OUR BLOG

Business — August 9, 2021

Hybrid Events – The New Normal?

As we finally return to some level of normality and we are now in the realms of deciding what ‘new normal’ means – we must be wondering whether most events will eventually need to become hybrid? We think not!

Back in 2020, while we were busy predicting company event trends, we expected to see more unique and bespoke venues focused on sustainability and greater personalisation. And then… we all know what happened next.

At that point virtual events still seemed like a temporary fix, although the use of technology to deliver events was already on the rise. For us there was never a compelling reason to blend physical and digital audiences – but as we all know the pandemic has changed the scene and within a few short months, with the physical domain entirely off-limits, technology had to step in and rescue most company events programmes.

As we finally return to some level of normality and we are now in the realms of deciding what ‘new normal’ means – we must be wondering whether most events will eventually need to become hybrid? We think not!

What do we mean when we say ‘Hybrid events’?

‘Hybrid events’ seems to be the hottest new buzz phrase. Eventually, a hybrid event blends physical and virtual experiences, allowing your guests to decide whether to attend the event in person or to tune in digitally. You simply take your live event and add a virtual component to it so your audience can participate and engage, no matter where they are.

Although there are many benefits to a hybrid event and they will likely stay the dominant player in the events space, there is a general view that this year will mark the definite return of in-person events – even if on a smaller scale than before the pandemic.

With that in mind, let’s take a look at some of the pros and cons of hybrid events.

What are the benefits of a hybrid event?

Hybrid events are the perfect bridge between virtual and online, offering flexibility and greater choice for attendees. Guests that are eager for the in-person experience will have that option, while others who may not yet feel comfortable attending an in-person event will appreciate the alternative of attending virtually.

There is no need to be restricted by physical venue space. hybrid events allow for increased attendance as the number of virtual guests is not limited. This means you can decide how many people you wish to invite to the in-person event, rather than try and get the biggest space possible.

Hybrid events also give the ability to reach out to more people and engage with those who typically don’t attend in-person events.

It’s Eco-friendly –  Hosting a hybrid event is a much cleaner and more eco-friendly alternative to a fully in-person event. Also, reducing the need for travel means a reduced environmental impact and interacting with zero-waste in a virtual environment.

Having said that, there is a sense across the corporate world that relying on virtual-only events certainly doesn’t work for all events. Networking, for example, is impossible to replicate. Production values also have suffered as companies were forced to build their events around the technology, rather than their specific goals.

What are the disadvantage of hybrid events?

Trying to host a fully built-out in-person and virtual event simultaneously can be a bit complicated, as you cannot offer the same experience for both audiences, which also have different expectations.

When you plan a hybrid event, you may think that you must deliver two almost-identical events simultaneously – virtually and in person. But it’s not a simple matter of replicating content across the two platforms – the virtual experience has to be different to the in-person one. If you do not develop programmes that speak to both attendee type you risk not satisfying either audience.

Hybrid events also challenge people to change – this can be a huge disadvantage as some businesses and participants don’t enjoy this virtual focus change. For years, many people truly enjoyed in-person conferences and events, and the idea of switching to a virtual or hybrid version can be difficult for them to accept, so they will not take interest in virtual networking.

From zoom to room – The comeback of business events

Combining the virtual and in-person experience is enabling events to go ahead, acting as a way to reconnect with audiences therefore for now, they will inevitably continue to play a role within the industry.

Ultimately – virtual and hybrid events will not become the new normal. Yes, face-to-face events will be required to adapt to the many impacts left in the wake of the pandemic, and it may be a while before everyone can feel entirely comfortable among a crowd of people.

But companies are definitely looking forward to see a return to in-person events – which are not only fun to go to, but also provide countless opportunities to connect with others in a way that just can’t be achieved online. The overall human experience of events with face-to-face interaction is something that simply can’t be replaced.