What You Need to Know About LinkedIn Live, the New Social Livestreaming Feature on LinkedIn

Content marketers now have a new way of reaching their target audiences on LinkedIn using live video.

Recently, LinkedIn, the most powerful social network for professionals, added a livestreaming option in beta to a select group of users.

Called “LinkedIn Live,” the platform will provide its 600 million plus members and businesses the option to share and stream live video content such as Q&As, events, conferences, earnings calls, award ceremonies, company announcements and more.

According to Social Media Today, it makes perfect sense for LinkedIn to put increased emphasis on video content because its users are 20x more likely to share a video on the platform than any other type of post (wow!). To further support video on its platform, LinkedIn also launched video sponsored content and video for company pages early last year. The addition of LinkedIn Live will also enable LinkedIn to build on the ‘record levels’ of engagement that it says it is currently seeing on the platform.

LinkedIn has lagged behind its competitors when it came to providing users with video content options. This is interesting because because the platform says that video is the fastest-growing format on its platform alongside original written work, shared news and other content, so it seems like it’s in LinkedIn’s best interests to embrace in the technology that will support what its users want.

Launching first in the United States, LinkedIn Live is invite-only for now. In coming weeks, LinkedIn will also post a contact form for others who want to join. It’s not clear when and if LinkedIn will make it possible for everyone to create LinkedIn Live videos, but it is expected that is what will occur given how they rolled out LinkedIn Publisher.

So what can law firms do with LinkedIn Live? Here are some ideas (just keep in mind that your content must have a topical/timely aspect to it in order for it to be worth going live). 

• Host a “fireside chat:” Excerpt key points on a timely, hot industry topic from a PowerPoint you recently presented at a conference or a dense client alert and bring them to life through an informal “fireside chat.” You’re essentially bringing complex material to life for viewers, which can produce leads and help brand you as a subject matter expert. They key here is that it has to be timely and worthy of going live or else it is just another video and you’ll be trying too hard to make it work for livestreaming.
• Livestream conferences and events: One of the best ways to build your brand and professional network is to give yourself the job of chief reporter at the conferences and events you attend, all of which can be compiled into a video that you livestream. Here’s how you can do it: Ask attendees for their favorite session tips. Visit exhibitor booths and ask them a question. Interview your favorite speakers about their session takeaways. Provide a synopsis of the keynote session – catch my drift? The content possibilites are endless as long as you focus on the top takeaways/insights from the sessions that resonated the most with you.
• Announce significant news: I’ve never seen a law firm announce big news such as a lateral announcement, an office opening, new partner promotions or a significant community service inititatve with a video, let alone a live video. I can’t guarantee that you’ll have a big following but why not be the pioneer firm that tries it especially as video content continues to capture the attention of viewers?
• Host Q&As: Another creative way to leverage LinkedIn Live is to host a series of Q&As with key partners, alumni and other VIPs. For example, you could do a LinkedIn Live video in conjunction with a CLE program to promote the program. Then after the CLE, you can ask them a few FAQs on a timely issue related to the topic they spoke about that day. along with key takeaways. For the marketing folks out there reading this article, consider interviewing industry influencers as a Q&A series. Not only will you build relationships and establish yourself as a thought leader by creating this series but by tagging your interview subject, you’ll tap into their valuable networks, which will help you increase your own brand awareness. Both David Ackert and Good2bSocial have done terrific podcast series like this, and there’s room in the market for a livestream video series.

The opportunity to directly broadcast to a rapidly growing professional audience (LinkedIn is at its all-time member high) is very appealing to many users and companies, and with video content gaining in momentum and reach, this could increase the demand for B2B live content.

Because most live video content posted to social is often taken on smartphones, the quality isn't so great. Spend the time to invest in tools that will enhance your production quality. And steer clear of selfie videos unless you invest in a tripod or you perfect the angle. They can be quite awkward and not super professional.

Also, keep in mind that every video you produce must provide value to your audiences, or you are just the person or the firm jumping on another trendy content marketing bandwagon. So don’t say anything unless you have something of true value to say that fits the medium you’re using.

If I was one of those lucky people selected to participate in the LinkedIn Live beta test, you bet I would have livestreamed myself in a video about this rather than writing an article! Hopefully I will be one of the chosen few soon!

What do you think about LinkedIn becoming a player in live video?

[Stefanie Marrone helps law firms effectively tell their stories and find their unique voices. Over the last 17 years, she has worked with some of the most prominent and innovative law firms in the world, developing and executing global revenue generating business development and communications strategies, including media relations, branding, and multi-channel content marketing and social media campaigns. She is very passionate about using social media for lead generation and brand building. She has a diverse range of experience in both Big Law and mid-size/small-law firms. Connect with her on LinkedIn and follow her latest writing on JD Supra as well as her blog The Social Media Butterfly.] 

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