LinkedIn Live: A Complete Checklist on How to Plan, Promote, and Run Online Events. ModumUp’s Experience
This article covers the full process of launching a LinkedIn Live event — from preparation and technical setup to promotion and audience engagement.
For B2B companies, LinkedIn Live is a practical tool for connecting with audiences and presenting products or services. Yet despite its accessibility, many organizers face the same challenge: registrations do not guarantee attendance or participation.
Drawing on our experience running an international conference on Social Selling and many client events, we’ve compiled a detailed guide. It includes the main preparation steps, the audience interaction plan, and practical recommendations for running an effective broadcast.
For B2B companies, LinkedIn Live is a practical tool for connecting with audiences and presenting products or services. Yet despite its accessibility, many organizers face the same challenge: registrations do not guarantee attendance or participation.
Drawing on our experience running an international conference on Social Selling and many client events, we’ve compiled a detailed guide. It includes the main preparation steps, the audience interaction plan, and practical recommendations for running an effective broadcast.
What Are LinkedIn Live Events?
LinkedIn Live allows companies and individual experts to stream and interact with their audiences in real time. Content formats vary — from product presentations and case studies to educational webinars and panel discussions.
With LinkedIn Live, companies can:
- Strengthen trust and improve brand awareness
- Initiate first contact with new audiences
- Educate and engage viewers
Streams may include several external or internal speakers or a single expert. Presentations are optional; the main goal is to create an environment that keeps the audience interested.
ModumUp Social Selling Agency events in LinkedIn Live format
The advantage of LinkedIn Live is that everything happens directly on the platform. Viewers don’t need to switch to external tools, and organizers can interact with participants through comments and reactions.
STEP 1: Start Preparing for the Event
The earlier preparation begins, the more opportunities you have to attract viewers, find the right time slot, and align with speakers.
Based on our experience, preparation is critical. We recommend starting two months before the event — this allows you to gather over 1,000 registrations. With external speakers, planning should start three months in advance. Conferences may require up to six months.
What to Do in Advance
- Check Profile RequirementsMake sure your LinkedIn profile meets the platform’s requirements: 150+ followers, good reputation, and at least 30 days old.
- Choose the TopicBroader topics normally attract more participants. Highly specialized topics gather fewer registrations but bring a more targeted audience.
- Planned vs. Spontaneous StreamsScheduled events allow promotion, speaker preparation, and reminders. Spontaneous streams suit short discussions but not large webinars.
- Where to StreamStreaming from a company page enables a registration form that captures: name, title, company, location, LinkedIn profile link, email.
- Technical SetupLinkedIn requires third-party platforms such as StreamYard, Restream, Vimeo, or Socialive.
We often multistream on LinkedIn, Telegram, and YouTube via Restream.io to reach broader audiences.
For multi-speaker events, test audio, video, and internet connection in advance.
Social Selling Con 2025 in LinkedIn Live format — ModumUp
STEP 2: Finding Speakers for the Event
Speakers may be internal experts or local professionals. Internal speakers run demos or educational sessions, while local experts are especially effective in new markets.
Invited speakers significantly influence interest and reach. We involve opinion leaders, senior managers, and respected specialists familiar with each market.
We search for speakers using LinkedIn Sales Navigator, filtering by geography, industry, experience, and company size.
Once we identify a suitable speaker, we send a connection request and a short personalized message, often with an icebreaker. If they respond positively, we schedule a Zoom call to confirm the topic, timing, and participation details.
Invited speakers significantly influence interest and reach. We involve opinion leaders, senior managers, and respected specialists familiar with each market.
We search for speakers using LinkedIn Sales Navigator, filtering by geography, industry, experience, and company size.
Once we identify a suitable speaker, we send a connection request and a short personalized message, often with an icebreaker. If they respond positively, we schedule a Zoom call to confirm the topic, timing, and participation details.
STEP 3: Promoting the Event
Planning is only half the work — promotion ensures attendance.
We start promoting two months before the event by sending personalized messages using LinkedIn automation tools. This increases the chances of registration
Invitations Through Personal Profiles
Participants can send up to 1,000 invitations per week to their LinkedIn connections.
Participants can send up to 1,000 invitations per week to their LinkedIn connections.
Example of the invitation funnel using the “Invite” button on the event page
Posts and Announcements on Social Media
Use company pages, employee profiles, and speaker profiles to maximize reach.
Email Campaigns
Send emails to your contact database and reminders to registered attendees.
Paid Promotion
Event Ads on LinkedIn allow precise targeting but require substantial budget.
Pros: advanced targeting, reach outside your network.
Cons: high cost, lower engagement quality.
Use company pages, employee profiles, and speaker profiles to maximize reach.
Email Campaigns
Send emails to your contact database and reminders to registered attendees.
Paid Promotion
Event Ads on LinkedIn allow precise targeting but require substantial budget.
Pros: advanced targeting, reach outside your network.
Cons: high cost, lower engagement quality.
How to Measure Event Performance
After the broadcast, analyze metrics available in the event’s Analytics section:
- Total viewers (live + replay)
- Engagement: comments, reactions, shares
- Audience demographics (roles, regions)
Slide from ModumUp Social Selling Agency presentation
Comments reflect interest areas, but view counts also matter — many watch without interacting.
LinkedIn provides detailed analytics. We evaluate both live engagement and post-event views. Recordings remain available and increase total reach.
Case Studies
Below are examples of LinkedIn Live events we conducted, showing how effective the format can be.
Personal Brands of Top Managers on LinkedIn in 2023
The topic of Personal Brands appeals to a wide audience, and the focus on top managers attracted additional attention.
Personal Brands of Top Managers on LinkedIn in 2023
The topic of Personal Brands appeals to a wide audience, and the focus on top managers attracted additional attention.
Event “Personal Brands of Top Managers on LinkedIn in 2023” in LinkedIn Live format — ModumUp
We streamed from the ModumUp page and promoted the event through our team profiles using the Invite feature.
The event lasted 1.5 hours, with three speakers: one from ModumUp and two LinkedIn influencers who are senior executives.
Results: 2,234 registrations and 900+ viewers.
Conversion from registrations to event views – 40.7%
The event lasted 1.5 hours, with three speakers: one from ModumUp and two LinkedIn influencers who are senior executives.
Results: 2,234 registrations and 900+ viewers.
Conversion from registrations to event views – 40.7%
Funnel of the “Personal Brands of Top Managers on LinkedIn in 2023” event — ModumUp
Social Selling in MENA: Techniques and Case Studies
We highlighted the MENA region and invited well-known local experts from major brands.
We highlighted the MENA region and invited well-known local experts from major brands.
Event “Social Selling in MENA: Techniques and Case Studies” in LinkedIn Live format — ModumUp
The combination of internal and external expertise increased interest.
Results: 1,352 registrations and 291 viewers.
Results: 1,352 registrations and 291 viewers.
Funnel of the “Social Selling in MENA: Techniques and Case Studies” event — ModumUp
Yango Delivery UAE: “How Express Delivery Can Accelerate Your Business Growth in 2023”
This webinar was organized for Yango Delivery and featured two internal speakers — both LinkedIn influencers (one with 10,000+ followers).
This webinar was organized for Yango Delivery and featured two internal speakers — both LinkedIn influencers (one with 10,000+ followers).
Event “How Express Delivery Can Accelerate Your Business Growth in 2023”
The event was hosted from the client’s personal profile, which already had a strong audience in the region.
Results: 578 registrations and 176+ viewers.
Results: 578 registrations and 176+ viewers.
Funnel of the “How Express Delivery Can Accelerate Your Business Growth in 2023” event
Advantages of LinkedIn Live Events
- Easy audience growth — the Invite button helps increase attendance organically
- High engagement — participants can interact directly on the platform
- Stronger relationships with local influencers and experts
- Free detailed analytics
- Growth of professional network in new markets
In the end, LinkedIn Live is a practical tool for B2B companies, helping promote products and connect with audiences. For the event to be successful, we at ModumUp always recommend preparing well in advance: choose the right topic, select speakers, and develop a clear promotion strategy. Using LinkedIn Ads and personalized invitations helps reach the right audience.
Planning a LinkedIn Live event takes time, which is why we suggest starting at least two to three months before going live. This gives you enough time to gather your target audience and increase engagement.
When each stage is well-planned and the technical details are handled properly, LinkedIn Live becomes an effective channel for interacting with clients and building long-term relationships.
Planning a LinkedIn Live event takes time, which is why we suggest starting at least two to three months before going live. This gives you enough time to gather your target audience and increase engagement.
When each stage is well-planned and the technical details are handled properly, LinkedIn Live becomes an effective channel for interacting with clients and building long-term relationships.