DEAD TECH: ARE VIRTUAL EVENTS SIX FEET UNDER?
Think virtual events are over? Think again.
Despite headlines about declining screen time and social media fatigue, online connection still matters — when done well. Here’s why virtual events still deserve a place in your marketing mix, and how to make them work for your business.
Social Media use Is Down — But Connection Isn’t
Earlier this month, John Burn-Murdoch’s Financial Times piece showed social media use peaked in 2022 and has been declining ever since — especially among 16–24-year-olds (except North America, where usage was still 15% higher than Europe in 2024).
Meanwhile, apps like Ben Parker’s Runna — a personalised running coach that’s grown from 40 users to 500K+ in four years — are thriving because they bring people together offline. Parker credits that success to running clubs: people connecting in real life.
So, does this mean virtual events are finished? Have they gone the way of lockdown quizzes, awkward online awards, and off-key networking?
Short answer: absolutely not.
Long answer: here’s why virtual events still matter — and how to do them right.
Yes, Real Life Rocks… But Online Still Counts
I’m all for less screen time and more face time. In-person me right up*
(Between 8am–4:30pm, for no longer than 4–6 hours, with strategic breaks for quiet and fresh air.)
But virtual events still have their place — if they’re run for the right reasons and, crucially, done well.
Top 5 Reasons to Run Virtual Events
1. It Belongs Online
If your product or service lives online, showcase it there. You wouldn’t sell Louboutins by making people hike the Lake District in them — however good the scenery is for the socials.
2. Accessibility
When your audience and speakers span countries (and your travel budget doesn’t), meet them where they are. Virtual events make reach global and inclusive.
3. Audience Fit
People who choose virtual over in-person usually have good reasons: personality type, focus, capacity, or accessibility. Don’t force in-person formats online unnecessarily (hi, Chat-Roulette-style “networking”).
4. Event Design
If you’re running a series that builds over time, going virtual avoids logistics headaches and drop-offs. Focus on content that’s high-quality, educational, and has tangible takeaways.
5. Budget
If your event budget is slim, virtual gives you flexibility. You can be clever, concise, and cost-effective — just don’t confuse low cost with low effort.
Why Most Virtual Events Fall Flat
Here’s what gets my goat (“didn’t realise it was up for grabs,” I hear you say):
People assume virtual events are easy because “it’s just a Teams call.”
Cue 10–15 minutes of tech chaos:
“Oh gosh, sorry, haha, we’re just trying to sort the tech out!”
Quality nosedives. Corners are cut that no one would dare cut at an in-person event. My rule:
If you wouldn’t do it in an auditorium, don’t do it online.
Easy Wins for Hosting Slick Virtual Events
1. Set-Up
Frame yourself like a pro. Not too close (no nose tours), not too high (you’re not Wilson from Home Improvement). Invest in a ring light (£15 well spent) and tidy, blur or brand your background.
2. Environment
Pick a quiet space with solid Wi-Fi. No office bustle or family chaos behind you. If it’d distract in person, it’ll distract online.
3. Preparation
Rehearse. Yes, still. This isn’t “just another call.” Test sound, slides, lighting, and camera. Use a backstage WhatsApp for team comms. Know the running order. Practice once to avoid apologising live in front of 200 unimpressed attendees.
The Bottom Line
This might sound obvious, but it’s amazing how often these basics get missed.
As always with events, start by asking:
“How do I want my audience to feel?”
Then design your experience — in-person or online — to make them feel that way. Don’t compromise quality just because it’s virtual.
Get that right, and virtual events are very much alive and well.
