LinkedIn has nearly 700 million active users and has become one of the most frequently used social platforms for working professionals. Over the last year, companies have started to use the social network’s new live streaming technology to drive engagement and build deeper connections.
Several companies have found interesting ways to make use of this technology to stay connected with consumers. For example, the Harvard Business Review hosts weekly interviews with notable business leaders, and Emirates NBD hosts ”ask me anything” sessions to interact with customers. LinkedIn is a great place to stream live videos because you can get to know your audience and engage with them in a way that hasn’t been possible before.
To use LinkedIn Live, you’ll need to apply to have the streaming feature added to your profile, but it’s a simple process.
So, how can LinkedIn Live help your company this year? Here are four of the biggest reasons:
1. LinkedIn Live drive engagement.
According to HubSpot, a LinkedIn Live stream gets an average of 7x more reactions and 24 more comments than native video. LinkedIn Live has a robust analytics feature, and tracking this data helps optimize and measure the impact of your content. Once your stream has ended, the platform will provide KPIs, including peak viewers, total viewers, total reactions, comments, likes and more.
Tip: Go live during a time when the largest segment of your audience can join, like during the lunch hour. Finding the right window may take trial and error, but committing to a weekly or monthly series will help create a consistent audience for your streams.
2. LinkedIn Live allows you to nurture existing relationships and build new ones.
LinkedIn Live is proving to be powerful for businesses and thought leaders to form relationships with their followers and connections. LinkedIn suggests you schedule your live stream at least two weeks in advance so you can invite connections to attend the event and encourage them to share. To maximize reach, you can co-host the event with a business partner, client or colleague to tap into multiple audiences.
Tip: Ask a team member or colleague to moderate the stream. Having a dedicated person manage the flow of comments, reactions and likes helps presenters focus on the content of their presentation.
3. LinkedIn Live can showcase your expertise and humanize your brand.
People are naturally drawn to live video because people connect with people. Going live gives you the opportunity to showcase your passions, expertise and personality authentically and deepen connection.
When building out your LinkedIn Live strategy, consider varying formats based on the content and goal of your presentation. There are many different formats to consider, such as a fireside chat or Q&A with a client, case study presentation with an industry partner, or solo executive presentation to highlight key company initiatives or new products/services.
Tip: Always test the platform before your first event. LinkedIn is different from other social platforms when it comes to setting up live streams. It doesn’t just happen with the tap of a button and requires a third-party tool like Zoom or Vimeo. Testing the technology and practicing before your first event will ensure a successful stream.
4. LinkedIn Live recordings can generate brand building ROI for weeks afterward.
So, you’ve finished your live stream — what next? Once you’ve hosted your successful stream, consider amplifying the content. The completed stream will remain on your LinkedIn page or profile feed as a video that was “previously recorded live.” When you host the live stream via a third-party tool like Zoom, you’ll also be able to save a copy to your device and use it across other channels.
Tip: Upload your stream to YouTube or trim clips to share on other social platforms, email newsletters or embed in relevant blogs. This will ensure that those who couldn’t attend the live event have access to the content, and you can continue generating ROI from your stream for weeks to come.
Blair Poirier is an Account Coordinator at Pierce Public Relations.