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2022 is going to be the year of innovation. The past few years have been transformative for the events industry, molding and evolving it. 2020 was the year of virtual events and 2021 gave way to hybrid event trends. So, what’s in store for 2022?
At vFairs, we’ve seen a rapid increase in the adoption of hybrid events. These events marry the best of physical and virtual events. You can expect to see more of them in 2022, with some key trends involved.
A few trends in specific will dictate the hybrid event world. Event planners need to pay attention to these and plan their events accordingly.
Since 2021, hybrid events have gained a lot of traction. According to research, 71% of event organizers want to retain some virtual elements even if things normalize and open up again. Therefore, 2022 will see a rise in hybrid events.
Another emerging trend is micro events. We’ll be seeing multiple small-scale events rather than single major ones. Hybrid event platforms allow companies to organize events on the scale of their choice more easily. This will lead to more focused micro events in 2022, spread across the calendar.
Previously, events were considered as a source of revenue and were treated accordingly. Now, they’re also seen as PR activities. Instead of targeting a few people with gated events, companies will open up virtual and hybrid events to more attendees. This will target people at multiple points in the sales funnel.
One of the biggest factors which make hybrid and virtual events stand out from their physical counterparts is the sheer potential for data collection.
This has become a driving force for companies to hold events. They see hybrid events as data mines, and orient them accordingly, with surveys, games, and visitor statistics meticulously recorded. This will become more pronounced over 2022.
More people are investing in event technology than ever before. Previously, there were only a few forerunners in the event platform industry, such as vFairs. During and after the pandemic, many more cropped up, and will continue to do so over the coming year.
There are also some industry-specific trends that are already emerging. These will cover multiple industries, such as education, trade, and human resources.
The increased popularity of remote work means that companies have access to a global pool of candidates. This will lead to international recruitment drives, with hybrid recruitment events playing a major role. You can expect to see more virtual and hybrid career fairs and job fairs in the coming year.
With social distancing protocols and other limitations preventing face to face interaction, many workplaces found their company culture affected. So, they started working on internal events in a hybrid environment. These events include every employee, both in person and virtually, so they’re a great way to conduct training and ice breaking activities.
University open days are an integral part of a potential college student’s life. But travel limitations, costs, and time constraints prevented numerous prospective students from exploring the options they wanted throughout 2020 and 2021.
Hybrid events changed this aspect by opening up colleges to a much larger audience, on both the physical and digital platforms. They are expected to become the norm in 2022.
Academic conferences have always been an important part of the education sector. Previously, universities and conference organizers needed substantial funds to invite speakers. They had to pay for their travel and accommodations.
With hybrid events, they can get the same speakers to attend virtually. This means that they don’t have to worry about schedules and funding. That’s why academic conferences will be increasingly global and accessible in 2022.
Trade expos have been an important part of the calendar for many companies. However, they were usually only accessible to people within or affiliated with the relevant industry.
Recently, more and more rookies attend the virtual aspects of these events. This not only expands the event audience, but also creates more leads and prospects for the industry. Expect more audience diversity and attendance at trade expos in 2022.
While there are numerous hybrid event trends coming to light in the coming year, there are some details which stand out in particular.
One of the most useful trends you’ll see in the upcoming year is interactive events with fewer resource requirements. This is because of all the opportunities for attendee engagement that a hybrid event platform. You can incorporate a number of engagement boosting features, such as:
With more events going hybrid in 2022, there will be lower staffing requirements. Companies won’t have to spend huge amounts of resources on hiring staff to run an event. They can host a small-scale in-person event and make it available to wider audiences by using a virtual event platform. This behavior will be more common in the coming months, as the convenience and savings appeal to digital event organizers and attendees.
2022 will also see an increasing awareness of physical safety. This is because past outbreaks have made it clear that large-scale physical events are just not sustainable anymore. In this changed and cautious environment, hybrid events make a lot more sense. This focus on safety and social distancing will continue in the foreseeable future.
Going hybrid has also led to some excellent innovations in event technology. Augmented reality is one of them. While it had its uses in other sectors, hybrid event organizers are incorporating it into their signage, campaigns, and gamification. With AR getting more advanced and wearables more accessible, expect to see more of AR integrated into events in the coming months.
Most people now go online using their mobile devices. When an attendee accesses the virtual aspect of a hybrid event, they’re more likely to use their phone. Thus, event management platforms are creating their own apps. These apps, such as the vFairs mobile event app, let you be a part of all the action on the go.
In conclusion, event strategy will surely change over the coming months. This is because the past few years have been quite happening for the event industry. In many cases, organizations prefer hosting a hybrid event to get the best of both worlds. This will result in innovation, changing hybrid event trends, and other emerging changes. We can’t wait to see them all.
Meanwhile, check out this short DIY guide for your hybrid events.
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