I get invited to a lot of LinkedIn Events every month and the vast majority are going to get ZERO people to attend (at least based on their LinkedIn efforts).
Almost every time they’re going off platform.
Here’s what I mean.
These invites come through but they link to an external webinar service… Zoom, Teams, or some random webinar platform.
The LinkedIn audience is very much an afterthought. I see a lot of invites like that, and it’s clear nobody thought about what the experience is like for the person seeing it on LinkedIn.
But LinkedIn gives you a lot of built in mechanisms to run the event, and run it well, right on their platform.
They want to keep you there. They want you to livestream it. They don’t want you going off to Zoom or GoToWebinar or wherever.
So they make it easy and seamless if you livestream on LinkedIn, and they give you a lot more data. You can see how many people attended live, how many hours people watched, how many people have seen it.
And here’s what you’ll find: more people attend. Usually about 3-5 times as many people will attend when you don’t try to take them off platform.
Okay, that alone sounds like a winning strategy. But it gets better.
If you leave it on LinkedIn, the replay is just… there. You’re not sending it off to your editor or another team to build the replay, put it on the website, and turn it around in 24 hours. Now it’s five minutes. Boom. Replay’s up.
And LinkedIn sends out notifications when people come back to the platform.
Instead of relying on those “sorry you missed the webinar” emails and hoping someone opens them, LinkedIn just tells people when they log back in: hey, you missed this event, here’s the replay.
You’ll watch your traffic keep climbing for a few more days after the event actually happened.
And if I can give a bonus tip…
The other thing I see people missing is they just don’t promote the event to their own network.
They might post about it once or twice, but they never actually go invite their connections.
The vast majority of people who end up attending are the ones you specifically invited. You can send up to 1,000 invites a week, and I recommend sending 1,000 every single week leading up to the event. Because now you know exactly who’s interested.
So that’s my take. Instead of treating LinkedIn Events as an afterthought, you can turn them into a good and profitable system.
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