Twitter has Spaces. Facebook has Live Audio Rooms. Clubhouse has…Clubhouse. Now, LinkedIn is grabbing a seat at the table with its own audio feature.
Let’s talk about what LinkedIn Audio Events is, how it works, and what it could mean for marketers.
LinkedIn first launched a beta version of Live Audio Events in January. Then, in June, expanded it to users with the “creator mode” on. Today, all users have access to it and the platform plans to eventually follow up with a video version.
Here are a few key facts:
Events must be at least 15 minutes long and can last for up to three hours.
You must have 150 followers and/or connections to host an Audio Event and have a history of following LinkedIn’s community policies. However, any user can attend live audio events.
Audio Events are not yet available to users in mainland China.
How to Launch Live Audio Events on LinkedIn
1. Head to the “Post” tab located on the navigation bar.
2. Tap on “Create an Event.”
3. Tap “Event Format.”
4. Select “LinkedIn Audio Event,” add the remaining details of the event, such as date and time, then click “Done.”
5. Share the event details with your audience.
How LinkedIn Live Audio Differs from Twitter Spaces and Clubhouse
For now, LinkedIn’s Live Audio Events are pretty similar to Twitter Spaces and Clubhouse. There’s not much differentiating them currently, but according to reports, it won’t stay that way for long.
According to a TechCrunch article, LinkedIn has been working on a paid ticketing feature for its interactive events since September. This could give LinkedIn an edge over other platforms, by allowing brands to create paid, exclusive events for their most engaged audiences.
Clubhouse has stated it’s exploring monetization opportunities for its creators. But, no concrete features have been announced.
From a brand perspective, LinkedIn is one of the better audio platforms to leverage, as it has valuable user data, such as job titles, ages, industry interests, and more. Conversely, users on Clubhouse and Twitter Spaces can remain anonymous, known only by their usernames.
For now, these social media platforms are all on even ground when it comes to audio capabilities. But that could change soon.
How Marketers Can Leverage LinkedIn Live Audio Events
When social media platforms compete with each other, it’s usually a win for brands. Why? As these platforms add new features to keep users engaged, brands have the ability to leverage new strategies without having to start from scratch on a new platform.
For example, when Clubhouse gained traction, a lot of brands opened an account and spent months trying to figure out the platform, its audience, and its features. However, when an established platform like Twitter or Instagram adds a new feature, adoption is much easier and usually happens much faster.
With this in mind, brands that are currently finding success on LinkedIn can use live audio events as an extension of their current strategy. With this new feature, they can:
Discover what topics are most interesting to their audiences.
Reach new users.
Gain real-time insights based on conversations.
Build a strong community.
Although LinkedIn’s live audio events feature is new, there is a lot of room to play with – even at this early stage.