News & Insights

20/02/2019

A new frontier - prepare your business for LinkedIn Liveby Craig Morris



Social network LinkedIn may be late to the party, but the Microsoft-owned platform has recently jumped on the online video streaming bandwagon, which will work similarly to live streaming on Facebook, Twitter and Amazon.

LinkedIn is currently trialling the feature in beta in the US, on an invite-only basis. While it is not yet known when LinkedIn Live will be rolled out globally, the social platform will post a contact form for others who want to get in on the action in the coming weeks.

According to LinkedIn, which has close to 600 million users globally (260 million of whom are active on a monthly basis), video is the fastest growing content format on its platform and it is now taking its next step in the medium in earnest.

A focus on premium content

LinkedIn knows it has more than its fair share of annoying content from users. Therefore, LinkedIn Live will look to focus on streaming things like Q&As, events, conferences, awards ceremonies, product announcements and more.

While many companies currently offer their own live streaming videos on their own sites, the quality of both filming and content varies widely. Due to its scale and relationships, Microsoft will mitigate this by partnering with third-party streaming service developers, who can provide both variety and greater potential reach.

LinkedIn is an important channel for many financial services leaders, and because of its business-focused nature, it’s a platform many CEOs easily gravitate towards.

Being a ‘social CEO’ is more critical than ever. According to research from Hootsuite, 86% of executives say having a social CEO is positive for a company’s reputation, while 50% of social media users now follow brands.

LinkedIn Live therefore represents a significant opportunity for CEOs and other senior professionals to lead by example, posting original content before competitors claim their social share of voice.

Is your business ready?

Whether you are just stepping onto the scene or have been using video for some time, your business should have a roadmap to plan its video content and how it will measure success.

The first step should be to define your audience and outline the type of videos you will create. In general, there are three types of video – awareness to get your business on an audience’s radar, engagement to spark a reaction or educational to teach your audience something.

You will then need to identify who will be responsible for creating content and who your key talent will be, whether that is your CEO, your CIO or anyone else in the business. While some people are naturals at speaking to camera in an authentic, relatable way, this can also be learned with the right media training.

It is also important to give some thought to how you will measure performance. Metrics could include click-through rates, how many viewers make it to the end of your videos, or the total amount of your video content potential leads consume.

LinkedIn is a valuable tool in any social marketing arsenal. Make sure your business is using every opportunity it provides to increase followers, highlight your brand values and build credibility with your target audience.

Honner also provides a series of workshops for the C-suite and teams on how to optimise your LinkedIn profile for business networking. Contact Craig Morris if you’d like more information.
 

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