Director of product management Ajay Datta described LinkedIn Virtual Events as a combination of LinkedIn Live and LinkedIn Events, saying that brands and organizations on the professional network use the former to drive reach and brand awareness and the latter to strengthen relationships with their target audiences by allowing them to seamlessly create and join professional events.
He wrote in a blog post Tuesday, “That’s why we accelerated our product roadmap to bring you a tighter integration between LinkedIn Events and LinkedIn Live, turning these two products into a new Virtual Events solution that enables you to stay connected to your communities and meet your customers wherever they are. This new offering is designed to help you strengthen relationships with more targeted audiences.”
LinkedIn Virtual Events enables brands and organizations to use LinkedIn Live and livestream to page followers or event attendees.
Virtual Events can easily be promoted to page followers or via direct invitations to first-degree profile connections, or brands and organizations can opt for paid targeting and ads solutions to reach target audiences outside of their networks. Members can also find Virtual Events that might interest them through LinkedIn’s organic discovery features.
And hosts of Virtual Events can build buzz by posting updates to their pages or Events feeds and recommending key posts for attendees to view.
Datta said LinkedIn Live is seeing 23 times more comments per post and six times more reactions than native video.
Domo chief strategy officer John Mellor said in the blog post, “The typical Domopalooza event draws a couple of thousand customers. We opened up the virtual event and saw 9,000 preregistrations and more than 12,000 people watching the event, which was four or five times what we would have had in person.”
The new Video tab for LinkedIn pages also enables brands and organizations to extend the shelf life of digital video content from Virtual Events, alongside pages’ other organic video content.
LinkedIn’s quarterly update for pages also included two other new features: a custom announcement banner that enables page administrators to pin critical and timely updates to the top of their pages; and a Volunteer call-to-action button where nonprofits can ask members to volunteer.