LinkedIn Expands Video Offering With New Live-streaming Feature

LinkedIn finally joins the live video craze with the launch of LinkedIn Live.

“Video is the fastest growing format on our platform right now, and the one most likely to get people talking,” says Pete Davies, the director of product management at LinkedIn, in an interview with TechCrunch. “Live has been the most requested feature.”

Ever the late-comer, LinkedIn joins an already well established stable of social live stream players:

• YouTube Live launched in 2011
• Twitter launched its via the Periscope acquisition in 2015
• Facebook launched Live in 2016
• Instagram Live launched in 2016

Live video drives significantly more engagement than non-live video. Hence it’s popularity and adoption within social environments.

For example, Facebook Live gets six times more engagement than standard video, while Facebook’s new live-ish video Watch Parties get eight times more comments comparatively.

LinkedIn’s feed engagement and usage is flying, with sessions up 30% year on year, in part as a result of the successful launch of 18 months ago of native video. A successful live streaming rollout for LinkedIn should help make an increasingly sticky platform, even stickier still.

Invite Only For Elite LinkedIn Users

LinkedIn Live has launched as an invite-only feature, not dissimilar to what it initially did with its publishing tools. The idea is to control the roll-out, ensuring better quality content and as a sweetener for platform influencers.

Therefore, within the next few weeks, expect a trickle of LinkedIn Gary V style live broadcasts discussing grinding, hustling, empathy, et al.

Followed by an eventual rollout, in due course, replete with daily live videos shot from people’s cars each morning. While probably parked in a disabled bay.

While I make the above point in jest, it is still depressingly true*.

Think Bloomberg & Ted Style Live Content

LinkedIn knows that it has more than its fair share of ninjas on the platform, churning out cringe-worthy content on the reg.

Therefore, LinkedIn Live will look to focus on streaming things like Q&As, events, conferences, earnings calls, awards ceremonies, product announcements, and more.

Trying to ensure more ‘premium’ business content.

Microsoft (LinkedIn's parent) is supporting LinkedIn Live through its Azure Media Services, providing all the major backend stuff to seamlessly stream live videos. Curiously, the new solution weaves together a range of Microsoft elements, but no Skype… the original live broadcast?? Odd.

LinkedIn is also partnering with Wirecast, Switcher Studio, Wowza Media Systems, Socialive, and Brandlive to allow content creators to access experienced broadcasting streaming services.

LinkedIn Live is rolling out now.

*About lame people broadcasting from cars, not Gary V. While not everyone agrees with his messaging, he certainly is an effective communicator.