Live video is finally coming to LinkedIn, at least for a few select broadcasters in the U.S. that are part of its pilot program.
The professional network introduced native video for users in August 2017, and it debuted in-feed video ads last spring.
LinkedIn mentioned members spend almost three times more time watching video ads on its platform than they do with static sponsored content, adding that video ads earn 30 percent more comments per impression in its feed than non-video ads do.
The live video has been the most-requested feature since the professional network rolled out native video, and LinkedIn said it will evaluate how the broadcasters in its pilot program use the feature before expanding its availability. An application form for members and companies interested in joining the LinkedIn Live pilot program will be available soon via the LinkedIn Help Center.
LinkedIn said it is focused on two types of live videos to start: interactive and timely.
Examples of interactive LinkedIn Live videos might include personal finance advisors sharing tips with recent graduates, high school teachers holding weekly meetups to discuss lesson plans, engineers at large tech companies holding office hours for computer science students and management book clubs.
The professional network shared three types of timely videos that it sees working with LinkedIn Live, along with examples of each:
Big moments: Live debates or competitions pitting company talent against each other; startups offering a first look inside their headquarters; companies going public and livestreaming their all-hands meetings.
News: Local journalists interview striking teachers in Los Angeles; editors at LinkedIn interview recruiters from top companies.
Events: Event organizers interview speakers following their sessions; livestreamed annual competitions; attendees reflect on insights and learnings they picked up at the event.
Pete Davies, the Director of Product Management at LinkedIn has made the following relevant statement,
Video is the fastest growing format on our platform right now, and the one most likely to get people talking. Live has been the most requested feature.
According to the platform, they’re planning to collaborate with third-party broadcast tools to enable broadcasters to go live via desktop and mobile. Those involved in the pilot test include Telestream Wirecast, Switcher Studio, Wowza, Socialive and Brandlive.