LinkedIn Live is a really effective way of speaking to your professional network, but using the service requires a bit of time and patience to get it right.
The platform has significantly evolved in recent years, now rivaling Facebook, TikTok, and Instagram in its ability to host live broadcasts. There are still more hurdles here than on other platforms, but LinkedIn is now fully optimized to meet the needs of its users.
Using LinkedIn ads to promote livestreams can significantly maximize viewer engagement and increase visibility on the platform.
From displaying events and presentations to panel discussions and even product launches – LinkedIn Live is great for pretty much every aspect of your business.
This guide looks at how you launch an event on LinkedIn and what you can do to maximize its impact. From preparing live videos and analyzing the results, learn about running these LinkedIn events right here.
We’ll also explore the software you need to correctly operate a LinkedIn Live broadcast, which is perhaps the main difference between this platform and other social media sites.
In this guide:
LinkedIn Live acceptance criteria
Not every account has automatic access to LinkedIn's Live services. Before we explore the rest of this guide it's important you know how to get accepted.
If you want to go live, then you need to meet the following criteria:
Audience base
Individual members or business pages need to have more than 150 followers and/or connections to be eligible to be evaluated for LinkedIn Live access.
Good record
You must have a history of abiding by LinkedIn's Professional Community Policies. Only members, pages, and their admins who have a good standing record will be considered for Live Video access. If you haven't triggered a policy alert before, then you'll probably be OK here.
Location
LinkedIn's Live services are not available to members and pages based in mainland China.
Account longevity
The account or page from which LinkedIn Live originates must have been created at least 30 days ago.
How to know you have passed the LinkedIn Live criteria?
If you pass the above criteria, then your account will be automatically reviewed when you plan to launch a live event. Three ways you can check or trigger the review are:
- Creating an event on LinkedIn: You'll see the option to select LinkedIn Live in the "Event" dropdown tab.
- Trigger review of a page: If the "Event" option is missing, simply change the organizer in the "Organizer" dropdown tab. This will trigger an automatic review.
- Create an event via a third-party tool: LinkedIn requires you to use a third-party tool to broadcast live events. Once you do this, you'll be notified immediately of your current acceptance status.
Equipment for your first LinkedIn broadcast
Before you even begin considering a LinkedIn Live stream, you need to ensure you have the right equipment in place, including using one of LinkedIn's preferred streaming partners.
Here’s a list of the necessary equipment for your first LinkedIn live broadcast:
- Streaming software: LinkedIn recommends using one of the following tools to stream from: Restream, Socialive, StreamYard, Switcher Studio, or Vimeo. Pick one and sign up.
- Camera: You can use your phone camera to livestream LinkedIn events, although a professional camera might be more suitable.
- Tripod or phone holder: Make sure you have a stable tripod or phone holder to keep your camera steady.
- Microphone: Every speaker needs a microphone, otherwise the varying sound levels could make your stream unwatchable.
- Lighting: Be aware of how your stream looks on set. Do you need better lighting? Think about shadows and light variances within the shot.
What should I talk about?
It’s important you prepare for any virtual event by taking time to work through the process. What is it you want to talk about? You might be hosting a panel discussion, in which case you’ll need to prepare questions to keep the conversation flowing.
LinkedIn also allows you to go live spontaneously, enabling immediate and flexible engagement with your audience without prior scheduling.
Perhaps you’re shooting a behind-the-scenes video of your office. If so, make sure those who'll be in the shot are happy to be filmed. Walk through your video and plan your route.
You might even use your LinkedIn event to showcase your new product. Whether it’s a product launch or a “how to” demo on using your product, it all needs careful planning.
Thought leadership talks and Q&A sessions are both great ways to connect with your target audience and build a stronger network.
Creating a LinkedIn Live event
So, you have your software, equipment, and plan of action. Now it’s time to get broadcasting.
LinkedIn Live events allow users to broadcast live videos on LinkedIn and are integrated with LinkedIn Events. To set up a livestream, you need to choose appropriate streaming tools and follow the process of creating engaging content tailored for a business-focused audience.
Start by setting up a LinkedIn event. Head to your LinkedIn company page, click on “Admin Tools,” and then select “Create Event.” In the “Event Format” dropdown, choose “LinkedIn Live” as your option.
Give your event a name that’s catchy and descriptive. This helps potential attendees understand what it’s about at a glance. You need to get their attention here – it’s a competitive platform and people are busy. If you’re launching your event during office hours, then you need to give users a reason to watch your stream and not do their own work.
Next, fill in the event details like date, time, and a brief description. Again, make sure you’re providing value here, so people want to watch your live video.
You’ll then need to connect your event to one of the third-party broadcasting tools we mentioned earlier. LinkedIn doesn’t have its own streaming capability, so you’ll use an external platform to actually run your livestream.
Finally, test your stream and any graphics you might want to include on the video. From there, spread the word from your LinkedIn page that your event is scheduled for your chosen time and date. Make sure everyone knows it’s happening.
Best practices for LinkedIn streaming
Most people could probably stumble through a live event talking about their specific expertise in business. However, to be really successful at LinkedIn Live streaming, it's important to prepare properly and be mindful of some basic best practices.
Here are a few to get you started:
Preparation
- Choose topics your audience cares about: Remember, they're likely to be business experts and professionals, not your friends from the pub. Product launches, industry trends, and expert interviews work well. You can leave your opinions on football or TV shows to your friendship group.
- Promote your stream beforehand: Post about it on your LinkedIn feed. Send invites to your network. The more people know it's happening, the better.
- Learn your script: If you have a script or set of messages you need to put out, be sure you've learned them. If you have the budget, then you could hire a professional host.
- Plan a series: Rather than doing a one-off stream, why not commit to regular weekly or monthly streams? This helps build an audience who'll tune in often. It's worth planning this in advance, as you can promote the series during your first stream.
During the broadcast
- Engage with viewers in real time: Be sure to answer questions, respond to comments, and make your livestream interactive. Engaging with viewers will help build a community and keep people watching. Don't be afraid to interact with audiences in the middle of your event, rather than burying this important engagement task at the end.
- Keep it professional and natural: Your audience expects you to dress appropriately and have good lighting. You don't have to spend thousands on your attire, but make sure you dress for the event.
- Use visuals: LinkedIn streams need to be sharable after the event, so sections that include slides, demos, or graphics to illustrate your points are all really valuable.
Post-broadcast
- Track results: Check your stats after each stream. See what worked well and what didn't. Use these insights to improve next time.
- Ask audiences what they want: Put out a post or two asking those who watched your event what they'd like to see during future LinkedIn Live streams. This direct feedback is invaluable, especially when the event is still fresh in the minds of your audience.
Measuring LinkedIn Live video success and engagement
Gauging the impact of any LinkedIn event requires you to track a few core metrics. These will help you understand what went right and wrong during the livestream, and what you can do next time.
Views is the metric you're probably going to focus on the most. This metric represents the number of people who watched your new stream or clicked on your event page. It's a good starting point because, if the number is low, then you need to either change what you're talking about or improve your marketing of the event.
Watch time is particularly important here, too, because counting the number of views doesn't tell you how long people stayed on the stream URL. What if you have 10,000 viewers, but none of them stayed for more than 30 seconds? That's a pretty small return.
Engagement comes next. How many of your viewers actually commented, liked, shared, or otherwise interacted with your livestream? Engagement is what drives interest in your livestreams and helps spread the word.
Beyond the LinkedIn events themselves, you can also track new followers gained after each stream and see if your event caused this uptick. If you don't get any more followers, then perhaps you need to encourage existing viewers to share highlights from your LinkedIn events.
By regularly analyzing these metrics, you'll get a clear picture of your LinkedIn Live success and areas for improvement.
Frequently asked questions
LinkedIn offers exciting opportunities for live video broadcasting. However, it's not as simple as other platforms like Instagram or TikTok. Users understandably have questions about accessing and using this feature effectively. So, we've answered some of these questions for you.
How do I access LinkedIn Live?
To access LinkedIn Live, you need to have passed LinkedIn's criteria first. If you have passed it, head to your LinkedIn profile, click on "Admin Tools," then select "Create Event." In the "Event Format" dropdown, choose "LinkedIn Live" as your option.
Is LinkedIn Live free to use?
Yes, LinkedIn Live is free for approved users. There's no cost to broadcast or join live events on the platform. You only need a LinkedIn account and approval to use the feature, although you may need to pay for third-party broadcast software.
What tools are available for LinkedIn Live streaming?
LinkedIn partners with third-party broadcasting tools. The five recommended tools are Restream, Socialive, StreamYard, Switcher Studio, and Vimeo.
Who is eligible to broadcast on LinkedIn Live?
LinkedIn Live is available to members and pages that meet certain criteria. This includes: having 150 followers and/or connections; having a history of abiding by LinkedIn's Professional Community Policies; not being located in mainland China; and having created the account at least 30 days ago. If you pass these criteria, then your account or page will be reviewed before access is permitted.
How can I join a LinkedIn Live event?
Joining a LinkedIn Live event is easy. Look for live video notifications in your feed or on event pages. Click on the video to watch and interact. You can leave comments, react, and engage with the host in real time.
