4 event industry trends to watch out for in 2022
Although we may be some way in to 2022, the events arena – particularly live – is still somewhat in a state of limbo for what the year may hold. However, with remaining restrictions easing, we wanted to explore some of the upcoming event industry trends which are set to impact the industry this year. One thing’s for certain, the past two years has made event organisers everywhere reassess how they host events and required them to explore alternative ways to communicate to their audiences.
We spoke to our Creative Manager, Martin Worman, about which event trends are here to stay and what new themes are on the horizon.
Hybrid events have been around for years, but the pandemic pushed them to the forefront. But two years into this being a way of life for many, event organisers are now looking at alternative methods to make these events more impactful and meaningful.
Previously, hybrid events were essentially weighted towards the live attendees, however the ‘true hybrid’ concept allows delegates to move freely between in-person and virtual engagement, blending the hybrid experience and merging the two audiences. Technology is enabling delegates to gain an ‘in-person’ perspective, while in-depth audience engagement tools enable those participating remotely to feel part of the event.
The Metaverse has been the word on technology companies’ lips for years, but as it’s pushed to the forefront by the likes of Meta and Microsoft, event organisers have been exploring its use for social connection and engagement.
Essentially an immersive online experience, it makes attendees feel as though they’re at the event rather than simply watching it. Built using 3D, 3600 environments, attendees can interact with each other through Virtual Reality (VR) and Augmented Reality (AR) elements. This is something we’ve been exploring at Sparq over the last 18 months through our emcee event platform, which you can find out more about here.
Live events have typically been regarded as an extremely wasteful industry. The combination of emissions from travel, energy consumption for technology and single-use waste production means it is more so than many. Months of working from home has shone a spotlight on the key issues of sustainability and as a result more people are trying to do something to tackle it.
While organisers and delegates alike are keen to get back to meeting in person, sustainability awareness has paved the way to reassess how the industry improves its carbon footprint. From only using venues that meet sustainability standards through to reducing single-use plastic from shows, event organisers can explore top-line ways to reduce wastage. Other methods include minimising overseas and long-distance travel and using virtual communications instead.
In the past, collecting data and analytics to gauge the success of an event was always a challenge. But the rise in virtual events has opened the door for attendee engagement to be more accurately measured, in turn providing greater insight into audience participation, interaction and response.
The next steps are to replicate the tactics used for virtual events to live events. This will help demonstrate ROI and determine event success, not only for the benefit of stakeholders but to ensure the event journey can be enhanced in the future. Event management tools such as our emcee platform gathers informed data from the offset through to post-event, and when used in a hybrid environment, can provide rich real-time data and analytics for the organiser.
Interested in discovering how we can make your next event extraordinary? Get in touch with us today.