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LinkedIn Launches Initial Test of Audio Rooms, Announces New Formats for Live Events

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LinkedIn Launches Initial Test of Audio Rooms, Announces New Formats for Live Events

With the pandemic still disrupting live events, and forcing businesses and industry groups to seek alternative means of networking and community connection, LinkedIn has seen a big rise in live events hosted on its platform, with the creation Live Events in the app increasing by 150%, year-over-year.

Which makes sense – LinkedIn is, after all, the professional social network, and where business leaders are increasingly looking to establish professional connections. And now, as it looks to maximize its potential on this front, LinkedIn is adding some new elements to its live events tools, which will provide more capacity for connection and interaction within the LinkedIn environment.

First off LinkedIn’s launching an initial test of its own, Clubhouse-like audio events platform, which will enable users to tune into live discussions in the app, and participate by raising their virtual hand to join as a speaker, or posting likes in response to the chat.

As you can see here, the format looks very much like Clubhouse and Twitter Spaces, with separate panels for those ‘on stage’ and speaking, and those tuning in below.

LinkedIn has been developing its live audio tools since March last year, at the peak of the Clubhouse hype cycle, and while it has taken some time for the platform to develop its own option, it could still serve a valuable purpose within the LinkedIn environment, providing more capacity for professional connection within industry-aligned meetings and discussions.

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LinkedIn also notes that it has solid capacity to highlight the most relevant audio sessions to each member:

We have the professional context to recommend the most relevant events that can help you learn, network and be successful, and we’re investing more in surfacing these events to you. Whether an event by a creator or page you follow, or a topic you’re passionate about, we will surface the events that will help you reach your career goals.

Discovery remains the key challenge for social audio tools, and given the professional focus of LinkedIn, which helps to ensure that spam and off-topic discussions are somewhat limited, it could be well-positioned to highlight more relevant sessions to each user.

LinkedIn’s also using the format of its audio rooms as a template of sorts for its other live meeting features, including video events:

LinkedIn video events

And single user live-streams:

LinkedIn live-streams

That will expand the platform’s capacity to host virtual discussions, and bring industry leaders together in new formats, which could, again, be hugely valuable within a LinkedIn context, and help to expand the usage of the platform for live events.

Of course, ideally, we’ll all be able to go back to IRL events sooner rather than later. But with the Omicron variant of COVID now pushing case numbers higher once again, it looks like we will indeed be living with the virus for some time yet.

And even when live events are able to go ahead, these new connection options on LinkedIn will serve a valuable purpose, particularly as more businesses move to hybrid working processes, with more people spending more time in different locations, as opposed to being tied to a physical office space. As employees shift away from major cities, that could also impact the capacity to get business leaders together for such events – but virtual meet-up tools like this could ensure that such sessions can still happen, no matter where each participant is based.

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The developments could serve a valuable purpose – LinkedIn says that its new events options will be tested by a few thousand creators who will host events across different topics and themes”

“We’ll expand the ability to host Audio Events to more creators in the coming months, and we’ll start rolling out our Video Events format later this spring.

Definitely one to keep tabs on – we’ll keep you updated on any progress.


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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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