LinkedIn Live takes video streaming pro

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Another string to the bow
By Rachel Lobley, contributor. 5 March, 2019
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We have written before about how finance brands and their CEOs can use LinkedIn as a platform for thought leadership, networking and building a profile.

As the professional network expands at an incredible rate – now with half a billion members and counting – LinkedIn is broadening its remit, adding new features like improved job updates, voice controls and most recently LinkedIn Live video.

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Does video have a place on LinkedIn?

In short, yes. Uploading pre-recorded videos to the platform has been possible for a while now and has proved popular amongst brands and individual users alike. Certain LinkedIn users like Allen Gannet have gathered millions of views and followers simply by being an early adopter of video on the platform.

In just one year, LinkedIn videos have gained more than 300 million impressions, attracting an average of three times the engagement of text posts. Brands and individuals have harnessed the existing video capability on LinkedIn for product launches and data animations to great success, so it’s only natural that the platform wanted to push video even further.

In just one year, LinkedIn videos have gained over 300 million impressions, attracting an average of three times the engagement of text posts.

What’s the benefit of LinkedIn Live?

Live streaming platform, LinkedIn Live, will be rolled out in beta to users in the States this February before hitting the wider market. We recently wrote about the benefits of live streaming versus pre-recorded video with the benefits of live streaming including, but not limited to, increased authenticity, higher engagement, and reduced production costs.

The great thing about LinkedIn Live is it allows finance brands to release live streamed video via a highly credible platform and to a relevant audience. You can be sure that your live streamed content will appear in a brand-appropriate setting - something which can’t be taken for granted on some of the other social media platforms.

The great thing about LinkedIn Live is it allows finance brands to release live streamed video via a highly credible platform and to a relevant audience.

How can finance marketers use LinkedIn Live?

LinkedIn Live is the perfect platform for many different types of content. When considering how to use it, think about the large and small-scale opportunities, as well as how to leverage both your employee and company LinkedIn profiles.

For example, your company page would be the perfect place to live stream a speaker at a conference, whereas individual employees could make the most of the tool to set up one-on-one Q&A sessions or share vox pop conversations with a group of customers.

Keep it professional

Of course, the biggest concern for finance brands looking to make the most of LinkedIn Live is the perceived risky nature of live streaming. Our advice? Start small. Use LinkedIn Live in a highly controlled environment, keep things as simple as possible and build confidence in live streaming over time.

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A specialist in marketing strategy, Rachel has worked on consultancy, content and PR projects for a number of international finance and insurance brands out of London. Now in Australia, Rachel enjoys producing strategic content for the Aussie market and getting to know her new surroundings. When not at work, she's out enjoying restaurants and attempting to do some exercise.