LinkedIn published guidance for brands looking to extend the value of events, educational sessions and webinars beyond initial lead generation. In-app hosted events have been rising — LinkedIn reported a 24% increase in events shared in the first quarter of fiscal 2025 — and the core message is to treat event marketing as a motion rather than a moment.
"Events are one of the few tactics that cut through," said LinkedIn Head of Ads Jae Oh. "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."
Oh said maximizing event value requires a clear framework for each event's aims — including a plan for follow-up outreach, which many brands fail to maximize, reducing the value of the event itself.
The recommended fix is retargeting campaigns to maintain engagement with attendees, including recap content and follow-up promotions. "Members are 28% more likely to engage with subsequent marketing campaigns after seeing an event ad," Oh said.
Formats that support follow-up include Document Ads, Thought Leader Ads and LinkedIn's Event Clipping feature, which converts event content into short videos.
The headline number: promoted events saw 31 times more viewers on average compared to company-hosted events without event ads promotion.
Write the follow-up into the event plan. Attendee retargeting audiences, a recap content schedule and a follow-up offer are what turn an event into a funnel.
Break event content into reusable units. Clipping long sessions into short videos produces weeks of post-event material.
Budget promotion from the start. A 31x gap means the same content effectively does not exist without distribution behind it.
For LinkedIn's broader business trajectory, see LinkedIn Revenue Grows 12%; for its content quality policy shifts, see LinkedIn Lets Members Report AI Slop.
LinkedIn says promoted events drew 31 times more viewers on average than company-hosted events run without event ads promotion.
Members are 28% more likely to engage with subsequent marketing campaigns after seeing an event ad, making attendee retargeting, recap content and follow-up offers essential.
Document Ads, Thought Leader Ads and Event Clipping, which turns event content into short videos for reuse.
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