How to Grow Your Brand’s Following on LinkedIn

Recently, LinkedIn decided that the Stories feature is not for their platform. The announcement to shut down the feature by the end of September was made on the company’s official blog on August 30th. 

Stories were first made famous by Snapchat, and soon Instagram, Facebook, and LinkedIn followed suit. Stories refer to short video content that automatically gets deleted after 24 hours. LinkedIn’s decision to remove Stories came after Twitter shut down its Fleets feature in July. 

In one year, LinkedIn tried different methods to boost promoting Stories feature to all users. They even published themed Stories curated by their own teams only to fill the Stories bar for the users. However, nothing helped push users to use the feature more often. The temporary nature of the feature was the reason users kept away from it. So they decided to ditch the feature. Instead, LinkedIn plans to pivot to short-form, rich interactive videos. They are also looking for ways to bring audio to their platforms with groups or events. This will give users more ways to connect with each other.

But, does all this mean that the Stories format, in general, is not popular anymore? The answer is NO! Video is taking over other social media platforms and should be an integral part of your social media strategy. Instagram recently announced that they are not a photo-sharing app anymore. Stories are getting hugely popular on Instagram while Tiktok is gaining traction for marketers. Seems like people want certain formats on certain platforms. All in all, it was a great experiment for LinkedIn. They know that Stories is not the way to go for them, but it also led them to re-focus their vision to find a tool that their users actually want to use to promote their services or products. 

But if Stories isn’t working on LinkedIn, then how to grow your brand’s following without it? While we wait for LinkedIn to launch their short-form video format, we bring you some tips that will help gain an edge and grow your business on the platform. 

Here are some expert tips on how to grow your brand following on LinkedIn:

Boost Credibility of Your LinkedIn Page

To stand out from the rest, your LinkedIn page needs to represent your brand in the best way possible. Professionals mostly rely on LinkedIn pages for acquiring brand information and having a weak LinkedIn page instantly makes the user lose interest in your company. Some of the best practices to drive growth to your page are:

  • Fill in all Company information

Did you know that a page with complete information gets 30% more weekly views? From logo, to key terms, and a call to action (CTA), don’t miss filling out any information.

  • Encourage people to follow

Push your first-degree connections to check out your page and follow it by sending out regular invites.

  • Engage in conversation

Join conversations on LinkedIn, invite others in, go on live chats, share @mentions of your company are a few ways that allows you to build a deeper connection with your audience. 

  • Leverage on your employees content

Take advantage of your employees’ content to drive traffic to your page by adding “My Company tab”. This not only gives your brand more credibility, but also lets your employees show their voice in their own way. 

Establish Thought Leadership

Want to know the quickest way to elevate your brand image? Posting thought leadership articles! Thought leadership has evolved from being a fluff piece that fills in your social feed to an influential factor in brand reputation. Thought leadership is a powerful way to connect with your audience through a consistent voice and vision. 

You can set goals and expectations for thought leadership and through views, you can witness an instant rise in your reputation, demand generation, market consideration and engagement. Make sure to check out Edelman’s Flywheel of Thought Leadership. It will help you create a thought leadership vision that catches the eye of executives and top decision makers. 

Increase Customer Engagement

Gone are the days of your generic sales pitch! B2B customers today want the brands to connect with them on a personal level. It is vital that you understand your buyer personas, and how your product/services are going to bring their problems to an end. 

If you are still unsure about your customers’ needs, you can consider hosting a LinkedIn event or a discussion which focuses on them, instead of your product/services. Straight from the horse’s mouth!

Show your creativity to stand out

Taking a page from the B2C playbook, B2B marketing is upping the game lately.  They are leaving no stone unturned to connect with the users on an emotional level to influence their decisions. 

To make people stop scrolling, you need to be creative, interactive and eye-catching. Carousel ads and Conversion ads give you the opportunity to create engaging content while showcasing your visual storytelling skills. Recycle your content to get the most out of it. Turning articles into videos or infographics is another fool-proof way to stick out.

Make most of LinkedIn Insights

If you are a marketer, you should make LinkedIn Reporting and Analytics your new best friend! Data is the best tool that tells how to harness the power of analytics and work around your marketing strategy. It helps you understand the effectiveness of your campaigns. It leads you in the right direction for achieving the best results in the future and how to stay ahead of the pack. 

Maximise Objectives with Ads

No social media strategy is complete without ads. To reap the most benefit out of content on LinkedIn, marketers are boosting it through paid promotion. In fact, 80% of B2B marketers invest in their content marketing strategy on LinkedIn.

Adding ads to your regular marketing strategy not only brings more traffic to your page but also drives the three components of inbound marketing: attract, engage and delight. Reports suggest that ads make brands look more professional and respectable.

Marketers need to be on their toes and keep themselves updated with the latest updates on different platforms. Your social media strategy should be aligned with these changes and keep evolving. This gives us more opportunities to grow and achieve more success than ever.


As the world of digital marketing continues to change and evolve to be more video-focused, make sure to stay current with the latest trends and keep your marketing strategy fresh. Sign up for our newsletter below to stay in-the-know.


How to Write a Script for Your Brand Promotional Video

So you’ve decided to make a promotional video for your brand? We approve! The first step is writing a really great script.  

Given that social video is dominating digital marketing trends in 2021, there’s no better time than now to use video to promote your brand. After all, customers can’t become interested in your brand if they don’t understand what you’re offering them or how it will help them. Videos are an excellent tool to educate potential buyers about your products and services in a fun, visual, and potentially interactive way. 

However, before you can even start creating your video, first you have to write the script. Not only is this an opportunity to collect your thoughts, but it also creates the blueprint to help guide the rest of your creation process. Your script needs to be concise, relevant, and attention-grabbing. This is essential. If your message in the script isn’t on point, no amount of post-production will be able to redeem your video. 

Many people feel the sweat drip from their brow when they hear they need to write. It doesn’t always come naturally, and even the best of writers sometimes struggle to find the words. But, if you find yourself staring at a blank screen for hours, the tips and tricks in this article might just help you break free of writer’s block. 

Getting Started

Before you dive into writing your script, there are some questions you should ask yourself that can help guide your messaging to better communicate with your audience.

1. Who is your target audience?

The key to any marketing or digital communication campaign is to know your target audience (also known as buyer personas) well. Is your target audience business owners, influencers, students, parents? Male or female? What do they do? How do they consume content?

Well, the tone, language, and visuals used in your video will need to be aligned to match their interests. The better you know your target audience, the easier it will be to write a script that will lead your viewers to take action. 

2. What does your target audience need?

Once you know who your target audience is, it’s time to define their needs. By identifying their problems, you can better portray how your product or service can meet their needs. 

3. What message do you want to send?

What do you want your audience to remember about your brand? What is the unique selling proposition (USP) of your product or service? What does your brand stand for? Does it offer a solution to their problems? What does your brand promise to do? 

Answering these questions should be the heart of your script. 

4. What comes next after watching the video?

No video is complete without a call to action (CTA). With no CTA, your audience will simply watch your video, then do nothing – you want to guide them to the next step in the buyer journey.

A few examples of a CTA would be “book an appointment,” “visit our website,” “subscribe to our channel,” etc. A clear CTA will not only help create a lasting impression on the minds of viewers but also provide instructions on what their next action should be. 

Now that your homework is done, it’s time to write your script. 

Here are some rules to write an engaging script for your promotional video. 

Outline Your Script

First and foremost, it’s important to structure your ideas in a logical way. The goal is to demand the viewer’s attention and make it last until the end of the video. So, always start with a catchy introduction, dig deeper with your message and finish with an impressive conclusion

A good script usually:

  • Addresses your audience’s issues/needs at the very beginning of the video so they relate to it and stop scrolling to watch further
  • Convinces your audience why you are the best solution to their problems and demonstrates what sets you apart from your competitors
  • Concludes with a CTA that leads the audience to take further action. Never forget that the end of the video is as important as the introduction

Pay Attention to the Opening Sequence

No doubt that there’s abundant content on the internet for audiences to consume. The world of social media is quickly moving to video, but you only have a few seconds to capture your viewers’ attention before they scroll on to the next video. Therefore, your opening sequence is important. 

Here are a few ways to get your audience interested:

  • Intrigue them with some suspenseful opening, reaction sounds, or captivating visuals
  • Ask them questions like “Did you know…,” “Have you ever..,” etc.
  • Start with some interesting yet unknown facts that are relevant to your brand

Tell a Story

Remember the goal of your video is not only to make the audience watch it until the end, but it also needs to be memorable. There’s a simple yet effective way to do it… through storytelling of course! Telling stories through videos helps make a brand more relatable and engaging for potential customers. Plus, who doesn’t like a good story?

Here are some tips to perfect your storytelling:

  • Make sure your video has a clear beginning, middle, and end so it is easy for your audience to follow.
  • Focus on emotions–the audience might forget the words in your script but they won’t forget how the video made them feel.
  • Write like how you speak to personalise your message and connect with the audience instantly. Don’t be afraid to be less formal. 

Add Visual Aids

Did you know that 85% of Facebook videos are watched without a sound? Visuals are equally important as your script and serve as a great tool to segment your video and keep your audience engaged. 

Your visual aids should be simple and informative. That being said, don’t force visuals in the video just for the sake of doing so. They should complement what the script is saying without distracting the audience. Try to write a script that naturally and seamlessly creates opportunities to use visuals. Never write the script first and then look for places to incorporate visuals. 

“Close” with a Call to Action

Writing a perfect intro is how you get your audiences intrigued about your product or service, but it could actually hurt your brand more if the video doesn’t have the right outro. If you don’t close your video correctly, the impact your video created won’t last, and the best outro is nothing but a good CTA

What do you want your audience to do after watching the video? What do you want them to walk away with? Whatever it may be, make sure to communicate it directly and clearly. 

Video marketing plays a major role in digital marketing in modern times, and writing a script for high-quality videos takes a lot of time and planning. But, now that you have the knowledge, you’re ready to go write scripts for some amazing videos. 


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