LinkedIn Audio Events Competes to Win Three-Way Race

LinkedIn launches Audio Events feature and brings social audio to the B2B customer experience.

The battle to win consumer attention through social audio was a hotfoot race between Clubhouse and Twitter. LinkedIn is now poised to heat things up into a three-way race.

LinkedIn has launched its social audio feature called Audio Events. Users with a LinkedIn profile can host their own social audio events so that their connections and followers can listen to their panels, discussions and forums. Because LinkedIn has 830 million members, it is a major competitor with Clubhouse and Twitter for the social audio market.

How to Set up LinkedIn Audio Events

LinkedIn provides a starter guide to help users learn where to begin. LinkedIn Audio Events can be accessed in the event menu of your LinkedIn profile. You can also access Audio Events in the text box of your post. You then select online event, then select LinkedIn Audio Events in the menu. After that you can fill out details, such as the Audio Event session name and the event time to let people know when they can join. You can invite others to join in. To be a host you do need to have at least 150 followers and be in good standing with LinkedIn community guidelines. This counters from Clubhouse, in which hosts can be from many backgrounds. 

Related Article: 5 Concepts for Our Sonic Age

LinkedIn Audio Lets You Host, Join Sessions From Your Laptop

One particular benefit of LinkedIn Audio Events is being able to host and join a session from your laptop. This feature is not available in Clubhouse or Twitter Spaces. Users on those platforms must join through their smartphones. That may be beneficial for those professionals who are limited to their laptops during the day. In fact, users who speak into a microphone for their other media, like podcasts, will consider ways to integrate high-quality features into their laptop Audio Events broadcasts.

A downside is that sessions can not be saved to be listened to later. Twitter Spaces and Clubhouse do have recording and replay features. People like these features so they can hear discussion details on their own time, so it’s likely that LinkedIn will change this deficit soon.

Audio Events also provides LinkedIn another element in its strategy to bolster its features. As I mentioned in my post on social media influencers, platforms are competing against each other with updates, and LinkedIn discovered unique experiences from the work-at-home movement that emerged in the COVID-19 pandemic. People became accustomed to broadcasting virtual meetings and conferences using LinkedIn Live. Like many other social media platforms, LinkedIn has been bolstering the features to help content creators stay in its space. It is not a direct competitor to TikTok in many instances; TikTok is primarily a casual-use social media platform, while Linked In is designed for professional networking. But it does provide a business-only environment that might be a better play for business influencers than YouTube or TikTok.

Related Article: Building Intelligent Audio Content Models for the Future

Amplify Your Reach into LinkedIn’s Professional Communities

One of the new features recently launched is called Boosting for Events, an ad campaign for LinkedIn Events pages. It was designed to amplify the reach of your events content to more professionals. On the surface Boosting for Events sounds like just another social media ad feature. But it gives Audio Events a particular hosting advantage over Clubhouse. Clubhouse has no capabilities to extend a room announcement other than room participants sharing a room and from user discovery within its in-app search. Boosting for Events ads can be tailored to a specific LinkedIn audience, which can in turn let marketers control the audience attracted to their content in a more precise manner compared to Clubhouse. 

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