LinkedIn Offers Event Marketing Guidance for Brands

LinkedIn's Guidance on Maximizing Event Value

LinkedIn has provided guidance for brands aiming to optimize their events and extend the benefits of educational sessions and webinars past initial lead generation. This comes amid a notable increase in in-app hosted events on the platform.

The company reported a 24% increase in events shared during the first quarter of fiscal 2025. With this growth, LinkedIn is highlighting events as a key opportunity for marketers. Jae Oh, LinkedIn's Head of Ads, offered insights on how to enhance the impact of branded events.

As Oh explained: “Events are one of the few tactics that cut through. A conference booth isn’t just a place to hand out swag, it’s an audience-building opportunity. A webinar isn’t just an hour of content, it’s a nurture engine that can fuel your funnel for months. A flagship summit isn’t just a customer celebration, it’s a lever that moves deals already in motion. But only if you treat each event as part of a bigger motion, not a standalone moment.”

Strategies for Event Framework and Follow-Up

To maximize event value, Oh emphasized the need for a clear framework outlining goals for each event, including a structured plan for follow-up outreach.

Many brands overlook follow-up opportunities, which diminishes overall event effectiveness. To counter this, Oh recommended setting up retargeting campaigns to sustain engagement with attendees. These could include recap content and follow-up promotions.

According to Oh, members are 28% more likely to engage with subsequent marketing campaigns after seeing an event ad.

Leveraging LinkedIn Ads for Events

Oh suggested utilizing various LinkedIn ad formats to boost follow-up efforts, such as Document Ads, Thought Leader Ads, and the platform's Event Clipping feature, which transforms event content into short videos.

Additionally, brands should promote events using LinkedIn ads. Oh noted that promoted events achieved 31 times more viewers on average compared to company-hosted events without ad promotion.

Expanding Outreach Through Events

By adopting this comprehensive approach to event marketing, brands can integrate events into broader outreach strategies, deriving greater value from their promotional activities. For more details, refer to LinkedIn's full guidance here.

As platforms like LinkedIn evolve, like.tg continues to monitor updates in social media marketing trends.