LinkedIn Video, Live and Events: A B2B Marketer's Guide

#01When should you use video, Live or an Event?

Practitioner and executive comments in 2025 and 2026 report rising video watch time on LinkedIn. LinkedIn has not published a definitive figure we could verify on a Help page, so treat specific growth percentages as claims.

#02How do you make video posts that work?

Official specs from LinkedIn Help:

Production steps (practitioner guidance):

1. Script one idea in 30 to 90 seconds.
2. Open with the result or the question in the first three seconds.
3. Film vertical (9:16) or square for mobile viewers; landscape for screen demos.
4. Burn in or upload captions; many people watch without sound.
5. Keep text and logos away from the edges (LinkedIn's safe zones).
6. Upload a custom thumbnail with a readable line of text.
7. Write a two-line caption that stands alone.

LinkedIn's immersive video feed may not be available to all members, and you cannot post directly to it. LinkedIn picks eligible videos by quality and relevance.

#03How do you get LinkedIn Live access?

LinkedIn says there is no application. Eligibility is checked when you trigger a review:

Two ways to trigger the review:

1. Create an Event on LinkedIn. If eligible, LinkedIn Live appears in the Event format dropdown.
2. Connect a preferred streaming partner such as StreamYard, Restream, Socialive or Switcher.

#04How do Events work in 2026?

LinkedIn merged parts of Live and Events. Key rules from LinkedIn Help:

• All new events are public. They are discoverable by search and anyone can view the content during and after.
• No attendee-only Lives. Use another platform for private sessions.
• Event posts behave like feed posts. Use the comments to talk to attendees.
• Partner sync. A LinkedIn Live Event created on LinkedIn appears in your partner tool; one scheduled in a partner tool appears on LinkedIn.
• Format is fixed. You cannot change the event type or format after posting (reported in LinkedIn Help's event creation article).

How do registration forms work?

For Events organised by Pages:

1. A Super or Content admin adds the form when creating the Event (best) or later.
2. The form collects first name, last name, email, job title, company and country or region, pre-filled from the profile.
3. Members can tick a consent box to receive marketing. LinkedIn says organisers should not send product communications to members who did not tick it.
4. Download registrations from the Registration section of the Event's Analytics tab, or sync to a CRM via Zapier.
5. There can be a delay of several days before registrant data appears.

If you add a form after creation, existing attendees are not asked to complete it, so add it at creation.

This is not legal advice; check your own privacy and consent obligations, especially in the EU and UK.

#05What is a good LinkedIn Live runbook?

#06How do you measure video, Live and Events?

• Video: views, watch time and audience job titles in post analytics.
• Live: peak and total viewers, comments and replay views.
• Events: registrations, attendees, share in target job titles and companies.
• Pipeline: consented registrants from target accounts who become opportunities, tracked in your CRM.

#07Worked example: Ledgerline

Ledgerline is a fictional accounts-payable software company. Competitors A to D and all figures are illustrative.

Ledgerline runs webinars on Zoom with a landing page and gets 60 registrants each. Competitor B runs monthly LinkedIn Lives with customers.

Walkthrough

1. Event: "Month-end close AMA with two controllers", Page-hosted, LinkedIn Live via StreamYard, registration form on.
2. Promotion: founder video teaser, employee shares and a Thought Leader Ad to 2,000 target accounts.
3. Live: 40 minutes, moderator handling questions from comments.
4. Repurposing: three 60-second clips, a 7-page PDF summary and a newsletter edition.
5. Results (illustrative): 410 registrants, 64% consented to marketing, 1,900 replay views, 11 meetings booked from consented registrants.

#08Common mistakes

• Planning a private Live; new Events are public.
• Adding the registration form after people have registered.
• Emailing registrants who did not tick consent.
• Landscape talking-head videos with no captions.
• Not repurposing the replay.

#09Try it yourself

Check whether your profile or Page meets the Live criteria by creating a draft Event and looking for LinkedIn Live in the format dropdown. Plan one 30-minute Live using the runbook table.

#10Quick quiz

1. What audience size makes a profile or Page eligible for Live review? Answer: More than 150 followers and/or connections.

2. Can you create a private Event in 2026? Answer: No, new Events are public.

3. Which fields does a Page Event registration form collect? Answer: First name, last name, email, job title, company and country or region.

4. What is the maximum duration of a video post? Answer: 15 minutes.

#11What should you check before the next lesson?

• Live eligibility confirmed.
• A streaming partner chosen.
• A registration and consent process agreed with legal or ops.
• A repurposing plan for every Live.

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Or return to the LinkedIn Marketing for Marketers track.

Related: LinkedIn post formats compared · Lead Gen Forms · Video content, YouTube and AI answers

#12Common questions

How do I get access to LinkedIn Live? There is no application. Members and Pages with more than 150 followers or connections, a good standing record under the Professional Community Policies, an account at least 30 days old and a location outside mainland China can trigger a review by creating an Event or connecting a preferred streaming partner.

Can a LinkedIn Event be private? No longer for new events. LinkedIn Help says all new events are fully public and discoverable by search, and the ability to go Live to attendees only has been removed.

What data does a LinkedIn Event registration form collect? For Events organised by Pages, the form collects first name, last name, email address, job title, company name and country or region, pre-filled from the member's profile. Members can tick a consent box for marketing communications; only email those who did.

Which streaming tools work with LinkedIn Live? LinkedIn names preferred partners including StreamYard, Restream, Socialive and Switcher. Events created on LinkedIn with LinkedIn Live as the format appear automatically in your partner tool.