Name: The 2025 Webinar Benchmark Report Revealed
Uploaded: 2025-06-10T19:16:05.307Z
Duration: 55 min 23 s
Description: The 2025 Webinar Benchmark Report Revealed

Transcript for "The 2025 Webinar Benchmark Report Revealed": Hello, and welcome, everyone. I'm Marissa Kozlov. It's It's great to have you with us for today's eMarketer Tech Talk, where we host guests from all areas of media, ad tech, and martech. Today, we're exploring what's actually working in digital b to b events based on an analysis of more than 19,000 webinars. We'll break down benchmarks like attendance trends, live versus on demand performance, insights, and what defines success. Now let's meet my guests. we have Alex Bleaker, head of operations at AI Marketing Alliance, who's joining us today from London. Alex, nice to see you. Hey, Marissa. Good to be here. Really nice to have you here. And we also have Drew Broucker, director of brand and content at Goldcast Events, joining us from Atlanta. Hi, Drew. Hey, Marissa. Let's get this thing going. I'm excited. Let's get it going. I'm really excited too. Great to have you both with me. We have lots of great content ahead. But we'd love to hear where today's audience is joining us from. So just tell us using the chat tab on the right and also use the q and a tab to submit any questions. The three of us will do our best to get to as many as we can during the live q and a in the part of the show. So as I said before, Alex and Drew have a great presentation plan for all of you today. Drew, I'm gonna pass it to you to get started. Yeah. Thank you so much. Guys, welcome aboard. We're gonna get into some really interesting stuff here. This is the webinar benchmark report reveal. This is something that we do every year, and it's critically important, right, as we talk about modern content approaches and these little things called webinars that seem to kinda keep chugging along. And not only that, they're thriving. Right? And so it's an interesting, talk that we're gonna have today because I think it's really a reflection on, you know, how modern marketers are sort of adapting, right, to capture attention. There's a lot of content out there now, especially with AI in the world, but we're kind of going to paint a picture of how webinars have really evolved. Right? From these one off events into more of these, like, always on content ecosystems. Right? And how can how they can really just drive your content forward both from a scale scalability standpoint, but also from, like, a storytelling and mind share standpoint as well. So we're gonna we're gonna jump right into it. And as a result, I'm gonna go ahead and kick it off to my buddy, Alex, here to kind of, like, dig into the part of this. We've got a lot to go through. Feel free to use the chat and ask any questions that you have. We're gonna try and share as much as possible in this in this time that we have together. Awesome. Thanks, Drew. Yeah. So I wanna jump right in, and share a number that I think is probably one of the most important ones, from the report itself. And that's that webinars grew by 225% year over year. And I really wanna put that into perspective for you, throughout this throughout this time. Like, we're not seeing just a gradual upward trend here. This is explosive growth that has signaled to us that there's a fundamental shift in how b two b companies are, a, connecting with their audiences, but also seeing webinars as more than just this one off event. And to give you a little bit more background here, so when we put this, when we put this report together, we analyzed over 19,000 webinars across 418 b to b brands throughout 2024. That's compared to about 6,000 webinars and 300 brands from our previous report. So we are seeing, you know, 225% more webinars being put on, in the year and over 40% more companies putting on those webinars as part of a core marketing strategy. And we saw a lot of other really huge increases, in participation, namely. So registrants jumped from 1.7 to 3,500,000. So that's about a 106% increase, which is wild. And we saw attendees grow by 33% as well. So today, we are going to share the most interesting and surprising findings from the data. Also some counterintuitive insights about timing that, could really improve your attendance rates. But I think most importantly, we're gonna show you how companies are turning these single webinars into fully fledged content machines that ultimately fuel their entire marketing strategy. So I'll kick it off now and, hand it over to Drew, to talk about this webinar revolution as a whole. Yeah. And Alex pointed out a really interesting figure, right, which is that we've analyzed over 19,000 of these webinars. Right? So this is a very large sample size, and I think this slide specifically is really gonna put this into perspective in terms of where webinars land in content, in marketing teams, in go to market, all of that. So we did a report in 2021. We asked people, hey. Look. Like, what are are you doing webinars? What does that look like? And we also looked at our party data in terms of the objective numbers of webinars they were doing a year. In 2021, this is really still in the middle of COVID. Right? Like, 13 webinars a year. Right? So roughly one a month. Fast forward to 2023, you're looking at 22 webinars a year now. Right? So all of a sudden, you went from one webinar a month to two. And now, in 2024, looking at that that data retrospectively, we're seeing, on average, companies do 47 webinars a year. Right? Which ultimately equates to, you know, four every month. Right? Which is which is pretty crazy when you think about it. Now, how did how did teams get there? Right? I think this is a combination of a lot of different things. Right? We're looking at, a shift in a lot of different ways that have taken place since 2021 with events. But I think, obviously, the big elephant in the room, right, is the AI revolution. You know, just thinking about how AI has sort of transformed the space, what it allows us to do, what it allows us to speed up and become more efficient with. Right? So you think about that from a content creation standpoint, but you also think about that from the repurposing, the distribution standpoint after the event. Right? The other part of this shift that we're focused on, that we think has a lot to do with this, which is the cross functional adoption of this. Right? The go to market team, getting sales, product, CS involved in using this technology. Right? We often think of this as solely a marketing sort of lever, but really we're trying to uncover the larger story of your brand. And every different department has stories to tell. They all have use cases that they can lean on. Another thing is just improved analytics. Right? I think that's what everybody's sort of looking for is, you know, how do you tie in webinars or virtual events to ROI? Well, turns out there are plenty of ways to do that, and we've got more ways to do that now than ever before. Then there's something that we're gonna talk about quite a bit here, which is, like, video content, on demand. Right? Like, thinking back to video, right, and TV specifically, there was a point in time where you had to be on your couch. You had to be by a TV to watch something. Right? And then came sort of TiVo or you could record it on a VHS tape. I'm not gonna age myself too much here. But, like, that was the thing, guys. That was the thing. It's the same way in 2025 with any type of content in general. Doesn't have to be video, but audiences crave on demand when they wanna watch it bingeable content. And so making that accessible is a huge part of why this shift has gone forward. And then lastly, just as a whole. Right? The technology advancement. We've got end to end solution streamline production opportunities that exist now that just didn't exist before, whether that be the tools themselves or the skill sets of the people using the tools. Now this is sort of like a really interesting slide here. You know, I I'm a big as a content person, I love titles. It's it's sort of like an art and a science, I I believe, in a lot of ways. But for a long period of time, using the word webinar in your webinar was sort of like a tis tis kind of moment. It it didn't perform well. Objective data said you shouldn't do it. Now we've actually seen the opposite come true. That's flip flopped. We're seeing that 66% more registrations happen when webinar is in the title now, along with a 9% boost in attendance rate. Right? So when you think about that, you know, like, webinars themselves have evolved, right, from these boring talk at you kind of, experiences to more of, like, these interactive engaging experiences, and the quality bar in terms of what you expect has gone up and up. So with that said, now let's get into timing. I'm gonna flip this back over to Alex who's gonna kinda go into the weeds with days, times, etcetera. Yeah. So it's interesting. In our previous reports, we looked at essentially what you're seeing on on the screen here on the slide. We wanted to see what and when companies schedule webinars and, you know, it that essentially was data that we would relay back to you all and give you recommendations based on that. This year, we wanted to dig deeper and we wanted to see not only when companies scheduled webinars, but when was the highest attendance rates based off of, when they were actually being hosted. And it was interesting because the data told us what we thought, for the day of the week. You know, Thursday, Wednesday, Tuesday, midweek. It makes the most logical sense. And so for us, we were like, okay. Well, if webinars happen on Wednesday and Thursday, those must be the best days for attendance. Right? Well, it was interesting. We were wrong. We actually saw that Mondays, surprisingly, were actually the highest attendance rates for webinars, which was really interesting. And I think we're gonna launch a poll just now and would be really curious to see what everyone, when you all actually host your webinars typically. You know, for us, I I would say and I would recommend, especially if you're hosting, let's say, you know, three or four webinars if you're on the benchmark there, you can AB test, and maybe if you don't want to post it on a Monday, if you're a little bit nervous of, being competition with weekly planning priorities, you know, try on a Tuesday. But I would opt to potentially try and see how those attendees numbers change, if you are to host it on a Monday. Now, again, as I mentioned, we wanted to dig a little bit deeper into the data beyond just when you should host a webinar. And we wanted to look at industry specific timings. It's not on the slides here, but we did an analysis of tech versus non tech companies in terms of, specific days you should actually host. It was interesting. For tech companies, we saw that the sweet spot was actually on Fridays from twelve to three, seeing a 44% attendance rates, which is about 11 points above the average. The thinking there is that for tech companies, typically, those are, like, non meeting days, so people have a lot of time to actually attend the webinar. And then we saw for non tech companies, Friday mornings between nine and noon, we're generating 54% attendance rates, which is absolutely huge. We then broke it down even further, which you can see on the slide there. So we looked at manufacturing, finance, business services, consulting, and media. And we really wanted to see what was best for those specific, industries. And the takeaway here is that every industry has different rhythms and optimal times. And so what works for a tech company may not work for a manufacturing company. But definitely take a look at the data and see how, you you know, your, particular, webinar benchmarks in relation to, these industries. Now before going a little bit deeper into the industries, I do wanna talk about the sweet spot for timing. What we saw in previous webinars held true for this one, which was that the forty five to sixty minute, webinar is the sweet spot at 58% of all webinars hosting around then. But we are seeing some interesting shifts in the data. Short form webinars, so twenty nine minutes or less, have actually jumped from 3% to 11% of all webinars. And so what that data is telling us is that there is definitely an appetite for quick and focused content. But I would say, overall, we are still seeing the majority of webinars on the longer side. And you can see that when we look at, industry length variations. And we see here that, like, the industry, it really does matter for timing. Because finance, for example, the average was eighty eight minutes, which is so far ahead of what, you know, a typical tech one might be or a business services, which would be fifty seven minutes. But what we found was that the more complex and regulated industries were having longer webinars, which makes a lot of sense. If they need, you know, more time to dive into really intense data, then that makes sense. And, you know, depending on the industry, you know, you might be hosting it after work so that people can actually attend and really get into the meat of, of that content. Now something that we found really interesting, was the success of serialized content. So we found that over a quarter, about 26% of all webinars in 2024 were part of this series. And what was even more interesting about that was that if your webinar was part of a series, it outperformed stand alone webinars quite significantly. So the average series webinars, let's say it's like a three part, five part series, would average about 309 registrants versus the two thirty eight just for a single webinar. So that's about 30% more, registrants just by making it a series. And we also saw, 38% average attendance rates over the 33 industry standards. So more people are coming because they they know that there's, you know, it's almost episodic, and they know that they're gonna get more and more. At Goldcast Events, I know they've done that quite often with donuts in demand, CMO diaries, with a lot of success as well. And I think there's a lot of reasons behind why a series, draws such a higher attendance rate, registration rate. Often, series have built in repeat audiences. They're waiting for that next part of the story. So, automatically, you're gonna get this following. Beyond that, you're able to tell much bigger stories, which audiences love. And I think funny enough, you know, you can often do co marketing partnerships. So, you know, for example, e marketing and, Goldcast Events. You can have much wider reach for registration, for attendance. So definitely think about creating series even if you have a small team, for your next webinars. With that though, I will, pass it over to Drew to talk a little bit more about once you get those people in, how you can then engage with them. Yeah. Great great point, Alex, on the serialized content. I do think, you know, that storytelling component, the familiarity component, really is a great lever to capitalize on. Also, looking at the chat here, Liam left a a pretty funny comment. Do people find that there are webinars that do not share slides, decks, post webinar? I just find that there's always one person who asks, will there will we be getting slides? Yeah. That's true, man. That's true. And and will this be recorded? Those are two things that happen a 100% of the time. With this, just to kinda address that specifically, our report does have all the visuals that you see here. So in the full length report, we've got all of this data that you can reference back to. And more. And more. And more. And so let me kinda get into the engagement part of this like Alex said. You know, how do audiences actually engage? You know, things let's talk about speakers. Right? So across our party data, we saw over 76,000 total speakers in the webinars for 2024. We saw on average there were about four speakers per webinar. Right? Four. That's interesting. Right? Because maybe most of the time you're thinking one, you're maybe thinking two, maybe it's a panel three, but average is four, which tells, an interesting story. Right? I think what we're finding with that level of speaker diversity is that you get, you kind of avoid sort of, like, the speaker and audience fatigue that takes place with one or two voices. And then, obviously, you're getting multiple pers perspectives on topics that can be debated or could be subjective. Right? So it makes it much more interesting to to be a part of. Also, it feels more conversational than a presentation and talking at the audience. And then, lastly, of course, it just it amplifies your promotional opportunities because if you think about one one speaker promoting your event versus four and those network effects that take place, it's obviously, a nice luxury to have more speakers as a part of it. So, like, how are people actually engaging in the event itself? Right? So we used our own platform to really kind of determine and and shed some light on this specifically. So we took a look at all the engagement metrics that we utilize and came up with numbers for how often they're used. Right? Chat, of course, no surprise, 56%. This would qualify as anything between, like, emojis, gifts, text, anything that's taking place in that chat box. We've got questions at 47%, so this would be something like q and a, maybe even some chat related questions that are questions and treat it as such. And then you've got some other really interesting opportunities here. Right? You've got the polls, which we ran one earlier. We'll run another one here through this event, but it's a great way to capture, additional information, while you have somebody there. It's almost like a quick survey. Right? Which if you're if you've got your content hat on, allows you to do a couple things. Right? Get insights, maybe even validate ideas, and then potentially create net new content from those ideas. You know that they're relevant and you know that they're a part of, your audience's sort of thought process. Resource clicks, which was interesting. 27%, Alex. So, I mean, that's one in every four utilizing that. That would be an example of, in our platform, the docs tab. Right? And you've you've left some sort of leave behind or asset that someone can grab right then and there. Right? So you're not asking them to take an additional step. You're not creating a additional friction While somebody's in the event, they can take advantage and grab something. And then, I think another really interesting use case that I would expect to go up to is sort of the CTA clicks. Right? Like, with Goldcast specifically, I know that we can layer in CTA buttons and clicks to send somewhere some someone somewhere directly. Again, in platform. Right? So you're you're you're meeting people where they're at versus, making them take additional steps to get there. Yeah. We actually at at, like, AI Marketing Alliance, we use Goldcast and have that those CTA clicks for anyone that wants to join as a member. And that's a a huge, lead magnet for us. So people will actually click on that and then be able to, to apply, and we use that. So that that's been a really big one for us and I would also imagine that that's gonna increase throughout the years. Yeah. Same. Okay. And then let's go back to what we talked about earlier. We alluded to it, but this content on demand functionality. Right? This is where people were sleeping sleeping in 2023. You know, it's almost like a fifty fifty split, in terms of whether people were leveraging this content on demand or not. Right? Just over 53% were, but 47% weren't. Right? So it's almost a fifty fifty split there. Whereas you look ahead to 2024 and that data we pulled, three of every four are now providing an on demand content experience. Right? That feels like a no brainer. It's easy work. And then, obviously, you know, just kind of, piggybacking off the stat you see here. I mean, 31% of attendees may rewatch or reengage with some part of it. Right? So it's huge. Very easy thing that you can sort of leverage and take advantage of. With that in mind, Alex, I'm gonna turn it back over to you to kinda get into more of the numbers. Yeah. For sure. And just on that on demand thing, it is so crazy to me to think that just last year, how few people were doing that on demand. Right. Especially with so many people every every webinar we go into, someone is asking if it's recorded. So you it's insane that it's just it would not actually have that recorded. Okay. So going into the content machine mindset, this is I I will say, this is where I'm the most excited to to share this data with you all. Mainly because we are really seeing this as a fundamental shift in how marketers are using webinars. Obviously, we have all of this great data to share with you on timing and, you know, dates and everything. But what we're seeing with the content machine mindset is a shift in how to extend the return on investment for your one webinar. A lot goes into a webinar. We know this. But, you know, even putting this one on, a lot goes on behind the scenes. And so being able to extend that return on investment for months, to months on end is huge. And this is what the data really showed us, is that a lot of people are feeling that and and going in that trend and that direction. So the stat here to share with you is, from ContentLab, which is a tool that Goldcast has. It's a content repurposing AI content repurposing tool. And the stats are wild. Over 200,000 total assets were created in ContentLab alone. To give you some perspective on what exactly that means. So last year, there was about 4,000, video clips that were created in ContentLab. So let's say this webinar finishes, their AI tool creates, you know, a couple of, clips for them or they create the clips themselves. This year, we've had an almost 3000% increase in the amount of clips and video assets that were created in ContentLab. And it's staggering because we can now see that marketers are really cluing in that webinars are not just this one off event, but an opportunity to really extend, the life of of a webinar and just make it as part of an overarching strategy. I know, like, Goldcast, for example, they have a a pretty insane, repurposing strategy where they have one webinar live on for six plus months. And so I think this exact stat is really showing how marketers as a whole are really, leaning in on that. Interestingly enough as well is the explosion on text assets through ContentLab as well. So, for some context here, in ContentLab, you can, take, like, let's say, the transcript and turn that into a blog or a takeaway, a social post, an email, anything like that. Last year, about 800 assets with text were created. This year, we saw an 11000% increase with almost a 100,000 text in, text assets created. That is pretty, pretty wild. And we break it down a little bit further to show you the trends of the types of content that people are creating. I think this is valuable because you can kinda see where audiences are actually consuming that content and where marketers feel that those audiences are consuming that content. So last year, a lot of blogs were created, which makes sense. Blogs were they still are important. But I think what was very interesting to see is that this year, thirty seven percent and thirty six percent, consecutively, respectively, excuse me, were, created for emails and for social posts. So what we're seeing here now is that companies are moving away from blog centric content to meeting their audiences where they actually spend time, which is in their email boxes and their and on social media. We're about to launch another poll, and we're curious to see, if you all repurpose your content, and if so, what you repurpose it, into. So definitely take a look there. We'd be we'd love to see the data. Obviously, we, we love our data over here, so definitely go ahead and answer those. But this kinda culminates, everything that we've been talking about, and it's the ROI amplification formula. Basically, what we're seeing is a fundamental shift again in the thinking of webinars as a standalone event and doing them as content machines. And this is how it works. You can essentially have a one sixty minute webinar and turn all of that content just with AI, into, you know, 15 video clips, eight email templates, audiograms, LinkedIn posts, so on so on. And so those ROI implications are massive. Instead of needing to create dozens of pieces of original content, your team can now really, make something that you've worked hard for live on for quite a quite a number of, months. Alright, Drew. I will, throw it back to you, to see how everyone, benchmarks against all of this. Yeah. So as we kind of, get to what all this means, right, in in really making this actionable for you, We just kinda put together a quick little glance here of a planning checklist. What are the what are the key things you wanna keep in mind? Right? So I think it's it's really revolved around the speakers, the number of different voices, and maybe different perspectives that you have involved. Obviously, it comes down to webinar length. Right? I I don't think you have to say, hey. Look. We have to do a forty forty five to sixty minute webinar to be successful. Think about the content that you have and what makes the most sense for that. And if you're still in a phase where you don't really you haven't been doing this much and you don't have a lot of objective data to pull from, experiment. Do different lengths. Right? See what resonates. There's nothing wrong with experimenting and trying. I'm talking to marketers here, so you guys already know that. Same with the date and time, same with the naming. Right? Like, these are all interesting levers that you can pull, and I think it'd be great to kinda treat that like an AB test. Lastly, though, I think the most important part, right, like, just piggybacking off your last slide, Alex, is really the repurposing part of it. It's planning ahead of time how you're going to repurpose any set event. Okay? Because any great event lasts 10 times longer than the event itself. You need to be thinking about how you're going to repurpose and distribute this content before the event starts. Because what tends to happen, right, is you put all this effort, all this prep to name the event, get your speakers, stand it up, do all the logistics, then you do your event, and then everybody's like, oh, man. Glad that's over. Tired. Right? All been there. If you do this ahead of time, you're holding yourself accountable to the fact that, like, look, we're not only creating a great piece of core content, but now we can really scale this. We created high quality content. Now it's about scaling it and distributing it in the right in in different in various ways. Again, you can treat that as an experiment. There could be maybe short clips that are sixty seconds or less. Right? There could be other clips where it's maybe a three to four or five minute section of what was taking place during that webinar. Then you've got the full length webinar. Right? So you can slice and dice this in so many ways. There's the video component. There's the text component. So all of that multimodality really comes into play here. Okay. So the future of b two b webinars, what do we think that is? Right? Well, the companies that integrate webinars, you know, into this ecosystem, we've seen the the biggest impacts take place with pipeline of revenue when these things happen. Right? When there's hyper personalization. Right? So you're creating some sort of custom experience for each attendee. That point alone, I feel like, is a is a big one. That could be, an entire webinar in itself because there's a lot to dig into there. You've got the deeper, you know, integrations with your CRM. Right? So talking about behavioral data that takes place and connecting the dots between marketing and sales and those conversations and moving things along. You've got a platform, ideally, right, like a Goldcast that is an immersive experience. It's an engaging experience. You've got something outside of just Zoom and, you know, everybody's here and that's it. Right? You've got polls. You've got chat. You've got q and a. You've got gifts. You can make this fun with takeaways and docs and q and a. So creating a different type and elevated experience is gonna be super important. video content mindset. Right? Like, this is something at Goldcast that we are hammering the table on. Right? Because it's like you could create one of these webinars and to out your point, this feeds your content for the next two, three months. Right? You do a couple of these that could feed your whole quarter, maybe even the half of the year. Right? So I think that's super important. And then lastly, just the cross functional adoption. We we did allude to this earlier, but besides marketing, there are other teams in the org that can be using this type of experience. Right? Product, sales, CS, planning of use cases to be at. Okay. So we're gonna leave you kinda with, like, four critical takeaways from that specifically. Right? So things with, you know, that 225% that we've that we started this whole thing off with, that growth signal. Webinars are not just this nice to have anymore. We validated that. It really is a need to have. It's gotta be a part of your strategy. If it's not, you know, your competitors are probably doing it. And when you really think about this long form and leading with that, it's such an easy hack to create the high quality of volume of content. smart timing wins. We talked about all of those standards. We provided objective data for you to chew on. Again, don't have to be by the book. Do with that with what you will, but that's nice validation to have whatever decision that you're going to make there. We talked about, you know, the series, you know, that episodic approach, and then, of course, like, the repurposing aspect of it. So companies using those strategies see 38% attendance rate versus 33. And then lastly, the on demand piece of that. Right? That's the new standard. You've gotta meet customers, prospects or your audience where they are, you know, and 80% availability, is the expected at this point in time. So next steps this week, couple little things that we suggest, you know, based on what came out of this report, you know, audit your current channels, you know, look at the timing benchmarks. If you're not doing something episodic or series related, try that. Set up an on demand for your next event if you're not already doing that. And then more of the long term approach. Right? Think about how AI factors into this. Right? AI is such a nice way to provide some velocity and allow you to scale up the consistency and cadence of your webinars. Obviously, there's the create the cross functional webinar planning. So this is again going back to that go to market team. Are there other opportunities that exist to get video, to get content, and scale that out? And then lastly, develop a content calendar, you know, and and really kinda use these virtual events and webinars as that primary source because they really are fantastic. Last slide for me is going to be based on, this report exactly. So what we did was did something a little bit different. We created a custom GPT based on the findings and based on the report here. And so this is going to basically bring this report to life for you. Using that link, and I'll also throw it in the chat here, you can ask any question that you want related to this support report. Right? So what's the best time to host a webinar? Summarize the key trends. You wanna write a post based on what, you know, the findings are, etcetera. Use this. Right? Custom GPTs are great because you get a very, nuanced perspective of how to utilize the data. But then, obviously, you can treat this as a larger language model in in the sense anyway to expand on those thoughts and put some more actionability in place. So that's submitted. Alex, maybe last note for me in in the audience here. We've got a big, big event coming up, Goldcast Events does, at the end of the month, June. It's called summer camp. It's a four day virtual event where we're gonna be talking all about video content. We can drop a link in the chat as well for that. I'll do that as soon as I'm done talking here. And, would highly encourage you guys checking that out. We've got some great speakers, and it's gonna be a super, fun and unique and thematic event. Would love to have you there. Okay. With that in mind, should we bring Marissa back up to the stage? There she is. Oh my god. That was really fantastic. Alex and Drew, thank you both so much for such great content you brought to us all about webinars. Personally, I learned a ton about the mindset of what makes really for a great webinar. I mean, anything from timing, days of the week, industry considerations, attendance, how AI plays a role. You know, you guys covered everything. So thank you so much for all of that. I know you were monitoring the chat, but I don't know if you were looking in the q and a tab. And our audience was very, very engaged during the content that you shared with us. So we have a lot of really great questions, which we should get started with right now. Awesome. Let's do it. Alright. So, Drew, the question is for you. How technical do you need to be to implement AI repurposing? Great question. I don't I don't think you need to be that technical. Right? And and and if you are struggling with this right now, I would say this is, like, just as a marketer, this is something you wanna you wanna figure out quick. Right? AI tools like this aren't going anywhere. This is all about efficiency. This is all about, you know, your c suite telling you to do more with less. Right? It's the efficiency aspect of content. Right? Tools like this specifically when it comes to repurposing, I don't think really require, you know, prompts and scripts and maybe some of the more, I guess, technical aspects of doing this. And so I think, the last point I wanna make on that is AI can really help speed that up, which gets to you to this point where, oh, I've got a lot of clips I could post. That doesn't mean every clip that you have, you should post. Right? I think the next part of this really comes down to taste and curation. How well do you know your audience and how can you pick the best clips out of what you just put together. Right? So if you've got the potential for 50 clips, how do you pick the best five to 10? Right? And how do you validate that? And maybe you don't know. Maybe it's an experimental process and it probably should be. But I think that's where, you know, the next step of this sort of exists. Right? We can create hundreds of content assets if we wanted to. That doesn't mean we should post all of them. Right? What are the best ones we should post? So think about that taste and curation aspect. I know, something that Drew and I talk about often, around repurposing. I think a good barometer for whether or not a clip is good to be repurposed. I know we're kind of going on a tangent here, but, is when you're creating those repurposed clips and it is super easy to do, especially with AI now. So I don't think you have to be super technical. But I think a good barometer is, like, if I saw this on LinkedIn, would I repurpose it? Or excuse me, would I repost it? Like, if did I think that learning was so good that I would repost it? And I think that's a really good leveling to see if if what you're actually creating from that event is worth it. Yeah. That's a really good point, Alex. Like, would you would you repost that? Thank you for sharing that. Another question that came in, Alex. You had a really great stat. This also falls along the lines of repurposing. You shared a stat that almost there was almost a 3000% increase in video clips. So our viewer says, that sounds amazing, but our content team is already stretched thin. Can you give an example of how one webinar actually becomes 15 or more pieces of content? Yeah. I mean, that's a it's a great it's a great point. I think when you're not when you haven't done it before, it probably seems like a mountain. It's kinda like Everest, like, where do you even start climbing? But, actually, when you do get into it, it's a lot easier than you think. I I know at least with our AM Marketing Alliance events, often what we will do is we'll have a a baseline. We'll just say and this also, like, for strap teams, often, it's just me who's doing the repurposing. So it's like me doing all of the other stuff and then on top of it repurposing. And that's kind of one of the easiest, one one of the easiest parts. Excuse me. I'll often have AI create about five video clips. I'll review them, check that they're good, you know, check that barometer, see if if I would repost it myself. But then so that that would give you about five. And then I think the next piece of that puzzle there is getting really great speaker quotes. So what we'll do is we'll have AI go through the transcript and find some really phenomenal things that speakers have said and turn those into little text clips. From there, we share those on LinkedIn. We'll actually send those to our speakers and say, like, hey. This was a really great thing you said. If you wanna share that on LinkedIn, please please do and tag us. And then we'll also, on top of that, do audiograms. So those quotes can be both text or, you know, audio based. And just from that alone, that's 15. And, typically, that, you know, that will just take, you know, thirty thirty, forty minutes after, after a batch is done. I'll do that, and, like, I'm completely set for a month or two worth of content. So, it is it sounds like it could be, quite the undertaking. But actually, in reality, even if you're a small team, it is is usually pretty easy. Alright. Well, good to know how you got to that 15 or more numbers. So thank you for sharing that. Alex, another question for you. The the majority of the data today was focused around b to b webinars. So how well do your findings also apply to b to c webinars? Yeah. I saw that question. I was thinking about it. I would imagine there is definitely some overlap. I think at at the end of the day, we are all, like entertainment and content consumers, and people want to, you know, dig into some really amazing interesting data, and content. So I think as a whole, it will probably have some considerable overlap. And as I see a lot of b to c companies using, especially repurposed strategies a lot, either through TikTok or Instagram reels even. So I do think that there is definitely some overlap, but I I don't have, like, the hard data on that. That's that's sort of my gut feeling on from what I'm seeing in the market. Alright. Great. Drew, any thoughts on that one? No. I would I was just gonna echo that. Alright. Great. Well, Drew, I have another one for you because you did talk a lot about AI and and its impact on webinars. Do real human webinars have a bigger audience than AI webinars? What are your thoughts on that? What what is an AI webinar? I'd like to know. I don't know that I've attended an AI webinar. Are we just saying that, basically, somebody has programmed in the script and we've got someone reading it that's an AI avatar or persona. That's that's what comes to mind for me. This is a great question, and I think this question is gonna withstand time for the next couple of years here. I'm curious to see how the evolution of that takes place. Because going back to efficiency, this undoubtedly will happen. Right? People will start to find ways to try to create good content, but they're gonna really, really leverage AI to do more and more of the work. Is that a good thing or is that a bad thing? Right? I think in a lot of ways, it's very subjective. It's it's a decision that we're all gonna have to make as a brand as to what parts of that equation we want AI to tackle. I will always sort of I mean, I don't wanna say always, man. Don't pin me down. But, I mean, the the real human component will never go away. I think as we continue to get more and more into AI and it being involved in all the different things that we do, we're gonna start to wanna crave more and more of the human connection. Right? It's only natural for that to happen because that pendulum will swing very, very far, and it's only natural that we wanna kinda bring it back to a more balanced approach. Alright. Well, thank you for that. I mean, speaking about engagement, do you think that audiences watch webinars or do they mostly have them on in the background? My thought on this is is a little bit of both. Like, I am just gonna take this from my own personal experience, and I think this is a great follow-up question. You know, this is probably something that we should pull, but it really is dependent on my schedule. Right? I mean, I think the reality is with these webinars taking place during business hours, we might have calls, we might have deep work or focused or action items scheduled. Right? And so how much of that are you watching in the moment, versus toggling away or just having on in the background? I think that's a really interesting thing. I don't have any objective data there. I just think it feels more of like a a podcast in that sense. Right? It's like, I really wanna listen to this, but it may not get a 100% of me just based on my availability and my schedule. Yeah. That's a good point. Alex, do you have any other thoughts on that? Yeah. I I because I was thinking about this because I think that question really speaks to the on demand data that we that we have. Yeah. Great point. Where, you know, we're seeing this, like, crazy explosion of people realizing, hey. And and they might be realizing this exact thing. Like, hey. A lot of our audience is watching this passively. We kinda need to have an on demand option for those that, you know, maybe only tuned in, like, and we're actually focused for fifteen of those minutes, and they wanna go back and reference, you know, the last forty five minutes or whatever it may be. And you can actually in the report, you can dig deeper into, view time, like, how long people are actually watching a webinar for. And so definitely watch that a little bit more. But I think that that speaks exactly to that. You need to have that option so that people can watch content whenever they want. Hey. One more note on that. I was just I was just looking at the chat. Steve Baker just brought up another really interesting point that I think just kind of, like, also rolls into this. Saw recent data that 67 of people watch YouTube videos in shorts muted, so captions is critical. Right? That's that's an important part too. And I'm also thinking about that from a visual perspective. There are people that may have this up, but may have it muted. Right? So how are you bringing the webinar or that event experience to life with visuals, right, not just the words that are coming out of the speaker's mouths. Mhmm. Those are great points. And, Drew, I was actually gonna relate it back to the live comment that you read earlier where inevitably somebody always puts in the chat, are we going to get the recording and are we going to get the slides. Right? They want to see it on demand as well. 100%. Yeah. Alright. Well, in thinking about timing, how do multiple time zones affect those attendance rates that you all mentioned earlier? Alex, do you wanna start with that? Yeah. I can take that. So great question, Vince. I'll nerd out for a on the data. Basically, we we we took that into account because, obviously, Goldcast Events, is and webinars are international by default. You know, there's gonna be audience members from Asia, from Europe, or from, North America. So we essentially took all of the data from each of those, regions and then adjusted it accordingly so that we could look at it essentially equally across the board for those time zones. So that data is essentially, fixed for, time zones, but rather than it just being, like, EST or something like that. That being said, just anecdotally, I know that the time zone factor is definitely something that is always top of mind when I'm putting on webinars. AI Marketing Alliance is typically North America, with a little bit of Europe, and then that's tiny sprinkling of of Asia. So, typically, what we'll do is we'll host it at, 12:00 eastern so that we can get 9AM for, those on the West Coast, and then we can get, like, five, 06:00 for those in The UK and Europe. So it is something that we definitely think about often, but, obviously, that might not totally, you know, melts well with the data that we showed around industry timing and, you know, your own tech versus non tech timing. So it's a really dip it's a really difficult one. Michael, I feel you. It's I'm in The UK right here as well, so it is 07:49 for me as well. So it is it is tricky, but you have to kind of find, that balance with your audience and it's just so dependent on your company and, and your industry as well. You know, there's there's one other thing there. I it it's really gonna depend on, you know, geographically where your audience is at. To Alex's point, finding this maybe middle time that can appeal to all is a great way to test this. If that seemingly doesn't work, right, like, the other option is maybe you do have that same webinar at just two different times. Right? Yeah. So really just kinda taking into account who your audience is, what portion of your audience is where, etcetera. The other option would be to record it once live and then do, an on demand sort of, like, prerecorded version of it at a different time. Right? So I think there are different ways that you can maneuver around it. But, yeah. I mean, I would certainly probably start with with, Alex's approach of trying to see if you've got a time that you can you can kinda tackle it all. Right? Not to just create extra work for yourself. Alright. Thank you. Well, we are going to take one more question today. You you were talking a little bit about, thinking about when the AI repurposes some of the content, which would you post on LinkedIn yourself? Which would you repost? So our next viewer says, what social channel for reposting performs best? I assume LinkedIn for b two b, but how do other platforms like Instagram or TikTok compare for b two b tech? Yeah. That's a really good question. Unfortunately, I think the answer is, like, it depends. I wish I could give a stronger answer there, but I do think it really depends on the type of b two b, tech you're in. I know that we have thought about going, the Instagram TikTok route. Our social team did tell us that Instagram Reels tends to perform better, than TikTok when it comes to b to b tech. I have a feeling like probably that's because the demographic tends to lean a little bit older on Instagram Reels than it does on TikTok, especially when we're thinking like b two b tech. LinkedIn is is probably the best place for that. That's where we repurpose all of our content. Video definitely performs the best there, but we obviously do, text as well. That's my 2¢. I don't know, Drew, where where, where you land on that, though. Yeah. No. I think this is a really great question. things it it does depend on your audience. Right? So it's not about the channel as much as it about your audience. Where do they hang out? What platforms are they using? That said, I think you do have a couple of really interesting options here. Right? Like, you've got, one, bringing this into a multimodal sort of, like, blog post component on your website. Right? You can take repurpose things or a a content angle that came out of content or maybe the event as a whole. And here here were the key takeaways from this event. Right? And make it a multimodal experience from that that channel. That's a great way to repurpose. You know, the other component of this is maybe you leverage, the opposite side of that and you go for for YouTube. Right? YouTube shorts, YouTube YouTube long form content. I mean, right, Google's search engine still number one. Guess what number two is? It's YouTube, also owned by Google. So I think, like, you can sort of cater to both of those things as repurposing levers that you have. You know? And then beyond that, it really just does depend, you know, to Alex's point. What type of content is it? If it is a little bit more kinda buttoned up content or niche specific, it it probably is best suited for for LinkedIn. And guess what? LinkedIn is really, lately, all in on sort of, like, this video content. Right? So that's probably where I would start. And, the rest is probably just based on your own insights that you have for your audience. Alright. Really great insights from both of you. Drew, Alex, thank you so much for all of this great content and especially for answering all of those questions from our audience. And to our audience, thank you so much for engaging with us. So appreciate the two of you being here today. Awesome. Thanks so much for having me. Absolutely. So absolutely. So before we wrap up, I'm just gonna take a moment to tell you what's happening across eMarketer's media channels. Visit emarketer.com to register for upcoming live analyst and Tech Talk webinars, and also sign up for our newsletters. Don't forget to check out our various podcasts, Behind the Reimagining Retail, and the Banking and Payment Show, which you can listen to everywhere you find podcasts or watch on Spotify or eMarketer's YouTube channel. Keep an eye on your email for the link to today's playback. And, of course, feel free to contact us if you have any other questions. Thank you all for your time, and thanks again to Alex, Drew, and the teams at Goldcast Events and the eMarketer Studio teams behind the scenes for making this webinar possible. We'll see you all in the next Tech Talk.