How to set up LinkedIn Events: The complete guide

LinkedIn is the platform if you want to market to professionals. It’s ideal for all forms of B2B marketing, regardless of the product or your target audience.

The platform introduced the LinkedIn registration forms feature to help organizations and individuals create or attend events. While providing an engaging event experience, it also facilitates maximum reach and helps collect leads from your target audience. 

But ads apart, how can you get more leads on LinkedIn?

In this article, we’ll discuss how to nurture a brand or generate demand with your events, and leverage LinkedIn Events as a marketer. We’ll also review some integrations to automate your lead management on LinkedIn, such as:

What is the LinkedIn Events feature?

LinkedIn Events feature offers an easy way to create and join professional events, like meetups, online workshops, seminars, etc. LinkedIn members can use it to find and join communities, grow their businesses, network with others, and learn new skills.Essentially, LinkedIn gives you the tool to promote your event to a target audience through an event ad campaign.

Why use LinkedIn Events?

LinkedIn Events enable organizations to build and nurture relationships with target audiences. Before diving in, using an event planning template can greatly improve the structure and flow of the event. 

It’s basically an epicenter where you can build interest and awareness leading up to your event. Or, you might use it to nurture conversation during your event and foster a lasting community afterward.

• Host events in a trusted space 

LinkedIn is a platform your audiences know and rely on. So, using it could help drive awareness and collect valuable attendee information through native registration forms.  

• Attract the right audience 

This is all about organic discovery and sharing qualities. Added to paid advertising options, you will have no difficulties with targeting just the right audience. 

• Keep the conversation going with your audience

This tool helps you communicate with your audience and keep them engaged before, during, and after the event.

• It’s free to create

The feature is free to create and use for just about anyone who is eligible. 

• LinkedIn offers a professionals-only environment

These events are effective and result-driven. This is because we are using it to send out event notifications on the world’s largest social network for professionals.

• Lead engagement and nurturing

This feature lets you promote and engage with attendees before, during, and after your event. 

• It’s easier to verify Event ROIs on LinkedIn

LinkedIn delivers Event analytics and a view of event performance, which marketers can use to measure the monetizable outcome of their events.

Learn how LinkedIn metrics can help to track your campaigns. 

Benefits of using LinkedIn Events for lead generation

LinkedIn Events is a powerful tool for lead generation. Here are some of its key advantages:

• LinkedIn’s vast network of over 1 billion members worldwide also allows you to run targeted audience engagement.
• It’s a robust medium to organize or attend events that attract your ideal customers who might live in over 200 countries.
• It offers insight into your target audience’s needs, challenges, and pain points—all the info you can use for a better outreach strategy.
• It allows you to mention shared event attendance in outreach messages, which could improve your conversion odds.
• It has advanced search features that help tailor event invitations to members based on job title, location, company size, and more.
• LinkedIn lets you track event performance and attendee engagement. You can also analyze this data in Excel for deeper insights.
• It’s a pathway to build lasting relationships with potential customers by following up post-event, which could well develop into a robust sales pipeline.

How do LinkedIn Event Ad campaigns work?

TTo create successful LinkedIn Event ads with LinkedIn registration forms, it’s important first to understand the type of event you’ll be running on the platform. There are three approaches to creating a successful LinkedIn event, depending on your goals and audience:

Events with registration

Registration is required to capture all event attendees’ names and email addresses and meet the regulations of GDPR while doing so. 

This is ideal for events such as webinars, conference sessions, recruiting events, and other targeted audience events. This kind of event can be found through search or is shown through sponsored content.

As the name indicates, members are required to submit names and emails to gain access to the event or its recording later on.

Events with no registration

If you don’t enable registration, your event is open to anyone who clicks “Attend”. This approach is great for building brand awareness and works well for brand events, community meetups, conference keynotes, or thought leadership seminars.

Open events are discoverable on LinkedIn through search, the My Network tab, the Events tab, and in the feed. Only people who have clicked “Attend” will see the event content as it happens.

If you want to gate attendance and collect leads, you can turn Registration ON when creating the event. This adds a short form (up to six fields) and lets you download attendee data. 

Keep in mind that registration forms are only available for events hosted by LinkedIn Pages. Personal profiles can’t use this feature.

So:

Registration OFF: Open attendance event with no lead capture.

Registration ON: Gated event with leads captured being activated (max 6 fields)

LinkedIn Event Ad specs 

Visual specifications:

• Image Aspect Ratio: 4:1. (The image will be sourced from the Event page.)
• Optional custom ad image: You can override the event cover in Campaign Manager.
• 30-sec video preview: To show a teaser before viewers register.
  Both are now in the spec sheet 

Textual content suggestions:

• Event Title (Optional): Up to 255 characters.
• Introduction Text: Maximum of 600 characters.

Link specifications:

• Event Link: Mandatory. Only URLs from LinkedIn Event pages are accepted.
• URL Scheme: Must begin with http:// or https://.
• URL Length: The destination URL can be up to 2000 characters

Combining LinkedIn Live with LinkedIn Events

LinkedIn Live and LinkedIn Events are complementary features, helping marketers stream live video content to their event attendees. 

You don’t need to apply to use LinkedIn Live anymore. If your Page or profile meets LinkedIn’s live-streaming criteria, you’re automatically eligible. 

Once you’re eligible, you can create an event, mark it as “online-only,” and use a third-party broadcast tool like StreamYard, Restream, or Wirecast to stream on the day of the event.

To access LinkedIn Live Video, the platform needs to grant broadcast access to you as an individual member or on behalf of a Page. This is done based on a set of criteria.

LinkedIn imposes a network limit of 30,000 first-degree connections to promote building meaningful connections.

Update on LinkedIn Event Page (2025)

If you’re hosting from a LinkedIn Page with access to LinkedIn Live, you can also add a registration form when setting up your Live Event. 

The form can include up to six fields and lets you collect attendee information before, during, and even after the event. This effectively gates your event while helping you build a list of leads.

You can download the registration data anytime, or connect it to your CRM using a tool like LeadsBridge to sync it automatically.

How to create a LinkedIn Event: A step-by-step guide

Step 1: Become a Page Admin. 

To host an event that represents your Page, the first requirement is to have Page Admin access. 

Step 2: Create an event.

Once you have access to the Admin view of your LinkedIn Page, click on the “Admin tools” menu. Then, select “Create an event.”

Step 3: Set the organizer

In the second field of the event creation form, specify your Page as the “Organizer”. 

Step 4: Specify the event type.

Here, you can also specify the type of events. Use the toggle button to indicate virtual events. Remember that this setting can’t be modified after an event is created.

Step 5: Launch your event.

After understanding how to create your event on LinkedIn, the next step is learning how to market events on LinkedIn.

How to promote an event on LinkedIn?

​​It’s important to share the event URL on your Page feed and personal network in order to reach your followers. As with any type of advertising, images and videos can help you draw attention when combined with precision in audience targeting.

Additionally, the standard demand generation tactics, such as email and paid ads, are must-have elements in your LinkedIn Event management strategy. Targeting your event audience is also all about precision.

This allows sieving through them by job title, industry, seniority, language, location, and other parameters. Find out who is the best target audience for your business.  In addition to harnessing the power of LinkedIn Events for demand generation, exploring essential tools for demand generation can offer a broader perspective on creating and nurturing valuable leads. Discover a curated list of tools that can transform your marketing efforts and help you tap into your target audience more effectively.

Here are some highlights on how to promote an event on LinkedIn.

• Share helpful info on your event. This helps your audience understand what exactly you offer and what to expect.
• Post images or videos from your past events. Visuals are powerful advertising elements, and posting past event images can create engagement. 
• Highlight networking opportunities during the event. As a marketer, reaching out to other marketers is always easy, since you understand their pain points. 
• Underline your speakers and sponsors. People want to know who has sponsored an event and who is performing it! To create further interest, share profiles and the bio of the faces behind your event.
• Describe the location, food, and entertainment. Share all the details, including the location, refreshments, giveaways, and more. 
• Send direct and group messages. Even if you are not running a private event, you can always advertise it by sending out URLs of the registration or attendance forms.

• Hire professional event managers. Event management is an art, and to get it done right, it calls for adequate field experience.
• Host a virtual event fully remote. Virtual events are about 75% less expensive than in-person experiences. Besides, they could be equally effective if done right. Use this tool to get the same exposure and results from your virtual event. 

Now, the best way to manage all the lead data you collect before, during and after the event is through automation. These leads must be organized according to your lead score system and so require different nurturing approaches. 

Using a third-party automation provider such as LeadsBridge helps streamline the entire process.

How to monetize LinkedIn events?

In the age of remote working and automated services, creating real-time human interaction matters more and more to marketers these days. LinkedIn Events focuses on this topic: connecting communities and deepening relationships between them. 

So, exactly how can you leverage the LinkedIn Event feature?

Sponsored Content ad format lets you create event ads that are displayed in a member’s LinkedIn feed on both desktop and mobile displays. These ads are optimized to showcase important and engaging event details.

Check out this event ad, for example:

Then, you can use the data generated from LinkedIn members who have interacted with the ad, much similar to other LinkedIn ads. 

After collecting this data, move your leads’ data to your CRM, where you can nurture them. This data also enables you to create matched audiences on LinkedIn and improve your campaign’s targeting, and consequently increase your conversions.

If your event doesn’t lead to a better return on investment, you need to optimize your goals. Also, you’ll want to set a new strategy or get help from lead management tools or event professionals to set matters right. 

How to write a LinkedIn post about an event?

Looking to write an effective LinkedIn Event post? Just follow these steps:

• Include the most important details

Write the event name, date, time, and location (if applicable). Also, summarize what attendees will gain by participating.

• Make sure the visuals are engaging enough

Use an attractive cover photo that includes event details and, if possible, speaker images. It should be interesting enough to keep your invitees from scrolling.

• Use a professional copy for the description

How to write a LinkedIn post about an event? You might need the help of a copywriter. Summarize what the event is about, without using too many (or too few) words. It should mention who should attend and what makes it unique. Adding relevant keywords helps improve visibility in LinkedIn search results​​.

• Include a Call-to-Action (CTA)

You want your readers to register, learn more, or participate in a way that engages them directly with the event. A clear CTA also increases interaction and potential conversion rates​​.

• Incorporate relevant hashtags

Use 3-5 relevant hashtags to improve your post’s visibility. Include event-specific, industry-related, and broader content-related hashtags to reach a broader audience​​.

Here’s an example.

How to write a LinkedIn post after your event

Your event doesn’t end when the session is over. In fact, it’s just the beginning of the conversation. Posting about your event afterward is a great way to thank everyone, share what you learned, and keep the energy alive.

Here are two audience-friendly examples you can adapt:

• After event LinkedIn post example offering a simple thank-you:

Write a post to give thanks to everyone who joined us for our live event today. It was great to see so many thoughtful questions and connections being made in the chat.

Invite anyone who was there to share their experience, too.

Here’s an example by GOLDEROS, doing exactly that.

• After event LinkedIn post example for keeping the conversation going:

Thank your speakers, your team, and everyone who took the time to show up and participate. Events like this remind people why community matters so much. If your speakers did share an after-event post from their point of view, repost that. Take a look at this example by Ben Linders.

Besides the content angle, it’s important that you don’t overthink it. People respond to genuine, human posts. Use your own voice and write like you’d talk to someone you just met at the event. A simple photo and a few heartfelt sentences can go a long way.

LinkedIn Event ads’ best practices

Creating effective LinkedIn Event ads is a strategic process. The aim is to maximize your visibility and engagement among your target audience.

Here are some questions that can be interpreted as LinkedIn Event Ads’ best practices to help you get the most out of your campaigns.

Choosing the type of LinkedIn Event

This depends on your goals. LinkedIn offers various event types, such as conferences, networking events, product/service updates, and workshops. You can use each type to serve different objectives. Anything from demonstrating industry leadership to promoting product updates interactively​​.

Setting up your LinkedIn Event

Live Events now behave just like any other LinkedIn feed post. The dedicated Event feed that was only visible to attendees has been removed as of early 2025.

When you create an event, LinkedIn automatically creates a post in the main feed. This post gets the same reach and discovery benefits as any regular LinkedIn post, making it easier for more people to see and engage with your event.

You can use the comments section of the event post to communicate with attendees and other LinkedIn members before, during, and after the event. Be sure to add in all the key details to your event setup.

This includes name, date, and time, description, and registration link if you’re collecting sign-ups.

Inviting your LinkedIn Event audience

You can use LinkedIn’s targeting features to select your audience based on filters like company, education, location, and industry. Once you have filtered through your audience, go ahead and segment them. Then, share the event across your network and through InMail, and consider inviting your LinkedIn connections directly for a more personal touch​​.

Keep in mind that LinkedIn has invitation limits with 1000 event invites per organizer, admin, or attendee each week. Temporary account restrictions (usually removed within one week) are imposed if you exceed them. These limits are set to safeguard member experience and the relevance of requests.

• You send numerous invitations quickly.
• Or, many are ignored or marked as spam. 

LinkedIn imposes a network limit of 30,000 1st-degree connections in order to promote building meaningful connections.

Managing your LinkedIn Event campaign

First, you should promote your event by creating a campaign in the Campaign Manager. It’s important to choose appropriate objectives, such as brand awareness or lead generation; you’ll also specify details like audience, format, and budget here.

Stick to LinkedIn’s specifications for event ads. Once you’ve reviewed and made the necessary adjustments​​, send your LinkedIn Event Ad online.

Using high-quality visuals and consistent branding

Your LinkedIn Event Ads and event content should follow LinkedIn Event Ad specs for both visuals and text. A strong organic presence also supports your paid efforts while helping you achieve better lead and conversion rates​​.

Budgeting and bid strategies

It’s important to understand how LinkedIn ads costs work. Because an ad that’s optimized for costs is also optimized for performance. LinkedIn also offers daily, lifetime, or combination budget options and supports manual, cost-cap. 

Learn more about ad costs in 2025 here.

Tracking performance and optimizing 

You can see how your campaign performs via LinkedIn’s ad manager analytics. This method focuses on metrics such as clicks, impressions, and conversions. Once you’ve accessed these insights, regularly adjust and optimize your campaigns to improve the overall performance​​.

Testing and learning

Testing different aspects of your LinkedIn Event Ads can help you find the perfect strategy. It could be anything from ad creatives to targeting options. With these results, you can learn from the performance data to refine your strategies​​.

Implementing the right tools

Integrating your event management software or CRM systems can streamline your workflows. Using automation could also mean better targeting and personalization. These integrations help you automate invitations, track registrations seamlessly, and measure event success more accurately. 

Inspiring LinkedIn Event Ad examples 

With the number of creative ads bombarding users these days, your ads need to stand out to get results. That’s why finding the best ideas to present at your LinkedIn event is becoming more and more challenging. 

Here are some inspiring LinkedIn Event Ad examples you can use for your next marketing campaign. 

Spiceworks LinkedIn Event Ad example

Addressing the audience’s pain point is one of the oldest tricks in the marketer’s book. If you want to create a high-performing LinkedIn ad, just mention what you are offering and do it well. 

Spiceworks achieves this by presenting a well-known persona, Steve Wozniak, as their keynote speaker, along with the marketing solution they are offering. They also used a well-designed banner. The aesthetics of their event ad campaigns are appealing enough to stop a viewer from scrolling.

Ontario SPCA & Humane Society LinkedIn Event Ad example

Out of all the ad formats on the platform, single images are the easiest to use. To stand out on feeds, the Ontario SPCA & Humane Society swapped regular images for a cartoon-like presentation of their goal: a marathon to support the Ontario SPCA’s Dog Rehab Centre. 

DiBona & Associates LinkedIn Event Ad example

An artsy take on visuals that represent your event’s content is another great way to create your promoted content. The visual content is one of the main variables that influence your attendance. 

You can even hire a professional to create catchy, expressive, and click-worthy graphics, such as DiBona & Associates’ seminar presentation.

These visuals make their presentation interesting while emphasizing the critical content.

One of the best parts of hosting a LinkedIn Event is getting to see who showed up. LinkedIn makes it easy to view your attendee list right on the Event page, but there are a few details worth knowing so you can get the most out of it.

Who can see the attendee list?

If you’re the organizer, you can see the full list of everyone who RSVP’d “Attend.”

If you’re an attendee, you can see the full list too, but only if you’ve also confirmed your attendance.

Everyone can always see which of their own 1st-degree connections have RSVP’d.

Keep in mind, attendees can adjust their privacy settings if they don’t want their attendance to be visible to others.

How to view your attendees

On desktop or mobile, it works the same way:

Step 1: Go to your LinkedIn Events homepage.

Step 2: Select your event from the list.

Step 3: At the top of the event page, look for the number of attendees (just above the Share button) and click it.

Step 4: You’ll see a full list of confirmed attendees.

Step 5: Use the filters at the top if you’d like to narrow it down (by connections, job titles, etc.).

Can you download your LinkedIn attendee list?

LinkedIn doesn’t offer a direct “Download” button for open-attendance events. If you enabled a registration form when creating your event (which is only available for LinkedIn Pages), you can download the registration data, including name, email, job title, and company. 

You’ll find that in your Page admin tools, under Lead Gen Forms > Download Leads.

So if capturing attendee details is important for your follow-up, be sure to turn on the registration form when setting up your event. 

Otherwise, you’ll still have access to the attendee names and profiles, but you won’t get emails or a file you can export.

Even if you didn’t collect emails, the attendee list is a goldmine for networking. Take a moment to thank attendees, connect with them, and start meaningful conversations while the event is still fresh in their minds.

Also, collect all this data in your CRM to use it for creating better communication and emails in the future. Using automation is really helpful when it comes to managing all your data at once. 

Automating your LinkedIn Event Ads with LeadsBridge

LinkedIn Event Ads help you extend your reach. It lets you effectively promote your LinkedIn Events from your Page to a specific audience. 

Whether it is a digital or in-person event, you’ll need to collect and download attendees’ data (Name, Email, Jobs, etc.) with lead generation intents. And managing all this lead data manually is not efficient. However, you can connect LinkedIn Events to the rest of your marketing stack through LinkedIn Registration Forms integrations.

LeadsBridge integrations help automate the process of moving lead data from LinkedIn to your favorite marketing app. This lets you tap into the full potential of your lead generation efforts.

Find out more about LinkedIn Registration Forms here.

Takeaways

The Events were created to offer a system for advertisers to host targeted events that foster long-term engagement and conversation. What’s more, you can run ads for your LinkedIn Events and then use automation to manage the data you collect from your lead generation campaigns.

LinkedIn Registration Forms integration by LeadsBridge enables you to automatically manage your lead data, segment your leads, and optimize your lead nurturing campaigns. 

Set up your LinkedIn Registration Forms integration via LeadsBridge to automate your workflows. Anything from automatically managing your lead data and segmenting your leads, to optimizing your lead nurturing campaigns. 

Discover all the possible LinkedIn integrations by LeadsBridge.