Published September 8, 2021
Do you remember LinkedIn Stories?
In a few weeks, you will do. That is following LinkedIn’s announcement on 31st August that they are being “reimagined”.
I was never a fan and decided instantly NOT to EVER produce one, but hey that’s just me.
For those that loved them, they will be consigned to the bin as of the end of September 2021.
Liz Li, Senior Director of Product at LinkedIn’s post explained that LinkedIn Stories were intended to be a fun and casual way to share short and snappy video updates when they were introduced in 2020. They were designed to be bite-sized glimpses of video content in a professional context. LinkedIn Stories had the purpose of sharing insights, asking for help, reacting to news and industry updates in a dynamic and easy way.
“We’ve learned a ton. Now, we’re taking those learnings to evolve the Stories format into a reimagined video experience across LinkedIn that’s even richer and more conversational. We want to embrace mixed media and creative tools of Stories in a consistent way across our platform while working to integrate it more tightly with your professional identity.
As part of this change, we’ll remove the current Stories experience by the end of September, as we work on the new experience.”
Liz admits that the team at LinkedIn assumed people wouldn’t want informal video attached to their Profile. They incorrectly assumed the fleeting nature of LinkedIn Stories (they only last for 24 hours) would make people more comfortable with posting on LinkedIn. Turns out most people want the videos to reside on their LinkedIn Profiles. They would like enduring videos that portray their professional story in a more personal manner, showing their personality and knowledge.
Another learning curve that was revealed was that people crave more creative tools to make more engaging videos. These creative tools that LinkedIn members want go beyond the Stickers and “The Question of the Day” prompts that Stories already provided.
Video Marketing Trainer Ryan Mulhern shared that he doesn’t feel they’ve ever had much effect. He believes a lot of people don’t understand Stories, that you need a lot of content to keep them consistent and most people don’t want to use LinkedIn like that.
I must say I agree with him! The Stickers are pretty lacking and the fact that Stories do not stay on your feed means the time and effort that go into creating them has a limited lifetime.
Sarah Hull, Divorce & Family Law Solicitor, conveyed that, while she’s interested to see what manifests in place of LinkedIn Stories, she reckons they are better placed on Instagram and Facebook and questions why LinkedIn feels they need to compete with and/or copy other platforms rather than embracing being different and catering for a different audience.
Director at NovaLoo Ltd, David Emslie declared:
“Good riddance as most of them are hopelessly irrelevant. With a bit of luck Polls will go shortly afterwards.”
I concur, with a diminishing number of Polls seeming to offer any value, but that’s a post for another day…
Nikki Alderson, a Specialist International Coach, took my view, claiming that for her, LinkedIn Stories were too much like Facebook and feed-fillers which lacked substance and a deeper purpose other than to contribute to the already deafening social media noise.
On the side, Keith Rozelle, Director at Sales Marvel, thought they were at least engaging if used wisely. My problem, personally, was that so few were used wisely so many people stopped watching any!
Employee Holistic Wellbeing & Happiness at Work Speaker and Trainer, Valentina Hynes remained optimistic and wondered if LinkedIn will enjoy the same success as other social media platforms like TikTok. She mused:
“I look forward to the changes. I wonder how it would affect conventional LinkedIn posts. Instagram is currently focusing on Reels. However, the reels are more of laid-back personal entertainment, unlike TikTok which has successfully integrated personal, professional, and cheesy content. Sometimes, I find the lines get blurred on Instagram.
Perhaps LinkedIn would have the same success as TikTok with creators being able to establish their brand and personality in a creative manner?”
Danielle Guzman, Global Head of Social Media at Mercer, seconded Valentina’s comment saying the more tools that are available to make it simple for professionals to create, share and engage the better. He elaborated saying it’s all about bringing one whole self and building an inclusive community that enables people to show up in ways they feel comfortable on the platform.
Enthusiastic about the new creative tools LinkedIn comes up with, Virtual Assistant Lisa Heleniak revealed that she loves LinkedIn Stories and felt they are a great way to see quick little insights into people’s lives and businesses if you don’t have time to go through the feed. She also thought that they’re an easy way to upload a video or picture without the pressures of what needs to go into a post on the normal feed, admitting she’ll miss LinkedIn Stories.
While it seems like a mixed bag, many seem to lean on the side of LinkedIn remaining true to its professional purpose of offering value and insight and leave the Stories to Instagram, Facebook, and TikTok!
What are your thoughts? Let me know over on LinkedIn!
On how I can help you turn your Linkedin profile into multiple opportunities in a few hours.