LinkedIn to Launch Audio Events in Beta - Social Media Today

LinkedIn Expands Platform with New Virtual Events Feature

LinkedIn, currently boasting over 800 million professional profiles, is implementing new strategies to increase user engagement and time spent on the platform. The company is introducing a new events platform designed for listing, hosting, and promoting interactive, virtual live events.

Initial Launch and Future Development

The rollout will begin this month with an audio-only beta version, followed by a video version planned for spring. Initially, the platform will focus on supporting Creators who utilize LinkedIn for organizing and hosting events.

Given the increased popularity of virtual events over the past two years, LinkedIn’s new product will be exclusively virtual, allowing event organizers to shape the format to their specific needs.

Organizer Control and Interactivity

“Our core principle is to empower organizers,” explained product manager Jake Poses. “We aim to simplify the process of hosting virtual round tables, fireside chats, and similar formats. Organizers can choose between formal or informal settings, and we’re providing tools for audience interaction and discussion moderation.”

The upcoming audio event feature is reminiscent of Clubhouse, a platform LinkedIn was reportedly exploring back in March 2021. Over the past year, LinkedIn has experimented with potential additions to the events service, including a paid, ticketed option tested in September. However, Poses confirmed that the initial launch will offer interactive events as a free service, with no immediate plans for ticketing.

Clubhouse's Monetization Strategy

Clubhouse is also considering monetization options for creators, according to a spokesperson. They stated that the platform is “exploring multiple options to allow creators to further monetize their work which includes ticketed events,” though no specific timeframe has been announced. Currently, Clubhouse remains focused on social audio experiences and is not planning to introduce video functionality.

Comprehensive Event Tools

Upon launch, the new events platform will provide end-to-end tools for interactive content management, eliminating the need for external software. Hosts will be able to record and manage events directly within LinkedIn, with features for live conversations between attendees and hosts, as well as discussion moderation.

Attendees will also have communication tools for interacting with each other both during and after events. LinkedIn will actively promote events across its platform to maximize visibility.

Targeting Creators and Expanding Reach

The platform will initially target individuals already leveraging LinkedIn to connect with broader audiences – LinkedIn’s Creator community. This mirrors the approach seen on platforms like TikTok, but with a focus on career development, professional topics, and LinkedIn-specific expertise.

LinkedIn has been actively cultivating its Creator community, launching a $25 million fund and incubator last autumn. Poses revealed that 1.5 million Creators now have access to LinkedIn Live, the platform’s broadcast product. Expanding into event hosting is a logical extension of this strategy.

Future Plans for Businesses and Organizations

Poses indicated that LinkedIn intends to eventually attract businesses and larger organizations to host events on the platform. These organizations may require more robust infrastructure, higher production values, and potentially ticketing services. The plan is to allow integration with third-party apps and software for those with more complex needs.

He also confirmed that the core infrastructure for the events platform has been developed internally at LinkedIn, with some integration with Microsoft, which owns LinkedIn.

Building on Existing Event Initiatives

LinkedIn’s foray into events began in 2019 with an Events hub focused on in-person gatherings. As the COVID-19 pandemic emerged, LinkedIn adapted by incorporating virtual event features, such as online polls and broadcast-style video events.

Growth in Virtual Event Engagement

These initiatives have proven successful. Poses reported a 150% increase in annual virtual event creation and a 231% rise in LinkedIn Live virtual event attendees over the past year. Event topics have spanned a wide range, including AI innovations, financial planning, mentorship, and cybersecurity.

Strategic Investments in the Events Space

LinkedIn has also made strategic investments in companies within the events sector. In June, the company invested in Hopin, a virtual events platform valued at $7.75 billion in August 2021. Last August, LinkedIn acquired Jumprope, a startup specializing in how-to and mentoring videos.

Addressing Virtual Event Fatigue

This expansion into events aligns with LinkedIn’s content strategy and reflects the ongoing shift towards remote work and the continued presence of COVID-19. However, concerns remain about potential “virtual fatigue” and whether another virtual events platform will be well-received.

Poses argues that virtual events are essential for democratization and accessibility, while acknowledging that some organizers may opt for a hybrid approach.

He emphasizes that interactive events aim to address a fundamental issue with traditional events: the barriers to access related to cost, travel, and the courage to participate. “Our belief is that moving from in person to virtual is actually democratizing and opening up access to many more people.”

Note: This article has been updated to clarify that 1.5 million creators have access to LinkedIn Live, and to acknowledge some integration with Microsoft products within the Events platform.