How to plan and stream a digital event

Hybrid events are offering significant opportunities beyond the pandemic.

Hybrid events are more than just a stopgap in times of pandemic. And if you get the basics right, a small event can suddenly become something massive. Michael Praetorius explains how.
When the event world suddenly came to a halt two years ago, companies and event organisers were desperately looking to reach their audiences via other channels, all while delivering some sort of "live" experience: thus, the hybrid event was born

As a content producer, media consultant, and lecturer focusing on digital platforms, my clients include public broadcasters, publishers, and conferences, helping them define the next level of streaming and digital formats.

Delivering a hybrid event isn't rocket science, but doing it well requires attention to detail and good levels of planning. What platforms will you be producing for? How do the formats differ, and what does that mean technically? These are the sorts of questions that help you begin to understand what production equipment might be required.
I usually recommend recording an event in the highest quality you can afford when it comes to production quality. That should, as a rule, be at least 4K, if not better. HD quality is often sufficient for streaming and in venue for the live physical event.
Why is it necessary then that you record in the highest resolution possible? In many cases, hybrid events only have a small audience watching the live stream. This means you'll reach most of your viewers with the recording, and you'll want that to be of the highest quality.
There are three different target groups to think of: First, those who have heard about the event but didn't have the time to watch it live. Then, we have those who watched or attended the live event but want to see it again. And last but not least, perhaps the most significant group are those who stumble upon the content by chance via the social network's search or recommendation algorithm.

So, a hybrid event with for instance only 200 viewers watching live initially could reach another 1,000 viewers from the second group in the replay. The third group could be even large, with viewing figures hitting upwards of 50K if produced well. That has certainly been the case with conferences and shows like the IAA Mobility Show last year.
Consequently, if the content is supposed to look good natively on social channels where you reach most of your audiences, surely then it has to be produced with that in mind from the outset? After all, each platform has its own prerequisites and formats to consider, i.e. portrait, square and landscape, as appropriate.

Likewise, the physical event will require something different as the conditions on location may differ and will impact what you deliver.

As you can see, the actual setup bears many similarities with the classic OB van. Where we differ is that we've designed a social media first production workflow to support hybrid event delivery with an expandable OB.
The workflow is configured to stream in landscape, square and portrait modes to various platforms, including YouTube, LinkedIn and TikTok, capable of supporting corporate video streams or traditional broadcasts.

The demand for live video as part of a hybrid model has grown significantly over the last two years. And whether you're a company or event organiser, there is universal agreement that the model is here to stay as brands and artists look to continue tapping up new or underserved audiences.
The underlying technology isn't that complex, nor does it require the operators to have the in-depth technical know-how. As a result, many brands, big and small, have or are now investing in dedicated studio spaces.
So, while you don't have to be a broadcaster, defining your output channels and the required level of quality will ensure that you go into any project adequately prepared.
For many, it has been the realisation that far from cannibalising in-person attendance, event organisers can extend their reach through a well-produced multi-channel digital strategy and the commercial benefits therein. What's more, you can use your event content for ongoing marketing activity at no additional cost.
Another important consideration is accessibility. With hybrid events, you can now reach people with disabilities who might not have otherwise have the opportunity to attend or participate in a physical event.