The ultimate guide to LinkedIn Live and how to use it

2 Mar

Is it time for you or your brand to go live on LinkedIn? 37% of consumers say that live video is the most engaging form of in-feed social content.

And that’s why live streaming is becoming more common in B2B marketing. Enter LinkedIn Live, a native streaming platform for creators to broadcast in real-time.

From webinars to interviews and beyond, Live is a prime way to educate your B2B audience. We get it, many B2B marketers are totally new to the streaming world and what it entails.

That’s exactly why we put together this quick guide to getting started with LinkedIn Live.

Table of contents

How to go live on LinkedIn step-by-step

Let’s kick things off with the key steps of setting up your first LinkedIn stream.

Thankfully, the platform makes the process pretty quick and painless. You don’t need a bunch of technical know-how or equipment to get started.

1. Make sure you meet LinkedIn Live’s access criteria

If you’re not sure to apply to LinkedIn Live, don’t sweat it. No applications here.

LinkedIn Live is available to all creators and Pages. Granted you meet the platform’s broadcasting criteria, anyway. You simply need to tick the following boxes:

  • A minimum of 150 followers/connections following for your account or Page
  • Be located in a region approved for LinkedIn Live (aka not in mainland China)
  • Have an account that’s in good standing with the platform (hint: no bans or violations)

Keep in mind that you can go live as either an individual (Creator) or as an individual on behalf of a Page. Individuals can’t stream to a Page and Pages can’t stream to individual profiles.

Simple enough, right?

2. Use the proper live stream equipment

If you can successfully host a Zoom meeting, you likely have the tools to go live on LinkedIn.

A dedicated webcam, microphone and reliable Internet connection are all standards for streaming. Depending on your hardware, onboard cameras and mics are sometimes subpar.

LinkedIn Live presentations don’t have to be pristine and polished. That said, try to maintain a sense of professionalism. We recommend testing your broadcast quality before trying LinkedIn Live. You can use a free, open-source tool like OBS to preview your streaming setup in action.

LinkedIn Live presentation example

3. Pick your LinkedIn Live streaming service

Important: you cannot stream through LinkedIn Live events directly.

This is different from Instagram or TikTok where going live all happens in-app.

Don’t panic, though. LinkedIn does a lot of handholding to make it easy for creators to go live. You have two options:

  1. Use one of LinkedIn’s preferred streaming partners to host your broadcast. This includes Restream, Socialive, StreamYard, SwitcherStudio or Vimeo.
  2. Use LinkedIn Live’s video encoder tool to host your stream from an external platform. These platforms include Zoom, WebEx or OBS.

Deciding which method is “best” really depends on your tech stack and how-to. If you’re already comfortable with a tool like Zoom or OBS, start there. Generating a stream URL and key to connect your LinkedIn broadcast can be done in a matter of seconds.

LinkedIn Live stream URL encoding

4. Create a LinkedIn Event to attach your stream to

Many broadcasters choose to stream from LinkedIn Events versus Pages. That’s because Events makes it simple to schedule broadcasts and gather registrants.

Creating LinkedIn Live Event is a straightforward process. You’ll be prompted to fill out basic information about your broadcast. This includes the broadcast date, registration options and who’s presenting.

LinkedIn Live creation process

Once your event is created, you’ll be provided a custom URL to promote your presentation.

LinkedIn Live vs. LinkedIn Events

At a glance, Live and Events might seem identical. They’re not the same, though.

LinkedIn actually has a one-page breakdown to clear up the confusion. Here’s a summary:

  • Live broadcasts can be streamed solely to Page followers or to private Event attendees
  • Page streams are public and are heard more toward audience discussions and Q&As
  • Events can only be accessed by attendees and are more “official”

In short, Pages are more community-focused. Live Events are ideal for more in-depth, formal presentations. Which you choose really depends on the types of streams you host.

Which types of presentations are best for LinkedIn Live?

LinkedIn Live is still growing as brands and creators experiment with new videos. Right now, creators are prioritizing:

  • Webinars (traditional presentations, in-depth breakdowns of topics and trends)
  • Panels and interviews
  • Q&A sessions between communities

For example, interviews are popular among individual creators on LinkedIn Live. One-on-ones provide plenty of opportunities for unique discussions and perspectives. As an added bonus, going back and forth with someone means less time for silence.

Interview promotion for a LinkedIn Live

Panels and workshops are likewise popping off on LinkedIn Live at the moment. Trends, tactics and strategy tips are always a safe bet for live presentations.

LinkedIn Live workshop example

Educational webinars are likewise a safe bet. Niching down on topics is a smart move to attract relevant attendees.

Social media presentation example on LinkedIn

LinkedIn Live best practices and tips

Recent video marketing statistics illustrate the demand for live video for consumers and brands.

That said, views on your LinkedIn Live presentation aren’t guaranteed by default. This is true even if you do have an established audience. Below are a few best practices to stick to.

Come up with a clear agenda for your stream

No surprises here, live streaming is not a place to freestyle.

Make a conscious effort to create some sort of skeleton or outline for your presentation.

If you’re totally new to video, consider a practice run-through and time yourself. You’d be surprised at how easy it is to rush through a presentation. The “one slide, one-minute” rule of thumb doesn’t always hold true.

On that note, make sure there’s enough meat in your presentation to hold viewers’ attention. LinkedIn Live is not the place for short-form streams. LinkedIn recommends a 10-minute streaming minimum for the sake of maximizing your audience. Most presentations are anywhere between 30 minutes and an hour.

Also, consider that having a clear agenda helps with promoting your stream. Establishing what topics you’ll cover beforehand make it easier to highlight the value you’ll provide to viewers.

Get your audience involved in the presentation

The beauty of live streaming is that it turns passive viewers into active participants.

The chat function in LinkedIn Live is perfect for getting your audience involved. You can pose questions to them, respond to comments or conclude your video with a full-blown Q&A.

LinkedIn Live chat in video

Remember: live video is compelling because of interactions like these.

Another way to engage your audience is to field questions before filming your video. For example, you might ask followers on your Page if there’s anything they want you to cover.

Give your Live presentation an engaging title

Similar to YouTube, titles and thumbnails are crucial for earning viewers and attendees.

A title like “The Standout, Must-Need Skills for Digital Marketers” is a great example. The title works because it’s specific, value-packed and intriguing by design.

LinkedIn Live thumbnail example

We naturally want to know what those skills are, right? Well, we’ll have to tune in to find out.

Food for thought: when you go live, attendees (and some followers) will automatically get a notification. With a compelling title, people will be more likely to tune in.

LinkedIn Live notification

Actively promote your LinkedIn Live presence

Hosting a live stream can be a ton of work. Anything you can do to maximize viewers is a plus.

Getting the most mileage possible out of your presentation comes down to how you promote it. For starters, try to get as many people (attendees, employees, colleagues) to shout out your Live Event as possible. Rather than restrict your reach to a single Page or account, don’t be shy about spreading the word.

promoting a LinkedIn Live as an individual account

Also, LinkedIn features like topics and hashtags can earn your presentation more reach. Posting about your Live stream multiple times is fair game leading up to the big day. If you have the budget for them, you can also run Live clips as LinkedIn ads.

LinkedIn Live ads

Speaking of which, make a point to give viewers ample time to plan and register. LinkedIn does some of the legwork for you by offering notifications and calendar slots for Live Events. If you have an email list, be sure to promote your presence there as well.

LinkedIn Live scheduling

Once your broadcast is over, LinkedIn lets you share it on your Page or edit clips to promote in your feed. This highlights how LinkedIn Lives can be repurposed and treated as evergreen content.

Look at your LinkedIn analytics over time related to your Live videos over time. Then, you can determine whether your presentations resonate with your target audience. Note that in-depth analytics data is available for broadcasts to Page followers.

Are you ready to go live on LinkedIn?

Whether you’re a B2B brand or creator, LinkedIn Live is worth exploring if your goal is to educate your audience.

Using video content to cement your status as an industry expert is a smart move. This is especially true as many brands are still only experimenting with live streams.

Looking for fresh ways to level up on LinkedIn? Check out our comprehensive LinkedIn marketing guide if you haven’t already.

The post The ultimate guide to LinkedIn Live and how to use it appeared first on Sprout Social.

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