LinkedIn has been maintained for years as the reference platform for professional networks. For this reason, the platform, owned by Microsoft, stayed away from certain trends that marked the development of the others based on the entertainment and leisure that characterizes them. But in the last two years the company has started to diversify your product offeringincorporating new tools that promote creativity and interaction within its platform, as is the case with stories.
However, in a recent made by Liz Li, Senior Director of Product at LinkedIn, the company has stated that it will discontinue this tool. With this, joins twitter as one of the platforms that has discarded ephemeral content, which is presented as one of the most exploited content among social networks, from its catalogue.
Why LinkedIn stories are leaving
, as a strategy to diversify its platform. Thus, this ephemeral content was a means for users to share slightly more informal content, without it remaining forever in your professional profile. On the other hand, this format was also a channel for users to share knowledge, ask questions or react to news and news about their interests.
However, according to Li, this year with the stories has allowed them to verify that your community seeks to interact with other types of content. In this line, users have shown that they would prefer to keep videos in their feed, instead of having them disappear in 24 hours. Which they would not only use to create informal content, but to more creatively boost their own professional profile.
“In developing Stories, we assumed that people wouldn’t want casual videos attached to their profile, and that ephemerality would reduce the barriers people feel when posting. turns out they want to create lasting videos that tell their professional story in a more personal way and that show both their personality and their experience.”
According to Li, professional platform users also expect a greater number of creative tools to create content in video format. Let us remember that currently video content has become a key factor for the development of businesses and companies, especially within marketing strategies. This thanks to its dynamism and openness to creativity.
A new video alternative to promote diversification and creativity on LinkedIn
As we mentioned at the beginning, LinkedIn has been in a considerable development process in the last two years. For the third quarter of last year, the professional network achieved a 21% increase in earnings, as well as record levels in as stated by Microsoft. All thanks to the diversification of its platform with the incorporation of new audiovisual solutions, such as Live Stream. For example, the LinkedIn Live tool through which streams are made has grown 158% since its incorporation in February.
Similarly, the company has managed to maintain considerable growth in the last two years, reaching its highest peak in profits in the final months of 2020, with an estimated 2,577 million dollars, about 2,169 million euros. Boom that continues until this year, where it reached a sum of 2,520 million dollars, 2,120 million euros, in the second quarter of the year.
It has also considerably and steadily increased its user community, reaching 756 million registered members. Which have access to more than 14 million jobs listed on their platform, throughout 200 countries in which the network is present.
As we can see, recent years have seen greater growth for the company, driven by the incorporation of new visual tools and interaction with new platforms. Therefore, and to maintain a line of growth, with the removal of the stories LinkedIn plans to integrate a new video feature. According to Li, this new feature will present richer and more conversational content than stories, boosting the creativity of creators. So, in the absence of details, we could expect to see the professional platform join the tide of short videos.
What about stories on social networks
Ephemeral content has been, without a doubt, one of the greatest success stories within the social media ecosystem. Since its launch by the messaging platform Snapchat, many other applications decided to emulate this feature in view of its success. Taking us to an era where stories were part of virtually every social platform, and even some other apps.
However, it appears that this “golden egg feature” did not deliver the same positive results for all networks. With the announcement of LinkedIn and there are already two major social platforms that desert this type of content. Even so, there are still more applications that continue to use this content as one of the main attractions of their platform. Among them we can count Instagram, Facebook, Youtube, pinterest, WhatsApp Y snapchat, toIn addition to , which recently announced its commitment to ephemeral content with its own tool called .
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