Live, from Sunnyvale, California: it’s LinkedIn Live!
LinkedIn is rolling out a new feature that makes it possible for businesses and people to create live content. With LinkedIn Live, members of LinkedIn’s 562-million-strong community will be able to livestream content just like they can with Facebook Live. Yes, that’s right: now you can do all the things you do on Facebook to create engagement through live video, such as offering behind-the-scenes glimpses of conferences or trade shows, coverage of news stories in your industry, announcements of your own, launches of new products, thought leadership, and instructional content, depending on the nature of your business.
LinkedIn Users Want Video
And your company’s rock stars will be able to do the same. When the feature becomes available (it’s in beta only right now), live video will humanize your brand by making your thought leaders, brand ambassadors, and company executives more accessible and authentic through the power of live video.
In addition, LinkedIn will work with partners such as Wirecast, Switcher Studio, Wowza Media Systems, Socialive, and Brandlive to make video content more polished than what you’re accustomed to seeing on Facebook Live. Microsoft, LinkedIn’s owner, is supporting LinkedIn Live with the Microsoft cloud-computing business, Azure Media Services.
LinkedIn told TechCrunch that live video is the most requested feature among its members, and the use of recorded video has been booming. Pete Davies, the director of product management at LinkedIn, told TechCrunch, “Video is the fastest growing format on our platform right now, and the one most likely to get people talking.”
Late to the Game?
Some have asked whether LinkedIn is late to the game. I think that’s the wrong question. The real issue is how brands will capitalize on LinkedIn Live to create video content that complements what they’re already sharing on platforms such as Facebook and Instagram. LinkedIn is going to offer options to broadcast across LinkedIn as well as to more targeted groups within LinkedIn, which is important because businesses and people will be able to use live video more strategically. Imagine, for example, using live video as part of drip campaign with prospects, or for colleges to recruit talent.
Questions You Should Ask
It may take some time for LinkedIn Live to achieve a bigger rollout. I suggest that businesses prepare now. Start asking:
- How might I incorporate LinkedIn Live into my existing marketing and recruitment campaigns?
- Which of my employees on LinkedIn possesses the magic combination of large followers and video savvy to capitalize on LinkedIn Live?
- Are my corporate social media guidelines properly reflecting the use of live video? They should be if you’re using other platforms such as Facebook, but now is a good time to do a gut check.
- What upcoming events and news lend themselves to LinkedIn Live? What does your upcoming calendar look like?
More details, including technical information on how to create live content on LinkedIn, will be forthcoming. For now, get ready. And contact True Interactive to build a stronger digital brand. We’re here to help.