Earlier this month, LinkedIn introduced an new push around creators to increase the amount of original material (and interaction) on its platform. However, this is not their first endeavor to increase activity on their networking site. According to information and confirmation provided to TechCrunch, LinkedIn is also testing paid events as part of events.
We first received code for the events test from a source who requested anonymity: The code suggested that LinkedIn would sell tickets and that event planners would have access to a dashboard where they could see how sales were going, how much money they were making, and of course, conduct the events themselves. A representative for LinkedIn affirmed the details to us:
According to Nicole Leverich, a LinkedIn spokesperson, LinkedIn Events have experienced a boom in growth amid the transformation of the workplace and the shift to a workforce that is almost entirely remote. In 2020, 21 million individuals are expected to attend an event on LinkedIn. We continue to test innovative methods to enhance the experience and learn from member and consumer feedback. Based on suggestions from event planners, we are investigating payment methods for the Events product as part of this.
According to what we gather, this is a part of a larger redesign the firm is aiming to make around video and audio services, so these will probably serve as the service’s main pillar when it is eventually launched in the upcoming weeks and months. Hopin, which was rated last valued at $7.75 billion in its most recent funding round in August, was rated LinkedIn was announced in June of this year as an investor in Hopin ; however, it is unclear if Hopin will be involved in this.
Since its launch of its Events hub that it first debuted in 2019 before the pandemic and with a focus on in-person gatherings, LinkedIn has been operating in and around events. After the COVID-19 epidemic had been going on for a while, some of the ways it was being used in more virtual event settings with the launch of online polls and video events intended for virtual participation were codified.
Due to this and its status as a social network for business networking, LinkedIn was already strongly and logically associated with events, including both major industry expositions or conferences and smaller gatherings. Many major events use it to manage attendee log-ins; people share event information on LinkedIn; and conference attendees use it to continue networking after engaging in person (or these days, virtually). As a result, it makes sense for LinkedIn the business to think about how and if they could be a more proactive, key participant in that process, owning and hosting the experience themselves, and perhaps even generating some money in the process.
This will be updated when we learn more.
Reporting by Sarah Perez in addition.