Every year BrightTALK shares Webinar benchmarks to help marketers evolve their programs. The interest to webinars as a channel is strong, which is reflected in BrightTALK content growth.
One of the most interesting insights BrightTALK shares is the rank of reasons why professionals attend webinars:
and what types of content they find useful:
Interesting: keeping up with industry trends is the top reason to participate in webinars, but tips, tricks and best practices is the most valuable content. The best is probably to share industry trends, and also give advice on how to take advantage of these trends in the most ‘tactical and practical” way.
We know that series of webinars are attractive for webinar attendees and efficient to promote. And again, “tips and tricks” was the most popular choice of content for webinar series.
A few interesting points from the presentation:
- The content of the webinar (a title and an abstract) are the most important factor in the decision to attend the webinar, however the source of the content and the speaker also play a role.
- Though use of live video is growing, the event attendees were questioning the ROI on the investment needed to produce a good quality video. A recommendation to experiment with video without a significant investment might solve this problem.
- Majority of on-demand views occur within 3 weeks after the live event. To extend the value of the webinar, replaying recorded webinars as live events gaining popularity and generates good results.
- Attendees are not quite “bringing” on webinars as marketers would like to see, but cross-promotion of additional content is beneficial. “On average, 50% of viewers will return to watch another piece of content, and 33% for a third. “
- Best time for a live webinar is 8:00 am local time, but the difference in live attendance during morning hours is not as significant.
As usually, useful content!