LinkedIn has launched a new feature currently in beta: LinkedIn Story Ads for B2B marketers. This update introduces a dynamic, full-screen ad format designed to bring a more engaging and personal experience to the platform’s B2B advertising offerings. By allowing businesses to test the potential of ephemeral, short-lived content, LinkedIn aims to enhance interaction and create more impactful connections between brands and their audiences.
Overview of LinkedIn Story Ads
Testing Phase
Currently, LinkedIn Story Ads for B2B are in their testing phase, with a select group of advertisers having the chance to experiment with this new format. This beta stage allows brands to evaluate the potential benefits and effectiveness of Story Ads in engaging with their target audience. While only a limited number of users have access to the format right now, LinkedIn plans to expand it to a wider audience in 2021, as they gather valuable insights from these initial tests.
Format Characteristics
Story Ads on LinkedIn will be designed to feature full-screen, vertical visuals, offering a fresh, interactive ad experience. This ephemeral format allows businesses to share brief, attention-grabbing content that disappears after a certain period, similar to stories found on other social media platforms. The format aligns with current trends in marketing, where less polished, more casual content is often more effective, especially in the B2B context. For businesses, it offers a new opportunity to engage in storytelling, connect with decision-makers, and drive actions in a more authentic way.
Implications for B2B Marketers
Enhanced Engagement
The short-lived nature of LinkedIn Story Ads for B2B is expected to foster a sense of urgency, encouraging more spontaneous interactions between brands and their audiences. Unlike traditional ads, Story Ads create a feeling of immediacy, prompting users to engage with content quickly before it disappears. For B2B marketers, this format can help create urgency around promotions, new launches, or announcements, which is a powerful tactic for driving immediate engagement and conversions.
Content Strategy
To successfully utilize LinkedIn Story Ads for B2B, marketers will need to adapt their content strategies to this new format. Since Story Ads are designed for quick, impactful interactions, B2B marketers will need to carefully consider what types of narratives and visuals will resonate best with their audience. Whether it’s showcasing new products, sharing client success stories, or announcing upcoming events, the content must be visually compelling and capable of delivering a concise message. Marketers will need to develop creative and dynamic content that aligns with the storytelling aspect of the format.
A/B Testing Opportunities
As with all LinkedIn advertising features, LinkedIn Story Ads for B2B will benefit from A/B testing to optimize performance. By testing various elements of the Story Ads—such as visuals, messaging, and calls-to-action—marketers can determine which combinations resonate best with their audience. A/B testing will allow businesses to fine-tune their approach and get the most out of their ad spend, improving ROI and maximizing the impact of their campaigns. Through constant iteration, B2B marketers can refine their content strategies and find the best practices for utilizing Story Ads to their full potential.
Leverage LinkedIn Story Ads with Digilogy’s Expertise
The introduction of LinkedIn Story Ads for B2B presents an exciting opportunity for businesses to innovate and engage their audience in a new way. By embracing this fresh ad format, B2B marketers can enhance their storytelling capabilities, foster more personal connections with decision-makers, and drive higher engagement and conversions.
If you’re looking to maximize your marketing efforts on LinkedIn and leverage LinkedIn advertising features like Story Ads, Digilogy can help. Our expert team specializes in B2B social media ads, LinkedIn ad testing, and B2B marketing strategies that deliver results. Let Digilogy guide you in creating impactful campaigns that resonate with your audience and help your business thrive. Get in touch with us today to elevate your LinkedIn marketing strategy!
