The Rise of Micro Events
With the pandemic shaping our daily lives, events are no stranger to change and adaptation to a new way of living and communicating. Micro events became increasingly popular in 2020, as they were a way to continue celebrating with safety in mind, and in 2021 they continue on the rise and will become a huge part of the event industry from now on.
What are micro-events
Micro events are not a new concept. They have historically been mostly online events made for a targeted audience with a simple set-up. The concept has shifted means and is available nowadays in different formats.
Micro events are smaller than normal ones and can be a part of hybrid events, which have both an online and offline component. They can happen online, such as workshops and conferences or offline such as music events or weddings, and have a limited capacity of guests. They are more in-depth than regular events and cater to a niche audience.
These events can take place in small venues and although they have become popular since 2019, we have seen a rise in the number of micro events as a consequence of COVID restrictions.
What are the benefits?
Having fewer guests allows for compliance with local and state venue capacity restrictions as well as following COVID safety guidelines such as wearing a mask, social distance, and contactless catering. There are many other benefits to these types of events, besides safety.
Micro events are more intimate and allow for guests to make strong connections, as having fewer attendees creates opportunities for more significant network quality and allows guests to experience a feeling of being part of the event and not just a number or a name.
With micro-events, the organiser can personally connect with the attendants and gather information that can be used at a later date to promote future events and because there is already a connection between organiser and guest, all follow-up communication feels much more personal.
These events, when part of a bigger hybrid one, provide an opportunity for guests to create their own experience based on their personal needs. They can attend the event physically on one day and virtually the next, allowing for more flexibility in attendance and a better comfort level.
Catering micro-experiences can focus more on the attendees’ needs and both venues and caterers can benefit from hybrid events in addition to micro-events by providing catering in person or delivering items to virtual attendees’ homes.
What are the struggles?
One of the biggest struggles with an event of this type is because guests are being given more than one platform to attend, there is a need to keep them engaged, especially on the virtual side of the event. This need has become more crucial as we are transitioning towards hybrid events in the near future.
Communication live and on-camera are different and require very different sets of presentation skills. Event planners will need to scout and source talent who can create higher engagement with the audiences both present in venues and online, in order to elevate the level of quality of their events.
On in-person micro-events, small groups are ideal for hands-on workshops and more intimate conversations that go beyond the usual small talk events. In the online component of these events, creating slides and selling a webinar will no longer convince online guests to pay to be a part of a non-engaging zoom gathering. Creativity and competitive production will be key in engaging with offline and online communities.
Micro events are an excellent way to communicate with guests and make them feel part of the experience. They have become more important than ever to assure safety and a better experience for the attendee and host, creating better opportunities to gather feedback for later events or making the guest feel more than just a number. Micro events will continue to be an important part of the event fabric in 2021.