Are you looking for ways to promote your virtual events on LinkedIn? If so, you’re in the right place. In this article, we’ll share ten LinkedIn events best practices to help you set up and promote your events like a pro.

We’ll cover everything from creating eye-catching LinkedIn virtual events to crafting compelling campaign promotion ideas. So whether you’re new to LinkedIn event marketing or looking for ways to take your events to the next level, you’ll find plenty of helpful tips in this article.

So let’s get started!

What Are “LinkedIn Events” All About?

LinkedIn Events is a feature that allows businesses to host virtual events and networking opportunities. You can use these events to promote your brand, connect with potential customers, or build relationships with other professionals in your field.

illustration with orange people text field in the background

This feature also makes it simple to organise and participate in business activities such as meetups, seminars, online workshops, etc. In addition, LinkedIn users can use it to discover and join groups, expand their businesses, connect with people, and pick up new skills.

Why Use LinkedIn Online Events?

As the world’s largest professional network, LinkedIn has a unique and powerful Events feature that can benefit any business or individual. Here are three reasons why you should post an event on LinkedIn: 

  • You can attract your target audience: LinkedIn Events makes it easy to target and reach your ideal audience. 
  • You can maintain dialogue with your viewers: With the aid of this tool, you can interact with your audience and keep them hooked before, during, and after the event.
  • It is entirely free to build. It is free to make and use for anyone who qualifies. 

illustration with orange people computer in the background

How To Set Up An Event On LinkedIn

Setting up LinkedIn Live Events is a great way to promote your business and connect with potential customers and like-minded professionals. Here’s a step-by-step guide on how to create an Event:

Step 1:  Have Page Admin access.

Only LinkedIn Page admins can create events on behalf of a company, so ensure you have this level of access before getting started. 

illustration with orange people

Step 2: Click “Create an event” in the interface, then fill in the required information.

From the administrator’s view on your Page, a panel can be located on the left side. On one of these panels, there will be an option for Events. Select Add in this section. Then you’ll see the Create an event pop-up window.

There are several areas you must complete in the “Create an event” pop-up box, and they include the following: 

  • Upload a cover photo to serve as the post’s banner image for your LinkedIn event: You can use numerous widths, two instances being 480×270 or 1280×720 pixel banners. The minimum width required is 480 pixels, and the required aspect ratio is 16:9.
    • Add alternative text
    • Organiser: The organiser is in charge of organising and hosting the event. 
    • Event Type: If it isn’t an online event, you must specify your location or the venue. 
    • Start date/time
    • End date/time
    • Description
    • Speakers: You will list out the names of all speakers that will speak at the event.
    • Event format
  • Event name 
  • Timezone 
  • Use a LinkedIn registration form: This section will come up if you’re designing the event as a LinkedIn Page and not a profile.  

Step 3: Launch your event

After entering the event details, click Create to create your LinkedIn event. You can manage attendees, invite contacts, add content to the event feed, and share your page. You should also note that your attendees will be notified as soon as your event starts. 

You can download your attendees’ information from your LinkedIn event page if your public event has a registration form.

How To Promote Events With Events Ads on LinkedIn?

Events are an excellent way to promote your business and meet potential customers. But how do you promote your events on LinkedIn? Here are some ideas for your LinkedIn Event promotion:

illustration with orange people phone in the background

Provide valid details about the event: Be sure to include all the relevant information in your posts, such as date, time, location, and what the event is about. If you have a website or landing page for your event, include a link so people can easily find more information.

Highlight your sponsors and speakers: Mention any high-profile speakers or sponsors you have lined up for your event in your posts. It will contribute to the event’s interest and excitement.

You can reach out to people directly or in groups: This is a great way to get the word out to people you think would be interested in attending.

LinkedIn Event Ads Best Practices

Planning and hosting a successful LinkedIn event requires more than just sharing a link and hoping people will attend. To make your event shine, you must put in some extra effort to engage your audience and ensure the event goes smoothly. 

illustration with orange people smartphone in the background

Here are some of our LinkedIn event’s best practices to help you do that:

Before the events

  • Publish important content on LinkedIn for your event: Create posts relevant to your event that will interest your target audience. Your posts should be timely and offer value to the audience.
  • Plan a strategy for invitations: Begin your offers with the InMail lists and then extend them to your email databases. Of course, you can do this directly, but if you want to send out hundreds of invitations, it’s best to use integrations to put your email marketing on autopilot. 
  • Invite speakers to the event: Adding speakers to your LinkedIn event is a great way to attract potential attendees. Be sure to add a mix of well-known and upcoming speakers to your event. 
  • Requests that speakers and attendees share your event with their networks: When you have a confirmed list of speakers and attendees, ask them to share your event with their networks. That way, you can reach a larger audience and increase the chances that people will attend your event.

illustration with orange people computer in the background

During your event

  • Use LinkedIn Live to broadcast your event: LinkedIn Live is the easiest way to host an event on the site. Reduced friction, sophisticated analytics, and a guaranteed “we’re live!” notification delivered to all attendees are among the benefits. Thanks to the LinkedIn custom stream tool, you can also easily transmit using your favourite streaming applications, such as Zoom or WebEx.
  • Choose a comment moderator: This will help keep the event running smoothly and prevent negative comments from taking over the conversation.
  • Open by focusing on interaction: When you first start your event, engage with your audience for a few minutes. That will help set the event’s tone and make your audience feel more comfortable.

illustration with orange people world map in the background

After the event

  • Share takeout materials: Once your event is over, share any relevant materials with your audience. These could include slides from your presentation, a link to the recording, or a list of resources for further reading. 
  • Make a highlight reel: You can download the recording of your live stream on LinkedIn using a third-party tool (e.g., Streamyard, Socialive, Wirecast) and then edit it to create short highlight videos. 
  • Use LinkedIn polls to increase engagement: LinkedIn polls are a great way to engage attendees with your event. Use polls to ask questions about the event or get attendees’ feedback.


Following these ten LinkedIn events best practices will help you successfully set up, promote and find events on LinkedIn. Having a clear event strategy, creating engaging content, and promoting your event through LinkedIn ensures that your event reaches your target audience and achieves your desired objectives.