Virtual events can be a game-changer amid COVID-19

There is nothing quite like video to keep audiences engaged, whether for professional use or entertainment purposes. While audiences’ tastes are diverse and constantly changing, it is critical to deliver content that keeps viewers coming back for more.

The audience is your customer, and it is vital to understand their perspective and desired experience, including the environment where they will watch your event. In an age marked by multitasking and limited attention spans, a viable strategy is to break subjects into segments that require a smaller time commitment.

This approach will satisfy the viewer's quest for variety and enable content owners to make offerings unique so that channel stands out in a crowded market. Viewers are bored with the same old approach and are always on the lookout for new content. Serve up content that matches their interests as it helps keep viewers engaged longer and discover new content they might not have known existed.

Event producers should partner with organizations that know the ins and outs of virtual events. Virtual events are still a new endeavor for many organizations and having a trusted video and event partner is paramount to success.

Attendees have high expectations, the same expectations for their entertainment streaming, which means they will expect a high-quality streaming experience across devices.

When planning the event, organizers need to decide if it will consist of live content, on-demand content, or a mix of both. By integrating pre-recorded material with the live content for the event, it allows organizers to invest in higher production values and deliver it multiple times to accommodate different time zones.

Having a good MC is paramount to keep audiences engaged for a virtual event as it helps keep the event moving and brings a cohesive, storytelling element to the event. If the focus of your event is networking, breakout rooms are needed to create a more intimate environment that encourages networking. These breakout rooms should ideally be homogeneous, based on region or language, so members have a common theme to connect on.

A unique advantage of online events compared to in-person is the wealth of data generated about your audience’s viewing habits. Data analytics will reveal the most-watched and least-watched sessions and where attendees dropped off. This data can dictate which content to repurpose for different marketing activities, while low-performing content can be withdrawn or repackaged.

Based on data revelations regarding the content that is finding favor, you can consider creating audience segments and reach out with unique messaging that resonates with each group. Use the engagement data to help plan new content for your next event, further increasing the engagement level. After all, the need to engage and connect with your audience is more crucial now than ever.

This article has been written by Subhasish Gupta, Managing Director, Brightcove