Is Hybrid Event Production Still Worth It Even After the Pandemic?
It is widely known that during the first year of the pandemic, virtual events were massive. Including everything from conferences and trade shows to investor days and the like.
Throughout the pandemic, it seemed that wherever you looked webinar-like virtual events, as well as those that included full broadcasts were everywhere. At the same time, throughout the pandemic technology and strategy shifted, in the span of two years virtual events reached a new level of maturity which offered new options for engagement, sponsorship and flexibility.
The success of virtual events has widened the organizations’ reach to global audiences. That reach, coupled with the advance of so many platforms and the ability to track and measure so many different aspects of virtual events, has proven to be a goldmine and paved the way for hybrid event productions.
Now, that begs the question, is hybrid event production worth it? Even after the pandemic?
It’s true that having a hybrid event production requires twice the work. You would have to plan for your in-person events such as the venue, catering, and run of show. Further, going hybrid requires more resources to coordinate and also requires you to be mindful of the time zones for the virtual audiences. Additionally, a hybrid event requires thinking about producing a virtual broadcast that is targeted to remote audiences, which keeps them engaged, and is a on-brand.
Bigger Audience
Despite the added complexity, the fact of the matter is that we cannot deny the impact and benefits of hybrid event production. Having a hybrid approach automatically provides your organization with global reach and a virtual component in place in case another pandemic or any health and safety concerns arise.
Resource for Content
Beyond the live event, a hybrid event production can be a great source of evergreen content that you can use throughout the whole campaign and reach audiences throughout the calendar year. By using a virtual event platform, you can create a destination for your community. Drip out content on an ongoing basis, host online events and engage audiences in a profound new way that builds on the success of your virtual and IRL events.
The result is ( if produced correctly) an opportunity to take your events to an entirely new level.
So, that brings us back to our original question: in a post-pandemic world is hybrid event production still relevant?
The quick answer is a resounding yes. While we know in-person events will almost always take precedence — the fact of the matter is in a post-pandemic world, hybrid may just be the new king. With it reaching bigger audiences and meeting the varying needs of participants and enhanced accessibility.
So, as you set out to develop your next event production think about going hybrid. The best way to address this is to identify your audience, their need, and sit down with internal stakeholders to define your goals for the event and how you can successfully execute a hybrid event production.
Cohen leads the Institute of Virtual; bridging traditional with the virtual; linking meeting planners, and marketers to platforms and interactive technologies. A pioneer in online media, in 2006, as the online space started to grow, Jason, launched CityCast Media, LLC, with the goal of leveraging a then-nascent medium; Podcasting. He previously taught Communications at CUNY and is currently the Executive Director of the Institute of Virtual and Executive Producer of Production Solved.
This article was originally published as a blog post here.
