Do virtual events have a role in 2024 and beyond?
It's been nearly 4 years since Virtual Events became a major trend, and they have undergone a significant evolution since then. Initially seen as a solution for maintaining global business interactions and keeping teams and clients connected, these platforms had their fair share of challenges. Early versions were basic, often conducted on Zoom, Meet, or Teams, and frequently encountered technical issues. They were a temporary solution at best.
However, as the need grew, we witnessed the emergence of dedicated platforms tailored specifically for virtual events. These ranged from marginally enhanced conference platforms to sophisticated virtual realms equipped with avatars and intricately designed conference areas or exhibit spaces. As the dreaded "Zoom fatigue" set in, these new platforms offered a refreshing change, and for a time, they were hailed as the antidote.
Nevertheless, as businesses became increasingly desperate to organize gatherings, there was a surge in virtual events and conferences. This overabundance resulted in dwindling participation and engagement rates. Then came the era of the "hybrid" event as the world started to open up, albeit with stringent regulations limiting physical attendance. While hybrid events seemed promising on paper, they posed unique challenges in practice. Making a hybrid event truly effective—providing both in-person and virtual attendees with a comparable experience—demanded significant resources. From pre-event filming and international shipping of high-quality equipment to dispatching "care packages" filled with swag, snacks, and a plethora of other random items for virtual participants, the costs and logistics were daunting. The coordination required to execute a seamless hybrid event, especially with constrained preparation time, was close to impossible, even with the best event production agency support.
The virtual event has lived many lives in such a short time, so we're left wondering: Do virtual events have a role in 2024 and beyond?
First, a candid confession: we at Bash are die-hard fans of in-person events. Our passion for live, tangible interactions is the very essence of our profession. The sheer thrill and joy we derive from witnessing guests immerse themselves in spaces we've meticulously crafted with our clients are unparalleled. To us, the vibrancy and spontaneity of live events can't be mimicked virtually, no matter the resources or technology at hand—yes, even in the Metaverse. Trust us, we tried. However, we can also confidently say that through all of the experimentation over the last 4 years we have uncovered some incredible benefits to going virtual. If applied to the right circumstances and with the correct intentions, virtual can still be quite powerful.
Here's how we envision the relevance of virtual events in 2024:
Marketing Launches & Releases: When it comes to promoting brand and product awareness, a blended approach works wonders. Complementing a live event with a virtual counterpart amplifies reach. While the physical event can cater to an exclusive audience like investors, influencers, and key partners, the virtual platform can accommodate a wider audience, either on an invite-only basis or open to the public.
Global Corporate Gatherings: Bridging the geographical divide can be logistically challenging and costly. While it's beneficial to host in-person global reunions sporadically, maintaining regular connections is equally important. Organized online events centered around collaborative projects or challenges can foster a sense of unity and shared purpose among global teams.
Fostering Company Culture: A strong organizational culture requires consistent expression and reinforcement. While emails and meetings serve a purpose, to truly resonate with the company's values, employees should be active participants in upholding them. Virtual events, coupled with engaging offline activities infused with a little fun and humor, provide an excellent platform for engaging teams, both large and small, without the expense of bringing them together in one place.
Digital Learning & Development: Employee growth is pivotal for retaining talent. Ensuring employees have diverse avenues for skill enhancement and cross-functional collaboration is key to a dynamic workforce. Online events, aimed at professional development, can infuse the learning experience with a bit more energy and perhaps a dash of competitive spirit.
If we were to summarize the biggest takeaway from the above it would be that virtual events can still be effective, even accomplish a few things an in-person event can’t do, and a balanced combination of both formats seems to be the best approach moving forward. By evaluating your event's goals and the intended audience, the choice should become clear.
If after reading this you are feeling overwhelmed or uncertain, please reach out. We can consult with you to help determine how to best execute your upcoming event and accomplish, if not surpass your goals.
Bash Creative is an event planning company that specializes in incredible gatherings that go beyond just great design. We’re known for teasing out smart goals for your event and serve up a stylish execution that will keep your guests buzzing. Located in San Francisco, but often found in New York, Austin, Chicago, Seattle, and beyond.