Event Success

CHAPTER 11Content

As we have made clear, content is the key to engagement. Until technology enables virtual networking that is on par with in-person networking, content will remain the primary driver of virtual attendance.

According to a series of studies we conducted in the spring of 2021, nearly half of virtual attendees logged into events because they were “very interested” in learning, and another 20 percent did so for the sole purpose of learning. As we stated earlier, virtual attendees watch only 68 percent of sessions that last longer than 20 minutes and on average around 50 percent of any given virtual session, suggesting that engaging virtual audiences requires content that is both brief and highly relevant.

While the amount of time attendees spend at each virtual event is less than what they would typically dedicate to an in-person engagement, our research found that they also attend a larger number of events overall. That same study found that almost 46 percent of respondents had attended 10 or more online events in the previous 12 months. By comparison, less than 13 percent attended 10 or more in-person events the year prior.

The picture that's emerging is one of choice and personalization. Attendees will register for a larger number of events but are likely to engage only with the content that's directly relevant to their needs and interests. While the number of attendees at virtual events will increase, the number of sessions they participate in will significantly ...