Virtual Event Planning to Foster Meaningful Connections

Whether you’re organizing a virtual workshop or a livestreamed Q&A, virtual events allow you to create meaningful connections with your audience. Creating your events online — whether fully virtual or in a hybrid format — is an exciting way to complement your in-person offerings, increase accessibility, and reach a wider audience. 

Key takeaways

• Virtual events are on the rise and they have multiple benefits for you and your audience, from increasing accessibility to lowering costs

• There are four key parts of virtual event planning: defining your audience, setting clear objectives, choosing the right format, and leveraging the right tech

• You can promote your virtual event effectively using social media ads, video content and teaser trailers, and virtual event sponsorship

The rise of virtual events

From writing workshops to wellness seminars, and book launches to cooking classes, many events went virtual during the COVID-19 pandemic. In a post-pandemic world, virtual events remain incredibly popular — offering organizers a creative way to connect with their audiences in a new format. 

There are several benefits to hosting virtual events:

• Increasing accessibility: Virtual events can be accessed from home, meaning guests who would otherwise not be able to attend — whether due to the costs of transport or access needs — can enjoy the event. 

• Maximizing inclusivity: Virtual events can be a great way to increase the inclusivity of your events by making guests comfortable with a relaxed digital atmosphere so that everyone feels encouraged to participate. 

• Widening your audience: Virtual events can be attended by audiences across the globe, widening your reach and bringing your community together online. 

• Boosting engagement: Virtual events encourage audience participation. Did you know that 47% of people are more likely to ask a question at a virtual event, and 37% are more likely to speak to someone in a virtual booth than a real one?

• Minimizing costs: As they don’t require a physical event space — and the associated venue hire fees — going virtual can be a cost-effective event option for organizers. 

• Complementing in-person events: Virtual events pair well with in-person offerings — whether via a hybrid event format or a standalone event — to build up an exciting, diverse, and accessible events program. 

Key components of virtual event planning

The secret to a successful virtual event? Meticulous planning. Creating a digital event has many of the same pillars as in-person event planning — such as defining your target audience and establishing clear objectives — alongside extra considerations, like selecting the right tech format. Here is our virtual event checklist:

Defining your target audience

Who do you hope will attend your virtual event? The key to any event is defining your target audience — and virtual events are no different. Make sure to create a clear audience profile with key demographics (such as ages, lifestyles, job titles and interests). 

You can then use as your North Star to guide your planning, your marketing, and your communications. Your target audience will also help you to shape the event itself, both in its format and its content. 

Example: A Gen Z audience might prefer to attend virtual events on platforms they already have accounts with — like TikTok or Instagram Live — while a more mature demographic may be more familiar with platforms like Zoom or YouTube. 

Establishing clear objectives

What are the goals of your virtual event? Just as your target audience will help to sculpt your event, so too will setting clear goals. 

The objectives of your event should benefit your audience — whether by offering them an exciting experience or the chance to learn a new skill — as well as acting as a clear benchmark for your event’s success (such as selling a specific number of tickets, or obtaining a certain amount of press coverage). Clear objectives for a clear audience will also help you craft a compelling marketing campaign for your event. 

Example: If the objective of your virtual event is educational — such as creative writing in a virtual workshop — it will be important to select a platform that offers interactive Q&A features, like Zoom. This will help facilitate your audience’s learning and offer them the chance to ask questions easily. 

Selecting the ideal format

What virtual format would most appeal to your audience, and best facilitate the goals of your event? Choosing the right hosting platform for your virtual event will depend on a variety of factors, such as budget, the requirements of your event, and the level of interactivity your audience needs. It’s important to consider audio and visual quality, as well as chat functionality and other interactive features. 

Example: A music performance is likely to be best suited to a livestream format to create a sense of real-time intimacy and exclusivity — as is a Q&A to create opportunities for your audience to interact with the speakers. 

A pre-recorded format, on the other hand, may best suit events such as virtual workshops or lectures, where attendees are likely to want to return to the material for learning and research. 

Embracing technology

What technology would best enhance your attendee experience? When it comes to choosing the right tech for your virtual event, there are a number of options to choose from. You may want to consider equipment (such as cameras, microphones, and lighting); software (such as video and audio editing programs); and program functionality (such as chat features and virtual breakout rooms). 

You may also want to capitalize on emerging virtual event trends — such as using AI for your event planning. With 72% of companies expecting to use AI tools more in 2024, you can stay ahead of the curve by using AI-powered tools for programming, basic copy needs, and marketing to amp up your virtual events.

Example: A pre-recorded conference, for example, would need high-quality video recording and editing software — while a livestream of a gig is likely to benefit from premium sound equipment and a robust streaming platform for an uninterrupted attendee experience. 

Designing engaging virtual experiences

Successful virtual events are immersive, engaging, and creative. From incorporating interactive elements to networking opportunities, here are three key ways to design unforgettable virtual experiences for your attendees. Remember to keep your goals in mind — and consider how you can make your event as engaging as possible in a virtual setting. 

Interactive activities

The most valuable part of a virtual event: connection. Provide attendees the same value they would get at an in-person event by encouraging participation at all stages. You might engage your virtual audience using Q&A sessions with guest speakers, informal coffee breaks, or breakout rooms for attendees to mingle in smaller groups. If your virtual event has a practical element — such as a fitness class, or a craft workshop — encourage attendees to discuss their progress or share their work.

Networking opportunities

Get everyone mingling at your event by providing valuable virtual networking opportunities. Whether you’re organizing an industry conference or an expert-led workshop, make sure to help facilitate connections between attendees. You might even choose to give them virtual networking tips ahead of time to help them make the most of their experience.

You might choose to schedule time in the event program to dedicate to virtual icebreakers, networking coffee breaks, block out time for a group chat, or offer attendees an informal discussion time at the end of the event to swap contacts. 

High-quality content

Make sure attendees get the most value from your virtual event by filling your program with high-quality content. As always, remember to think back to your event objectives: what type of content would best facilitate these goals and delight your audience? 

This might involve big-picture elements (such as booking guest speakers or covering specific topics to inspire your audience) as well as smaller, thoughtful details (sending out materials ahead of the event, for example, such as physical craft supplies or digital resources). 

You might also want to consider recording the event so that attendees can access the talk, workshop, or conference again. 

Marketing and promotion strategies

Just like an in-person event, promoting a virtual event is an important way to connect with the right audience — and sell more tickets. From social media ads to video content, there are a number of ways to craft a compelling marketing strategy to reach your attendees. 

Video content

Take inspiration from your event’s virtual-visual format to craft your marketing content. If your virtual event is pre-recorded, try using snippets of the video recording as exciting teaser trailers in the run-up to your event. 

Hosting a virtual Q&A? Try asking guest speakers to record a short video to use as promotional material. Whether you’re creating reels for Instagram or trailers for email campaigns, video content is a creative marketing method — while giving attendees a fun preview of the event. 

Social media

Create a buzz for your virtual event using social media. Design an effective ad or post by considering your target audience and the goals of your event: what will inspire guests to register or buy a ticket? 

When creating promotional content for social media, make sure to grab your audience’s attention with eye-catching design, such as branded graphics and video content. Generate excitement by focusing on your event’s unique features — this might be a high-profile guest speaker or an exclusive product launch — and highlight any ticket deals, such as early bird discounts.

When designing your ads, consider advertising on the platform you’re hosting on, such as Instagram or Facebook. It’s also a good idea to consider your event’s USP — especially if you run in-person offerings too. 

What can attendees expect to gain at a virtual event that they might not gain in person? Mentioning exclusive elements only accessible digitally, networking opportunities, and unique features are key components of your virtual event marketing campaign. 

Virtual event sponsorship

Whether you’re looking for funding or promotional partnerships, virtual event sponsorship can help you expand your reach. To find the right sponsors for your event, consider it as an exchange of value: how can your event provide value to the sponsor, and how can the sponsor provide value to you? 

For instance, a sponsor may want to access your audience to increase their brand visibility in that demographic — while you may benefit from cross-promotional opportunities, as well as increased funding to upgrade your video or audio systems for the event.

Preparing for success: rehearsals and technical support

When hosting a virtual event, tech rehearsals are vital. Keep your virtual event running smoothly by running rehearsals with your participants and testing your tech beforehand. 

Test your tech

This is an essential part of virtual event planning. In advance of the event (as well as on the day to account for any last-minute issues), make sure you test the tech you’ll be using. This includes cameras, sound equipment, and programs on the devices you’ll be using (for instance, Zoom on a laptop, or Instagram Live on a phone) as well as your internet connection. 

Rehearse with participants

Get everyone well prepared by staging a remote rehearsal of the event. This will help to highlight any issues with guest speakers’ devices or internet connections, as well as making sure everybody is clear on the event schedule and timings. 

Hire tech support

The best way to minimize technical issues? Hiring trained technicians. You may decide to recruit by contacting an agency with a pool of freelancers — or ask the venue for recommendations. Avoid glitches on the day of the event by hiring tech support to assist with internet connectivity, backup devices, and audio issues. Along with set-up and solutions, tech support will also be available to assist attendees with access to the event. 

Post-event follow-up and analytics

After your virtual event, it’s time to measure your success. To do this, you’ll want to gather data and examine key metrics, as well as send out surveys to gather feedback from your attendees. You can then use the feedback to continue to create delightful experiences for your guests at future events. There are several factors to consider in your post-event analysis, including: 

Experience

Did your attendees enjoy their event experience? Were there specific elements they particularly connected with, and others they didn’t? How did they feel about the virtual format? Did they experience any issues accessing the hosting platform? Make sure to include space for attendees to offer feedback on your event surveys to help improve your next event. 

Tech

How well did your tech perform for your virtual event? Did it enhance the attendee experience? Were there any technical glitches — and could these be avoided next time? Would your next event benefit from a different streaming program or different audio equipment?

Goals

Did you meet your goals for the event? Whether these were attendee-focused — such as teaching attendees a specific skill — or business-driven, such as selling a certain number of tickets, assessing your performance metrics can be a good way to gauge the success of your virtual event. 

Case studies: successful virtual events

From getting creative with craft supplies to maximizing inclusivity in an online space, there are a range of ways to host successful virtual events. Discover three successful events by expert Eventbrite creators below. 

Virtual self-care workshops

Volunteer-run network QTI (Queer, Transgender, and Intersex) Coalition of Colour hosts a range of virtual workshops on self-care and mental health. To make everyone comfortable, attendees are welcome to keep microphones and cameras off to help those with social anxiety feel encouraged to participate — resulting in an inclusive online space.

Virtual yoga classes 

Fitness classes are just as effective online. Jody Hahn’s successful online yoga classes have allowed her to grow her business by welcoming new students from across the world — as well as reconnecting with former attendees who may have moved cities. Virtual classes enabled her to widen her audience and expand her practice. 

Virtual arts and crafts

CraftJam founder Nora Abousteit wanted to recreate an authentic workshop experience online, while also widening access for those who might not have art materials at home. The solution? CraftJam enhanced their online courses by sending curated collections of crafting supplies to attendees, creating a fun and immersive virtual experience that replicated the joy of in-person crafting. 

With strategic planning, virtual events are an excellent way to connect with new (and existing) audiences, while also increasing accessibility and engagement. The key to success? When creating your virtual event, make sure to create your plan with the same attention to detail as you would for an in-person event — from thoughtful details to maximize your guests’ delight to careful rehearsals for a smooth sailing event. 

Frequently Asked Questions

How do I start a virtual event plan?

When creating your virtual event plan, begin first by setting clear goals and objectives, as well as deciding on your target audience. From there, you can start planning the type of event you’ll host — whether that’s a virtual workshop or webinar — and select participants for your event, such as guest speakers. In your plan, you’ll also want to include ideas for a compelling promotional strategy. 

What do you need for a virtual event?

For a successful virtual event, the essential elements are dependable internet access, high-quality tech (such as microphones, cameras, and editing programs), and premium virtual event software, such as Zoom, Teams, YouTube, or Instagram Live, among others.

What are the main types of virtual events?

There are many different types of virtual events, although they broadly fall into two categories — one, pre-recorded (such as a talk) and two, a livestream (such as a performance). Many in-person events translate well into a virtual format, so it’s easy to get creative when planning your event. You might choose to run arts and crafts workshops, industry webinars, book launches, or networking events.