LinkedIn probably isn’t the first platform you think of when you hear the term “live streaming”. YouTube, Twitch, and even Facebook are more established as live streaming platforms. But LinkedIn live streaming can be one of the most effective ways to market your services.
This guide will explain how live streaming works on LinkedIn, give you some ideas for live-streamed content, and help you prepare your first event.
LinkedIn Live is the feature on LinkedIn that lets organizations broadcast live content to their networks. The video is displayed in real-time, similar to that of Facebook Live.
Therefore, LinkedIn Live streaming simply refers to the act of running your own live show on LinkedIn.
Live streaming often results in a more authentic, homemade experience, giving your network a peek into the inner workings of your organization and showing your knowledge on certain topics.
Not to mention, there’s an unparalleled opportunity for engagement when revealing your face and voice to a world that often relies on text-based messaging to communicate.
As of right now, LinkedIn Live is only available for those who apply. This helps LinkedIn ensure that the broadcasted content is consistent and of the highest quality.
Go to the application page to send in your information. From our experience, it’s not difficult to get accepted, as long as you have a general outline of how you plan on using the LinkedIn Live service.
You receive an email after applying. Users with consistent LinkedIn posting are said to be at an advantage. The reply time varies, but anything longer than six months means you’ve been placed on the waitlist. Some users report quick approvals like under 24 hours.
LinkedIn lacks a broadcast creation tool to go along with its distribution feature called LinkedIn Live.
Therefore, it’s required to sign up for a third-party broadcasting tool. A growing list of integrations are available, but we’ve tested the following options to ensure a smooth configuration process:
Whichever tool you select, it’s also necessary to authenticate your LinkedIn account through that service. Each supported service has its own authentication directions. For instance, Restream outlines how to connect a LinkedIn account to the service in a YouTube video.
We encourage you to read the “best practices” section below prior to launching your first live video. Live videos are often a little less formal than recorded ones, but there’s also a decent amount of preparation that goes into them.
Yet, once you’ve read those best practices, all you have to do is click on the Broadcast button on your third-party streaming tool.
Tips for this step:
Click the button that ends the broadcast in your third-party app. Again, the buttons vary based on your broadcasting app.
LinkedIn will then process the video and ask you to share it on your feed. This way, anyone who missed the live performance receives a chance to watch it later.
As a reminder, don’t forget to acknowledge the comments! You don’t have to answer all of them, but it’s a good practice to have a friend read the best ones for you to answer at the end.
A common way to utilize live streaming is to add the broadcast to a LinkedIn Event.
Many people feel like this is the only way to go, considering it gives you the opportunity to build a page about the live streaming event and promote the date prior to it being released.
To combine events with live streams, go to your LinkedIn homepage feed. Locate the Events tab, then click on the “+” button.
The popup asks you to create an event.
Upload a logo and banner image that reflects the subject of your event and live broadcast. Type in an event name, and choose an organizer. You can use either a personal or business page as the organizer. The same goes for running your live streaming videos.
The most important field for the event is the Broadcast Link. You are more than welcome to run the live stream from another webinar or social platform. If that’s the case, paste in the URL so that the LinkedIn Event shows the accurate video feed.
If using LinkedIn Live and a connected, third-party broadcaster, there’s no need to include the URL. Your invitees get alerted of the live stream when you launch it.
Some other settings to configure include:
Set the event visibility to public or private. A public event means anyone is able to attend. A private event requires an invitation or admin approval to see the page.
You can also let people invite their own connections.
Click the Create button to finish making your event.
Although it’s not required, LinkedIn reveals a standard LinkedIn post for you to announce your new event and explain the live broadcast.
Feel free to adjust the default text and share it with the people you want to attend.
There’s also a button to Invite Connections on the primary event page.
After that, the LinkedIn Event serves as a webpage for that live stream. You still must launch your third-party broadcaster app and have it connected to LinkedIn for the broadcast to proceed and begin the video at the correct time.
LinkedIn live streaming is simple enough when it’s all configured. However, there are rules and best practices to ensure that you get accepted to the LinkedIn Live program, and for making your live video broadcasts look professional.
Streaming the right content makes a difference as to whether or not LinkedIn users will find your ideas worth consuming.
Overall, LinkedIn Live content aligns with the types of content put forth by business podcasters.
Here are a few suggestions.
From showing how your factory works to highlighting how your company is responding to a current event, LinkedIn live streaming is a great way to give your network an inside look.
Case studies, articles, or current news about your industry are excellent for talking about in any video, particularly live-format videos with multiple speakers.
The following example explores questions that arise from new trends in parenting and education.
Q&A live streams work wonders because you often don’t need someone else to interview.
We also like them at the end of more tutorial or interview-based streams.
Interviews are popular for podcasts, live streams, and just about every media format.
LinkedIn serves you well for organizing your interviews, since you can contact potential candidates, then utilize the platform to run the interview and promote.
Are you hiring? Did your company land a job? Use LinkedIn Live to cover a related informational topic, then use that as a launching point for your news. For instance, a video Q&A is intriguing for potential candidates as opposed to only announcing a new job listing. The LinkedIn Live platform is made for education and less for one-minute video announcements.
LinkedIn states that it wants you to minimize promotional content in LinkedIn Live videos. However, that doesn’t mean you can’t take a tutorial-oriented angle and promote a new product or service at the end.
For instance, the following photographer hosts a live discussion on new 3D technology, with a mention of his photography membership at the end.
Who needs to pay for a conference room or event center when you can loop multiple people into an online conference?
Events are perfect for LinkedIn live streaming, seeing as how you can highlight multiple experts, talk about new trends, and ask for questions at the end.
LinkedIn Live is in a weird position right now. It’s not as user-friendly as Facebook Live (since LinkedIn has an application process and requires a third-party app,) but LinkedIn Live is known for its high-quality content and ability to match brands with the right people. Facebook Live has knowledgeable conversations as well, but it’s cluttered with personal posts from anyone who wants to turn on their camera and ramble.
Overall, we’re excited to see Linked Live grow as a suitable streaming tool on LinkedIn. The feature is gaining traction and you can easily search the #linkedinlive hashtag to get inspiration from other brands.
Have any questions about LinkedIn livestreaming? Ask away in the comments section!
Joe is a Chicago-based writer who dabbles in social media, WordPress, and eCommerce tools. When not riding his bike in Chicago he's camping in Wisconsin.
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