LinkedIn was a little late to the live streaming party compared to other social platforms, such as Facebook that launched its service in 2016.
LinkedIn Live made its debut in February 2019, and because Native video content has performed well on the platform, it’s no surprise that companies want to experiment with live streaming to engage their audience and start a conversation.
Read more: Six Best Practices for LinkedIn Native Video
Currently, LinkedIn Live is only available for a select group of beta members and organizations. If you want to start broadcasting, the first thing you have to do is apply. Once you get the green light from LinkedIn, you can get started.
Why Should You Use LinkedIn to Live Stream?
Because of its professional nature, LinkedIn has a major advantage over other social media platforms. People perceive it to be more trustworthy and the content on it is deemed more authentic compared to, say Facebook.
This factor alone makes LinkedIn live streaming a great option for businesses who want to build trust and have a conversation with their audience.
LinkedIn Live allows companies to present a somewhat unfiltered version of themselves. This indirectly conveys to the audience that the brand is bold, authentic, and willing to take risks. Everything aligns so you can cultivate trust with the people you’re trying to connect with.
Apart from that, the advantage of live video is that you can ask your viewers to give their input on the matter you’re discussing. This drives deep engagement
So, are you ready to get started?
Great! Here’s how to start live streaming on LinkedIn:
How to Get Started with LinkedIn Live Streaming
Choose your broadcaster tool
To go live on LinkedIn, you’ll have to pick a third-party broadcasting tool. We’ve listed some popular options in this chart:
You can try out the trial versions of these tools and go with whatever you feel like is the best option for you.
Integrate your selected tool
Have you picked your broadcasting tool? Perfect. Now you need to integrate it with LinkedIn.
Once you’ve selected the right tool, log in to it with LinkedIn and get started.
You can check out LinkedIn’s Resources Hub for a step-by-step guide for integrating whichever partner tool you’ve decided to go with.
LinkedIn Live Specs
These are LinkedIn’s specifications for live streaming video:
- Length: You can’t go on forever. You can stream for 4 hours max.
- Aspect Ratio: 16:9 – Square or portrait videos aren’t an option right now.
- Resolution: 1080p
- Frame Rate: 30 fps
- Key Frame: Every 2 seconds (60 frames)
- Bitrate (video): 6mbps
- Bitrate (audio): 128kbps and 48khz sample rate
- Encoding: 1H264 video, 2AAC audio
- Protocol: Real-time Messaging Protocol (RTMP) or 3RTMPS
- H 264 is a video compression standard. It’s based on block-oriented, motion-compensated integer – Discrete Cosine Transform (DCT) coding.
- Advanced Audio Coding (ACC) is an audio coding standard and is the successor to MP3
- RTMPS is just a more secure version of RTMP, hence the ‘S’. It is preferred to RTMP.
Guidelines for Live Streaming
Make sure your goal is clear
Plan what your live stream will be about. What points you’re going to cover and the main goal of the stream. This will help you stay focused once you’re on the air.
For example, this live stream covers COVID-19’s effect on SXSW and also includes a segment which reviews the Galaxy S20 Ultra.
Speed test your internet connection. Check your equipment – You don’t want your camera’s battery to run out midstream.
Spread the word
Make sure your audience is aware that you plan to do a live stream. Announce the time and date so people remember when to tune in.
Once you’re done, you can then use the video-on-demand version and share that with your network.
Don’t go live more than once a day
LinkedIn notifies a large portion of your audience when you go live; therefore, you don’t want to go live twice on the same day. This may put-off your followers. Space out your live streams.
Don’t stream pre-recorded content
The stream is supposed to happen in real-time. Running a pre-recorded video not only defeats the purpose of LinkedIn Live but can also confuse your audience.
Have a moderator
Your live shows should have a moderator to make sure everything stays on track. They should also monitor the audiences’ comments so they can be included in the program as they pour in.
Keep it professional and avoid coming off as overly promotional
Make sure your content sits the context because the platform has already set expectations in the mind of the viewer.
Additionally, don’t sound like you’re trying too hard to promote a product or service. Your goal should be to establish dialogue and deliver value to the people who have tuned in.
Don’t keep your audience waiting for too long
Avoid inserting a long “starting soon” screen. Don’t keep viewers waiting for more than a minute or two.
Stream for longer than 10 minutes
Streams shorter than 10-15 minutes won’t gain traction. Consider LinkedIn Live as an opportunity to experiment with long-form content. As you stream, more people will join in to watch.
All right, now you know everything you need to know to go live on LinkedIn. But what about the content? Here are some ideas that’ll inspire you.
Ideas for Live Content
Take advantage of real-time streaming and get interactive
- Stream an interview with an influencer. Gain insights and valuable advice from them. Involve the viewers by adding them to the conversation.
- Hold a live presentation. Invite questions and comments.
- If it’s relevant to your business, hold a book review. Your audience may participate and give their opinion.
Create serial content
You could create serial content. It could have a talk show format with different segments. Discuss the latest industry news, trends, etc.
Digital Trends produces these types of live streams Monday to Friday, 9AM Pacific Time.
Showcase your events
- Is your company organizing an event? You can set up a live stream to broadcast keynote speakers or panel discussions.
- Give an overview of what’s on the agenda for the event.
- Interview attendees at the event and get your viewers’ opinions and suggestions, too.
Share your company’s innovative products or services
- Have a cool new product or service your about to debut? Hype it up and then unveil it on a live stream.
- If you’re partnering with other companies, show that off, too.
- Give a product demonstration.
- Have a discussion with someone from your R&D team.
Show off your company culture
- Take your audience on an office tour. Make a-day-in-a-life sort of video.
- Cover team building
- If your company is working on sustainability initiative, share that with your audience
- Celebrate major organization milestones.
- If someone in your company gets a big promotion, congratulate them.
For example, Here’s MIT’s live stream from 2019.
LinkedIn allows companies in the B2B industry to make new connections and thrive. Meanwhile, video content has proven its effectiveness when it comes to engagement and conversion.
We’ve previously talked about the effectiveness of LinkedIn Native video content and how it’s helping brands with their social media marketing strategy. Similarly, LinkedIn Live is another great feature that marketers and creators can use to provide value to their audience.
Just be sure to prepare what you plan to live-stream. There is no edit and undo button once you hit record.
Good luck and happy streaming!