LinkedIn Live allows you to stream video content directly to your LinkedIn followers. It’s an easy way to connect with your professional network in real-time. But is it worth the time and effort required to host regular live streams? Here are some key considerations when deciding if LinkedIn Live is right for your business.
What are the benefits of going live on LinkedIn?
There are several potential advantages to broadcasting live video on LinkedIn:
Increased reach and engagement
Live video stands out in the LinkedIn feed and helps you get more eyeballs on your content. When followers get notified that you’re going live, they’re more likely to tune in and engage with your video. Live video generally gets higher engagement metrics like comments and reactions compared to regular native video.
Shows expertise and thought leadership
Going live allows you to share your knowledge and expertise in real-time. It’s a great way to strengthen your brand as a thought leader. Viewers get insight that feels more authentic and accessible than pre-recorded content.
Build stronger connections
The live interaction and conversational style of broadcasting builds a sense of connection and relationship with your audience. Viewers feel like they’re part of the experience rather than just passive consumers.
Increase followers and reach new audiences
When live streaming, your video can be recommended to others beyond just your existing followers. This gives you the opportunity to get your content and brand in front of new audiences that may not have found you otherwise.
Benefit | Explanation |
---|---|
Increased reach and engagement | Live video stands out and gets more views and reactions than regular posts |
Shows expertise | Gives real-time insight into your knowledge as a thought leader |
Build connections | Live interaction creates a sense of relationship with viewers |
Reach new audiences | Video can be recommended beyond just your current followers |
What are the potential challenges?
While there are lots of benefits, going live on LinkedIn does require a real time commitment and some strategy to be effective. Here are some of the key challenges to keep in mind:
It requires real-time availability
Unlike creating content to post later, live streaming requires you to broadcast at a fixed time when your audience is available. This limits flexibility and requires more planning.
Ongoing commitment is needed
Doing sporadic or inconsistent live streams won’t have the same impact. To build viewership and see results, you need an ongoing commitment to regular live broadcasting. This takes dedicated time and effort.
Risk of technical issues
With live video, technical glitches and issues can disrupt your stream. Things like poor internet connectivity, audio problems, or streaming software errors can affect quality.
Less opportunity to edit and polish content
Live video is spontaneous and conversational. While this can boost authenticity, it limits your ability refine and polish content before publishing. Mistakes and off-the-cuff comments go out live.
Requires active audience engagement
Driving real-time engagement and comments can be challenging with some audiences. Quiet or inactive viewers may diminish the interactive experience.
Challenge | Explanation |
---|---|
Real-time availability | Limits scheduling flexibility compared to pre-recorded video |
Ongoing commitment | Sporadic streams won’t have the same impact |
Technical issues | Connectivity or software problems can disrupt quality |
Less polish | Spontaneous style limits ability to refine content |
Audience engagement | May be challenging to drive real-time comments |
Tips for success with LinkedIn Live
If you decide to make LinkedIn Live a part of your content strategy, here are some tips to help you get the most out of the experience:
Test your tech thoroughly
Do several test broadcasts first to check your internet connection, streaming software, audio, and lighting. Work out any kinks beforehand.
Promote your live streams
Let your audience know when you’ll be going live by posting ahead of time. Send event invites or schedule the broadcast on your LinkedIn page.
Engage with comments in real-time
Actively interact with viewers as comments come in to keep them engaged. Ask questions and respond right away.
Repurpose content fragments
Edit and reuse short video clips, quotes or key takeaways from your live stream as standalone posts later.
Measure metrics and gather feedback
Review LinkedIn Insights after streaming to see viewer stats. Ask audience members for feedback on what they found valuable.
Tip | Details |
---|---|
Test technology | Do test streams to check connection, software, etc. |
Promote streams | Let audience know when you’ll be live |
Engage with comments | Actively interact with viewers in real-time |
Repurpose fragments | Reuse clips, quotes, key points later |
Review metrics & feedback | Check viewer stats and gather audience feedback |
What types of content work best?
You can cover a diverse range of topics with LinkedIn Live. But certain types of content tend to resonate particularly well with professional audiences.
Behind-the-scenes content
Give viewers insider access to your office, job sites, or work processes. Show people what happens “behind the scenes” at your company.
Expert Q&As
Position yourself as an expert by answering viewer questions live. Solicit questions ahead of time or take questions during the broadcast.
Industry trends and insights
Discuss key trends, new research, or emerging technologies in your field. Share your analysis and perspective.
Case studies and success stories
Show specific examples of client wins, projects, or products you’ve developed. Put a face to your work.
Company announcements and news
Make important announcements, new hires, office openings, etc. directly to your audience live.
Content Type | Examples |
---|---|
Behind-the-scenes | Office tours, job site visits, work processes |
Expert Q&As | Answering viewer questions live |
Industry trends & insights | Analysis of new research and emerging technologies in your field |
Case studies & success stories | Profiles of client projects and products developed |
Company news and announcements | New hires, office openings, other announcements |
Should you stream to LinkedIn instead of other platforms?
LinkedIn Live has some advantages over other live streaming options for reaching professional audiences:
Targeted reach
You can precisely target LinkedIn Livestreams to relevant industry subgroups who will value your content. More niche than other platforms.
Leverages existing presence
You can easily stream to followers you already have a relationship with through your LinkedIn presence.
Metrics and insights
LinkedIn provides robust analytics on views, engagement, follower growth, and audience demographics to optimize your approach.
Direct marketing opportunities
LinkedIn live videos can generate leads by directing viewers to gated content or other conversion destinations after watching.
Low barrier to entry
LinkedIn Live has a relatively low barrier to get started compared to building an audience base from scratch on other platforms.
LinkedIn Live Advantage | Explanation |
---|---|
Targeted reach | Can target niche professional subgroups |
Leverages existing presence | Easily stream to your current followers |
Metrics & insights | Data to optimize approach and results |
Direct marketing | Can drive leads with gated content |
Low barrier to entry | Easier than building an audience elsewhere |
Conclusion
Overall, LinkedIn Live is a medium worth experimenting with for many business and thought leaders. While it requires an ongoing time investment, the potential to strengthen your brand, showcase expertise, and deepen engagement with professional audiences makes it a valuable tool. Approach strategically, optimize based on data, and provide value to viewers to determine if going live on LinkedIn could benefit your goals.