Mastering Virtual Event Marketing: 25 Strategies for Growth

Virtual event marketing has undergone significant changes, even since the pandemic, when virtual events experienced a surge in popularity. Over the last few years, the challenge has been that people want genuine connections, face-to-face interactions, and experiences that feel truly engaging.

Audiences want more than boring webinars and basic presentations. The challenge is making virtual events as engaging as attending in person. In this ultimate guide, we cover 25 strategies from before a virtual event to after, all designed to help CMOs, event organizers, coaches, and creators drive community-led growth using virtual events. 

Quick Overview: 25 Strategies at a Glance

Pre-Event: Strategies 1-8

• Build complete marketing plans with clear goals

• Use video-first marketing across every channel 

• Create communities before your event starts

• Use AI to personalize content for each person

• Make interactive content and build partnerships

During-Event: Strategies 9-14

• Build real-time communities with video interactions

• Make events fun with games and rewards

• Use live polls, Q&A, and different content types

• Make sharing on social media easy

• Offer exclusive behind-the-scenes content

Post-Event: Strategies 15-18

• Create content libraries people can use later

• Send personalized follow-up emails

• Keep communities connected long-term

• Track more than just attendance numbers

Advanced Strategies: 19-25

• Use content created by attendees (UGC) 

• Connect different platforms together

• Build industry-specific networking

• Create hands-on workshops

• Work with influencers and speakers

• Mix virtual and in-person event elements

• Hire virtual assistants for complex campaigns

The big question for event marketers and solo professionals like coaches using virtual events to grow their business is: 

How do you create virtual events that grab AND keep attention, inspire action, and build lasting relationships?

The answer is simple: use platforms and strategies that focus on cultivating human engagement and interactions. 

Recent feedback shows that successful virtual events happen on platforms that make online interactions "feel IRL" (in real life). When people can connect through live and recorded video with speakers and other attendees, they build lasting relationships that go beyond typical screen-based experiences.

The Growth of Virtual Event Marketing in 2025

Before we delve into specific strategies, let's examine how virtual event marketing has evolved. The numbers tell an impressive story:

• 63% of event planners are spending more money on virtual events compared to 2024 and 2023 

• 74.5% of event strategies now use hybrid formats (mixing virtual and in-person events)

• 93.2% of organizers say their virtual events were a success based on attendance (it’s a positive indicator to keep running virtual events into 2026 and beyond) 

• 74% of B2B event organizers see positive returns on investment at least 6 months after their virtual event

• In 2025, 81% of event managers are expected to host virtual events (recent statistics). 

The global virtual events market is vast and growing fast. It has grown from $138.54 billion in 2023 and is expected to reach $793.5 billion by 2031. That's an impressive growth rate of 21.4% every year from 2024 to 2031.

Why do people join virtual events? 

80% take part in virtual events to learn something (education), and the next most significant reason is networking. 

Demonstrating that people want to learn and connect with others is one of the reasons virtual coaching is so popular.

However, success in 2025 and beyond requires more than just moving events online. 

You need to rethink your approach to digital engagement completely. This means utilizing advanced technologies like AI personalization, immersive experiences, and, most importantly, video-first interactions that foster genuine human connections.

Want to make your virtual event a success?

Find out more about Swarm today: Build a home for your community on a virtual event platform that guarantees higher engagement than anywhere else.

Swarm in action

Now, let’s start with those crucial pre-event marketing strategies. 

Pre-Event Virtual Event Marketing Strategies

Below are eight pre-event marketing strategies. No event is going to be a success unless the people you want to attend actually know it’s happening. 

#1 Build a Complete Marketing Plan for Virtual Event Success

Begin with a robust marketing plan that has clear, specific objectives. 

Think about what you want to achieve: 

• Generate leads;

• Increase brand awareness;

• Win new customers (for coaches and creators); 

• Or drive product sales. 

Your virtual event marketing strategy should align with your broader, strategic business objectives. One should support the other. 

As part of this strategy, create detailed profiles of your ideal attendees. Be mindful of where they spend more time online, which communication channels they prefer, and how comfortable they are with technology. 

Having this foundation will help you create messages that connect and will be promoted through the right channels to reach the audience you want to attend this event. 

#2 Use Video-First Marketing on All Channels

Video content is now the most essential part of successful virtual event marketing. Research shows that videos get 1,200% more shares than text and images combined. Create a complete video marketing campaign that includes:

• Teaser trailers

• Speaker interviews

• Behind-the-scenes content

• Educational previews

• Pre-recorded video segments

The key is being authentic. Audiences can easily distinguish between genuine, engaging content and polished, corporate-style videos that lack personality. Or worse, an AI-generated video. 

Your audience wants real and authentic content, and nothing less will do well. 

All of these videos need to be tailored to different channels, like Instagram, Reels, Stories, TikTok, YouTube, and any other social platforms you’ll use to promote the event. 

Focus on creating content that shows real people, honest conversations, and the genuine value your event will provide.

#3 Build Community Engagement Before Your Event

Successful virtual events don't start on the day of the event. 

Event marketing needs to start weeks or months in advance through effective community building. Create dedicated spaces where potential attendees can connect, share ideas, and start building relationships before the main event. This will also dramatically help to reduce no-shows.

Look for platforms that focus on face-to-face video interactions and offer breakout sessions. When participants can engage through both live and recorded video content, it helps build familiarity and excitement while solving the cold-start problem that many virtual events face.

#4 You Could Use AI to Personalize Content

Artificial intelligence (AI) is revolutionizing virtual event marketing by enabling large-scale personalization. 

Use AI tools to analyze attendee data, predict interests, and deliver customized content recommendations. This might include:

• Personalized event schedules

• Targeted session recommendations

• Customized networking suggestions

AI-powered email sequences can adapt based on how people respond, ensuring each potential attendee receives the most relevant information at the optimal time. 

This level of personalization significantly improves registration rates and event satisfaction.

This step partly depends on whether you’ve got the time or an AI tool that can do the job and integrate with any software you’re using to run the virtual event. 

#5 Create Interactive Pre-Event Content

Move beyond traditional email announcements and basic social media posts. Develop interactive content that lets potential attendees engage with your brand and event theme before the main event. This could include:

• Polls about preferred session topics

• Quizzes that recommend personalized agendas

• Collaborative content creation opportunities

Interactive content enhances engagement and provides valuable insights into attendee preferences. It can also help you plan your event programming and marketing messages.

Social platforms that would help with this are Instagram and TikTok. 

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#6 Build Strategic Partnership Networks

Partner with complementary brands, influencers, and thought leaders to expand your reach and credibility. These partnerships can take many forms: 

• Co-hosted sessions

• Cross-promotional campaigns

• And collaborative content creation.

Look for partners who share your target audience but aren't direct competitors. Their endorsement and promotion can significantly expand your reach while adding credibility to your event.

#7 Optimize for Multiple Channels

Successful virtual event marketing requires a coordinated approach across multiple channels. Develop content specifically optimized for each platform: LinkedIn, X (formerly Twitter, if you still use that channel), Threads, TikTok, Instagram Stories and Reels, and YouTube videos.

Each channel should serve a specific purpose within your overall strategy, while maintaining a consistent messaging and branding approach. 

Even make different platforms work together to create a complete attendee journey from awareness to registration to participation.

#8 Use Dynamic Pricing Strategies

Utilize data-driven pricing strategies that adapt to demand, timing, and attendee segments. Early bird pricing, group discounts, and loyalty program benefits boost attendance by driving early registrations.

Consider offering different pricing tiers with varying levels of access, networking opportunities, or exclusive content to cater to the diverse needs and budgets of attendees.

Now we need to consider different ways to engage an audience during a virtual event. 

During-Event Engagement Strategies

Below are six strategies you can use during an event. The trick is to know which you’ll actually be using in advance, especially if you’re hosting. Or to ensure you are using a virtual event platform that will make all of this easier to implement, such as Swarm. 

#9 Build Real-Time Communities

Create opportunities for authentic connection during your virtual event. This goes beyond traditional chat functions to include video-based networking sessions, small group discussions, and collaborative activities that mimic in-person interaction patterns.

Platforms that enable face-to-face video interactions in virtual settings can significantly enhance engagement. Consider structured networking sessions, industry-specific discussion groups, or peer-to-peer learning opportunities.

💡Pro Tip: Host AMA's, fireside chats, and threaded discussions that run asynchronously with an in-person feel. 

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#10 Make Events Fun with Games

Add gamification elements that encourage active participation and sustained engagement. For example:

• Points for session attendance

• Badges for networking activities

• Leaderboards that recognize top contributors to discussions.

Gamification works particularly well when tied to meaningful rewards, like exclusive content access, networking opportunities with speakers, or recognition within the community. 

The key is to ensure that game elements enhance rather than distract from the core event experience.

#11 Use Live Polling and Q&A

Keep audiences actively engaged through interactive elements that make them feel heard and valued. 

Real-time polling, Q&A sessions, and collaborative activities transform passive viewers into active participants.

Consider using advanced polling features that allow for word clouds, ranking exercises, or multiple-choice questions that inform the direction of presentations in real-time. This approach makes attendees feel like co-creators of the event experience.

#12 Provide Multiple Content Formats

Recognize that attendees have different learning preferences and attention spans. Offer content in various formats, from traditional presentations and panel discussions to interactive workshops, demo sessions, and peer-led discussions.

Asynchronous options are particularly valuable, as they allow attendees in different time zones or with scheduling conflicts to participate meaningfully. Video-first platforms that support both live and recorded interactions can significantly improve accessibility and engagement.

#13 Make Social Sharing Easy

Make it simple for attendees to share their experiences and key takeaways across social media platforms. Provide pre-written social media templates, branded graphics, and unique hashtags that encourage organic promotion.

Consider creating "share-worthy moments" throughout your event

• Inspirational quotes

• Surprising statistics

• Actionable insights that naturally encourage social sharing. 

💡User-generated content (UGC) often has more credibility and reach than brand-created content, so make sure someone is actively monitoring event-based hashtags and sharing in real-time so that UGC about the event can be promoted while it’s happening.

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Post-Event Follow-Up 

Here are four strategies to follow up with and nurture those who attended, who could become customers in the future. 

#15 Create Complete Content Libraries

Transform your event content into a lasting resource that provides value long after the event ends. 

💡If you do this right, one event could act as a lead generation magnet for a whole year. Create organized, searchable content libraries that allow attendees to revisit sessions, access supplementary materials, and continue their learning journey.

Consider how different content formats can serve different purposes. You could do this in a number of different ways, like:

• Full session recordings for deep learning

• Highlight reels for quick reviews

• Interactive transcripts that allow for easy navigation to specific topics.

#16 Send Strategic Post-Event Follow-Up Emails

Develop sophisticated email sequences that continue the conversation and relationship building beyond the event. These sequences should provide additional value, share relevant resources, and guide attendees toward next steps in their customer journey.

Personalize these sequences based on attendee behavior during the event. For example: which sessions they attended, questions they asked, or connections they made. This level of personalization shows that you value their specific interests and engagement.

#17 Keep Communities Connected

The most successful virtual events create lasting communities that continue engaging long after the event ends. Provide platforms and opportunities for attendees to maintain connections, share insights, and collaborate on projects.

Video-first community platforms are particularly effective for maintaining these connections, as they enable authentic, face-to-face interactions that foster strong professional relationships. 

Consider hosting regular follow-up sessions, encouraging newsletter sign-ups, or collaborative projects.

#18 Measure Complete Success Metrics

Go beyond basic attendance numbers to measure engagement depth, relationship building, and business impact. Track success metrics like:

• Session completion rates

• Networking connections made

• Content downloads

• Post-event survey responses

Advanced analytics can reveal insights into optimal session lengths, the most engaging content formats, and attendee behavior patterns, informing future event planning and marketing strategies.

Next, we delve into more advanced virtual marketing methods that you can leverage with the right tools, resources, and sufficient time. 

Advanced Virtual Event Marketing Methods 

Below are seven approaches you could use to make your virtual event an even bigger success. 

#19 Use Content Created by Attendees

Encourage attendees to create and share their own content related to your event. This might include reflection videos, key takeaway summaries, or collaborative projects that demonstrate applied learning.

💡UGC provides authentic social proof but also extends your event's reach and impact. Consider creating contests or recognition programs that encourage the creation and sharing of high-quality content.

#20 Connect Different Platforms Together

Create seamless experiences that span multiple platforms and touchpoints, ensuring a consistent user experience across all touchpoints. 

It would make strategic sense to integrate your virtual event platform with CRM systems, social media, and community platforms to provide unified attendee experiences.

Consider how attendees move between different digital touchpoints and ensure consistent messaging, branding, and data tracking throughout their journey.

#21 Build Industry-Specific Networking

Create targeted networking opportunities that address the specific needs and challenges of different industry segments or professional roles. This might include structured speed networking, mentorship matching, or collaborative problem-solving sessions.

It’s essential to understand how different attendee segments prefer to network. Then provide options that cater to various personality types and professional needs.

#22 Create Hands-On Workshop Formats

Move beyond traditional presentation formats to include hands-on workshops where attendees can actively practice new skills, collaborate on projects, or engage in guided problem-solving exercises.

Interactive workshops work particularly well in virtual settings when supported by breakout room functionality, collaborative document editing, and video-based small group interactions.

#23 Work with Influencers and Speakers

Develop comprehensive strategies that leverage your speakers' and industry influencers' networks for broader reach and credibility. Go beyond simple social media mentions to include collaborative content creation, cross-promotional opportunities, and strategic partnerships. 

Consider how speakers and influencers can continue contributing to your community and audience development beyond their specific event presentations.

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#24 Mix Virtual and In-Person Elements

Even for primarily virtual events, consider how hybrid elements can enhance the experience. This might include local viewing parties, regional meetups, or synchronized activities that create shared experiences across different locations.

Hybrid strategies can help bridge the gap between digital and in-person event experiences while accommodating different attendee preferences and circumstances.

#25 Hire Virtual Assistants for Event Marketing

As virtual event marketing becomes increasingly complex, many organizations are exploring how to outsource event marketing to virtual assistants effectively. 

Virtual assistants can handle various tasks, including:

• Social media management

• Email sequence development

• Attendee outreach

• Content creation

• Administrative coordination

The key to successful outsourcing is clearly defining roles, establishing effective communication protocols, and ensuring that virtual assistants understand your brand's voice and event objectives. Consider creating detailed standard operating procedures and providing comprehensive training to ensure consistent quality across all marketing activities.

💡Want to make your virtual event a success? Find out more about Swarm today: Build a home for your community on a platform that guarantees higher engagement than anywhere else.

Building Your Virtual Event Marketing Strategy

Success in virtual event marketing requires a complete approach that integrates multiple strategies and channels while maintaining focus on authentic human connection. The most effective virtual events don't try to copy in-person event experiences. 

Instead, successful virtual events leverage the unique advantages of digital platforms while addressing their challenges.

Key considerations for your virtual event marketing strategy include:

Technology Selection: 

Choose platforms that prioritize human connection and authentic interaction over flashy features that don't enhance the core experience. Look for solutions that support both live and asynchronous video interactions, enabling participants to engage meaningfully regardless of time zone or schedule constraints.

💡Want to make your virtual event a success? Find out more about Swarm today: Build a home for your community on a platform that guarantees higher engagement than anywhere else.

Content Strategy: 

Develop content that provides genuine value while encouraging active participation. The most engaging virtual events feel more like collaborative experiences than broadcast presentations.

The other advantage of not spending ages finding and setting up the platform for your event is that you can focus on the content. 

That is the most crucial element to all of this, alongside pre- and post-event promotion. Get the content right, and you could be generating new revenue from this investment for another year. 

Community Building: 

Focus on creating lasting connections and relationships that extend beyond individual events. 

The most successful virtual event marketing strategies create ongoing communities that continue to provide value long after specific events have ended.

Measurement and Optimization: 

Implement comprehensive analytics that measure not just attendance but engagement depth, relationship building, and business impact. Use these insights to continuously improve your approach and demonstrate ROI to stakeholders (when that’s applicable, in larger organizations).

What Could Virtual Event Marketing Look Like in 2026?

As we enter the last quarter of 2025 and look forward to 2026, virtual event marketing continues to evolve toward more personalized, interactive, and community-focused approaches. 

The coaches, experts, creators, and organizations that succeed will be those that understand virtual events are not just digital versions of traditional conferences. Virtual events need to be virtual by design, and that requires different strategies, technologies, and mindsets.

An emphasis on a combination of video-first interactions and authentic human connections will only intensify as audiences become more selective about how they spend their time online. Platforms that enable genuine face-to-face interactions in virtual settings will become increasingly valuable as they help solo-preneurs like coaches and B2B organizations build the kind of relationships that drive long-term business success.

Transform Your Virtual Events with Swarm

Ready to implement these virtual event marketing strategies and create events that truly engage your audience? Swarm's video-first community platform is designed specifically for organizations that understand the power of authentic human connections in digital environments.

Our platform enables both live and asynchronous video interactions, creating online communities that feel IRL. Whether you're hosting product launches, educational workshops, or networking events, Swarm provides the tools and features necessary to implement the strategies outlined in this guide.

From comprehensive analytics to seamless integration capabilities and robust community-building features, Swarm empowers you to create virtual events that build lasting relationships and drive measurable business results.

Discover how Swarm can transform your virtual event marketing strategy and join the growing community of organizations that are redefining digital engagement through authentic video-first interactions.

💡Want to make your virtual event a success? Find out more about Swarm today: Build a home for your community on a platform that guarantees higher engagement than anywhere else.

Swarm in action

Virtual Event Marketing Strategies Frequently Asked Questions (FAQs)

What makes an effective marketing plan for virtual event success? 

An effective marketing plan for virtual event success includes the following:

• Clear objectives

• Detailed audience insights

• Multi-channel promotion and distribution strategies

• Comprehensive measurement frameworks. 

It should emphasize authentic human connections and provide genuine value throughout the attendee journey.

What are some innovative virtual event marketing ideas for 2026? 

If you’re already planning your 2026 events schedule, then you need to get thinking about creative ideas for next year. 

Innovative virtual event marketing ideas include video-first community building, interactive content formats, and gamification elements. The most effective approaches prioritize authentic engagement over flashy technology. 

The tech you use should enhance and empower, not overwhelm an audience or become more important than the event itself. 

That’s why many coaches, experts, and creators are using Swarm for video-first community building. 

How can organizations implement a comprehensive virtual event marketing strategy? 

A comprehensive virtual event marketing strategy should integrate pre-event community building, during-event engagement tactics, and post-event nurturing sequences. 

Success requires selecting the right technology platforms, creating valuable content, and prioritizing relationship building over just information delivery.

What are the benefits of learning how to outsource event marketing to virtual assistants? 

Outsourcing event marketing to virtual assistants can help organizations scale their marketing efforts, reduce costs, and access specialized skills. 

Virtual assistants can handle a wide range of tasks, from content creation to attendee outreach, enabling internal teams to focus on strategy and relationship-building.

💡Want to make your virtual event a success? Find out more about Swarm today: Build a home for your community on a platform that guarantees higher engagement than anywhere else.