Webinars have increasingly become prominent in marketing post-2020, following a surge in virtual events during the pandemic. However, registration and attendance rates have plummeted due to an overabundance of webinars that often prioritize lead metrics over genuine engagement. This flood of content has led to declining interest and rising expectations among potential attendees. Yet, despite these challenges, webinars continue to be an essential marketing tool, serving as effective platforms for learning and real engagement.
Before the fateful year 2020, webinars weren't as popular a content type as they are today. Businesses relied more on in-person events to make connections.
We killed the webinar. We overdid it. We flooded inboxes with invites and turned thoughtful educational experiences into thinly veiled product pitches.
Wistia's 2025 State of Video Report shows the most significant drop in video engagement in the past four years. It's not about shrinking attention spans - it's rising expectations.
Despite this, the humble webinar remains a worthwhile marketing asset. Video is a learning channel. We rely on it to learn and to show us how to do something.
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