The year 2020 has been a critical one for business in a plethora of industries. Many have had to postpone conferences, workshops and festivals, yet in this same year, the number of organizations holding virtual events has doubled – as reported in The 2020 Virtual Events Research Report for Membership Organizations. Around 87% of marketers consider virtual events to bring a host of opportunities, but these events do have their own particular challenges. Attendance is one;
Wild Apricot reports that this year, only 45% of registered attendees actually clicked on to live events. An additional 10%, meanwhile, preferred to catch the action on-demand. How can companies organize virtual events so that a higher percentage of those registered actually attend and potentially become new clients?
The Benefits Of Virtual Events
Making an effort to improve your virtual events strategy is key at a time in which your organization may be unable to hold an in-person event owing to factors such as travel restrictions. Since around 80% of virtual event registrations are free, these events can be more appealing to audiences that can potentially be converted into clients. One recent virtual event by Think Digital attracted some 90,000 attendees – that is four times the number of typical audiences at in-person events. Well attended events are a huge cost-saver for businesses, particularly in terms of conference hall/hotel and equipment rentals. An event can be held live from your office or even outdoors. Key elements of success include organization, the use of quality audiovisual equipment, and the presentation of enigmatic speakers who can truly make a difference in terms of the information they share with your audience.
Virtual Events Can Be Shared
As mentioned above, some attendees opt to consume content post-event rather than in live fashion. When events are hosted on YouTube Live, for instance, the video is automatically uploaded. Organizations can either present this content as is, or edit the video so as to make the content more appealing. They can also divide conferences up according to different talks or subjects so that audiences can go directly to the subjects they are interested in. Editing can also increase the likelihood of content being shared across various platforms – including social media. Snippets can be used to make stories for Instagram, Facebook, and other platforms that post short, to-the-point video material. Material gathered on video, meanwhile, can also form the basis of reports, white papers, blog posts, and other marketing materials for your website or blog.
The Value Of Video
Virtual events have the added benefit of being part and parcel of the major boom in video marketing. Research by IMPACT indicates that by 2021, all video (which includes streamed events) will make up 80% of all Internet traffic. Around 87% of online marketers use video content, and video has seen an exponential rise in marketing strategies over the past decade. A HubSpot Research study showed that around three quarters of consumers prefer video to text when it comes to receiving marketing information, and it is easy to see why. Ubiquitous connectivity means that people are glued to their screens for hours on end, yet they spend just 45 seconds (on average) on each website they click onto. Providing entertaining, informative or humorous videos are an excellent way to get an edge on your competition. If viewers find intrinsic value in your material, they are more likely to return to your site, and video can boost value in many ways.
Challenges Of Virtual Events
Arguably the biggest challenge of hosting a successful virtual event is ensuring that registered audiences attend. To do so, there are many online digital tools that personalize live events. These include apps that allow you to apply your brand logo and colors to the apps, to hold live Q&As, to entice your audience with live polls, and to include them in discussions. Having a dedicated event app makes your event look savvier, more professional, and better organized. Digital software exists that can divide your event up into various ‘rooms’ so that attendees can directly consume the content they desire without having to listen to talks or speakers they are less interested in.
Technical Challenges
You can technically host a live event with a smartphone or tablet, but if the event has important ramifications for your businesses, then investing in virtual event technology can help ensure that all your present and future events have a more professional feel to them. Use a professional video camera, tripods (for stability) and good lighting to ensure that all speakers can be seen and heard in a crisp and clear fashion. Just a few affordable cameras that work well for live-streamed events include the Logitech C922 Pro, the Razer Kiyo, and the GoPro Hero9 Black. Quality cameras have features such as enhanced illumination, integrated light, and zoom and other options that can enable you to hone in on one particular area of the event space.
If 2020 has taught events organizers one thing, it is that streamed events are a good option for companies wishing to reach as wide an audience as possible while keeping costs down. In order to improve attendance, try to forego standard meeting rooms in favor of personalized apps that bear your event name. Invest in technology that will enable your speakers to truly connect with the audience on the other side: who knows? They could become some of your most important clients.
