LinkedIn Ends Dedicated Live Audio Events: What This Means For Creators

LinkedIn is streamlining its event offerings by integrating its Audio Events feature into the broader LinkedIn Live platform.

This marks a significant shift, signaling LinkedIn's move to unify live events under a single umbrella while still accommodating audio-only formats through third-party tools.

If you're a LinkedIn content creator or marketer, here's everything you need to know about these changes, what they mean for your strategy, and the opportunities they present.

Key Changes to LinkedIn Audio Events

1. Unified Event Creation:
 

• Starting December 2, 2024, users will no longer be able to create native Audio Events directly on LinkedIn.
• If you’ve scheduled an Audio Event before December 31, 2024, those events will proceed as planned.
• However, any events planned for after this date must be recreated using LinkedIn Live. The deadline for making these adjustments is December 15, 2024.
   

2. Hosting Requirements:
 

• To host an audio-only event through LinkedIn Live, users will need to use third-party streaming tools.
• These tools will enable the inclusion of a static image in place of video, ensuring compatibility with the video-driven LinkedIn Live format.
   

3. Interaction and Engagement Features:
 

• Attendees can continue to engage via real-time comments, maintaining interactive dialogue during events.
• Speakers must access the third-party tool to participate live, which requires pre-event coordination and invitations.
   

4. Automatic Event Recording:
 

• One advantage of LinkedIn Live is the automatic recording of events.
• Hosts can share these recordings on their profiles or pages, creating opportunities for extended engagement long after the live event concludes.

Implications for Marketers and Content Creators

For marketers who leverage LinkedIn as a platform for networking and audience engagement, this transition demands a reassessment of strategy. Here's how it might affect your approach:
 

Adapting to a Video-Centric Format:

While audio-only options remain, the necessity of integrating a static image shifts the format slightly. Marketers should consider how to enhance their content by adding visual elements that align with their branding.

Exploring Multimedia Potential:

The shift from a purely audio format to a hybrid model within LinkedIn Live offers opportunities to experiment with combining video, audio, and interactive content for richer audience engagement.
 

Streamlined Event Management:

The unified platform simplifies event hosting by consolidating tools and formats. However, the need for third-party streaming software adds a layer of technical coordination that hosts should prepare for.

Broader Trends in Social Media

LinkedIn's move away from native audio-only events aligns with a broader trend across social media platforms:
 

Decreasing Popularity of Audio-Only Features:

Platforms like Meta have scaled back their audio-focused tools, and Twitter's Spaces has struggled to maintain momentum despite early enthusiasm.
 

Focus on Visual and Multimedia Content:

The waning popularity of dedicated audio formats suggests a user preference for platforms that combine multiple content forms, such as video and interactive features. LinkedIn's pivot reflects this trend, offering a more versatile platform that aligns with user expectations for dynamic, multimedia experiences.

Opportunities for Creative Engagement

Although this marks the end of native Audio Events, it introduces new possibilities:
 

Enhanced Interactivity with LinkedIn Live:

The ability to combine video and audio creates more engaging events. Marketers can utilize static images, branded visuals, or dynamic slides to support their discussions.
 

Greater Accessibility:

With automatic recordings, your events can reach a wider audience beyond the live attendees, extending your content’s shelf life and impact.
 

New Avenues for Experimentation:

This shift encourages creators to think outside the box. For instance, consider leveraging LinkedIn Live for hybrid events, such as panel discussions or webinars, to captivate and retain audiences.

Next Steps for Event Hosts

Assess Existing Plans:

Review any scheduled Audio Events and migrate them to LinkedIn Live before the December 15, 2024, deadline.
 

Get Familiar with Third-Party Tools:

Choose and test third-party streaming tools that align with your needs. Platforms like OBS Studio or StreamYard are common options.
 

Reimagine Your Strategy:

Explore ways to blend audio, visuals, and interactivity to elevate your events. Focus on creating compelling visuals that add value without detracting from the core audio experience.
 

Educate Your Audience:

Inform your attendees about the new format and how to join or participate in LinkedIn Live events effectively.

LinkedIn's integration of Audio Events into LinkedIn Live marks a strategic pivot toward unified, multimedia content experiences.

While the transition may pose challenges, it opens doors to greater creative potential and audience engagement.

For those who relied heavily on Audio Events, this is your chance to innovate and capitalize on LinkedIn Live’s features to improve organic content campaigns.