Back in September, LinkedIn surprisingly jumped on the Stories bandwagon and introduced the feature to all users. Taking it a step forward, LinkedIn is looking to monetize the feature like other brands by testing ads on Stories.
As explained by LinkedIn:
“Today, we’re excited to announce that we are testing Stories Ads with a limited number of advertisers in a closed beta with all members globally. Stories Ads can help brands grow their reach with our community of more than 722M members with video and image ads. Already, we have had more than 600 advertisers activate campaigns with positive performance in clicks, views and cost metrics.”
LinkedIn Story Ads would present brands and advertisers a potential opportunity to reach out to specific audiences. Doing this through attractive full-screen vertical videos and images, which are more relevant than ever, could add to a brand’s portfolio of advertising capabilities.
Will it be worth it?
Apart from saying that the response to Stories has been “incredibly positive”, and that Stories have “sparked hundreds of thousands of new conversations on the platform”, LinkedIn have not yet really provided data usage stats. Even in their statement, LinkedIn have alluded to the total number of users, and not Story-specific numbers. This is particularly interesting as advertisers would want to know LinkedIn Stories usage stats, engagement rates and how users are responding to stories before investing in them.
While LinkedIn plans to launch Story ads broadly in 2021, it will be intriguing to see how successful it is, especially with the little uncertainty brewing around it.