Thoughts on LinkedIn Live Value for Content Creators

Some thoughts on the value of LinkedIn Live for content creators

𝗢𝘃𝗲𝗿𝗮𝗹𝗹

I've done 25 LinkedIn Lives in the last year or so. I probably wasted my time with the first 10 and since then have found two strategies that work really well.

As with any content, the format needs to be aligned to the goals. LinkedIn offers two types of Lives and they function very differently:

📹 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗟𝗶𝘃𝗲 (𝘃𝗶𝗱𝗲𝗼)

Functions effectively as a webinar broadcasted on LinkedIn. You can bring on a guest and do a panel discussion, solo monologue to the audience, or display slides and run through a typical webinar format.

This was the type where I made early mistakes. We tried a "Insights Live" show every Monday at 9am for 11 weeks. Just 15 minutes of news. Attendance was low (~40 ppl per ep) and although these Lives are hosted on the platform for async viewing, there wasn't much of that happening.

So pivot to the better video strategy - longer form webinars about a single, complex topic. We create and message about the event only a few days in advance and are still averaging ~300 attendees. If you want an example, join me tomorrow for a deep dive into Founder Dilution!

🎧 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗟𝗶𝘃𝗲 (𝗮𝘂𝗱𝗶𝗼 𝗼𝗻𝗹𝘆)

Functions as a Clubhouse-y radio show. You can vamp solo about a topic or bring in the audience who can raise their hand and come "up on stage" to ask a question.

This is my favorite format. The audio-only expands the audience (since people can be cooking or reading email and still listen in) and the ability to let audience members actively join the conversation creates a deeper relationship to the listener. Be prepared to try and gracefully handle completely absurd questions though!

We create these ~1 day in advance (probably should do it about a week in advance) and attendance is high (~350-500 ppl flow in and out over the hour). Great for awareness, not so good for conversions since you can't share links.

Side note - please, LinkedIn, just let us record these episodes and push them as podcasts to anyone who missed the event. So much wasted opportunity!

𝗧𝗮𝗰𝘁𝗶𝗰𝘀

• Use video Lives to prep for upcoming in-person talks

• Use audio Lives to deepen the bond between you and your close supporters (maybe an audio exclusives down the line?)

• Be ready for people to fumble around with the audio controls, they aren't great. Gotta fill the dead air if you can.

• The advantage of doing Lives here vs a standard webinar is obviously the distribution. Your followers will get a ping that you went live and you'll be surprised how many people who are not initially signed up end up listening in / watching. Do them in the AM hours of your main audience.

• Joining other ppl's Lives is a cool way to expand reach beyond your usual base!