Some 20% of LinkedIn Stories to date came from pages for businesses, nonprofits and other organizations

By David Cohen

20 mins ago

LinkedIn began testing LinkedIn Stories internally in February and officially rolled out the full-screen, ephemeral feature in September, so the next step is under way: Monetization.

The professional network has been beta-testing LinkedIn Stories Ads in a closed beta covering over 600 advertisers and roughly 1,000 campaigns in Europe and Latin America with brands including Bank of New York Mellon, Cadillac, Daimler and WeWork, with plans to make them more widely available next year.

LinkedIn Stories ads are served between member-posted Stories and Stories from pages at the top of the professional network’s mobile application, and brands can target by company, industry, job title and other options, as well as retarget members who watched or viewed their Stories Ads.

Brands will also receive additional reporting, such s the ability to measure the performance of Stories Ads against other placements, like feed.

LinkedIn said brands have tested various objectives with the ads, including customer acquisition event promotion (virtual), lead generation and new hires.

As an example, WeWork used the new ad product to promote its efforts to ensure that workspaces in Latin America were clean and safe during the pandemic, as well as to boost interest in a virtual conference in that region in September.

Over 3 million LinkedIn Stories have been posted to date, with approximately 20% of them coming from pages for businesses, nonprofits and other organizations.

Senior product manager Gil Mark wrote in a blog post, “The response has been incredibly positive, as Stories has sparked hundreds of thousands of new conversations on the platform. As we were developing Stories, we were also testing ways for marketers to use the format to help them reach and engage with audiences in new ways.”