Navigating Audience Engagement in Times of Change: Lessons from the Pandemic
05.03.23
Doug Binder, Senior Creative Director, and Corey Burton, Executive Producer
Navigating Audience Engagement in Times of Change: Lessons from the Pandemic
The pandemic caused massive disruptions to every aspect of life, including the events industry. In-person events were cancelled or postponed indefinitely, leaving event organizers scrambling to figure out how to engage their audiences in a world that had suddenly gone digital.
In a recent episode of the Xcast, InVision’s Doug Binder, Senior Creative Director, and Corey Burton, Executive Producer, discussed the challenges they faced and the lessons they learned in navigating audience engagement in times of change three years after the world shut down. Following are highlights from their conversation:
Adaptability
The pandemic forced a sudden shift to digital events, which required a new set of skills and tools. The events industry had to adapt quickly to this new reality, and those who were able to pivot successfully were the ones who thrived. Event industry veterans had to quickly come up to speed on new tools, becoming digital experts overnight. Successful adaptation also meant re-skilling in certain areas. “To then start trying to produce a new experience for a client and not having the mastery, not having the crew, not having that familiarity was the key difference. Now I'm in my garage and I'm trying to do everything through my laptop. How do you do this?”
Collaboration
In a live event, you have your video crew, your show caller – many interwoven teams working together to create a seamless experience for the audience. In a virtual event, the same level of collaboration is required, but with the added challenge of working remotely. Teams had to find new ways to communicate, collaborate and understand what was newly required of them. How has my role changed? What's the equipment? Who is the team? Who makes it happen? All these questions, and more, were top of mind.
Creativity
Live events rely on entertainment components to keep attendees engaged; there needs to be a hook, a laugh line, or something completely different that happens at some point. In the ballroom, you can bring in a drum band or a celebrity speaker; however, virtually, organizers had to find new ways to keep the energy high. It was sort of like making a TV show. Those who embraced shorter segments with “bite sized” commentary and fun, interstitial moments in between made successful experiences. Executive Producer Corey told presenters when recording to be twice as bright as normal because anybody tuning in has the dog, the door, their phone, etc. “Every single person watching you is in an aisle seat in the back row. They can get up and leave, and you won't know—so you’ve got to give more.”
Authenticity
It can be tempting to create a polished, scripted experience in a virtual event; however, audiences crave authenticity and connection. Brands that were able to connect with their audiences on a personal level by sharing their own challenges and stories during the pandemic were the ones who resonated the most. Some even shared a bit more than completely necessary. “We were talking to CEOs who had their Pelotons in the background, and their laundry is drying behind them…Make your bed, get rid of your laundry, but the dog can stay.”
Despite the challenges of the pandemic, the events industry adapted and evolved to meet the ever-changing demands. The experience has proven invaluable, allowing teams to learn more about the business and how to reach audiences in the last three years. With live events back, Doug and Corey continue to help InVision’s clients create and produce meaningful events. “Our part of the job is to help our clients get a reaction out of their audience. We get to execute these moments that allow audiences to react at the same time with the same kind of feeling. That's the thrill we get.”
Check out their full conversation here on InVision’s Xcast: What We Learned from Our First Pandemic.