Virtual Events: Is the Future Hybrid?

COVID-19 restrictions have had a devastating impact on the events industry. With 87% of event marketers saying they have had to cancel and 66% postpone their events because of COVID-19 (Event Marketer, 2020), it comes as no surprise that the events industry is struggling. Shifting events to a virtual model has been a lifeline for many companies, keeping the industry afloat and enabling businesses to support their employees through webinars and virtual conferences.

To gain some first-hand industry insight into virtual events, I interviewed three celebrity keynote speakers who have continued speaking at virtual events throughout the pandemic.

What is your opinion on virtual events?

Ken Segall, former Apple Creative Director and corporate speaker, said:

“I have to be honest, at first I thought it was kind of disappointing because I really enjoyed being with people and getting live reactions and all that, but virtual events are a whole different experience and they can be good in a certain way too.

“I don’t have to travel anymore, that’s one thing. I don’t hear immediate reactions from people but you can see [their] faces, you get asked questions and you can engage in conversation, so in that sense, it’s almost more personal because it can be kind of one-on-one.

“It’s hard to believe that this is a permanent thing because it’s built into us to want to get together and talk and interact, so I look forward to that time — I’ve given up predicting when that will be.”

Kriss Akabusi MBE, three-time Olympic medallist and motivational speaker, said:

“Zoom, I only just started playing around with it prior to COVID-19, but now it’s an integral part of my life. I am normally employed to energise the audience, to get in amongst them, to lift-up the ambience and use my energy, but you can’t really do that through Zoom.

“However, what I have found is that actually this medium is a lot more intimate, it allows you to pause, to think, to reflect and to ask the audience: ‘what do you think?’”

Anna Turney, Paralympic Skier and motivational speaker said:

“It’s really different but fun nevertheless. It’s strange not having the audience’s feedback. You can’t hear people and often you can’t see people. You also can’t alter the way you speak according to the audience and it’s all about the audience so that’s very strange, but I have had some really good feedback.

“The question and answer sessions are always really fun. In a way I think it gives more of an opportunity for people who wouldn’t perhaps put their hand up and ask a question normally, to ask questions because they can do so through the chat. You can also reach a lot of people because of the fact its online, so there are positives.”

Undoubtedly, virtual events have their perks, but the majority (96%) of event professionals don’t believe virtual events will replace in-person events (Bizzabo, 2020). However, with hybrid events encompassing both benefits of in-person and virtual events, they seem set to take over the post-pandemic world.

What is a hybrid event?

A hybrid event uses technology to facilitate participation between a live and virtual audience. They cater to all attendees in a viewer-friendly way, ultimately expanding the event’s outreach.

What are the benefits of hybrid events?

More accessible — No longer geographically limited, the event is just a click away. This ease of access is more inclusive, enabling audiences of all backgrounds to take part from the comfort of their own home.

Cost-effective and sustainable — Reduced travel not only saves your audiences travel expenses, it also means less greenhouse gas emissions, making a hybrid event the more sustainable option. Also eliminating multiple financial pressures for the event host, a partly virtual audience reduces the venue size and catering costs.

Marketing material — Marketing plays a crucial role in the success of any business. Recording a virtual concert requires limited effort and the filmed content can be used as marketing material to promote further events.

Engagement — With the capacity to host an event for a limitless audience size across the globe, virtual events can engage hundreds of viewers at one time whilst still maintaining an intimate feel.

To further understand the part hybrid events will play in the future of the events industry, I asked Jack Hayes, Director of the Champions Speakers agency:

Do you think hybrid events are the future?

Jack said: “During the pandemic, we have organised hundreds of virtual events, seeing great successes. One of the biggest wins the industry is seeing, is the increased cross pollination of international speakers (ironically!) as it’s easier to work with speakers from, for example, America or Hong Kong, without the added strain of logistics such as the cost to fly them into the UK.

“As soon as normality returns, whenever that may be, I feel the many benefits of the virtual approach will be integrated into in-person events, and we will see hybrid events dominating the future of the industry, bringing with it huge benefits to all those involved.

“Although the events industry is facing an uphill battle, we have adapted, moving towards the future — there are very exciting times ahead.”

So, are hybrid events the future?

With all these benefits, hybrid events have already become part of the new normal in the events industry. They are a great example of how modern technology can enhance our experiences and with technology constantly evolving and improving, hybrid events will only get bigger and better. Driving profit through the massive boost in attendance capacity, hybrid events are for businesses who like to work smarter, not harder. With plenty of how-to guides out there, hosting your own online workshop, conference or webinar has never been easier.