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So you want to try LinkedIn Live?
Six tips for successfully utilizing this feature
While you’re likely familiar with Facebook and Instagram Live, LinkedIn recently joined the movement by adding live streaming to its capabilities. Back in 2019, LinkedIn launched its new live video feature giving people the ability to broadcast video in real time. Earlier this year, LinkedIn expanded the offering to company pages.
LinkedIn Live allows you to build deeper connections and drive more engagement with your audiences. LinkedIn states that these live videos get, on average, seven times more reactions and 24 times more comments than native video produced by the same broadcasters. We’ve started experimenting with the platform for our clients. Here are six of our key learnings:
Test, test, test
During any live broadcast, it is imperative to test the streaming platform to ensure there are no surprises come broadcast time. Conducting a “mock” presentation will help you and your talent become familiar with the streaming app’s user interface and know exactly what is expected of them. This includes knowing how to share images, view user comments, etc. We actually recommend you create a private LinkedIn account to allow you to see exactly how the viewer will see your broadcast. It also allows you to test your talent’s internet connection to ensure there are no lags and you are broadcasting a clear picture. This becomes especially important if you are broadcasting on location. For example, one of our tests revealed a big problem that would have kept us from broadcasting. Creating a test page made us aware of the issue so we could rectify it prior to the live stream.
Have a few questions at the ready
Viewers can sometimes be hesitant to share their thoughts and opinions in the comments section. Likewise, your talent is probably nervous that a viewer or a competitor will ask a question they will not know the answer to (or worse: that no questions are asked at all). Have four to five questions drafted before the broadcast that your talent is comfortable answering to stimulate a quality conversation in the comments. Influencers can be a big help here by sharing their thoughts in the comments section.
Become a streaming expert
You want to make sure you’re an expert in your third-party streaming app. That includes how to create the stream, how to change the branding, how to do text overlays and how the stream connects to LinkedIn. Since LinkedIn does not offer direct streaming, you have to partner with a third party to stream. Becoming an expert will result in a better viewing experience for your audience.
Use a host in addition to your guest
It can be very difficult for one person to talk for 30 to 45 minutes by themselves, even if it’s a topic they are very passionate about. Having a host and a guest creates a natural conversation during your broadcast that creates a better viewing experience. It also will help your guests be more relaxed during filming.
Help your talent
A member of our BR team joins in the virtual broadcast studio with the talent to control the graphics, facilitate the Q&A and handle the overall production of the broadcast. The off-screen producer also can communicate with the talent via a private chat function in Streamyard to make sure certain topics or questions are answered and to remind them to engage with the viewers. A second member of your team should be viewing the broadcast normally and feeding questions to the off-screen producer.
Research your event subscribers
Always look at your event subscribers to see who may be tuning in from competing organizations. This will help inform your presentation and make sure you’re not divulging too much information. This also will help you create a list of people to keep an eye on in the comments section.
Interested in trying LinkedIn Live?
Let’s connect to discuss your goals and how we can help make them a reality.
About the Author
Allison Madell’s career has specialized in food communications, with a focus on food commodities and producer marketing programs. She has created strategic integrated marketing campaigns for high-profile commodity accounts, including The Incredible, Edible Egg; the National Pork Board; The Mushroom Council; and Got Milk?  ​
At Bader Rutter, Allison led the teams that developed breakthrough content for Corteva Corporate Communications, including the “millennial moms” blog, Plate-wise and the popular podcast: The Growing Debate. Bringing narratives to life through dimensionalized and differentiated content is what makes her happiest.​
After work, you’ll most likely find her on her spin bike or cooking for friends and family.​
