LinkedIn has become the latest social platform to introduce a stories feature to the world, debuting its offering to all following trials in UAE, France, the US, Brazil, Netherlands, and Australia.

LinkedIn’s version of the feature – which seemingly now appears on every social platform – will enable companies and members to publish photos and videos up to 20 seconds long via the platform’s mobile app. These posts can include text and customised work stickers, and will be visible for 24 hours before disappearing, as is common with the feature on other apps.

Christian Dior Couture made use of the feature with behind-the-scenes shots from Paris Fashion Week in September. Others have used it to announce competition winners, provide an insight into the ‘making of’ products, and host Q&As.

“At a time when many of us are physically distanced from one another, it’s more important than ever for brands to stay connected to their audiences. LinkedIn Stories offers an authentic and visual way for them to do so – and has already proven popular with members and brands alike in the countries that already have access, including the US, India and Brazil,” said Tom Pepper, Senior Director – Head of Marketing Solutions UK, Ireland & Israel at LinkedIn.

“We believe Stories can become an integral part of brands’ communication strategies. My advice to any brands looking to experiment with Stories is – just do it! The great thing about Stories is that they dont have to be slick or over produced – as long as they are authentic and match your brand and audience.”