Research from LinkedIn found that 85% of marketers have held a virtual event in the past year. For nearly a quarter of these marketers, at least 90% of their events are now entirely virtual. Does this mean marketing teams should plan exclusively for virtual events in 2022? Not exactly.
As more communities lift their social distancing protocols, we should see an increasing number of live and hybrid event experiences next year. The research suggests we can anticipate a breakdown of 30% virtual events, 36% in-person events, and 24% hybrid events.
To help marketers start their 2022 event planning, in this #ContentChat we explain how to plan and promote an engaging virtual or hybrid event. Read the full recap to learn how to start planning a virtual or hybrid event, the challenges you will likely face (and solutions), how to navigate a call-for-speakers process, and more.
Q1: What is the current state of B2B industry events? Can we expect in-person experiences to come back in 2022?
There will be more in-person conferences in 2022.
A1a: A number of big industry events that canceled their 2021 in-person conferences are already announcing plans for in-person and hybrid events in 2022. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 8, 2021
However, we expect many of these in-person experiences to include a virtual component, meaning that many events will be hybrid.
A1b: What’s interesting to note is many events that previously did not have a virtual component have heard from their attendees that they aren’t ready to go back to live events yet. Hence seeing a boom in hybrid offerings. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 8, 2021
A1: It definitely sounds like some in-person events will be back in 2022, but with virtual options. I think it’s a safe bet to have both planned. As we’ve seen, things with the pandemic can change fast. #ContentChat
— Melanie Graham (@WriterGirlMel) November 8, 2021
Agree 100% on this. A city that seemed like a great choice can have a COVID surge that causes people to not want to travel there in person. Definitely saw that this year. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 8, 2021
my day job is promo products and we’re having live events in 2022, along with a virtual slate as well.
— Cait Mack (@caitmackcs) November 8, 2021
A1 I think we’re seeing them becoming more popular again – there’s been a lot of Zoom/screen fatigue and people are excited to get back to meeting in-person
That said, I would like to see hybrid style events becoming more commonly used
-Alyx#ContentChat https://t.co/qntFeuy9xi— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) November 8, 2021
Per LinkedIn research (see The Drum article), 85% of marketers have held a #virtualevent in the last year, and 28% say at least 90% of their events are all virtual. In 2022, they expect a breakdown of 40% virtual, 36% in-person, & 24% hybrid. https://t.co/SsLU6GOs9D #ContentChat
— Alek Irvin (@AlekIrvin) November 8, 2021
This is an understandable evolution of the events industry. Marketers spent 2020 and 2021 learning how to host a successful virtual conference, and teams now understand that the best event experiences make full use of the features and functions available based on the attendees’ preferred way to attend.
A1c: Also, once you’ve been able to successfully host an all virtual conference, and seen how you can draw an audience that wouldn’t normally attend in-person due to budget or travel constraints, it makes sense to keep that momentum going. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 8, 2021
Networking remains a challenge for virtual and hybrid events.
I’ve tried a few virtual events that span multiple days. I’m not a fan. I can research any topic whenever I’d like, and networking at virtual events is subpar in my experience. #ContentChat
— Tod Cordill (@todcordill) November 8, 2021
I’ve noticed networking is harder at virtual events too
I wonder if there hasn’t been enough planning on the host’s end to promote networking, or if it’s just a new enough concept that it hasn’t taken off yet 🤔
-Alyx#ContentChat— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) November 8, 2021
I think that is a multifaceted issue. Many #virtualevents platforms don’t have great audience participation and engagement tools for sessions, let alone for peer networking. We will get into that a bit more later in the chat as well. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 8, 2021
There are definitely technical limitations at large events. At live events, you randomly meet people and see people you know. Discussions happen naturally. #ContentChat
— Tod Cordill (@todcordill) November 8, 2021
Agreed. I haven’t yet seen a great virtual event interface for tagging along with your friend to their sessions, although some will allow you to see their custom agenda of planned to watch sessions. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 8, 2021