The New Default In 2020
Our experiences frame our behavior and shape our expectations. Conventions that used to be just a natural way of working and living in the past need rethinking to remain viable today — just because the way we work and live is changing entirely. I asked myself: what will be the new default in the new reality? What will be the new, default set of expectations? And how should we all change to accommodate for it — be it small agencies, mid-size product teams or small companies like ourselves at Smashing?
For many of us, it didn't take long to get used to the idea of online conferences and online workshops. The experience online is always different, but in times when we don’t really have a choice, it seems that we have found ways to make them work online still. Some things work, others do not. It doesn't seem to work very well when we try to replicate in-person experiences in the digital world. Instead, we need to look into the benefits of digital and re-think the format altogether.
Nobody wants to spend more time on screen, so instead, we could chunk the entire experience into manageable segments, and make sure attendees are connected in-between sessions. E.g. by breaking workshops into 2.5h-chunks spread across days or weeks, with enough breaks for networking — and adding interactive live teamwork and live Q&A into the mix.
With new online events being announced every other day, everyone is in competition with everyone. So it’s not surprising then to see very theme-specific, niche events appearing, along with events that draw in a very particular audience — e.g. run in Russian or in Spanish. On the other hand, it shouldn't be too surprising to expect live streams becoming a default feature of any in-person events in the future, too. Not only because flying will remain expensive, cumbersome and damaging for environment, but also because companies have been noticing that it's just much more reasonable to "send" employees to multiple online events instead of just one in-person gathering.
Sponsors and advertisers need visibility and exposure, and while they can be very noticeable in a physical space, it’s much easier for online attendees or readers to dismiss them or click them away. So while virtual booths are appearing at online events as well, it seems that sponsors are much better positioned as powering a conference track, or sponsoring some interactive features such as accessibility or performance audits.
eBooks never really lost traction, but they seem to be rediscovered in times when delivering printed copies is difficult and slow. So are podcasts and small communities which are becoming slightly more active and spoken about on the fringes of the Twittersphere and Slack channels.
In all of that we shouldn't forget that digital really is different. It's not necessarily as rewarding as in-person experiences are, but it has its advantages, too. Online makes it possible for everyone to attend without leaving the comfort of their desk, and learn and network at their own pace. It's also more affordable and makes traveling optional, which makes events accessible for young families and people who prefer not to travel.
It's up to us to invent what that better digital future would be, and how we can provide the offering that our attendees, readers and customers will fall in love with — albeit digitally. One thing is certain though: the new default expectations will be different, and that's not necessarily a bad thing.