New features for events and the video theme

LinkedIn updates: new features for events and video months

In November of last year, Linkedin began to test new features concerning events, in order to combine the value of networking with professional meetings, all integrated in the same platform.

Obviously, with the arrival of the pandemic, everything concerning offline events underwent a strong interruption and Linkedin has definitively launched events in May: from that moment, more than 200,000 events were created on the platform, reaching nearly 10 million digital participants.

This is an extremely advantageous update for LinkedIn’s conviviality.

These days, the platform is trying to further improve the functionalities concerning events, making events an increasingly important and complete functionality.

Speaking of improvements regarding the discovery of new events, Linkedin has added new personalized advice in the «My Network» tab and will also start sending all users a new weekly synthetic e-mail concerning events of interest.

Email notifications are in fact risky: in 2015, Linkedin considerably reduced his email notifications after users complained to receive too many updates on work changes, group publications, new updates, etc.

Since then, Linkedin has considerably reduced his email messages and, hopefully, there is no perspective on this front.

In addition to this new feature, Linkedin will send automatic notifications to subscribers from a corporate page whenever the latter adds a new event.

Apparently, it will not be sent to all subscribers on the page, but only to those who, according to LinkedIn, are «more likely to participate according to various criteria, including their interests».

This should limit potential spam: people often create false «events» that are in fact just presentations for the sale of products and services.

The companies that took advantage of the event tool, had recently requested more possibilities to monitor participants and data on them.

On this front, from now on, Linkedin will allow companies to create recording forms for their events, so that they can collect the names and emails of people who are registered.

This is an important and precious implementation, which will provide more incentives to manage LinkedIn events as a means of creating a database of interested persons.

And – fundamental thing – there will also be the possibility of using this audience for recibing.

«Once you know the public interested in your content or brand, you can continue the conversation and cultivate prospects by making the reclasis of the members of your events. All you need is to create a personalized audience in the campaign director according to those who responded to one of your LinkedIn events.»

In addition, LinkedIn offers companies the possibility of promoting their events by publishing advertisements on a single image with sponsored content in addition to organic publications.

«Ads of unique images can make your event known good professionals and public segments that are difficult to carry out, such as managers and stakeholders. By inserting the URL of the event as a destination in your campaign, you can monitor the participation and pleasure of your event».

These are important and precious additions to the offer of LinkedIn events, which, as we will see, will make it a much more tempting promotion option, especially for B2B organizations.

The new updates are also for the video theme.

Linkedin announced the full launch of its new video theme options by integrating them directly into the messaging tool.

As explained by LinkedIn himself:

«In the message thread, whether with one person or with a group, simply click on the video meeting icon and select a supplier to access or register. Once the registration is complete, you can automatically start a video meeting with a dedicated link directly in the messaging tool.»

All these updates are part of a whole series of improvements that the platform sets up, which aim to make Linkedin an increasingly usable and functional platform.

And what do you think?

Let me know in the comments!

See