What is a Webcast and How Does it Work?

A webcast, like a webinar, is the internet’s version of broadcasting. Think of it like this: a computer or other device such as a tablet or phone acts like a TV, and the webcast content is the equivalent of a television show — a show that you can interact with.

Webcasts are excellent choices for communications, such as seminars, major events, small-scale?virtual trainings, product launches and more. Any presentation may benefit from being shared as a webcast.

Webcast vs. Webinar

There isn’t much difference between a webinar and a webcast. In fact, the term “webcast” (a combination of the words ‘web’ and ‘broadcast’) is interchangeable with the term “webinar” (a combination of the words ‘web’ and ‘seminar’).

Webcasts are great options for companies that want to broadcast internal or external communications.?

Webcasts typically include interactive tools, high-definition video streaming,?data-sharing integrations?and more. Read on to learn more about how to produce?high-quality webcasts.?

How Does a Webcast Work?

Ready to set up your first webcast, but not quite sure how it all works? Good news: if you are familiar with?webinars, you already have a leg up. Webinars and webcasts both require the same preparation.

You’ll still need the usual suspects such as: a topic, an audience, an outline or script and a presentation deck.?

Key players involve at least one presenter and a producer who manages slides, ensures video clips are played at the right time and monitoring?audience engagement?and attendance.?

Once you have your preparation basics, you can move into the more technical aspects of setting up your webcast.

The Technology Behind a Webcast

A webcast relies on the seamless integration of hardware and software to deliver a polished and engaging experience. Here’s what you’ll need:

• Hardware Essentials:

Camera: High-quality cameras or webcams to capture sharp, professional visuals.

Microphone: A reliable microphone for crisp and clear audio.

Computer or Laptop: A stable device with sufficient processing power to handle streaming.

Internet Connection: High-speed internet to ensure uninterrupted transmission.

• Software Integration:

Webcast Platforms: Solutions like ON24 Webcast Elite synchronize visual assets, live streams, and interactive features to create a cohesive presentation.

CRM and Marketing Automation Tools: Integrate your webcast platform with tools like ON24 Connect to track leads, engagement, and performance metrics.

Live vs. On-Demand Webcasts

Webcasts can be delivered live or on-demand, depending on your goals and audience needs:

• Live Webcasts: Perfect for events requiring real-time engagement, like product launches or corporate updates. Features like live Q&A and polls foster interactivity.
• On-Demand Webcasts: These pre-recorded sessions allow attendees to access content at their convenience, extending the life and reach of your presentation.

The Workflow of a Webcast

Creating a professional webcast involves a series of essential steps:

1. Planning and Preparation: Define your audience and objectives, then develop engaging content such as slide decks, videos, and speaking notes. Select a webcast platform tailored to your needs.
2. Technology Setup: Test all hardware, including cameras, microphones, and your internet connection, to ensure flawless operation. Customize the webcast interface with your branding and interactive features like surveys and CTAs.
3. Live Streaming and Interaction: During the webcast, producers manage behind-the-scenes operations, such as switching slides, queuing videos, and monitoring attendee participation. Presenters focus on delivering content while engaging the audience through live polls, Q&A sessions, and more.
4. Post-Event Analysis: After the webcast, analyze performance metrics like viewing duration, engagement scores, and resource downloads using ON24 Intelligence. Use these insights to refine future presentations and optimize audience engagement.

How ON24 Simplifies the Process

With ON24, setting up a webcast is straightforward and efficient. Our platform handles the complexities—like data integration and engagement tracking—so you can focus on creating memorable and impactful experiences.

Whether you’re hosting a live event or delivering on-demand content, ON24 ensures your webcast runs smoothly and delivers results.

Webcast Features and Benefits

Webcasts have become a cornerstone of digital communication for businesses, thanks to their robust features and versatile applications.

Below, we explore some of the key capabilities that make webcasting a powerful tool and the tangible benefits it delivers.

Key Features of Webcasts

• Scalable Reach: Webcasts can accommodate thousands of viewers simultaneously, making them ideal for large-scale events like product launches, corporate announcements, and training sessions.

• High-Quality Streaming: With HD video and crisp audio, webcasts ensure a professional presentation that captures and retains audience attention.

• On-Demand Availability: After the live session concludes, webcasts can be archived for future viewing, maximizing their long-term value.

• Custom Branding: Many webcast platforms allow organizations to customize the interface with logos, colors, and tailored branding elements, reinforcing their identity.

• Interactive Elements: Although webcasts focus on one-way communication, features like live Q&A, polls, and feedback forms can be integrated to maintain audience engagement.

• Detailed Analytics: Advanced analytics tools track metrics like viewership, engagement rates, and content consumption patterns, providing actionable insights for optimizing future events.

Benefits of Webcasting

• Extended Audience Reach: By eliminating geographical barriers, webcasts enable organizations to connect with a global audience. Whether hosting an investor relations meeting or conducting employee training, webcasts ensure inclusivity and accessibility.

• Cost Efficiency: Unlike in-person events, webcasts minimize expenses associated with travel, venue rental, and logistics, offering a high-ROI solution for corporate communications.

• Enhanced Accessibility: With on-demand capabilities and mobile compatibility, webcasts cater to audiences who need flexible viewing options, ensuring they can participate at their convenience.

• Brand Authority: Hosting high-quality webcasts positions organizations as thought leaders, strengthening brand credibility and fostering trust among stakeholders.

• Data-Driven Improvements: The analytics tools embedded in webcast platforms provide invaluable data for refining content strategies, identifying audience preferences, and improving future sessions.

Use Cases for Webcasting

Webcasts serve diverse purposes across industries:

• Marketing Campaigns: Promote products or services with engaging video presentations.

• Corporate Communication: Share updates with stakeholders, employees, or investors.

• Education and Training: Deliver workshops, certifications, or continuing education programs.

• Community Engagement: Host town halls or industry panels to connect with wider audiences.

By leveraging these features and benefits, businesses can harness the full potential of webcasts to drive engagement, communicate effectively, and achieve their goals.?

Essential Elements for Hosting a High-Impact Webcast

Just like webinars, webcasts require a?high-quality webcast platform?paired hardware you likely already have.?Webcast hardware?can include things like a microphone, a laptop or computer with access to high-speed internet and a camera (sometimes built into your device).?

The platform you choose to host your webcast on will synchronize all of the content you want to present, such as the slide deck, additional resources, CTAs and more, into viewable content for your audience.?

Remember to?plot out your webcast presentation?once you have sorted out your hardware and platform choice. It’s helpful to follow a regular outline that starts with a brief introduction, then answers a question or solves a problem the audience may have (or didn’t even know they had) and offers takeaways that the audience can apply on their own after the webcast concludes.?

Always remember to put your audience at the center of your content development strategy.

Engaging Your Audience Through Webcasts

If the purpose of your webcast is mainly to deliver information, you can keep audience-presenter interactions to a minimum. For most webcasts, however, audience engagement is highly encouraged. Interactive elements can include Q&A sessions, polls and multimedia content like videos or content libraries.?

Whether the webcast is live or?pre-recorded, always include tactics that help keep audience members attentive and involved. This way, they will be more likely to retain your content.

Selecting the Right Webcast Platform

There’s nothing worse than having connection issues when you’re in the middle of presenting.

That’s why reliability is key when it comes to webcasts. When you’re attempting to reach thousands of people, you want to be sure that a reliable webcast platform is going to pull through no matter the day, time, data load or audience size.?

After all, scalability is why creators turn to webcasts. The right webcast platform will also allow for interactive tools to collect audience feedback.?

Analytics?will include data as to how many users attended the webcast, and can collect first-party data insights, such as an attendee’s industry, contact information and additional engagement metrics, like if they watch the webcast live or on-demand or click on related resources and?CTAs.?

Best Practices for Creating Effective Webcasts

Creating a webcast that stands out requires more than just technical setup. It’s about blending strategy, creativity, and analytics to deliver an experience that captivates your audience and drives results.

Here are some tried-and-true best practices to ensure your webcast achieves its full potential.

1. Know Your Audience

Understanding your audience is the foundation of a successful webcast. Tailor your content, tone, and delivery to their preferences and needs. Use data from past webinars, surveys, or marketing automation platforms to define key demographics, interests, and pain points.

2. Craft Engaging Content

Your audience’s attention is precious—design content that resonates and holds their focus.

• Use visual storytelling to make your points memorable with slide decks, videos, and infographics.
• Include real-world examples and case studies to make the content relatable and impactful.
• Break up long segments with interactive tools like polls, Q&A sessions, and quizzes to keep the audience involved.

3. Rehearse and Test

The best webcasts feel seamless, but that’s often the result of thorough preparation.

• Run a full dry run to identify potential technical or content-related issues.
• Involve all key players—presenters, producers, and support teams—to ensure everyone is aligned.
• Test hardware (camera, microphone) and software (platform functionality) under conditions similar to the live event.

4. Promote Effectively

Even the most engaging webcast needs an audience. Create a promotional strategy that includes:

• Email Campaigns: Send targeted messages highlighting the value of attending. Personalization can boost engagement.
• Social Media: Use eye-catching visuals and relevant hashtags to increase reach.
• Content Syndication: Partner with third-party platforms to promote your event to a broader audience.

5. Encourage Real-Time Engagement

Interactivity is what sets webcasts apart from traditional broadcasts. Use live tools to foster participation and connection:

• Live Q&A Sessions: Give attendees the chance to ask questions and engage with presenters.
• Polls and Surveys: Gather insights and feedback during the session.
• Downloadable Resources: Offer additional content like e-books or whitepapers to deepen engagement.

6. Leverage Post-Event Analytics

Your webcast’s impact doesn’t end when the event concludes. Dive into performance data to assess success and refine future efforts. Key metrics to analyze include:

• Attendance rates and viewing time.
• Engagement scores (poll responses, questions asked).
• Resource downloads and post-event traffic.

7. Repurpose Your Content

A single webcast can fuel your content strategy long after the live event. Repurpose your session into:

• On-demand recordings for registrants who couldn’t attend live.
• Short video clips for social media or email campaigns.
• Blog posts or e-books based on key takeaways from the webcast.

Embracing the Power of Webcasts

Webcasts are versatile and effective tools for reaching and engaging large audiences. With the proper tools and planning, your webcast can succeed and reach audiences worldwide.

Originally published on ON24.