LinkedIn Live is a powerful tool for professionals and businesses to engage with their audience in real-time. With over 900 million users, LinkedIn provides a massive opportunity to reach your target audience and build meaningful connections. Hosting a LinkedIn Live event allows you to share insights, discuss industry trends, showcase your expertise, and create interactive experiences with your followers. Here’s a step-by-step guide on how to host a LinkedIn Live event that engages and captivates your audience.
1. Understand the Benefits of LinkedIn Live
Before diving into how to host a LinkedIn Live event, it’s essential to understand why this tool can be so impactful for audience engagement.
Why Use LinkedIn Live?
- Real-Time Interaction: Unlike pre-recorded videos, LinkedIn Live allows you to interact with your audience in real-time, answering their questions, responding to comments, and creating a two-way conversation.
- Enhanced Visibility: LinkedIn Live notifications are sent to your followers when you go live, ensuring that your event gets more visibility and engagement compared to a standard post.
- Builds Trust and Authenticity: Live events provide a more personal touch, allowing your audience to see the human side of your brand or business. This helps to build trust and strengthen relationships with your network.
Now that you understand the potential impact of LinkedIn Live, let’s move on to the practical steps for hosting an event.
2. Check Eligibility and Set Up LinkedIn Live
Not every LinkedIn user has immediate access to LinkedIn Live. To host a live event, you must first ensure that your account meets the platform’s eligibility criteria.
Eligibility Criteria:
- Active Profile or Company Page: You must have an established LinkedIn profile or company page with a consistent posting history.
- Engagement and Followers: While LinkedIn does not specify a required number of followers, users with higher engagement and more followers are prioritized for LinkedIn Live access.
- Adherence to Guidelines: You must adhere to LinkedIn’s community guidelines and professional standards.
Once you’re approved for LinkedIn Live, you’ll need to set up third-party streaming software like StreamYard, Restream, or Zoom to broadcast your event. LinkedIn Live does not allow direct streaming from the platform, so choosing the right software for your needs is critical.
3. Plan Your LinkedIn Live Event
The success of your LinkedIn Live event hinges on careful planning. Like any other professional event, it’s important to plan content, structure, and logistics in advance.
Define Your Event’s Objective
Before you start promoting your event, ask yourself:
- What is the purpose of the event? Is it to educate, inspire, or promote a product or service?
- Who is your target audience? Tailor the content to their interests, pain points, and needs.
- What outcome do you want? Whether it’s lead generation, engagement, or brand awareness, set clear goals for what you want to achieve.
Choose a Topic That Resonates
Select a topic that aligns with your goals and your audience’s interests. For example:
- Industry Trends and Insights: Share timely updates and thought leadership on trends in your sector.
- Q&A Sessions: Host interactive sessions where your audience can ask questions and get real-time answers.
- Interviews and Panel Discussions: Bring in industry experts to provide diverse perspectives on a given topic.
Plan Your Event Format
Structure your event so that it flows smoothly. A typical LinkedIn Live event can include:
- Introduction (3-5 minutes): Welcome the audience, introduce the topic, and explain the event format.
- Main Content (20-30 minutes): Dive into your presentation, panel discussion, or interview. Keep it engaging by mixing up the content with stories, statistics, and insights.
- Q&A Session (10-15 minutes): Encourage viewers to ask questions throughout the event, and set aside time at the end to address them.
- Call-to-Action (2-3 minutes): Conclude with a clear CTA, whether it’s signing up for a newsletter, downloading a resource, or attending another event.
4. Promote Your LinkedIn Live Event
Promotion is key to ensuring that you have a good turnout. Here’s how to get the word out about your LinkedIn Live event:
Create a LinkedIn Event Page
LinkedIn offers an “Events” feature where you can create a page for your upcoming live session. Include all relevant details such as the title, date, time, description, and speakers. Encourage your network to RSVP and share the event with their connections.
Share Event Updates
In the weeks leading up to your event, post regular updates to keep your audience excited. Share sneak peeks of the topics you’ll cover, introduce guest speakers, and ask your followers what questions they want answered during the live event. Engaging with potential attendees before the event creates anticipation and boosts participation.
Leverage Multiple Channels
While LinkedIn is your primary platform, cross-promote your LinkedIn Live event on other channels such as:
- Email Newsletters: Send a special invitation to your email subscribers.
- Social Media: Share the event details on Twitter, Facebook, and Instagram.
- Website: Include the LinkedIn Live event on your company’s blog or homepage.
5. Engage Your Audience During the Event
The main advantage of LinkedIn Live is its ability to facilitate real-time interaction. Here are a few ways to keep your audience engaged throughout the live event:
Acknowledge and Engage Viewers
As people join your live stream, acknowledge them by name and thank them for attending. Ask them where they are joining from, or pose a simple question related to the event. Encouraging early interaction makes attendees feel more connected and invested in the session.
Encourage Questions and Comments
Throughout the event, prompt viewers to ask questions, share their thoughts, or respond to specific prompts. For example, ask them to share their experiences with the topic at hand or to provide feedback on a particular point.
Use Visuals and Polls
To keep your event dynamic, incorporate visuals like slides, infographics, or videos. Many streaming tools allow you to share your screen or display presentation slides, which can make the content more engaging. You can also use LinkedIn’s poll feature to ask live questions and get instant feedback from your audience.
Host a Q&A Session
Toward the end of your live event, set aside time for a dedicated Q&A session. This gives your audience the chance to interact directly with you or your guest speakers, making the event more personal and interactive.
6. Follow Up After the Event
Your LinkedIn Live event shouldn’t end when the stream does. Following up with attendees and keeping the conversation going is crucial for maintaining engagement.
Share a Replay of the Event
After the live stream, LinkedIn allows you to share the recorded version on your profile. This is helpful for those who couldn’t attend live or want to revisit key points. Post the replay link and encourage viewers to comment and engage with the content.
Post Event Highlights
Create content around the key takeaways from the event. You can share short video clips, quotes from the discussion, or a summary blog post highlighting the main points. This not only increases the shelf-life of your event but also allows you to reach more people.
Connect with Attendees
Reach out to the attendees who participated actively by sending personalized connection requests or messages. Express your gratitude for their participation and invite them to join future events. Building relationships after the event can lead to deeper professional connections and future opportunities.
Track and Analyze Metrics
LinkedIn provides analytics for your live stream, including views, reactions, and comments. Use these insights to evaluate the success of your event. Identify what worked well and what can be improved for future live streams. Metrics to pay attention to include:
- Live viewership: The number of people who watched the event live.
- Engagement: Likes, comments, and shares during and after the event.
- Audience Retention: How long viewers stayed engaged throughout the event.
By analyzing these metrics, you can refine your strategy for future LinkedIn Live events to make them even more successful.
Conclusion
LinkedIn Live is an invaluable tool for building engagement, creating real-time interactions, and positioning yourself as an expert in your industry. By carefully planning your event, promoting it effectively, engaging with your audience during the stream, and following up after the event, you can ensure that your LinkedIn Live sessions are not only successful but also impactful for your brand or business.