LinkedIn launches a virtual events solution for better integration between LinkedIn Live and LinkedIn Events

LinkedIn, the world’s largest professional network, has announced the global launch of a virtual events solution, a tighter integration between LinkedIn Live and LinkedIn Events, to enable companies to stay connected and strengthen relationships with their online communities in real time. 

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Using LinkedIn Live, companies can now host virtual events by streaming live to event attendees. This integration between LinkedIn Live and LinkedIn Events helps companies to host live, real-time events in a trusted environment, attract the right professional audiences, drive strong reach and engagement, and get more mileage for their events with a dedicated hub for videos of the event on their pages.

In October 2019, LinkedIn launched LinkedIn Events globally and in March 2020, the platform enabled companies to create an event via their LinkedIn Pages. Now, LinkedIn launched an integrated virtual events solution with events, pages, and live that allows companies to build a more personalised online event experience for their audiences.

Announcing the launch, Ajay Datta, Head of Product, India at LinkedIn, said, “As the business world moves from in-person conferences to virtual events, we recognise how important it is to equip our customers with tools to bring the professional community together — online, in real time, and at scale, in the safest way possible. Real-time interactions are at the heart of building relationships, and now more than ever before, these real-time interactions are critical to our customers. So we decided to accelerate our product roadmap to launch an integrated solution that helps bring the professional community together virtually, and strengthens relationships with targeted audiences.” 

Companies can now drive better reach with targeted audiences by sharing the event with their page followers and by sharing direct invitations of the event with their first-degree networks. Further, organisers can drive strong engagement, both, before and after the event by posting and ‘recommending’ updates to them. Once the virtual event is over, organisers can keep the conversation going with the video tab — a dedicated hub for a page’s organic video content. The video tab will help companies extend the shelf-life of their live video content.

LinkedIn Live has already seen great traction with 23X more comments per post and 6X reactions per post than native video, helping companies foster real-time engagement with their networks. Additionally, LinkedIn data shows that 82% of audiences prefer seeing live-streams from brands than regular social posts, and 45% of senior leaders are considering a more permanent shift to virtual events and conferences. By combining events and live, LinkedIn hopes to equip brands with a powerful product suite to host virtual events. 

Microsoft and Pegasystems are strong examples of companies holding virtual events to take their in-person engagements online. Both organisations live-streamed the keynotes of their respective CEOs to reach a broad base of customers, followers and prospects. 

LinkedIn’s virtual events solution is available to all members globally across all markets on desktop and mobile. Read more about this integration on a blog post by Ajay Datta here. To see best-in-class examples of virtual events, and best practices for LinkedIn Live, visit here.

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