#DecodingB2BLinkedInSuccess Vol. 2
As one of the world's most recognisable fintech brands, Stripe has solidified its position as a leader in payments technology. With a focus on simplifying global commerce, Stripe uses LinkedIn as a strategic tool to communicate its value proposition, and latest product innovations, and connect with its diverse audience, ranging from developers to enterprise decision-makers.
In this edition of "Decoding B2B LinkedIn Success", we explore how Stripe leverages LinkedIn to drive engagement and grow its brand. This analysis covers Stripe’s activity over the past 30 days to identify key patterns and actionable takeaways.
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Stripe’s LinkedIn at a glance
Stripe boasts an impressive LinkedIn presence with 933,373 followers (as of 19th November 2024).
Over the past 30 days, the company has shared 17 posts, averaging slightly less than one post per day.
These posts generated a total of 5,679 reactions, translating to an average of 334 reactions per post, indicating strong engagement for a B2B brand.
Notably, about 30% of Stripe’s LinkedIn activity comprises employee reposts.
Stripe’s LinkedIn content strategy breakdown
Slack’s LinkedIn activity by post format
~60% of posts include images, emphasising the importance of visually compelling content.
~30% feature videos, often used to explain product features or announce events.
~12% rely solely on external links with minimal visual support.
Surprisingly, text-only and document-based content (e.g., PDF carousels) were absent during the analysed period.
This focus on images and video content reflects Stripe’s commitment to engaging its audience through visually driven storytelling.
Stripe’s LinkedIn activity by content type
Stripe’s LinkedIn posts cover a diverse range of topics, from product updates to events and thought leadership.
Product promotions (>35%): Stripe frequently shares updates on new integrations, features, and services, showcasing its full product potential.
Event-related posts (25%): Stripe uses LinkedIn to promote events like conferences and live sessions. These posts not only generate excitement but also position Stripe as a thought leader in the fintech industry.
Employee reposts (~30%): This strongly suggests that the company might be running an employee advocacy programme. Such programmes amplify content reach and foster greater trust by leveraging employees' personal networks.
PR and news (>8%): Posts celebrating company milestones like announcing strategic industry partnerships help brand credibility.
Customer success stories (>4%): Highlighting satisfied clients or use cases further reinforces trust in Stripe’s products and solutions.
Stripe’s LinkedIn native newsletter: "The Update"
Stripe additionally enhances its LinkedIn strategy with its native newsletter, "The Update", which impressively boasts over 201k subscribers. This monthly newsletter serves as an extension of Stripe’s thought leadership, offering product news, customer stories, and insights into industry trends.
Highlights from The Update's latest edition (November 2024):
Product news:
45+ new product updates were announced, including new payment methods, partnerships, and cost-saving features such as Instant Bank Payments on Link.
Stripe Terminal partners with FreedomPay, expanding compatibility with over 1,000 POS systems.
Industry recognition:
Stripe was named a leader in the Gartner® Magic Quadrant™ for Recurring Billing Applications, highlighting its innovation and execution in the payments space.
Customer success stories:
Wiley streamlines operations with Stripe, replacing legacy systems to consolidate payments across over 5,000 domains.
Recommended reading:
Reports on global commerce trends and strategies to overcome legacy billing system challenges.
By curating relevant updates and thought leadership, Stripe uses "The Update" to deepen its engagement with followers and reinforce its position as an innovator in the fintech sector.
Key takeaways
Visual storytelling drives engagement
Stripe’s reliance on image and video content ensures that its posts stand out in the LinkedIn feed. Posts with visuals often perform better in terms of reactions and shares, making them a vital component of Stripe’s strategy.
Employee advocacy amplifies reach
With 30% of posts being employee reposts, Stripe appears to be leveraging an employee advocacy programme. These programmes encourage employees to share company content, boosting organic reach and engagement. Advocacy programmes often include:
Providing employees with pre-written content to share on their personal LinkedIn accounts.
Highlighting employee achievements to encourage sharing.
Offering incentives such as recognition, rewards, or leaderboards for top advocates.
For B2B companies, employee advocacy is a powerful way to build trust, as content shared by employees is often perceived as more authentic and relatable than official brand posts, and it usually generates more views and engagement.
Leveraging a LinkedIn newsletter strengthens thought leadership
Stripe’s native LinkedIn newsletter, "The Update", demonstrates how B2B brands can deepen engagement through curated, high-value content. By covering product news, customer success, and industry insights, the newsletter not only keeps followers informed but also reinforces Stripe’s authority in the fintech space.
External linking aims driving ecosystem growth
By incorporating links in every post, Stripe highlights its objective of directing traffic to its own platforms, whether for product information, event registrations, or customer resources. While including external links is generally discouraged on LinkedIn because it can undermine engagement, Stripe demonstrates that this shouldn't always be the case.
Balanced content mix enhances brand positioning
Stripe effectively balances product promotions with thought leadership, events, and community-focused posts. This mix not only showcases its innovations but also strengthens its position as an industry leader.
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