Sorry, I’m a little behind, I’m currently on vacation for a few days up in Montana visiting my boyfriend. This week, since it’s my professional topic, I wanted to talk about a super cool feature called LinkedIn Live. As a communications specialist, I have to always be up to date on the trends and new features rolling out across all social media platforms.
LinkedIn live is a feature that came out earlier in the year, but it’s still in beta form testing, so only a few thousand individuals and companies have access to it. I got my company approved for it over the summer and have been dabbling in it ever since. For young people looking to stand out on LinkedIn, or if you’re a social media manager like me and you want it for your company; here’s a full run down and review of LinkedIn Live. Also, my cousin Allen Gannett does an excellent job showcasing how to use LinkedIn Live as an individual, which you can watch here.
Thought Leadership Is Key
Even if you apply for LinkedIn Live whether it’s for your own usage or your company’s, you may not get approved. To stand out, you have to make it clear that you’re looking to create applicable, thought-leadership based content for your industry. I’m in tech, so our videos are often topical and informative videos about tech trends and tips for the industry. If I were to do LinkedIn live for my personal page, I would use it to highlight social media trends, communication tips, and professional development guides similar to the topics I blog about on here. The point is that you have to have a strategy, you don’t want to create videos that are just promotional because no one is going to watch that and that’s not going to get approved.
Authenticity, Not Production Value
Brands need to find a way to humanize themselves and connect with audiences in an authentic, real way. LinkedIn Live is perfect for this because it notifies EVERY single one of your followers every time you go live in real-time. Whether you’re promoting a live event, conference, webinar, or interview….it’s a great way for your audience to feel like they’re getting close and personnel with you.
That being said, it doesn’t have to be high quality, high priced production with amazing equipment. I literally film these with an iPhone and basic tripod. It’s super easy for anyone to be a content creator, and it’s not the production value that makes the video, it’s the content. If you have a relatable topic that your audience cares about, it doesn’t matter if it’s a vertical, quick selfie-style video or a $10k produced high-quality video from an agency. Similar to FB live and Instagram stories, people just want to feel like you’re being authentic and that they can connect with what you’re putting out there.
LinkedIn Live Results
Utilizing LinkedIn Live, I’ve seen an incredible increase across our channel for impressions and engagements these past few months, and our live videos are by far the most popular form of content we put up there. While conversions, impressions, and engagements shot up immensely, we did lose followers from the constant notifications to all 100% of our follower base that we were going live when we did live streaming for an entire day.
However, a few lost inactive followers are nothing compared to a massive chunk of engaged and converting followers that want to keep hearing from us. I would guess that this feature for LinkedIn Live will go away post-beta version because it can be annoying as a follower to get notifications from all people and pages you follow, so it’s good to take advantage of it while you can. Followership is a thing of the past anyway, it’s definitely a vanity metric and businesses are leaning more towards engagements and conversions as a true measure of success. Some companies like Instagram are even testing with hiding followers and likes to ditch the vanity metrics and stop the negative impact it has on individuals’ social media health.
Overall, I'm extremely pleased with LinkedIn Live and would recommend it if you have an industry topic or professional area of interest that you want to expand upon. It can really help shape your social media presence from a professional stand point, and it can really make you stand out if you're in the job search process. Good luck!