Webinars are great for talking, but they aren’t so great for listening


I’m a huge advocate for creating content that is open, and accessible. Equally, think live streaming is a great way to support engagement. I always applaud organisations and events that look at how they can share what is going on regularly or even in real time. It is equally fantastic and I appreciate people who want to share skills or useful information to a wider audience. This is all positive.

I do attend quite a few talks and seminars both on and offline. However, webinars, never have nor ever will be the answer.

Great for talking

You’ve got a great reputation. Lots of people want to hear from you. Big events are over subscribed or too expensive. The webinar seems like a great way to communicate to a large audience. People can sign in at a given time. They can send questions and in sending links to open collaboration documents such as google docs, allows users to interact in exercises. It’s nice to participate more than just watching a screen.

Bad for listening

The problem comes though when you’re just sharing a static, word heavy presentation or screen share. The engagement points are low. The long drone of a random voice talking over a bland screen lacks the dynamics and reactions of just watching TV. But without the drama.

Make live streaming work for your users

Open knowledge helps everyone to improve. It creates an opportunity for others to improve and develop new things. We should be sharing our thoughts with a wide audience. So, how can you utilise the tools out there for a better experience?

There are now a range of tools that can help you benefit from instant engagement. Use Periscope, Facebook Live and Google On Air to tap into established communities. Get users involved and help them to feel a part of what you’re doing.

Don’t forget that users want to be able to share things that are relevant, interesting and new. They want to be able to introduce friends to the things they think will be exciting and useful. They want to be the ones who discovered this content first and got to shout about it.

It can only support your brand and message. So do the hard work so that your users don’t have to. Make it easy to for them to talk about you. That means when you’re talking too.

Author: Raphaelle

Creative | Futurist | Misfit. Freelance Digital #marketing, #social & #product #strategy and #engagement. Founder of ArtSpotter. Mixing up something marvellous.

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