LinkedIn Live is an exclusive tool for streaming live video to audiences on LinkedIn and is one of the platform's marketing solutions. Unlike the streaming platform Twitch, brands must apply for access to LinkedIn live.
Like its WebRTC-based competitor, Zoom, LinkedIn is a communications platform used to connect business professionals. LinkedIn Live is most valuable for B2B companies or those trying to gain support in the professional space.
One important thing to note when using LinkedIn Live is that the live streaming platform prohibits selling or promoting an offer during the stream. This means that you can use LinkedIn Live to build a community or increase brand awareness, but you can't do any direct sales pitches.
However, users are allowed to include sponsor logos in their streams, as long as they are presented tastefully.
Who is eligible to use LinkedIn Live?
As we have already discussed, LinkedIn Live is still an exclusive feature, and access to it is available on an app basis.
Access criteria for LinkedIn Live include:
Have at least 150 followers or connections
Have previously shared original content on LinkedIn (posts, photos, etc.).
Have a good reputation on LinkedIn according to Professional Community Policies
They cannot be based in China.
Note that not every application is accepted.
Benefits of LinkedIn Live
Live streaming on LinkedIn is somewhat different from streaming on other social media platforms. The nature of LinkedIn as a live streaming platform is certainly beneficial in itself, but the exclusivity of the live streaming feature brings even more value.
LinkedIn claims that live videos on its platform receive 7x more reactions and 24x more comments than posts with pre-recorded videos. That's a significant increase in engagement. Because of how LinkedIn's algorithm works, higher engagement makes your content appear in the feeds of more users.
Another benefit of streaming on LinkedIn Live is that it allows you to reach your target audience of professionals. In addition, because live streaming on LinkedIn is more exclusive than streaming on Facebook or YouTube, you don't have to worry about your message getting lost in a sea of others.
Live streaming on LinkedIn is very similar to live streaming on any platform. However, because this tool is still fairly exclusive, there are a few additional pitfalls that streamers must jump through.
So how do you create live on LinkedIn?
- Learn the criteria for accessing live video
Before you apply, make sure you meet the qualifications for streaming on LinkedIn Live. This includes the list of criteria we discussed above relating to audience base, recent content sharing and so on.
- Apply
Once you're sure you meet the qualifications for live streaming on LinkedIn, it's time to apply.
The application is very simple. If you're already logged in to LinkedIn, all you have to do is send a replacement email, indicate whether you want to stream as a member or a page, and paste the URL of your profile or page.
In addition to the criteria required for approval, LinkedIn has several other suggestions for applicants, including:
Make sure the Article and Activity sections of your profile are on "Public"
Enable two-factor authentication
Make sure all content published on your LinkedIn page or profile is professional and respectful
Most application statuses are updated within three to four business days to determine whether you have been granted access.
Also note that not every LinkedIn Live application is accepted.
- Choose a streaming solution
Once the application is approved and access to LinkedIn Live is granted, it's time to start preparing the streaming setup. Streaming on LinkedIn Live requires the support of a dedicated streaming solution with RTMP ingest.
You can choose from LinkedIn's preferred partners, including Vimeo, StreamYard and others.
Broadcasters can also stream using a custom RTMP server, but this is much more technical and complex than using a streaming solution.
- Configure sender settings
Once your application is approved, you will receive instructions for configuration.
LinkedIn provides no further instructions beyond visiting their help page if you have any problems.
- Start Live
Once you've properly configured your broadcast settings, it's time to go live. Your first stream may be a bit nerve-wracking, especially if you're not used to speaking in front of an audience.
Your audience will feed off your energy, so try to stay positive and energetic. Also remember to stay in the moment and enjoy the experience.
Good luck!
