Stay informed on tomorrow's developments in the social media sector.

LinkedIn is observing an uptick in live event feed sharing within its platform, prompting the introduction of enhanced features designed to facilitate broader dissemination and promotion of such events to an expansive audience base.

This strategic enhancement could prove to be of significant merit. LinkedIn reports that advertising events can increase event viewership by an average of 31%.

This development appears to hold substantial importance.

LinkedIn now enables event organizers to leverage the webinar hosting capabilities of ON24, thereby offering an expanded array of options for managing virtual events.

As demonstrated in this example, it is now possible to initiate a LinkedIn event concurrently when creating an event on ON24, and users can directly manage LinkedIn event advertisements through the platform.

According to LinkedIn's statement:

“When an event is hosted on ON24, comprehensive management is possible from commencement to conclusion through integration setup. Additionally, irrespective of the hosting platform, marketers can access the Company or Event Page at any stage—prior, during, or post-event—to enhance reach and engagement.”

This seamless integration between the platforms facilitates greater amplification and presentation of events, with the option to conduct LinkedIn events via Zoom as well.

Furthermore, third-party integration allows Cvent users to synchronize event data with LinkedIn, simplifying the process of transferring lead data to CRM systems following event promotions.

“By setting up an event in Cvent, selecting the new ‘Connect to LinkedIn’ under ‘Audience Segments’ transforms attendee and registration lists into audience segments. This allows marketers to retarget high-intent audiences within LinkedIn’s Campaign Manager, personalize messages based on engagement, and drive conversions with enhanced precision.”

These two integrations increase the possibilities for generating leads directly through LinkedIn events, optimizing the use of the app’s capabilities.

Finally, LinkedIn has introduced the option of adding lead generation as an objective when running event advertisements.

“Convert event interest into actionable prospects swiftly by selecting ‘lead generation’ as the campaign goal and ‘event’ as the advertisement format. This targets individuals most likely to register, and once leads are captured, they are automatically synced to a CRM or marketing automation platform (MAP), simplifying the demonstration of business impact.”

Additionally, individuals using Integrate or ON24 can now gather leads from both organic and paid registration forms, automatically routing them to CRM or MAP systems without the need for manual uploads or delays.

Therefore, additional avenues exist for maximizing LinkedIn events, which may be worth considering given the increasing interest in such formats.

LinkedIn recently disclosed a 24% increase in events shared on its platform over the last quarter, with more businesses seeking to employ LinkedIn’s diverse event tools to elevate and extend their event marketing initiatives. This follows a 15% increase in LinkedIn events during the fourth quarter of the previous year.

Indeed, this scenario suggests a pivotal opportunity within the app to utilize LinkedIn as a platform to expand the reach of professional events to a broader audience.

LinkedIn has confirmed that the features related to event boosting and integration with Cvent and ON24 are now globally available, while the lead generation objective for event ads and Integrate integration are currently in beta testing.