Module 3: Enhancing Touchpoints with Contagious Content and Conversation Unit 1: Stimulating Community Interest, Excitement, and Interaction
videos, 478% more shares than videos from other sources, and represent 85% of Facebook posts.
hosted elsewhere. These platform-specific formats are designed to maximize engagement, discovery, and distribution. Since the pandemic accelerated virtual events, brands have recognized native video's advantages over in-person events for keeping members connected, raising brand awareness, and attracting new members. This growth is expected to continue as social media live broadcast technologies mature and evidence mounts showing virtual events often outperform in-person and hybrid alternatives. Native video's power as a strategic tool for driving mid-funnel conversation comes from three key factors: its authentic appearance (not overly salesy or professional), high organic reach (algorithms often prioritize native content), and greater opportunities for engagement. Studies show native videos generate 530% more comments than professionally produced
VIRTUAL EVENTS
Research validates that virtual events outperform in-person events in many respects. Visitors interact more naturally, there are more touchpoints throughout the customer journey, greater data collection opportunities for understanding audience attributes, higher attendee engagement and registration numbers, more cost-effectiveness, better lead generation, and higher ROI. Shown in Appendix A are the major benefits associated with virtual events. Crowdfunding Outreach Social media serves as a key driver for the global crowdfunding market by providing cost-
Online events
In person events
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