Trends, Facts and Hacks for 2020 Webinar Programs

By Sara Drury

We might only be a month into 2020, but many webinar programs are well underway and we’re already seeing results.

As you plan out or look to enhance the way you’re engaging online, we thought we would share a few trends, facts and hacks to help you out.

Trend: On-demand Content

We are all time poor and our attention spans are decreasing. On-demand content allows you to cater to a wider audience while also saving a heap of time!

Consider creating short, snackable content that can be hosted online and accessed wherever and whenever.

Creating on-demand content also allows you to access a wider pool of speakers – they no longer need to be in one place at a certain time. Consider hiring a studio for a half/full day to record your content.

Fact: Your attendance rate will hover around the 35-45% mark

In 2019 we gathered data from over 1300 events and surveyed 65 webinar organisers – the one common theme – attendance rates are dropping, and we don’t know what to do!

Hack: Look at your attendance rates (which are important) but ensure you put some focus on those who aren’t attending.

The goal should be to engage viewers over a period, as opposed on a certain day, at a certain time.

Always ensure you have an on-demand strategy ready to go before you launch into each webinar. This includes thank you emails, hosting sites and follow up blogs/articles that point back to your recorded webinar.

Trend: Podcasting

Podcasts are becoming increasingly popular, and if you look around on your way to work, you will probably notice many people listening to them.

They are easily accessible, available on-demand and becoming easier to deliver.

While video has its place, audio only or audio and slide events are a great way to capture an entirely new audience.

Fact: 36% of those we surveyed said they listen to podcasts weekly

Podcasts are growing fast and are incredibly convenient as a communication channel. For the first time in our Redback Report, we asked people about their podcast usage to gain a better understanding of how people like to digest information.

With 36% of respondents listening to podcasts on a weekly basis and a further 16% monthly, how can you tap into this trend?

Hack: Hosted a webinar lately? Consider exporting the audio file and using that file to upload as a podcast – it will save you recording your content twice.

Quality also matters – if you are unable to get to a professional studio or want to DIY, ensure you invest in high quality audio equipment.

Podcasts are a series of episodes, not just one offs. Consider a name for your podcast show, theme music and regular presenters. Think of each episode as being part of a TV show or series.

Trend: Post Webinar Engagement

This is more of a ‘you should be doing it’ rather than a trend. Most webinar organisers are now understanding the value of communicating with their audiences in-between each event – because once your webinar is over, it’s only just begun.

Utilising your Thank You/Recording emails and creating consistent engagement is something we all should be doing. Think white papers, useful guides, blogs and infographics.

Fact: Your Thank You/Recording email will reach more people than your live webinar

Whether people attend your webinar live or not, they will still more than likely open your thank you email.

These emails also have a very high open rate (our average is around 60% +) and people are likely to open them more than once or forward to colleagues.


Consider including the following on your follow up emails:

  • The Recording: this might go without saying, but many only provide live attendees or customers/members with the recordings. This provides an incentive to join live or sign up
  • The PPT Slides: be sure to demonstrate the value of this to your presenters and always PDF the slides
  • Call to Actions: what are the next steps you want people to take? Where do you want them to go? Use this email to your advantage
  • Upcoming Webinars: this is the perfect opportunity to create hype for your next webinar and convert people to register


There you have it, three quick, yet effective ways to spruce up your webinars.

Feel free to watch our on-demand webinar which covers a whole heap of other webinar hacks – it’s available to watch now!

TAG: digital marketing, webinar, webinar attendance, webinar engagement, webinar marketing, webinar tips,