What is a webinar? Key benefits & strategies

A webinar is an online audio/visual presentation (available live or recorded) about a particular topic. Webinars typically include slides, screen sharing, multiple speakers, and last between 20 minutes and 60 minutes on average. These interactive talks allow your audience to ask questions live, vote on polling questions, and easily share the webinar with other professionals, all without having to travel to a physical location to observe the lecture. With BrightTALK, you can watch and participate in a webinar over your computer or mobile phone.

Why should you create a webinar & invest in webinar development?

Webinar viewership is at an all-time high and is now a key element of your customers’ research journey, with 22% YoY growth in engagement according to TechTarget’s Media Consumption Survey. This is contrasted with face-to-face attendance shrinking by 50% YoY.

When survey participants were asked which of the information sources they are consuming most since the pandemic, webinars topped the list, even ahead of independent analyst reports and white papers.

In other words, if you want to get your product, service or message in front of your intended audience, you must leverage, develop, and promote webinar content to your customers. Webinar and multimedia content is valuable not just as a supplemental piece of your marketing strategy, but as one of the leading elements of your campaign.

A screenshot of a survey

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Does webinar format matter?

There are different webinar formats that each make sense for specific use cases. These include single speaker, round table panel discussion, fireside chat, radio show, business presentation and more. 

Depending on the topic covered, slides can help provide easy takeaways for your audience (especially if you have statistics to cite) and keep them engaged. However, some subjects lend themselves to more of a roundtable format if they are discussion based, or a single speaker style if you are giving more of a walkthrough/demo. If you don’t intend on slide-sharing, a radio or audio-only show may be best.

The main thing to keep in mind is that it’s more about having high-quality content and key takeaways for your audience to leave with regardless of the chosen format. Do what works best for you and your speakers, based on the material you’re covering.


What should I use a webinar for?

Your webinars can be used for a number of purposes, including:

  • Announcing a product launch
  • Giving a deep dive on particular subject
  • Showing off a product demo
  • Hosting a panel discussion or training session
  • Providing a walkthrough for a research report 

And so much more!

Why should you use BrightTALK for your webinars?

BrightTALK is the premier webinar hosting and sharing platform for business. When you’re on BrightTALK, our AI-driven promotional engine puts your content in front of more of the people you want, automatically. Whether you’re activating your own webinar campaigns or looking for simple, fast results by sponsoring the Summits our experts create, we can help you populate your total addressable market (TAM), feed hungry sales pipelines, and deepen engagement with specific ABM lists of target accounts.

What’s more, your customers and your competitors are already here, using the BrightTALK platform every day.

You can also benefit from TechTarget’s extensive expertise on webinar best practices and utilize our Content Analysis & Copywriting Services to provide recommendations on how to improve your webinars at both a channel and individual webcast level.

How can I get started?

Click here to learn how to take your webinars to the next level on BrightTALK.

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