ParadigmBusinessConsulting

LinkedIn Stories: The Key to Sharing Professional Content

Category: UX & DESIGN
July 7th 2021
4:53:17 pm

Like many social media companies before it, LinkedIn has finally introduced a “Stories” feature for its users. This means that merchants will quickly need to learn how to use LinkedIn Stories for business. After can be quite useful for online retailers.

Moreover, it is worth quickly noting that was also accompanied by an updated interface that aimed to enhance the user experience.

Who doesn’t like a shiny new interface?

That aside, visual marketing and storytelling have become critical elements to reaching consumers over the last several years. Therefore, LinkedIn Stories for eCommerce retailers can potentially be a fantastic avenue for retail growth and talent recruitment.

While some might consider the use of this feature as little more than a means to dilute the platform with irrelevant content, strategically using LinkedIn Stories for eCommerce awareness could prove to be a boon for online sellers.

To help merchants understand how to use LinkedIn Stories for business growth, today, we will explore:

  • Why merchants should use LinkedIn Stories
  • How to create LinkedIn Stories
  • LinkedIn Stories best practices

But before we get to all of that, let’s take just a moment to look at the feature and understand what sets it apart from the Stories features of other social media platforms.

What Are LinkedIn Stories?

For those who have ever used Stories on Instagram, Snapchat, Facebook or the like, LinkedIn Stories operates in a near-identical way. Sellers create a short video clip up to 20 seconds long and upload it to the site. Once the video goes live, it will be available for 24 hours before it disappears.

When learning how to use LinkedIn Stories for business means, it is important to know that retailers can post as many Stories as they would like. This means that merchants can quickly jump in and get to experimenting to see what resonates with audiences on LinkedIn.

How Is LinkedIn Stories Different?

The fact of the matter is that LinkedIn Stories is nearly identical to the Stories features on other social media platforms.

However, the critical difference in using LinkedIn Stories for eCommerce brands is the business context. This means that instead of Stories being deployed as a way to share lifestyle updates and content, retailers can share their content with colleagues, potential prospects, and even industry talent.

The context that LinkedIn Stories exists in makes the tools vital in the current paradigm of social distancing, increased remote work, and other hangovers of the COVID scare of 2020.

Why Use LinkedIn Stories for eCommerce?

There are a variety of reasons for retailers to leverage LinkedIn Stories. One of the most compelling reasons is to launch conversations and nurture the relationships that are at the core of LinkedIn’s platform.

In fact, speaking to, Pete Davies, the company’s former Senior Director of Product Management, wrote:

“As the head of content products at LinkedIn, my job is to make sure we’re giving professionals every format and feedback opportunity they need to make these conversations as productive as possible. Over the last few years, that’s led us to launch features including Newsletters, Live Video, Trending News, and Reactions. There are more conversations taking place in the LinkedIn feed than ever before, with a 25 percent year-over-year increase in engagement.”

What this means is that, among other reasons, one of the primary reasons to use LinkedIn Stories for eCommerce is:

Increase Engagement

Stories on LinkedIn provide retailers with a significant opportunity to boost the brand’s engagement on the platform. In addition to the comment above, this can be inferred by looking at, which show that between 15 and 25 percent of users swipe up on a link in branded Stories.

Given the business-centric nature of LinkedIn, engagement metrics could prove to be even higher. However, it is essential to keep in mind that, even if a company’s Stories don’t result in direct sales, the brand is generating more awareness.

Give an Inside Look

One of the best ways for retailers to generate attention using LinkedIn Stories for eCommerce growth is to show folks what is happening behind the scenes.

Merchants can even go so far as giving their connections an inside look at the company’s production processes.

Not only can this tactic help to set retailers apart from the competition, but it can also help attract prospective employees.

More on that later.

Inject a Sense of Authenticity

Authenticity is something that consumers have looked for in a company for many years now. In fact, this assertion is radically clear when looking at:

“Stackla recently surveyed 1,590 consumers and 150 B2C marketers from the U.S., U.K. and Australia, to uncover the gaps that exist between the content consumers want and what marketers believe they’re providing – the results of which should serve as both a warning and an opportunity for marketers everywhere… A whopping 90 percent of consumers said that authenticity is important when deciding which brands they like and support – up from 86 percent in 2017.”

Therefore, using LinkedIn Stories for business is a fantastic vehicle for showing a company’s more personal side. There are a variety of ways that retailers can achieve this.

For instance, if the brand gets something wrong, they can do a Story explaining to their audience what happened and how others can prevent the same thing from happening to them.

Alternatively, merchants can also share their wins and successes with their community. If the company lands a big client, create a story explaining how the deal was closed.

Keep in mind that sensitive information need not be divulged to tell the story. However, it could be just the thing some folks need to reach out and connect with the company.

On that note, let’s take a look at how to publish a LinkedIn Story.

How to Create LinkedIn Stories for eCommerce Retailers

As mentioned earlier, creating LinkedIn Stories is pretty much the same as it is on most other platforms. To publish a Story on LinkedIn, merchants merely need to follow these steps:

Step 1: Access Stories

The first thing to do is to navigate to the Stories feature. Retailers can access this exclusively from the mobile app by tapping the plus (+) icon next to the account’s profile picture at the top of the screen.

Next, select the account under which the Story will be publishedi.e., personal or business.

Step 2: Record or Upload

From here, sellers can use their phone’s camera to capture new photos or videos, or they can simply upload saved content from their device.

To use the LinkedIn app camera, simply tap the circle icon at the bottom to take a photo or press and hold it to begin filming. Release the button when ready to end the video.

Pretty simple stuff.

To upload previously saved content, tap on the Upload icon at the bottom of the screen and select the content from the phone’s mobile gallery.

Step 3: Features

Just like with other social media companies’ Story features, LinkedIn Stories enables merchants to reverse their camera, turn on the flash, add text, toggle audio on or off, as well as add graphics like stickers.

Step 4: Edit

From here, sellers can edit and move around elements such as stickers. Tap on text to edit and tap and drag elements to change their positioning.

To delete elements, just drag them over to the trash icon.

Step 5: Publish

When sellers are happy with the state of their Story, tap on the Share icon. The Story is now published and will be available for 24 hours.

Do be aware that once a Story has gone live it cannot be edited, only deleted.

Step 6: Harvest Insights

Sellers can view insights for their Story for the 24 hours in which it is available.

Retailers can see the reach of their Story, along with the viewer’s name, company and job title, depending on the privacy settings.

To see this information, go to Stories at the top of the page, tap on the appropriate profile and tap the Views icon, which looks like an eye.

How to Use LinkedIn Stories for Business Engagement

When figuring out how to use LinkedIn Stories for eCommerce growth, there are a variety of ways in which retailers can approach the task, including:

Educate Audiences

LinkedIn Stories can be used as a vehicle for increasing a brand’s authority and thought leadership.

Understanding this, retailers can offer value to their connections by sharing valuable tips, insights, data or information from whitepapers, blogs or other kinds of. Just be sure to include a swipe-up link at the end of the Story, urging viewers to go and check out the original content.

Merchants can also tag relevant industry figures or influencers on LinkedIn to help generate more engagement and start a larger conversation.

While can be an effective way to inform audiences, LinkedIn Stories for eCommerce education can be pretty compelling as well.

Launch a New Product

Product launches are always exciting events for retailers. Calling back to infusing the brand with authenticity, it would be wise to share this moment with LinkedIn followers.

While this is something on which people can connect on a professional level, sharing product launch Stories is likely to intrigue the consumer in a merchant’s connections.

After all, we all have private lives as well.

Post Product Tips and Tricks

areat their coreabout helping people. Since LinkedIn Stories is a form of content marketing, retailers can assist their connections and followers by posting content that addresses common product questions.

Since LinkedIn Stories have a rather short runtime, it is necessary for retailers to be direct and to the point.

To help ensure the video reaches those who need it most, be sure to add the appropriate tags to the post.

Humanize the Company

From employee milestones to community-based activities, customer success stories and more, there is a wide array of content that retailers can share to highlight the brand’s personal side and maybe even tug at a few heartstrings along the way.

For instance, customer testimonials can be much more effective if they are more than a few lines of text. Therefore, sellers should seek out ways to showcase how their customers are benefiting from their products.

Stories can be a fun and engaging way for sellers to share consumer feedback, display care for their customers and highlight genuine satisfaction.

Humanizing a brand and showing off its more intimate, personal side is a critical task in differentiating a company from its competitors and building strong, abiding relationships with connections and followers.

Don’t forget to tag any employees or customers who are involved with the Story.

Share Easily-Digestible Information

Since Stories are limited in their length, this makes them the ideal format for retailers to share snack-sized bits of information.

However, if sellers wish, they can also upload a series of Stories that combine videos, images, text and other forms of media to build a cohesive, coherent narrative about a particular subject.

However, it is essential that sellers include a swipe-up link at the end of their Stories to help.

Fill Job Vacancies

When it comes to finding talent to fill a role at an organization, there are few sites that rival LinkedIn. Therefore, retailers can use LinkedIn Stories for eCommerce hiring purposes, as well as in a promotional capacity.

No matter if the company is looking to or a new customer service representative, putting out the call via LinkedIn Stories can help sellers connect with those who already follow the company and would be thrilled to fill such a role.

Bounce Ideas Off Followers

Possibly one of the most fruitful ways that retailers can use LinkedIn Stories for eCommerce engagement is to tap their professional community for thoughts and feedback on specific ideas.

Not only will doing this likely help to refine a retailer’s idea, but it also shows to the seller’s connections and followers that they care about their opinions and input.

Moreover, taking this approach to LinkedIn Stories can be an effective way to tap into what customers want to offer more appealing products, services or marketing campaigns, much like.

Final Thoughts

When it comes to using LinkedIn Stories for eCommerce engagement and growth, it is wise for sellers to hop on this feature now, as it is not being fully utilized by all of the platform’s users as of yet.

Therefore, figuring out how to use LinkedIn Stories for business purposes now can give sellers a competitive edge on this professional platform. Additionally, if Instagram Stories is any indication of how LinkedIn Stories will work, then sellers will want to create this kind of content regularly.

This means that it is time to start drumming up a slew of ideas and getting Stories published.

However, if your brand wants to really make its presence known on LinkedIn and go beyond posting Stories, then reach out to

Our paid media professionals can help your brand get in front of the ideal consumers, no matter if they are on LinkedIn, Instagram, TikTok or other popular social media websites.