting started guideLinkedIn Stories: Organic - Best practices & getting started guide1

What areLinkedIn Stories?LinkedIn Stories are an easy, lightweight wayfor members and organizations to share everydayprofessional moments with their community. For brands,LinkedIn offers organic Stories, which can be created forfree by a Page Admin on behalf of an organization’s Page.Why LinkedIn Stories?#1 35%Professional contextProfessional audienceProfessional topicsLinkedIn is ranked“most trusted social mediaplatform” by Business Insiderfor the last 4 years in a row.700M professionals,across 200 countries.As of January 2020, over athird of member posts arerelated to “info and ideas.”What’s insideDid you know?Consumption of Stories isgrowing 15x faster than feedcontent, giving brands a newopportunity for attention.1. Overview32. Getting Started43. Best Practices64. Examples10LinkedIn Stories: Organic - Best practices & getting started guide2

OverviewBring your whole brand toLinkedIn with organic Stories.With organic Stories, you can:Strengthen brandidentitywith playful storytellingtools, creative visuals,and content that’s shownfor 24 hours.Build brand awarenesswith an uncluttered,top-of-feed placement anda captivating, immersiveviewing experience.Drive engagementand conversionswith interactive elements,like @mentionsand swipe up.

Getting startedHow to create a StoryFirst, you must be a super or content posterPage admin to post on behalf of your Page.Learn more here.1 Open your LinkedIn mobile app & select thelogo of the Page you want to post from in thecarousel at the top of the homescreen.2 Either upload a pre-recorded photo or video,or capture an image or video from the camera.3 Add text, stickers, or a link from the icons in thetop right hand corner. You can also simply tapon the screen to add text. Pinch text or stickerswith two fingers to resize and rotate. You canadd multiple layers of text and stickers to anyStory frame.4 When your Story looks good, hit “Share story”in the bottom right corner.How to post multiple framesOnce you’ve posted your first Story frame,posting additional frames is easy.1 Click back into your Page logo.2 Click “ New Story” in the bottom rightcorner, and you’ll be taken back to theStories camera.LinkedIn Stories: Organic - Best practices & getting started guide4

Getting startedHow to add a swipe up linkAny Page on LinkedIn can add a “swipe up” linkto their Story, which can be useful for drivingengagements and conversions with your Stories.1 Create a Story using the directions above. Before you hit “Share story,” click the chain-linkicon in the top right corner.2 Add a URL in the open field and hit “Done” To confirm it’s been added and preview thelanding page, tap on the chain-link icon againand select “Preview link.” From this menu, youcan also edit or remove the link.3 When you’re done, tap “Share story” to publishthe Story frame.How to view your live Storiesand their analyticsYou can see total viewers and a list of allthe individuals who’ve viewed your Story withinthe 24 hours your content is live — down to thespecific frame.1 To review your currently-live Story frames,tap your Page logo again at the top of theapp homepage.2 From there, you can navigate to the desiredframe by tapping forward or backward.3 To see analytics, tap on “Viewers”on the bottom left of the desired frame.LinkedIn Stories: Organic - Best practices & getting started guide5

Best practicesHere’s what we know about creating compellingLinkedIn Stories on behalf of your organization.ContentUse Stories to educate, connect with andinform your LinkedIn Page followers. Storiescan be used for full-funnel content objectivesacross these use cases, whether your campaignaims to build awareness, inspire engagement,or drive bottom funnel conversions.Use casePro Tip: Since every audienceis different, consider polling yourfollowers to understand which typeof content they’re most excited tosee from you in the Stories format.AwarenessEngagement S hare product demos or bestpractices.Educate youraudienceShow thoughtleadership P ost tips and tricks relevant to yourindustry or target audience. Celebrate company milestones.Connect withyour audienceHumanizeyour brand S how how your organizationis helping during challengingtimes. Have your audienceswipe up to view aproduct page,industry report, orpiece of content. @mentionemployees,customers or users tomake the shoutoutpersonal. Have your audienceswipe up to learnmore about yourbrand’s values,culture or initiative. @mention eventspeakers, companyleadership, or hiringmanagers. Have your audienceswipe up to a landingpage, press release orjob requisition. A rticulate your corporate socialresponsibility initiatives. P romote your events andtheir recordings. Launch a new product or service.Inform youraudienceKeep youraudienceinformed @mention thoughtleaders andinfluencers. H ighlight new research anddata insights from it. Spotlight your employees,customers, or users.Conversion S hare behind-the-scenes momentsfrom events and webinars. Share company news. S potlight job openings orrecruitment efforts.LinkedIn Stories: Organic - Best practices & getting started guide6

Best practicesCreativeWhile we don’t expect organizations to abandon their professional brand, we know thatmembers are excited to see brands get a little more playful and fun when it comes to Stories.Do:Keep it professional. embers want to see primarily informative andMeducational content from brands, specificallythat which will keep them informed and educatedabout their industry, locale or professionalinterests. They’re more open to human-orientedcontent (i.e. employee spotlight, CSR initiatives,company culture, etc.) if they’re a job-seeker.Aim for a mix of video, image, and textStories.This will help keep your content fresh. Don’t forgetto add captions if the audio track is essential. Repost user-generated content.Humanize your brand by re-posting contentfrom employees, customers, and fans. Make content consumable, in bites.Repost your own feed content.A series of quick photos and videos is moreeffective than one long video. Your audiencecan skip ahead if they’re in a hurry.Got a feed post that needs extra awareness?Highlight it again in your Stories content. Humanize your brand creative.Consider adding elements to your Story thatgive it a look and feel closer to that of anindividual creator, using stickers, native text,and @mentions. Many successful brands liketo pre-produce content, and finish it off withthese creative touches while uploading.Aim for a mix of produced — as well asin-the-moment — content.Stories are intended to be a more casualand fun complement to your in-feed content.In addition to your regular brand content, tryto let your audience see a new, more authenticside of your brand by going behind-the-scenesor in-the-moment.LinkedIn Stories: Organic - Best practices & getting started guide7

Best practicesDon’tRepost a Stories Ad as organic content.Get too casual.Unless your ad is particularly human, it maylook unnatural when re-used as an organicpost to followers and lose authenticity.People love LinkedIn’s professional differentiationand want us to protect it within this inherentlymore playful and fun content format. Considerhow you can pivot your existing content to bestfit within the context of LinkedIn.Post a Story without context.Although Stories are highly visual, additionalpost copy is still useful to explain the takeawayor call-to-action to your audience.Best practices for using swipe up:Warm up the audience.Share a series of Story frames prior to a framethat links out. Your audience needs context todrive interest in swiping up and keep themfrom clicking out before viewing your full Story.Be explicit.Tell the audience to interact with your swipeablelink in the text, imagery or stickers within yourStory. They might not see the CTA button.Follow the 3-2-1 model of content creation.For every swipe up link that leads to atransaction or conversion, share two links withuplifting content, and three links to thoughtleadership content.Don't overuse it.If your audience can't get value from your Storieswithout clicking into a new link every time, theywill start to tune you out. Continue to providevalue in the Stories themselves.Remember, all Pages haveaccess to the swipe up feature!LinkedIn Stories: Organic - Best practices & getting started guide8

Best practicesReportingROITo prove the ROI of your organic Stories, youcan see total viewers and a list of all individualswho’ve viewed your Story within the 24 hours yourcontent is live — down to the specific frame.Pro Tip: Set a calendarreminder 23.5 hours afterposting to pull analytics beforeyour Story disappears (historicalanalytics aren’t yet available).Here are a few metrics you can calculate with frame-by-frame impressions alone:Total reachReach rateCompletion rate# of impressions onyour first frameTotal reach/# of Pagefollowers# of impressions onyour last frame/# ofimpressions onyour first frameLinkedIn Stories: Organic - Best practices & getting started guide9

ExamplesNot sure what to post to your Story?Learn from these best-in-class examples.EducateInformVerizon created a “quiz” for their Story, askingthe question with multiple choices andrevealing the correct answer in the next frame.KLM shared progress on the airline company’sphased efforts to safely resume flights.HumanizeSwipe upErnst & Young asked interns to take over thecompany’s Story for the week, sharinga behind-the-scenes look.Adobe shared a Story featuring key learningsfrom their Digital Insights report, including thelink to the report in all frames and a specificcall to action in the final one.For more inspiring examples, take a look at our full example gallery.LinkedIn Stories: Organic - Best practices & getting started guide10

Once you’ve posted your first Story frame, posting additional frames is easy. 1 Click back into your Page logo. 2 Click “ New Story” in the bottom right corner, and you’ll be taken back to the Stories camera. How to create a Story First, you must be a super or content poster Pa