by Michael Premo, Senior Content Manager
In the world of online business marketing, LinkedIn is a behemoth. Even though it was late to the social media party, it has solidified its niche as the premier online interface for B2B. Now, they have something new—LinkedIn Live. It’s actually been around for over a year, and it’s nothing different than what the other social media sites have been doing for several years. As a matter of fact, YouTube has been doing this for over a decade. So, what makes LinkedIn Live special, or different, and is it relevant for B2B?
What Is LinkedIn Live?
Short answer: live streaming video available exclusively to LinkedIn audiences. This service gives businesses a familiar way to present important events that foster real-time engagement.
LinkedIn’s mission is to make professionals more successful, which means they don’t want the fluff. They want their members to share advice and help others in order to grow their network: for businesses, about businesses. That means it’s a perfect place for B2B networking.
However, because this is LinkedIn, there are restrictions in place to ensure that the content hitting the site is relevant. They want everything to have a professional context that maintains a trustworthy platform. This is a very different mindset than the other social media sites that focus solely on entertainment.
There’s a Caveat
Going live on LinkedIn is not easy. First, you need to apply. It’s not a long or involved application, but it does require processing time. They say it takes up to two weeks, but it could take longer. Some organizations have applied multiple times before getting accepted. It’s a subjective process, and LinkedIn isn’t sharing its criteria.
Once accepted, you’ll need to use a third-party broadcast tool:
- Socialive
- io
- Wirecast
- Switcher Studio
- Wowza Cloud
- Stream Yard
There are more, and the best one depends upon you whether or not you’ll be mobile or in a studio. These are typically subscription-based services with different levels and fee structures.
Finally, it’s suggested that multiple people work behind the scenes for each live broadcast:
- Presenter(s)
- Commenter
- Technician
You’ll need someone to answer comments as they come, which allows the presenter(s) to stay on script. You should also have someone capable of handling video and sound problems if they occur. These maintain LinkedIn’s brand identity as a professional portal.
As you can see, a LinkedIn Live video is more time-consuming and requires more preparation and thought than an Instagram or Facebook Live video. If you have the resources for this, it’s worth the effort to produce higher quality videos that will represent your business in a more professional way.
People Prefer Live Video
Live video is more engaging than prerecorded video or video-on-demand. People will watch live video up to 8 times longer than other types of video. There’s more emotional engagement with a live feed because it’s less polished and more real. People are more forgiving if you make a mistake. Plus, anything can happen in real-time, which can be used to your advantage.
So, if you’re looking to engage directly with your target market, then LinkedIn Live is an excellent way to do it. Just remember that you’ll need more resources to do it and a content schedule to maintain the frequency you need to attract more people. At Pinstripe, we are experts with video production. We can help you get set up for success on LinkedIn Live and design a content schedule that connects with your audience. Contact us today to develop and execute a successful plan.
