13 Best Practices for LinkedIn Live Streaming

It’s no question that LinkedIn is a force to reckon with. The site was launched in 2003 as the very first social network for professionals. In 2016, it was acquired by Microsoft.

Here are some impressive stats about the platform:

LinkedIn statistics

 

As video content grew in popularity, social media channels started to leverage native video and live streaming because of the high level of engagement they generate. 

Read more: Why LinkedIn Native Videos Are Great for Business

LinkedIn joined in on the action, too. In 2017, users on the platform could upload native videos and in 2019, LinkedIn launched its live streaming feature.

If you aren’t yet familiar with LinkedIn Live, you should check out our article on how to start live streaming on LinkedIn first. Once you’ve got the basics, come back here and continue reading.

As of now, live broadcasting on LinkedIn is available only to select users and business pages. So if you want to go live on, you’re going to have to apply first.

 

LinkedIn Live Application

 

Although LinkedIn was a little late to welcome video content, the company has reported it as “the fastest growing format on the platform”. 

LinkedIn live, in particular, empowers businesses and individuals to build their brand, experiment with long-form content, such as event streaming, live Q&A, segmented talk shows, interviews, etc., and start a dialogue with their audience. 

It’s no wonder that a lot of people are excited to try and take advantage of the feature.

An important thing to note here is that if your application to broadcast gets accepted, you’ll have to use third-party tools to go live. 

If you’d like detailed information on any particular third-party broadcasting tool, check out LinkedIn’s Resource Hub.

Now then, if you’re all set to go live, you may want to keep a few tips in mind to get the most out of your broadcast.

13 Best practices for LinkedIn live streaming

 

1. Test your internet connection

This one’s pretty basic, but checking before you move forward will save you a load of trouble. After all, you don’t want technical difficulties in the middle of your show. Use speedtest.net and make sure you’ve got at least 10 MBPS upload speed.

2. Promote your broadcasts in advance

promote your live stream

If you’re going to go live on LinkedIn, you’ll want to get as many people as you can to tune in when you broadcast. This won’t happen if you just decide to live stream without giving your audience a heads up. 

So, before you go live, start hyping it up; publicize it so that people know what you’re going to talk about and when they can tune in. This will also attract the sort of audience that will actively engage in the conversation once you’re on air. 

You should also consider cross promotion. Use your company’s other platforms to get the word out so you can remain top of mind and improve stream attendance.

Use your website, blog, and email newsletter to publicize the scheduled live stream, too.  

3. Dedicate people for live streaming

It’s a good idea to involve at least two people for the live stream. You’ll need one person to act as a moderator and one to operate the camera.

4. Use hashtags

Use #LinkedInLive and other more descriptive hashtags to improve your stream’s discoverability on LinkedIn. This way, more people interested in the topic you’re covering will be able to find you.

5. Time it right

When you’re planning to go live, you have to consider your target audience and when it will be most convenient for them to watch your content. Find out what time zone your audience is located in and schedule your broadcast accordingly. If the timing isn’t suitable, attendance may dwindle.

To determine where most of your followers are located, check your Follower Tab under Analytics. As you go forward, you can test different days and times of day to figure out the optimal time for live streaming.

If you’re going to commence testing, don’t stream more than once a day. LinkedIn sends notifications to a certain number of your followers when you start your broadcast. If you go live multiple times a day, these notifications will annoy your audience.

6. Stream for more than 10 minutes

If you go live for less than 10 minutes, your content won’t gain traction. It takes some time for people to begin tuning in. LinkedIn live is an opportunity for your business to experiment with long-form video content and interact with your audience. So, go long.

7. Develop a plan for engagement

The major benefit of going live over recorded video is the fact that you can engage with your audience, this makes the whole thing feel unscripted and dynamic. 

Prepare conversation starters and ice-breakers to keep your viewers engaged. Keep an eye on incoming questions and opinions so your audience knows they are being included in the narrative. All of these tactics will increase engagement. 

If audience engagement is high, you may want to get someone who helps monitor incoming messages.

8. Have a plan

Since you’re going live, you can’t edit the footage later or have another go at it if you stumble. With this in mind, it’s a good idea to have a plan. 

Note down the main points you need to cover during the live stream but try not to rigidly follow a script. A live stream must seem impromptu. So don’t memorize; instead rehearse. Be informed on your topic and if conversation strays too far, correct course as you go.

If you’re going to invite guest speakers on your stream, you’ll have to provide them a plan as well, such as discussion topics, list of questions, etc. so they can come prepared.

Credits: Allen Gannett

9. Don’t stream pre-recorded videos

Doing this defeats the purpose of live video. The whole point is to be able to have dialogue with your followers. 

If you upload pre-recorded videos, you risk confusing your audience and losing their trust. You could include some clips of pre-recorded content as part of your live stream but make sure this doesn’t make up the main chunk of your content. 

10. Moderate 

Have someone on your team who has Page Admin status moderate the stream on LinkedIn. You could pull up your page on a different desktop to manage the comments that come in while you’re streaming. 

Refresh the page frequently so you don’t miss comments, and delete or report inappropriate ones.

11. Repurpose 

Once you’ve ended your livestream, you can download and repurpose it on your other relevant marketing channels. Create snippets of the stream or transcribe the conversation into a blog post. There are loads of possibilities.

Once you successfully complete your first live stream, you can get more into the analytics.

12. Keep track of your KPIs

To gain insight on your live stream and its impact, keep track of the following indicators:

  • Total viewers ( live sessions + replays)
  • Peak concurrent live viewers
  • Total engagements (live session and replays)

13. Testing and optimization

As you gain a better understanding of the analytics, you can test and optimize your live streams based on video length, content, introductory text, etc.

The bottom line is that you have to get excited about live streaming. Remain consistent with your broadcasting schedule, keep the conversation natural, and think on your feet. 

With these tips, you’ll be able to get the best out of broadcasting on LinkedIn. And don’t forget to have fun while you’re at it!

If you want to learn about sponsored videos on LinkedIn, check out our post on how to effectively use LinkedIn video ads.

And if you want to learn more about the different types of Linkedin videos, check out our comprehensive guide linked below:

linkedin video guide

 

Posted by Maria Saif
03.24.2020

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