On top of this, 61% of marketing professionals have said they plan to include video content in their LinkedIn strategy for 2019. This has changed the game for professionals wanting to build their personal brand on the platform. For example, LinkedIn videos tend to earn three times more engagement than text posts, on average. Since LinkedIn’s inauguration of video content onto the platform, the content medium has exploded. Though these can be effective, social media is now the gold standard for maintaining an online presence and staying in touch with audiences, due to its accessibility. Other methods could include things like guest blogging, appearing on or hosting a podcast, or public/keynote speaking. What does this have to do with LinkedIn Live, I hear you ask? People with a focus on their personal brand want to showcase their knowledge and promote themselves, and social content is one of the key ways for them to achieve this. Employees with strong personal brands act as ambassadors, so the more reputable the employee becomes in the sector, the more trust people will have in the brand they are representing. This doesn’t mean companies shouldn’t be marketing themselves, it just adds an extra layer to their activities. Brands have learned how to utilise this, as individuals generally prefer to interact with another person rather than a company. Modern online personal branding has grown significantly in recent years though, especially with the influx of social media platforms. Promoting individuals and their talents has helped people build trust on and offline through relationships and experiences for a long time now. Personal branding isn’t a new phenomenon. Though LinkedIn has been slow to the game with a lot of things, the release of LinkedIn Live is great news for personal branding, especially in the b2b world. Back in November 2018, LinkedIn released the Objective-Based Advertising UI to its ad platform, a feature that Twitter has had since 2015. This isn’t the first time that LinkedIn has been behind the times compared to other social media giants. It only seems like yesterday that LinkedIn first released standard native video to the platform (which arrived in mid-2017, so not too long ago!) and, although we can celebrate the news that live streaming is finally coming, it’s still three years behind Facebook! This has left a sour taste in a lot of LinkedIn users’ mouths, having been familiar with the technology for a long time but not able to apply it to their work persona as easily as their personal one. Though it will initially be a public beta restricted to the USA, we can expect it to be rolled out to the rest of the world relatively quickly. This week LinkedIn is releasing LinkedIn Live, its new live streaming feature.
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