LinkedIn Expands Virtual Event Capabilities
As the demand for virtual event platforms continues to increase, LinkedIn has entered the game. The social media giant has brought two of its offerings together — LinkedIn Live and LinkedIn Events — to create LinkedIn Virtual Events.
The virtual event functionality allows brands to stream video content to their LinkedIn page, targeting followers or event attendees. One benefit the company is touting is a new video tab, making it easier for brands to share and archive their video content in an accessible manner.
For video streaming, LinkedIn is partnering with third-party broadcasting partners including Restream, Wirecast, Streamyard and Socialive. Restream is currently offering extended free trials and enhanced onboarding support to LinkedIn Live users. Company officials say more partners will be added in the coming months.
This tool is integrated with other LinkedIn functionalities, making it easy to promote to LinkedIn page followers through page and event feed posts. It’s also easy to extend personal invitations to first-degree profile connections.
With the current shift to virtual movement spurred by COVID-19, company officials say that LinkedIn Live is seeing 23X more comments per post and 6X reactions per post versus native video posts.
As the platform doesn’t (yet) offer integration with paid registration tools or CRM systems, use cases are limited to free events.
LinkedIn is hosting an informational webinar on using LinkedIn Live with LinkedIn Events on May 20 at 10 a.m. PT. Register here.
For an activation playbook that walks you through how to use the new LinkedIn Virtual Event functionality and provides examples, use cases and best practices, go here.