Product Overview: LinkedIn Live
What is LinkedIn Live?
LinkedIn Live is a livestreaming feature integrated into the LinkedIn platform, designed to enable users to broadcast live video content to their professional network. Launched in February 2019, it has become a powerful tool for increasing brand awareness, engaging audiences, and fostering community interaction within the professional sphere.
Key Features and Functionality
Eligibility and Access
To use LinkedIn Live, users must meet specific criteria:
- The account or page must have more than 150 followers and/or connections.
- The user must have a good standing record, adhering to LinkedIn’s Professional Community Policies.
- The account must be at least 30 days old.
- LinkedIn Live is not available to members and pages based in mainland China.
Streaming and Broadcasting
LinkedIn Live allows users to stream live video directly to their Page followers. Here are some key aspects of the streaming process:
- Users can set up a LinkedIn Live event through their company page by selecting “Admin Tools” and then “Create Event,” choosing “LinkedIn Live” as the event format.
- The event details, including name, date, time, and description, need to be filled in to attract and inform potential viewers.
Integration with LinkedIn Events
LinkedIn Live is closely integrated with LinkedIn Events, creating a unified platform for hosting virtual events. This integration enables users to stream live video content directly to event attendees, enhancing visibility and engagement. Users can create an event, select “online-only,” and stream the content through third-party broadcasting tools like Socialive, Restream, StreamYard, Switcher Studio, and Vimeo.
Engagement and Analytics
LinkedIn Live videos are highly engaging, receiving an average of seven times more reactions and 24 times more comments than native videos. After a livestream, users can access viewer metrics such as engagement and reach. Best practices include collecting questions before the broadcast, interacting with the audience during the stream, and repurposing the content after the event.
Content Ideas and Best Practices
LinkedIn Live can be used for a variety of content types, including:
- Interviews and discussions with industry leaders and experts.
- Tutorials and demonstrations of products or services.
- Live presentations and company news announcements.
- Insights and analysis on industry developments.
- Q&A sessions and AMA (Ask Me Anything) formats.
- Tips and best practices for professionals.
Third-Party Tools
LinkedIn partners with several third-party broadcasting tools to facilitate high-quality livestreams. These tools include Restream, Socialive, StreamYard, Switcher Studio, and Vimeo, which help in producing and streaming studio-quality broadcasts.
Benefits
- Brand Awareness: LinkedIn Live is particularly effective for increasing brand awareness and reach, as it is public and discoverable by all LinkedIn members.
- Community Engagement: It allows for real-time interaction with the audience, fostering a sense of community and engagement.
- Content Repurposing: The content from livestreams can be repurposed into new posts, articles, or other forms of content, maximizing its impact.
- Analytics and Feedback: Users can access detailed analytics and feedback from viewers, helping to refine future content strategies.
In summary, LinkedIn Live is a robust tool for professional networking, brand promotion, and community engagement, offering a range of features and functionalities that make it an essential part of any business’s content strategy on LinkedIn.