LinkedIn in Live – For Audio and Video Events

By Aaron Calvert, Commercial Director

Launched during the pandemic in response to the success of Clubhouse, which popularized the live social audio format, LinkedIn’s native live audio events were an innovative addition to the platform. 

However, with the rise of the LinkedIn Podcast Network and success of LinkedIn Live, the service has reached its conclusion. Starting December 2nd, 2024, LinkedIn’s support for standalone live audio events will officially end.

So, what does this shift mean for professionals and brands looking to leverage LinkedIn for engagement?  LinkedIn Live is an important platform if you’re planning live events or streaming, helping to bring your vision to life everywhere it matters.

Why use audio content to reach your audience?

Despite sunsetting live audio events, LinkedIn’s investment in its Podcast Network and LinkedIn Live  reflects the platform’s recognition of audio as a powerful tool. The stats back this up:

• In 2024, 42% of UK adults identified as monthly podcast listeners and in the 18-34 age group, 41% are weekly listeners. (Edison Research)
• Global podcast market size estimates quote annual growth rates in the range 18%-31% .
• Podcasts enjoy exceptional engagement—over half of listeners stay tuned until the end, offering a prime opportunity for professionals to communicate their messages effectively.
• According to Ofcom, 40% of UK adults used audio to consume news in 2024 is used for news nowadays by 40% of UK adults. 

Clearly, audio remains a critical channel for branded content.

LinkedIn Live events – what’s the difference?

LinkedIn Live offers video events as well as audio events. There are enhanced features like real-time viewer engagement, including comments and reactions, and the ability to host events on-demand. 

You’ll need a supported broadcasting tool to connect to LinkedIn to stream the audio (with a static image) or the video.  Professionals and brands will likely want to use a production partner to deliver LinkedIn Live events, a move that will elevate quality and effectiveness.

As a LinkedIn Production Partner, we’ve seen firsthand how high-quality production can make a difference. From The Premium Lounge to Career Talks, which garnered over 4 million on-demand views, it’s clear to see that professionally produced events lead to strong engagement and results.

This change could represent an opportunity for professionals to rethink their content strategy. Partnering with experts like Sassy+ can transform your LinkedIn events with increased production values which means higher-quality content that retains viewers longer and encourages meaningful interactions.

Video, video, video – Vodcasts

With the growth of video content, video-first podcasting is also on the rise. Studies show that 50% of UK listeners who have experienced video podcasts now prefer them over audio alone. Video has become a powerful way to engage professional audiences, offering a visual dimension that enhances storytelling and makes content more dynamic.

The end of native live audio on LinkedIn signals a shift, but absolutely not the death of audio. Instead, it’s a call to elevate your audio approach, explore video-first content, and embrace LinkedIn’s broader features.