LinkedIn Adds Live-Streaming & ‘Invite to Follow’

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Mike Moynahan

Since Microsoft acquired LinkedIn in Q4 2016, LinkedIn ad specs continue to undergo significant improvements.  In this blog post we'll cover all LinkedIn ad specs you'll need to know to scale your business in 2020 using LinkedIn advertising.

LinkedIn Rolls Out New High Impact Features

LinkedIn is expanding LinkedIn Live to company pages. The platform is also officially adding a new option to invite personal first-degree connections to follow a business page that you manage.

The most significant update here is the expansion of LinkedIn Live – as per LinkedIn:

“LinkedIn Live helps members and organizations foster dialogues with their communities. That’s why brands have seen 7X more reactions and 24X more comments vs. standard video posts on LinkedIn.”

 

LinkedIn Live

Up till now, LinkedIn Live has only been available in the US. But today, LinkedIn is expanding the functionality to theoretically, any company page. Though page managers will still need to apply for access.

The expansion makes sense. In addition to the above engagement stats for live videos on LinkedIn, LinkedIn users are also 20x more likely to share a video on the platform than any other type of post.

And LinkedIn has already seen some interesting uses of its streaming tool:

LinkedIn Live exmaples

Performance Impacts

Given the performance of video content on the platform, it makes sense for brands to consider how they might be able to incorporate LinkedIn live. Streaming into their approach – maybe for events, product launches, etc. If there’s a fit, you can apply for access to LinkedIn Live here.

LinkedIn also says that it will soon support video streaming via third-party tools, including Restream, Wirecast and Socialive.

Additionally, LinkedIn also officially announced it’s bringing back the option to invite their first-degree connections to follow their page.

“You’ve shared that one of the biggest pain points of building a brand is increasing your numbers of engaged and relevant followers. With ‘Invite to Follow’, you can now invite first-degree Profile connections to follow your organization’s Page and grow your organization’s audience.” 

 

LinkedIn invite to follow

Qualifiers

The revamped option was actually spotted by social media expert Matt Navarra back in November. Since then, it’s gone back and forth in terms of whether it’s available to certain company pages or not at any given time. LinkedIn informed me that the option was undergoing some improvements based on user feedback. Which meant that some admins would no longer be able to see it.

Now, it seems like everyone will get access – though there are some qualifiers on its usage:

  • Only page admins with fewer than 500 connections are able to invite all their connections via a ‘Select all’ option. Admins with more than 500 connections need to manually select who they want to invite.
  • Only company pages with fewer than 100,000 followers can invite members to follow via the option
  • If an admin has less than 3 connections, they won’t have the option available
  • Only one invite per member can be sent
  • Page admins can only invite 50 new people per day
LinkedIn invites

LinkedIn also notes that members can opt-out of receiving any Page invitations at any time via their Network settings.

LinkedIn is also making it easier to share content from your company page via your personal LinkedIn profile with a new toggle option. Allowing users t0 choose which entity you’re posting from.

 

LinkedIn profile switching

This will no doubt lead to more slip-ups, with people unintentionally posting personal updates from their company page, and vice versa. But it could come in handy for those looking to maintain active company and personal profiles concurrently.  If you’re interested in learning more about how to get the most out of LinkedIn live, schedule a consultation with our team here.

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