When it comes to virtual events, there are a few difficult truths. Opportunity abounds for virtual attendees to multi-task. Distractions are easy to come by and hard to resist. And “screen fatigue” and “Zoom gloom” are very real.
But despite these challenges, having virtual events in your event program is a smart move. Some of the major benefits of virtual events or having virtual elements in your hybrid events are:
· Expanded event reach: Virtual allows for a broader reach and more diverse audience
· Improved flexibility for attendees: Instead of taking off multiple days to attend a conference, attendees can pick and choose parts of the agenda that fit with their schedules, and if you offer on-demand content that can accessed outside of standard event hours
· Easily track attendee data: Because interactions are happening online, data is more readily captured, tracked and can be more efficiently activated for follow-up
So, how can we overcome the challenge of keeping a virtual attendee’s attention so that we can take advantage of all the benefits that virtual events offer? Here are three strategies that you can use to mesmerize your virtual attendees.
Make content king
If attendees aren’t interested in what your event has to offer, they aren’t going to stick around. Producing compelling content is key to holding the virtual audience’s attention. To make your content stand out, we recommend that you:
· Make it interactive: Do away with your presenter talking over a PowerPoint presentation. Instead incorporate dynamic visuals, free-form discussions and incorporating the audience through live Q&A or polls
· Make it varied: Mix up format of your content, offer live and pre-recorded content. You can offer some content as on-demand and other content only available via live streaming. You should also switch up the types of content you offer, incorporate a range of: thought leadership, research, client insights, product showcases and trainings.
· Up-level your production: Pay attention to set design, camera angles, microphone quality, lighting, graphics and branding.
· Consider shortening content: You don’t have the captive audience you would traditionally have at an in-person event, make sure you aren’t asking virtual attendees to be glued to a screen for too long.
Build engagement into your event design
During an in-person event, there is something for attendees to do at all times, even if it’s just relaxing in a lounge area. Your virtual event should be no different. Keep virtual attendees engaged by offering up readily available content, event app activities or games, etc. Here are some opportunities you can build into your event:
· Session choices: Offer multiple sessions at the same time and let attendees “choose their own adventure.”
· On-demand replays: This gives the option for attendees to engage when they want to and have time to.
· Live Q&A: Encourage speakers to address question askers by name to make it feel more personalized.
· Breakouts: Set up virtual breakout rooms to allow attendees to discuss content with others
· Networking: Offer options for virtual happy hours, scheduled appointments, attendee matching, etc.
Use technology to maximize attendee engagement
Virtual events do require an investment in technology. You want to make sure to choose a technology partner that not only makes the event possible but can also help maximize attendee engagement. Here are ways you can use an online event platform and mobile event app to create a better virtual attendee experience:
· Thoughtful user experience: Make it clear how attendees can interact with each other, with speakers, with exhibitors and sponsors and with event content. If your platform isn’t streamlined and easy to use, attendee engagement will suffer. To help combat any technical difficulties, consider using an FAQ page and help channel for attendees using your event website or mobile app so they always know where to go if they have questions.
- Empower digital attendees with training and tips: Teach your attendees how to interact with your event platform and mobile event app. Keep in mind that not all attendees will have experience with virtual events. Provide instructional videos, easy-to-find FAQ and help pages and virtual event tips to help attendees enjoy the event and use your platform effectively.
- Send automated push notifications: Use push notifications from your event app or email notifications to inform attendees when a session is starting or when there are additional opportunities for engagement (such as polls, quizzes and surveys). This ensures attendees don’t have to stay glued to the event site or set up session notifications themselves.
Remember, despite the difficulties of engaging virtual audiences, the challenges are worth the many rewards. To be successful, consider your engagement strategy carefully and how the three strategies above could be incorporated into your next virtual event.
Interested in learning about to take your webinars up a notch (or two)? Check out Cvent’s eBook Next Level Webinars and see how you can take your webinars from simple slides to can’t-miss productions.
