Senior man in business suit sharing his business experience while making social media video
LinkedIn is a prime spot to establish your industry expertise and connect with B2B prospects when you apply for access, set up your video and follow best practices. — Getty Images/ g-stockstudio

Unlike other social channels, such as Facebook or Instagram, LinkedIn Live is only available to approved live broadcast applicants. This quality-assurance measure is one of many reasons why 94% of respondents to a “Meet the Member Research Study” says LinkedIn is “less likely to show deceptive content, fake news, scams or click-bait” compared with other social media platforms.

Moreover, LinkedIn is a prime spot to establish your industry expertise and connect with business-to-business (B2B) prospects. Learn how to livestream on LinkedIn by applying for access, setting up your video and following best practices.

LinkedIn Live: what it is and how it helps businesses

LinkedIn Live lets users connect with an audience in real time through a LinkedIn profile, page or event; however, only pre-approved users can access livestreaming via third-party tools. Although it’s free to livestream on LinkedIn, doing so requires streaming software, which may require a one-time or monthly fee.

A LinkedIn Live video broadcast outperforms other types of video content on the platform, making it an excellent addition to your video marketing strategy. According to LinkedIn, “LinkedIn Live videos get, on average, seven times more reactions and 24 times more comments than native video produced by the same broadcasters.”

How to apply for LinkedIn Live broadcast access

Before broadcasting live video on LinkedIn, members and pages must meet specific guidelines, request access and get approval. LinkedIn’s “Getting Started Checklist” states that approvals may take one to two weeks, so it’s essential to apply before scheduling a live video on your marketing calendar.

The LinkedIn Live video access criteria include:

  • Page needs more than 500 followers; member profile must have more than 1,000 connections or followers.
  • Member and page must have shared recent, original content on LinkedIn. Posting video content may also increase the possibility of approval.
  • User must be in good standing, without current or past violations of LinkedIn’s Professional Community Policies.
  • Articles and Activity section of the applicant’s profile should be publicly viewable, at minimum.

Streaming live on LinkedIn is more complicated than other channels, so members may want to take extra steps to ensure a return on their investment.

Choose your live video broadcast software

LinkedIn doesn’t provide direct access to its streaming functions. Instead, business users must select a third-party broadcast tool or a custom stream (RTMP). Custom streaming is available to members with any streaming software or encoder, like Zoom.

LinkedIn provides a list of third-party broadcast partners and recommends certain ones for beginners and others for advanced users. You can compare software here. Restream and Streamyard both offer a free option, but you’ll have fewer features available than with paid plans.

Once you’ve selected your streaming software, connect it using the instructions provided by the third-party service. For further help, check out LinkedIn’s troubleshooting resources. All preferred partners support the following LinkedIn Live features:

  • Advance scheduling for LinkedIn livestreams.
  • Ability to stream into an event, on your page or profile.
  • Ability to test your video stream before going live.
  • Auto-generation of video captions.
  • Ability to mute viewers to prevent reactions or comments.
  • Capability to edit the video after the livestream is finished.

Approved members can click on the Go Live link and choose to broadcast immediately, schedule a live video or manage an upcoming stream.

Best practices for using LinkedIn Live

Streaming live on LinkedIn is more complicated than other channels, so members may want to take extra steps to ensure a return on their investment. It’s a good idea to research your audience and become familiar with your streaming software before going live.

  • Get the most from your LinkedIn Live broadcast by using these best practices:
  • Go live for a minimum of 10 minutes.
  • Don’t sell products or make your video overly promotional.
  • Enlist a second person to moderate comments using a mobile phone.
  • Check your internet connection speed, lighting, audio and video quality.
  • Complete a test run to check your equipment before going live.

Use LinkedIn Live to connect with professionals

Adding live video content to your LinkedIn marketing plan may help build your authority in an industry. It’s also an effective way to deliver value to followers, increase trust and help LinkedIn members thrive professionally.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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Published July 07, 2021