Webinars in the Attention Economy
Competing with Short-Form Content
We consume it a lot, 15–30 second videos, while scrolling through social media feeds. So how do we convince an audience to commit to a 45-minute webinar? We are in the middle of the attention economy, which means that everyone is competing for the attention of your audience. This has changed the game, and people giving webinars need to adapt their strategies.
The Challenge
It’s true, we are constantly bombarded with quick, entertaining, and snackable content, everywhere we go. That means your webinar isn’t just competing with competitors in your industry—it’s competing with everything else that happens on their screen.
Webinars strategies to connect and retain your audience
The Hook
The first 60–90 seconds of your Webinar presentation are critical. State the value right away. Tell people why they should give you their time. Make a promise to your audience.
Chunk Your Content
Break your webinar into short, high-value segments—each with a mini payoff. Chapters aren’t just for replay; they help live viewers stay engaged.
Interactivity as a Lifeline
Use polls, chat, and quick Q&A bursts to keep people engaged. Make them part of the event and they will stay.
Borrow from Short-Form
Tease your webinar with short clips, “did you know?” stats, or quick takeaways in the weeks before. Repurpose content after the event for continued reach and to extend the life cycle of your webinar.
Design for Multitaskers
Accept that many will be listening in the background. Use strong visual cues, recap key points, and make sure on-demand viewers can easily skip to the parts they care about.
Quality webinars
The way to stand out is to deliver quality content. Your audience connects with you initially because there is something they need, or are searching for. Give them more value then they came for and you are bonding with your audience.
Why This Matters for Corporate Teams
In the attention economy, time is the most expensive currency. If you can design webinars that are authentic and respect your audience’s time and deliver focused value, you’ll win both live engagement and replay views.