What marketers should make of LinkedIn's new Stories experiment - Business Insider

of B2B brands think ephemeral content is a critical format for content marketing, per a Reuters/Incite Group Study. The introduction of Stories to LinkedIn could accelerate B2B marketers' interest in the format, as it presents an opportunity to create dynamic marketing campaigns that might build top-of-funnel awareness and better appeal to younger LinkedIn users.Stories offer a chance to develop a more personalized industry voice and offer unique insight into a company's culture.

Stories offer a chance to produce low-cost video content to promote special events and conferences. The creation of Stories-based content likely has fewer barriers to production than some other forms of video content. And on LinkedIn, some brands are already embracing the value of more casual and real-time video: Earlier this month, Linkedin began beta testing live video broadcasting capabilities with LinkedIn Live.

more reactions and 24 times more comments on the content compared with standard video posts on LinkedIn.Check to see if you already have access to Business Insider Intelligence through your company, or inquire about access if you don't. >>

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