Webinar study: the formats and types of content to favor


Find out what types of webinars and what content are most anticipated.

Focus on the content to favor in your webinars. © Song_about_summer – stock.adobe.com

The webinar allows professionals to gain credibility by dealing with a subject on which they are experts, and it is also the opportunity for them to interact more easily with their target audience. To create effective webinars, you still need to identify the desires and expectations of your subscribers upstream.

Learn about HubSpot’s study of 400 consumers that sheds light on what motivates people to sign up for a webinar and what their content preferences are.

The most anticipated types of webinars in 2020

Respondents answered the question, “Which webinars are you most likely to attend in 2020?” “.

The answers are as follows:

  • 27% prefer to participate in webinars that teach them new things about a passion or hobby,
  • 24% prefer to attend webinars that keep them entertained,
  • 18% have chosen webinars that are useful to their career or teach them new things about their industry,
  • 22% of people say they are interested in all of the topics suggested above.

© HubSpot

Note: HubSpot points out that the study was conducted on consumers of all ages and different levels of careers. Desires may therefore vary for certain specific audiences, such as B2B executives or salespeople, for example.

The most interesting webinar formats

Respondents answered the question: “Which webinar format do you find most interesting?” “.

The answers are as follows:

  • 30% prefer a presentation that teaches them to do something specific, something concrete,
  • 16% choose a webinar in the form of questions and answers with a known person or an influencer,
  • 15% of people are interested in all types of webinars in the form of questions / answers,
  • 12% prefer a webinar with a presentation on a broad topic,
  • 8% of people are more interested in a webinar in the form of questions and answers with an expert in their sector of activity,
  • 20% of people say they are interested in all types of formats.

© HubSpot

There is a real interest in webinars that take the form of questions and answers (Q&A) because a total of 39% of people questioned are interested in this type of presentation.

The most anticipated types of content in a webinar

Another question was asked by HubSpot: “What content would you most like to see in a webinar?” “.

The answers are as follows:

  • 22% prefer to see a moderator or presenter who answers questions from participants,
  • 19% of people say they have no preferences as long as the content is interactive,
  • 19% like the presence of a survey or quiz,
  • 14% have no preferences,
  • 8% appreciate being able to view videos.

© HubSpot

According to the results of this study, interactive content seems to be a key element for a successful webinar. Surveys, quizzes, videos, live chat are all elements that create an exchange with participants and therefore maintain their attention. It is important not to neglect these contents because they are the ones that will allow you to develop the engagement of your audience.

Interested in setting up an effective webinar for digital professionals? We offer a turnkey system: from the organization of the webinar to its promotion on our site.

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