Webinars are one of the most powerful tools for creating more engagement, collecting more data, and driving more efficiency out of your marketing efforts. But what does a good webinar program look like, and what can you do to make your webinars stand out?
The ON24 Webinar Benchmarks Report for 2022 highlights the profound influence of digital engagement platforms on modern marketing strategies. As webinars evolve into more versatile and interactive experiences, businesses must adapt and innovate to keep pace with changing audience preferences and behaviors and optimizing these digital experiences, whether live or on-demand, will be vital to driving increased audience engagement and revenue growth.
Embracing the New Normal: The Digital Marketing Era
The last two years have transformed marketing into a primarily digital pursuit. Webinars are at the forefront of this shift, serving as critical tools for audience engagement throughout the buying journey. No longer confined to conventional formats, webinars have expanded to accommodate varied events, such as talk shows, awards ceremonies, news broadcasts, conferences, and more.
Significant growth was observed regarding audience engagement during webinars and the use of video. The key statistics are:
- Overall, audience engagement during webinars is growing.
- 64% of webinars utilized video.
These trends underscore the evolution of webinars from introductory presentations to intricate and interactive programming.
When Do People Register For Webinars?
Unlike previous reports, the report, which analyses nearly 400,000 webinars conducted on the ON24 platform globally, no longer limits audience size. Promotion is a critical factor in driving registration. Some key statistics include:
- 66% of audiences registered 1-7 days before or on the event day.
- 34% of all registrations occurred eight days or more before the live webinar.
What’s The Most Effective Channel For Promoting Webinars?
Email remains an effective channel for webinar promotion, with the most popular days for sending promotional emails being Tuesday, Wednesday, and Thursday.
What Days Are Webinar Attendance The Highest?
The most popular days for webinar attendance are Thursday, Wednesday, and Tuesday. The report encourages practitioners to experiment with different event times to better align with audience preferences.
There were several key findings about live-webinar engagement:
- The average viewing time for webinars was 52 minutes.
- The average number of attendees per webinar stood at 111.
- 64% of webinars incorporated video or webcam, reflecting the growing comfort of hosts and presenters with the video format.
The report shows several important statistics related to post-webinar engagement were recorded:
- 55% of registrants converted into attendees.
- Of the registrants, 35% attended the live webinar, and 24% accessed the on-demand version.
- The average viewing time for on-demand webinars was 27 minutes.
These statistics reinforce the importance of providing flexibility in how audiences can participate in webinars.
ON24 is a leading sales and marketing platform for digital engagement, delivering insights to drive revenue growth. Through their sales and marketing platform for digital engagement, businesses use their portfolio of webinars, virtual events, and content experiences to drive engagement and generate first-party data, delivering revenue growth across the enterprise – from demand generation to customer success to partner enablement.
The ON24 platform enables organizations to reach millions of professionals monthly for billions of engagement minutes per year, with all the first-party (1P) data being captured, generated, and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC.