Goldcast: 2024 B2B Webinar Benchmark Report

Goldcast’s latest Webinar Benchmark Report provides a deep dive into data from over 6,000 webinars, revealing critical trends, benchmarks, and best practices for marketers aiming to maximize their ROI. With insights from 1.7 million registrants and 613,000 attendees, the report sheds light on what’s driving webinar success in 2023 and beyond.

Live webinars continue to dominate, with the majority of companies favoring this format to engage audiences directly. Pre-recorded webinars also hold their ground for their flexibility in catering to diverse time zones and streamlined production processes. The average webinar length remains around 60 minutes, striking a balance between depth and audience attention spans.

The report highlights a surge in webinar frequency, with companies now hosting an average of 22 webinars annually—nearly double the number from prior years. Midweek sessions remain the most popular, although audience attendance is becoming more evenly distributed throughout the week.

Other insights include:

• Audience engagement is a key focus, with interactive features like polls and Q&A proving essential for maintaining attention and gathering insights. 
• Webinar series are gaining traction as a way to build thought leadership and provide bingeable content. Examples like Hootsuite’s “Social Trends 2024” and BambooHR’s recurring training sessions show how brands use series to cultivate loyal audiences and repurpose valuable content.
• Repurposing content is another standout trend. Using tools like Goldcast’s Content Lab, brands are turning webinars into blogs, social posts, and short video clips, ensuring every event has a longer shelf life. The report notes over 4,300 video clips and thousands of text assets were generated from webinars in the second half of 2023 alone.
• To boost registrations, marketers are advised to avoid the word “webinar” in titles, as events labeled as such see nearly 50% fewer signups. Conversely, framing events as part of a “series” increases audience interest.
• AI is playing an increasing role in streamlining content creation and enhancing marketing strategies. By repurposing webinar assets across channels, marketers can do more with less, maximizing the impact of each event.

Key Quote: “Consistently hosting webinars is a great way to connect with your audience and grow your brand. And afterward, you can host the content on demand and repurpose it to get even more runway out of each webinar,” said Lauren Creedon, VP of Product at Goldcast.

Full story: GOLDCAST