The events landscape is experiencing a pivotal shift. As technology redefines our capabilities and audience behaviours evolve, the need for impactful content strategies has never been greater. This blog delves into how event professionals can combine innovative trends and strategies to create year-round engagement and extend the lifecycle of event experiences. Let's dive in.
1. Leveraging AI for Streamlined Content Creation
AI offers game-changing solutions for content creation, from automating post-event reports to creating personalised attendee experiences. Tools like Chat GPT, Canva, Adobe and Descript allow for the efficient production of blogs, videos and infographics. However, as highlighted by Colja Dams during Event Tech Live’s 2024 AI in Events panel, AI-generated content must still be guided by human creativity to avoid the risk of "entering an age of average," where everything starts to look the same.
More than 50% of content on social media is now AI-generated, but authenticity remains critical. AI should be used to enhance—not replace—human connection. For example, tools like Opus Clips, which transform long-form videos into shorter social media-friendly clips, can repurpose event panels or keynote speeches into digestible content, keeping audiences engaged long after the event. This uses AI to enhance human-led events.
2. Engaging Audiences with Short-Form Content
Post-event engagement hinges on keeping the conversation alive, and short-form content has emerged as a powerful tool to achieve this. Repurposing event content into brief, easily digestible formats enhances both accessibility and audience engagement.
In today’s fast-paced digital landscape, platforms like Instagram, TikTok and LinkedIn thrive on concise content that grabs attention quickly. Short-form content such as video snippets, carousel posts and infographics caters to this demand, offering bite-sized insights that are easy to consume and share. This approach not only boosts visibility but also ensures your message resonates with a wider and more diverse audience.
As said previously, short-form content significantly improves accessibility for individuals with hidden disabilities, including neurodivergent audiences. These individuals may find extended content challenging to engage with, but brief focused highlights provide an inclusive way to interact with event material. By breaking down complex or lengthy sessions into manageable pieces, organisers can better accommodate varied needs and create a more welcoming post-event experience.
Using tools like Opus Clips and Sora, as used during Event Tech Live, enables event planners to seamlessly extract and repurpose the most impactful moments from event footage or presentations. These platforms allow for efficient highlight creation, ensuring that the best parts of an event are not only preserved but also shared in ways that maintain year-round engagement with your audience.
3. Personalisation: The Key to Enhanced Attendee Experiences
Personalisation has become the cornerstone of successful events, with 1:1 personalisation at scale, emerging as the ‘holy grail’ for event professionals. During Event Tech Live, speakers highlighted how data-driven event management tailors every touchpoint to attendees' preferences, making communications more meaningful, applicable and thoughtful. Colja Dams concisely put it: “If events are not data-driven, they’re just parties.”
However, despite the wealth of data available, many organisers struggle to use it effectively. Generic email blasts and low-quality AI-driven communications bottleneck the potential for impactful messaging. The key is combining the strengths of AI—like segmentation, audience analysis, and user experience insights—with high-quality human-written content. This ensures that communications land with the right person, at the right time, with a meaningful message that drives engagement. Platforms like Singulate and Hubspot are revolutionising how event professionals approach personalisation, offering advanced tools to streamline attendee engagement and deliver tailored experiences. Research shows that personalisation outperforms generic communications by over 200%, making it a critical strategy for success.
4. Extending Event Lifecycles with a Robust Content Strategy
An event may last a day, but its influence can span months with the right content strategy. From highlight reels and blog posts to podcasts and email campaigns, post-event content keeps the momentum going while reinforcing your brand’s position as a thought leader.
During the Unveiling the Future: How AI is Transforming the Events Industry panel, experts highlighted tools like Notebook LM by Google, which can summarise event reports into digestible content for blogs, videos or infographics. For example, a long conference could generate a series of articles exploring key themes discussed, and then also be converted into short-form video content for a later date, extending the lifetime of the conference beyond the day the event took place.
5. Looking Ahead: Trends Shaping the Future of Events
Emerging trends are always redefining how professionals approach year-round engagement and extend the life cycle of experiences. Here are the key trends you should know that are shaping the future of events:
- AI and Technology
- High-Level Personalisation
- Human Connection in a Digital World
- Sustainability First
- Data-Driven Decision Making
To delve deeper into these top trends set for 2025, check out our latest blog Corporate Event Trends and Predictions for 2025 here.
And there you have it. The future of events lies in seamlessly blending innovation, personalisation and strategic content creation. By leveraging AI, embracing short-form content and prioritising personalisation, event professionals can create experiences that extend far beyond the event day. The key is to pair cutting-edge technology with human creativity to deliver authentic, impactful and lasting event experiences.
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Author
Gemma Baker
Gemma loves all things social media and keeps busy by creating lots of Hire Space content. When she’s not creating content, you'll find her shopping, exploring or at the gym!
