Since launching native video in 2017, video has become the fastest growing content type on LinkedIn and is becoming more and more popular with B2B event creators.

It’s no surprise then that LinkedIn is making shapes in the live streaming space. 

Think of it like Facebook Live, with a more professional approach – perfect for live streaming conferences, product announcements, Q&As, and industry events. 

According to our 2019 Pulse Report, almost 65% of event creators said reaching new attendees was one of their biggest challenges in 2018. LinkedIn Live presents the perfect opportunity to reach and engage audiences far beyond the physical boundaries of your event.

Target audiences from anywhere in the world can be transported to your event and experience your brand in real time. Here are some event experiences that are perfect for live streaming: 

  • Live stream a keynote, panel, or product launch
  • Give your audience a sneak-peek behind the scenes
  • Host a fireside chat and allow your viewers to ask questions
  • Conduct on-site interviews with key speakers
  • Give ‘exclusive access’ to a private event

Why use LinkedIn Live?

Live streaming your event is a powerful way to move your target audience further along the path to conversion, by giving them a taste of the attendee experience in real time – a taste of what they’re missing! 

Live streaming also brings a raw quality to the whole experience, which can make your brand come across as much more authentic and genuine. This is something that LinkedIn audiences really value.

Here are just some of the many benefits of live streaming event experiences: 

  • Connect with your audience instantly and generate real time engagement
  • Build relationships by speaking directly to your audience and answering questions
  • Allow your audience to get to know your brand by delivering an authentic and genuine experience
  • Showcase your brand’s innovation and creativity by becoming an early adopter of live video on LinkedIn.

While LinkedIn Live is still in beta, we want to give you the lowdown so you can get prepared for the full launch.

How does it work?

The first step to getting started with LinkedIn Live is to choose a third-party broadcaster tool. LinkedIn has selected a host of third-party broadcasting tools that creators can work with to stream more polished live video, including Socialive, Switcher Studio and Restream. Working with a broadcaster tool can help creators to achieve the best possible live streaming experience and avoid the technical issues that usually disrupt live streaming videos.

LinkedIn encourages creators to use the free trials included with each tool to test multiple options before committing to a purchase.

Once you’ve found the broadcaster tool that works best for your budget and streaming needs, you’ll need to integrate that tool with LinkedIn. LinkedIn’s ‘Getting Started Guide’ offers step-by-step instructions to authenticate your LinkedIn account with your new tool. 

You can choose to stream your video to the general public or a select group of connections. This is a really useful functionality if you’re hosting a company-exclusive or private event. 

Don’t forget that your audience can comment in real-time, so it’s important to designate a moderator to monitor comments and facilitate audience interaction. 

NOTE: LinkedIn Live is still in beta. If you’d like to be considered for access, you first need to apply on this link.

How to prepare

Promote your stream

It’s important to promote your event in the lead up to your live stream to  generate awareness and attract your target audience to tune in. Give yourself plenty of time to showcase the value of your event and cross-promote your live stream across multiple channels, including social media, email newsletters, and your blog. Make sure to tag any speakers or sponsors and include some relevant hashtags, including #LinkedInLive to extend your reach.

When promoting your live stream on LinkedIn, encourage members to follow the page in question so they can be notified when you’re going live. 

Be professional

Sure, it’s a live video and you want it to feel authentic, but that doesn’t mean it should look sloppy. It’s important to keep the look and feel of video sleek and professional. Make sure the lighting is right and invest in a tripod to keep your camera steady. Also make sure your background looks clean. Do a quick audio test to make sure the quality is good before you begin.

Test your connection

A poor internet connection is a live streamer’s worst nightmare. Use speedtest.net to ensure you’ve got at least 10 MBPS upload speed. 

Recruit support

If you find your live streams generating lots of engagement, make sure you have extra support on hand to stay on top of comments and keep the conversation flowing. It’s a good idea to have a colleague reply to user comments and pass on the best questions to the speaker in question to make the live stream as engaging as possible. LinkedIn recommend having an additional device on hand to deal specifically with comments and questions. 

Boosting audience engagement is all about breaking down boundaries and finding ways to speak to your audience directly. Events are the perfect way to achieve this. They are key to facilitating personalised engagement, driving awareness, deepen product understanding, and build stronger customer relationships. 

LinkedIn Live presents the perfect opportunity to take this a step further, by breaking down the walls of your event and inviting more and more people to join in the experience remotely. We’re excited to see what the future of LinkedIn Live holds for B2B event creators. 

For more tip on mastering LinkedIn for B2B events, download our guide: Promote Your Event on LinkedIn: Inside Tips From the LinkedIn Team

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