After rolling out the Stories feature to all users in September, LinkedIn announced it is now launching the first testing of ads in its stories.
As explained by LinkedIn:
“Today, we’re excited to announce that we’re testing Stories Ads in closed beta with a limited number of advertisers, with members around the world. Adding ads to stories can help brands increase their reach with our community of more than 722 million members. More than 600 advertisers have already activated campaigns that show positive performance in clicks, views and cost metrics. ”
LinkedIn Stories ads will enable marketers to focus on specific audiences and reach them with full-screen video and single image ads using LinkedIn’s various ad targeting tools. It has not yet provided any data on LinkedIn’s use of Stories. He only reported that the response to Stories was “incredibly positive” and that the stories led to “hundreds of thousands of new possibilities.” However, this information does not make much sense. Advertisers want to know how many people use the feature, what their engagement rate is, and how people react. It seems strange that in the announcement of a new ad product, LinkedIn didn’t provide any performance indicators as a measure of what the addition could mean for your campaigns.
This could mean that people aren’t using Stories as much as LinkedIn hoped. If LinkedIn Stories were going great, the platform would ask you to publicize it and provide statistics. Ads can be an attempt to increase story usage. However, it seems unlikely that advertisers will turn to the platform’s story ads, as no satisfactory data is provided. LinkedIn says it is currently testing Stories Ads with a beta advertiser group and plans to launch them broadly in 2021.