The rise and rise of hybrid events
Audiences love the flexibility of hybrid events as tech and content artfully transform the virtual experience.
Demand surged for new web conferencing tools and platforms during the pandemic, forever changing the way we meet, organise and consume events. And yet, with lockdowns and social distancing now firmly behind us, hybrid events continue to grow – both in scale and popularity.
According to a study by EventMB (now Skift Meetings), 71% of event organisers want to retain virtual elements for their in-person meetings and conferences. Not only are they a way to accommodate people who may not be ready or able to travel, they allow businesses to reach a wide audience, bringing A-list speakers, guests and teams together from around the world.
What is a hybrid event in 2022?
Forget everything you think you know about hybrid events. So much more than a static livestream, today’s hybrid conferences are highly-polished, interactive events that include videos and animation, live hosts, targeted content and links, breakout rooms, networking opportunities, online or offline supplier exhibitions and stands, entertainment, prizes and much more.
These dynamic and flexible events blend the best of both worlds: the face-to-face interaction of a live event with the reach and convenience of a virtual one.
For event organisers, the opportunities are endless. You’ll be able to navigate the challenges of time zones, travel costs and logistics, budgets, and environmental concerns with ease – without ever compromising on the in-person event experience.
Plus, hybrid event attendees have the luxury and convenience of being able to tune in when, how and where they want to. The access flexibility for hybrid guests, particularly those who live in another state or halfway across the globe is a major drawcard.
FCM Meetings and Events General Manager, Simone Seiler, said that clients often found the hybrid format produced the best return on investment.
“There are many advantages to holding a hybrid event, which organisers love. From the cost savings on travel, greater audience reach, potential to include more globally sourced content and speakers, the flexibility and convenience for the audience as well as the ability to use content and data long after the event is over – it all makes a compelling case for the hybrid format,” Simone said.
“Hybrid events also make contingency planning easy. If for some reason your in-person event is cancelled, the virtual side of your hybrid conference can still go ahead as your plan B.
“Mind you … there will always be a place for the in-person conference event. But as hybrid and virtual events become highly sophisticated and more mainstream – the competition for audience market share will be fierce. Don’t underestimate the power of a virtual or hybrid event to build a community; one which transcends geographic borders and virtual barriers at the touch of a button.”
Whether you’re planning an event or attending one – here are just five reasons to embrace a hybrid model:
1. The hybrid experience is multi-layered and entertaining
Hybrid event experiences, when produced well, are an engaging and immersive experience for delegates – no matter where they are. From live and recorded content to fantastic speakers and interactive online capabilities for polls, online discussions, prizes and networking. Forget a single dimensional zoom call. The new hybrid experiences use technology and content to create interactive events that engage and entertain guests wherever they are.
2. Connection and personalisation are effortless
Guests can interact with speakers (and each other) in person and online. Individual event schedules and targeted breakout sessions ensure seamless connections between event attendees – making Q&As and networking opportunities a breeze.
3. Hybrid events open the door to a global portfolio of speakers and talent
According to the latest industry research, attendees of virtual events are more likely to engage directly with speakers and celebrities than at in-person events. This finding has prompted event organisers to invest more in attracting big names to their events. And because a guest speaker can attend in person or remotely, there is an endless global pool of talent to draw on.
4. Data collection helps business to learn
Event planners can use hybrid event platforms to get a clear picture of what worked well – and what could be improved for future events. Data collection is easy and affordable thanks to post-event surveys, games and visitor statistics. Guests are sometimes more likely to provide feedback if it’s easy and convenient, and of course if the event made an impression!
5. A higher return on investment is possible
While hybrid events aren’t cheap for event organisers, the return on investment is often higher if you have interstate or international staff keen to attend. This is also the case for interstate and international customers that would like to attend but aren’t keen on spending money to travel to the event. In terms of ROI for event organisers they will benefit from more data, a broader audience reach and higher engagement from audiences, while attendees will enjoy the longer access to and longer lifespan of online content.
Are hybrid events becoming mainstream?
Interestingly, SMEs are just as likely to host hybrid events as large companies, and as more organisations opt for hybrid working models, the global market for webinars and virtual events shows no sign of slowing down.
According to a recent Frost & Sullivan report, the market is expected to reach $4.44 billion by 2025, up from $1.57 billion in 2020.
That’s an extraordinary figure, and a clear indication that as companies look forward, explore new ways of working, and embrace new workplace models, hybrid events are here to stay.
Thinking your company would like to host a hybrid event? FCM Meetings & Events has a team of specialists on hand to help your organisation create amazing event experiences. Contact us today.