Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Course: Fundamentals of Social Media Marketing

Start the Course
Close
Fundamentals of Social Media Marketing

Free Course:

Fundamentals of Social Media Marketing
Start the Course
Fundamentals of Social Media Marketing
Free Social Media Course
View Fundamentals of Social Media Marketing
Fundamentals of Social Media Marketing

Free Course:

Learn how to use social media to successfully drive awareness and engagement for your business

In this free course, you’ll learn:

  • How to choose the right social platforms for your business
  • Basic best practices for different social media channels
  • B2B vs. B2C practices on social media

Is LinkedIn Evolving for A Younger Workforce? What Marketers Should Know About "Stories."

By Katie Coelho

Katie Coelho also recommends this free course, Fundamentals of Social Media Marketing.

Is LinkedIn Evolving for A Younger Workforce? What Marketers Should Know About "Stories."

Earlier last week, LinkedIn announced its testing out a ‘stories’ feature with universities named “Student Voices.”

Seems as though they’re finally jumping on the ‘stories’ bandwagon. Other platforms like Instagram and then Facebook were quicker to add this functionality to their apps.

With LinkedIn’s audience typically skewing older and more professional, it begs the question; is LinkedIn evolving for a younger workforce?

Free Course: Fundamentals of Social Media Marketing

Survey Says… Yes! Clearly, through adding a Snapchat-like stories feature, along with a few others, the social site & app aim to pique the interest of a younger crowd.

Snapchat’s original purpose of stories was to create spur of the moment videos/photos that disappear (so you don’t have to worry about its impact on your reputation), but according to TechCrunch, LinkedIn’s purpose of including stories is to improve reputation and for students to build their network.

Let’s cover the updates that LinkedIn plans on making & our take for marketers...

LinkedIn’s Platform Changes (Coming Soon..)

So far, LinkedIn confirmed to TechCrunch that its testing out stories for students at universities to add to a “campus playlist.”

LinkedIn-Stories-Student-Voices-Screenshot

SOURCE: TechCrunch

They will include GIF comments, location sharing in messages, and Facebook--style reactions  like “Clap,” “Insightful,” “Hmm,” and “Support.”

LinkedIn-Reactions-Clap-Insightful-Hmm-Support

SOURCE: TechCrunch

On top of its new integration with Vimeo, LinkedIn has clearly put more focus on video over this year.

But why are they testing out these new functionalities?

With millennials taking over the workforce, most presumably, it’s to attract and engage a younger audience. But why do younger audiences crave things like ‘stories’? They’re core to apps that skew younger, like Snapchat and Instagram.

Deeper than just the functionality of a story, younger audiences demand ‘human’ interactions. (But don’t we all, really?)

What we mean by ‘human’ is the ability to express oneself and build trust with an audience as close to an ‘in-person’ interaction as possible.

Adding the ability to create unrehearsed, in-the-moment content via stories evokes a different sort of relationship building opportunity amongst LinkedIn’s users.

It’s also a great way to build a personal brand.

Stories, videos, more unique reactions - they all aim to be more human in a tech space, let alone the professional world.

Though the platform changes aren’t revolutionary, surely we can all admire LinkedIn for focusing on more ‘human’ interactions.

What Marketers Should Know

These updates are currently only available for universities and some users. No word yet on if they’ll make a full rollout or when that would be (so just hang tight for now).

As marketers, what should we take away from a social site’s update like this?

First, stories are taking over on all major social platforms - don’t ignore them. Test out the functionality with your audience and use it to show your personality - and keep it human!

Second, if your audience is on LinkedIn and you want to make a bigger impact there, you NEED to invest time in video - pre recorded, or maybe stories in the future - whatever it may be.

There’s no doubt that video is essential to building trust today, and everyone should take note when a platform is making changes to push video more.

Takeaway

As we see all the time, sites and apps will continue to evolve and we must be prepared to evolve with them. As users test new features, it opens up a way for us to communicate with our audience differently.

Stay tuned here and on LinkedIn for further updates on these features.

Fundamentals of Social Media Marketing

Free Course:

Fundamentals of Social Media Marketing
Start the Course
Fundamentals of Social Media Marketing

Free Course:

Fundamentals of Social Media Marketing

Learn how to use social media to successfully drive awareness and engagement for your business

In this free course, you’ll learn:

  • How to choose the right social platforms for your business
  • Basic best practices for different social media channels
  • B2B vs. B2C practices on social media

Topics:

Linkedin Marketing
Published on November 30, 2018

Recent Articles

ICYMI: Digital marketing news update for July 6, 2021
July 6, 2021 • 5 min read
ICYMI: Digital marketing news update for June 28, 2021
June 28, 2021 • 6 min read
ICYMI: Digital marketing news update for June 21, 2021
June 21, 2021 • 5 min read
ICYMI: Digital marketing news update for June 14, 2021
June 14, 2021 • 6 min read
You can boost LinkedIn posts and promote events, marketers
May 28, 2021 • 3 min read
Mastering LinkedIn for sales and marketing ft. Samantha McKenna (Inbound Success, Ep. 190)
April 12, 2021 • 30 min read
Free LinkedIn marketing and advertising learning center now live
March 1, 2021 • 2 min read
LinkedIn adds new 'Products' highlight tab on company pages
February 25, 2021 • 2 min read
How marketing teams can helps sales use LinkedIn effectively Ft. Colleen McKenna (Inbound Success, Ep. 181)
February 8, 2021 • 32 min read
LinkedIn rolls out stories feature to all users
September 30, 2020 • 3 min read
How to use LinkedIn to close more deals in 2021
September 10, 2020 • 4 min read
LinkedIn social media manager guide misses mark on content strategy
August 12, 2020 • 6 min read
How to use LinkedIn as a powerful B2B lead generating tool [Interview]
July 21, 2020 • 7 min read
LinkedIn Ads rolls out new features to enhance retargeting capabilities
June 8, 2020 • 2 min read
27 powerful LinkedIn business pages examples to inspire you
June 2, 2020 • 14 min read
Using neurolinguistics and MRI data to get better marketing results Ft. Dan Hack (Inbound Success, Ep. 145)
June 1, 2020 • 27 min read
LinkedIn has rebranded its editorial team to LinkedIn News, promising better news feed
May 28, 2020 • 2 min read
LinkedIn advertising strategies Ft. Anthony Blatner of Modern Media (Inbound Success, Ep. 144)
May 25, 2020 • 28 min read
Thanks to Microsoft, LinkedIn ads are about to break paid media (in a great way)
May 22, 2020 • 5 min read
LinkedIn sees surging engagement during coronavirus, but ad revenue lags
May 5, 2020 • 2 min read
New report: Best times to post on social media during coronavirus (COVID-19)
May 4, 2020 • 3 min read
Are LinkedIn ads really worth paying for?
April 3, 2020 • 5 min read
"Mastering LinkedIn for sales and marketing ft. Marcus Murphy of DigitalMarketer" (Inbound Success Ep. 133)
March 9, 2020 • 50 min read
Duplicate content and SEO: 7 things you absolutely need to know
December 12, 2019 • 3 min read
Key LinkedIn statistics to know from 2019 [Infographic]
October 19, 2019 • 2 min read