A few years back a good friend of mine made a comment that stuck with me, something along the lines of “Where there is chaos, there is money to be made.” Granted, we were having fun with the idea of creating the perfect distraction for stealing a piece of artwork from a heavily-guarded museum, but the point is universally applicable. And nowhere was this statement more true than in the virtual event technology space during calendar year 2020.
As we are all painfully aware last year was—for the most part—uncontrolled madness for enterprises when it came to maintaining business continuity. I’m not going to drag everyone through yet another extended 2020 recap, because we all know what happened. But suffice it to say work at home mandates, travel restrictions and last-minute event virtualizations not only opened up some previously tight budgets, but compressed video technology buying timelines from months into weeks or in some cases even days. And important things were missed, because this is always what happens when humans aren’t given adequate time to collect and process information.
We’ve all heard the virtual event horror stories, and many of you lived them first-hand. Some used a popular video conferencing application and were bombed by Internet trolls. Others brought a ‘workplace’ version of a social media app into their organization and put data privacy at risk. Many tried to run a live event using a popular B2C video app—only to have it completely melt down because the platform was never built to handle anything more than a small family reunion. And the rest cancelled their events altogether, making the decision that running a terribly-executed virtual event was worse than not running one at all.
The point is in 2020 buyers of virtual event technology lined up to pay for all kinds of half-baked, ill-fitting and mostly unproven virtual event solutions, because it was the only option they had. But the good news is this year will be different. As all of these one year contracts organizations signed come up for renewal in 2021, virtual event technology buyers are taking a more measured approach to evaluating needs. And most of them have already found there are more scalable, secure and reliable solutions out there—some of which are easy to use and come with a ton of valuable features.
For example, did you know that organizations can run new product rollouts and customer events with the same platform that just won two Technology & Engineering Emmy® Awards? Are you aware the platform that delivered the first fully virtual South by Southwest® (SXSW®) Festival can also flawlessly execute your company’s next internal educational conference or external user summit? Brightcove customers knew this, and over the course of 2020 maintained business continuity by running thousands of virtual events on our award-winning video platform.
I’d like to end this article by encouraging you all to take a look at a product called Brightcove Virtual Events for Business and compare it to what you used in 2020. In fact, if you’ve already moved on from your 2020 platform to something you believe is better, take a minute and compare Brightcove Virtual Events for Business to what you’re using now. Alternatively, if you’d like to speak with an expert or talk more about your virtual event use cases, please fill out this form on our website and someone will get back to you shortly. Look for my next article soon, and thank you for giving me five minutes of your day!
Eric Rudolf is the VP of Go-to-Market (GTM) Programs for Brightcove, the industry leader in empowering organizations to touch audiences with video in bold and innovative ways. With over 20 years in SaaS-based Enterprise Technology, Eric has led GTM strategy for multiple Gartner-named leaders in the video technology space. You may connect with Eric on LinkedIn , or send him an email any time at erudolf@brightcove.com.

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As someone who was in the video technology space a few years before the world went on lockdown, I feel like I understand it pretty well. For example, I know basic stuff like the difference between a meeting solution and a streaming platform. I also know more complicated ‘techie’ things like what video ingest entails, and how video security and video encryption are two very different concepts. And of course I know the “Touch Up My Appearance” slider is quite literally the best feature ever added to a video conferencing application. At least for me, anyway.
There is no doubt the massive changes in video use due to office virtualizations, reductions in business travel and virtual event participation are significant, and it would be difficult for anyone to deny that. For enterprises across the globe it’s both culture-changing and transformational, and it may have even permanently modified the economy as we know it. But it’s not the ‘new normal’ as so many have claimed—and if you stick with me for a few minutes, I will do my best to explain exactly why this is the case.
##Myth #1: Office Virtualizations and Remote Work are Recent Challenges
This past year truly represented the pinnacle when it came to marketing around video solutions. On one hand we had technology companies treating the pandemic like The Gold Rush, claiming their platforms could address ‘emerging’ workplace issues like remote collaboration, distributed employee engagement and video burnout. And on the other hand, we had the largest organizations in the world scrambling to buy and implement every video technology they could get their hands on. It was the perfect storm of chaos and confusion, even for those who understood exactly what was happening.
In April, to help cut through the madness, Inc.com published an article titled No Office, No Problem: 125 Companies Proving That Virtual Companies Can Thrive. But some of you may be surprised to know the article in question was actually published in April of 2015 . . . over six years ago. The point is, office virtualization and remote work are not new challenges being faced by enterprises. The video technology required to virtualize nearly all forms of corporate communication has existed for the better part of two decades. But up until the year 2020 many companies simply hadn’t bothered to adopt much if any of it.
##Myth #2: The Pandemic Forced Enterprises to Re-Evaluate Business Travel
Since business travel was invented, companies have allowed staff to rent cars, book train passes or jump on planes whenever they sensed a customer was unhappy, or a prospect was speaking with a competitor. But if there’s one thing last year taught all of us as a business community, it’s that a physical presence is not always mandatory to re-engage with a customer or close a deal. Unless of course you are a CFO, in which case you have suspected this for a very long time.
You see, CFOs already knew that spending $2,000 on a last-minute plane ticket to send a support rep to a customer site was bad for cash flow. They were also painfully aware that paying $50,000 in T&E annually per Sales Rep made for some really uncomfortable conversations during the annual audit. Corporate travel has been broken for a long time, and the pandemic did not force organizations to re-evaluate it. The pandemic simply gave organizations the proof they needed to move some of their travel investment to video-based technologies that help employees accomplish the same goals—at a significantly lower cost to the organization.
##Myth #3: No One Was Really Running Virtual Events Until 2020
A few weeks back I was reading a round table-style interview with a group of high profile marketing executives. In that article, one participant made the comment that rising momentum in people attending virtual educational conferences and seminars was something “no one could have anticipated.” As a marketer I would normally agree with this statement wholeheartedly . . . aside from the fact that I was invited to participate in my first virtual conference nearly 15 years ago.
The conference in question claimed to offer attendee networking, virtual trade show booths, sponsor interactivity and even virtual prospecting. My company participated, and admittedly it was mostly a terrible experience at the time. But the idea of being able to participate in an event at low cost and time commitment–without having to put eight people on a plane or invest in yet another 30 x 30 booth display—was spot-on. And the potential in the emerging world of virtual event technology should have been clear to anyone who was paying close enough attention.
##Wrapping it Up
So with all of the above in mind, what is my point? My point is, what we are experiencing today with the use of video in organizations is not a “new normal” as so many have claimed and continue to claim. What enterprises and brands are experiencing is the acceleration of a normal that was already headed our way. And whether or not we saw this normal coming, it’s time for enterprises and brands to start investing in proven, comprehensive video platform solutions that support remote work, the minimization of business travel, and self-service execution of virtual events.
I’d like to end this article by encouraging you to sign up for a Brightcove Free Trial — because it’s a platform that will allow your department, team or even enterprise to operate virtually, minimize travel and run your own virtual events every quarter, month, week or even day. Alternatively, if you’d like to speak with an expert or talk more about your enterprise and brand-related video use cases, please fill out this form on our website and someone will get back to you shortly. Look for my next article soon, and thank you for giving me five minutes of your day!
Eric Rudolf is the VP of Go-to-Market (GTM) Programs for Brightcove, the industry leader in empowering organizations to touch audiences with video in bold and innovative ways. With over 20 years in SaaS-based Enterprise Technology, Eric has led GTM strategy for multiple Gartner-named leaders in the video technology space. You may connect with Eric on LinkedIn , or send him an email any time at erudolf@brightcove.com.

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Consider these two indisputable facts: #1, video is here to stay, and #2, we are more distracted than ever. So, as the world turns to video for more and more virtual experiences, it’s a constant challenge to keep audiences engaged and focused on the screen.
Brightcove gathered a group of seasoned pros who discussed how they’re keeping the attention of viewers for virtual conferences, meetings, educational sessions and more.

Rob Anderson, Customer Education Manager at GoDaddy
Kate Nordstrom, Event Project Coordinator at Keller Williams Realty
Nigel Reeves, Technology and Innovation Director at YPO
David Towers, Senior Director of Digital Marketing at Arbonne

Here are just some of the topics our panelists covered, along with recommendations for making sure your virtual experiences capture attention.
SWITCH SEATS WITH YOUR VIEWERS
Start by thinking about your viewers or attendees. They’re sitting in an office or on a couch, ready to click away and enjoy all the other joys of the internet. How can you hold on to them?

Think about how they are taking in this experience…through a screen…by themselves.
Show them something new. Break away from the same old onscreen routine they have every single day.
We live in a TikTok world. Keep it moving by breaking longer topics into multiple shorter pieces.
Make the breaks between sessions entertaining and informative. You can have an announcer recap the session, or bring in a DJ, show funny videos…something they aren’t expecting.
Think quality vs. quantity. Remember your audience will remember 15% of what they hear at best. Give them one gold nugget to hold on to, not 100 pieces of clay.

HIGH PRODUCTION VALUE, HIGHLY ENTERTAINING
Viewers expect the same robust viewing experience they get on TV. It needs to be packaged in an interesting way. A screen of talking heads won’t cut it anymore.

Picture quality and sound quality must be pure, strong and clear.
High-quality graphics that enhance the story you are telling will keep your audience’s attention.
Your host is a key factor in retaining your audience’s attention. The highest-ranking officer in your company may not be the most relatable host.
The greatest speakers in the world don’t just share data; they tell a story that allows the listener to relate.
Where networking is the focus, breakout rooms offer a more intimate environment that encourages networking. Consider topic or region-based rooms.
Integrating prerecorded material with the live event allows you to invest in higher production values as well as deliver it multiple times to accommodate different time zones.

USE DATA TO CREATE MORE ENGAGEMENT
A unique advantage to online events compared to in-person is the data that is generated about your audience. Fine-tune your content; focus on your best-performing pieces and make sure they really grab their attention.

Learn what videos or content were watched most often and reorder your presentation to have a stronger impact.
Replace low-performing content with something else. Try something new and learn what your audience connects with.
Segment your audience based on the type of content they are consuming. Then follow up with unique messaging that resonates with each group.
Use the engagement data to help you develop new content for your next event, ensuring ever-increasing engagement.

The need to engage and connect with your audience is more crucial than ever. From the world’s most high-profile events to company town halls, Brightcove knows this world backwards and forwards. Easily plan and host an event with live and on-demand video with our Virtual Events Experience. Generate content you can use again after the event. Create unique, interactive experiences with monetization options that are customized for your brand.

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Whatever your industry or role, PLAY 2021 will teach you how to do all this and much more. Free and fully virtual, it will happen October 5-6 from 10:00 AM – 2:00 PM in three time zones (KST, GMT, and EDT). With over 24 hours of content, 25+ sessions and 40+ speakers and thought leaders – you can see the full agenda here – there are so many reasons to attend PLAY 2021. Here are our top five.
1. Get powerful ideas you can use now to build meaningful connections with all your audiences.
Transforming your business through connections is what PLAY 2021 is all about. And the most impactful way to build connections that drive results is with video. So come and learn to elevate your content and your marketing strategy from top executives like HubSpot CMO Kipp Bodnar. Let Jon Steinberg, President of Altice News and Advertising and Founder & CEO of Cheddar News, teach you how to engage larger audiences with next-level content. And uncover new ways to use emotional connection to build and scale your brand with marketing innovator Swan Sit.
2. Learn best practices for driving real results for your business with three tracks to choose from – media, digital marketing/e-commerce, and internal comms.
All the content at PLAY 2021 has been organized into three tracks – one for people in media (or anyone with content they want to monetize, like sports leagues and teams or symphonies and arts organizations), one is for digital marketers and e-commerce sellers, and one is for internal communications and community engagement professionals. You can dive deep into one track or explore them all – it’s entirely up to you. However you choose to experience PLAY, you’re sure to take away ideas and tips that will have a big impact on your business.
3. Be inspired by some of the best storytellers out there, including keynotes by groundbreaking creator, writer, and producer Shonda Rhimes and the creators of Crip Camp.
No one is a born storyteller – it’s an art you have to learn. And at PLAY 2021, you’ll learn from the best. Like Shonda Rhimes, the endlessly creative mind behind Grey’s Anatomy, Private Practice, Scandal, and How To Get Away With Murder, as well as the most-watched series in Netflix history, Bridgerton. And Nicole Newnham, Jim Lebrecht, and Howard Gutstadt, the creators of Crip Camp, a documentary that leaves an indelible mark on the heart of everyone who sees it – a true testament to video’s power to tell stories that drive change. Incredible amounts of inspiration are on the agenda for PLAY 2021.
4. Attending couldn’t be easier – PLAY 2021 is free, fully virtual, and scheduled for three different time zones.
With travel time and costs, not to mention our responsibilities at home, attending physical events can be a challenge. Not so with virtual – just “travel” to your computer and log on. If you’ve never attended a virtual event, trust us, you’ll be a believer after the first day. And PLAY is completely free, too. We’ve even scheduled it in three different time zones – 10:00 AM – 2:00 PM KST, GMT, and EDT – so no matter where in the world you are, one will be convenient for you.
5. Be the first to hear major announcements about new Brightcove products and updates.
Our unrivalled track record of video innovation continues with the announcement of (drum roll)…some very exciting new technologies that PLAY attendees will be the first to hear about. Our latest products will let you do more with video, and they let video do more for you and your organization – whether you want to build pipeline, monetize content, or engage your employees. We can’t wait to tell you more about them at PLAY 2021.
And because video tends to overdeliver, we’ll include a sixth reason to attend PLAY 2021…
6. Every bit of content will be available to watch on demand after the event is over.
Are two breakouts that you want to see happening at the same time? No worries. Every session will be available on demand on PLAY TV as soon as it concludes. Watch something you missed, share something you loved with a colleague – the content at a virtual event lives on long after the event itself. (And that’s just a small portion of all the must-see video you’ll find on PLAY TV.)
For a closer look at the speakers and topics we have in store for you, check out the complete agenda here. Then be sure to register for PLAY 2021. It will change the way you use video…and transform your business as a result.

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Vanessa Van Edwards is the national bestselling author of Captivate: The Science of Succeeding with People, which has been translated into 16 languages. As founder of Science of People, Vanessa’s YouTube videos have been seen by over 36 million people. For over a decade she has trained audiences around the world, including Fortune 500 companies and audiences at MIT and SXSW.
I recently had the opportunity to ask her a few questions in preparation for her session at PLAY 2021 on October 5-6. For an expert in non-verbal communication, she sure has a lot of interesting things to say.
In terms of body language and non-verbal communication, what is the number one thing you wish people knew about how they present themselves?
The majority of our communication is nonverbal — 60% plus. Yet we often practice our answers, we script out our presentations. We need to practice our nonverbal delivery along with our words.
How did you become interested in this field?
I see so much potential for brilliant people who could be magnifying their message. When I began to read the research of how much we can do to increase our impact, I realized I had to share it. My goal is to give specific tools to professionals they can use to immediately improve their communication.
In your own experiments on human behavior, what have you found that has surprised you the most?
I was surprised that the questions we ask each other the most: “How are you?” and “What do you do?” are the worst for building trust and rapport. I had to go on a “how are ya?” diet! It was so hard to cut it out … but once I did I had such deeper conversations!
We talk a lot about video’s ability to connect people – talk a bit about human connections and why they’re important. + How important is it to see someone to make a connection with them? Do we connect with faces in ways we simply can’t connect with voices alone?
Video communication is incredibly important for quickly connecting with anyone from afar. Video allows us to see facial expressions, gestures, posture and even body movement. This is essential for building lasting trust. We can do it without video but it is so much harder. Without video we are guessing, we are hoping and we are far less in control of our first impression and charisma.
More people than ever are making or appearing in videos today – what advice would you give them to make their videos more persuasive and more believable? What common mistakes do people make?
I LOVE video as a communication method. And it can set us up for tremendous success with our communication…if done right. First, be sure the camera is at least 18 inches from your nose. Sounds odd, I know, but it is important you don’t get too close to the camera because it will trigger invasiveness for viewers. We like to observe space zones with people even on camera. Second, make sure you can see your upper body in the shot — especially hand gestures! The more of someone you can see, the more you feel you can understand them.
For thousands and thousands of years, human behavior evolved in a world which was fairly static – the world you were born into was not that different from the world you died in. That’s no longer true – far from it. What kind of challenges does the extremely rapid pace of change in our world pose to human behavior?
I think our rapid pace world has helped us reach for the stars. We are accomplishing far more than ever before. We are performing things we never thought possible. This is wonderful, but it also produces burnout faster. The best way to be successful is to push our limits while also protecting our recharge space.
Let’s speculate a bit: If you go back a hundred years, you can find countless examples of human behavior that would be unacceptable today. What do we do today that will have people shaking their heads a hundred years from now?
I think people of the future will be shocked at how much we touch strangers. The first thing we do when we meet a stranger? Put our hand to theirs. I think over time we will be more cautious with our touch…only giving it to people we care about so as not to risk germ exposure. I think one day we might only handshake with our friends.
Want to hear more from Vanessa and many other fascinating speakers? Register here for PLAY 2021, free and fully virtual October 5-6.

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