When we talk about the future of events, it’s impossible not to mention the effects of the pandemic, which forced a reinvention of this sector that was one of the most affected worldwide. Finally, we have started to see a light at the end of the tunnel with the long-awaited lifting of restrictions and the gradual return of in-person events, but moving forward, what will events look like? One thing is certain – it will continue to be a process of constant adaptation and learning.
WHAT HAPPENED TO THE INDUSTRY DURING THE PANDEMIC? During the pandemic, the events industry, particularly in regards to cultural and music events, came to a complete standstill. With the cancellation of live music events (concerts) and bars and nightclubs being closed, the only solution was to move to the digital world. Online events became a trend in just a few months – both for music events through livestreams and virtual reality, as well as for business events (conferences, seminars, meetings, among others), using various digital platforms.
The use of new technologies was the salvation for many businesses, and we can count on a future with continued growth in the use and integration of new technologies.
WHAT WILL THE FUTURE OF EVENTS BE LIKE? Even with the return of in-person events, events are unlikely to be as we knew them before, as physical contact will continue to be limited with distancing requirements and limitations on the number of people in a space, and hygiene and safety being the number one priority.
In addition, many consumers may become accustomed to virtual events and their great advantages, such as not having to travel and therefore being more easily accessible to all, reduced costs, and the convenience of being able to attend the event from wherever they are, among others.
SO WHAT IS THE SOLUTION TO MEET ALL THE NEEDS? HYBRID EVENTS Hybrid events are the best of both worlds, as event sessions occur both live and online simultaneously. The goal of these events is not to replace the benefits of having an in-person event, but rather as a complement, adding value and convenience for everyone. For a hybrid event to be successful, there needs to be coherence in terms of the brand experience between in-person and online.
WHAT ARE THE ADVANTAGES OF HYBRID EVENTS? Hybrid events create a personalized experience; It is possible to attract a much wider audience and thus increase the event’s reach; There is a strong dynamic in the communication between participants and the brand, through social media and different communication channels; Allows access to content after the event; More opportunities for sponsors; They are more sustainable. A portion of the resources is shared, which makes the ROI much higher.
It cannot be said that virtual events are a totally new and unknown reality, however, they were boosted in recent times due to the conditions that the pandemic brought us – and they are here to stay! It can be seen that digital media is increasingly a complement to traditional in-person events, and the future of events points to hybrid events as a perfect solution. We should not avoid the transition to digital, the important thing is to know how to embrace and take advantage of this opportunity for change and evolution.
