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what makes a best-in-class webinar?

This is a question we were asking ourselves when our client, Knight Frank, asked us to produce one of their flagship webinars. More on that here. 

When it comes to webinars, there are a lot of different factors that go into making them successful. But what exactly makes a best-in-class webinar? In this blog post, we’ll explore some of the key ingredients that go into making a top-notch webinar. 

Not only are they a great way to educate your target audience about your products or services, but they’re also excellent marketing tools. When done right, webinars can help you generate leads, close sales, and build relationships with customers and prospects alike. While investing a large proportion of your marketing budget in a best-in-class webinar might not be right for your business, you don’t want something sub-standard damaging your brand or reputation.

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webinars in a post-pandemic world.

We all know that COVID forced businesses across industries to re-evaluate the way they operated. We adapted and learned new ways of working, but as things eased we were keen to get back to “normal”. That said, some things are here to stay, and it looks like webinars will continue to play a vital role in connecting people for business and pleasure. Webinars provide a cost-effective way to reach a large audience and can be easily scaled up or down depending on need. Additionally, they allow businesses to target specific demographics with laser precision.

But after a few years of having to rely on webinars when there were limited alternative options, how can the format stay relevant in a post-pandemic world?
Well, by striving for best-in-class. And here are some things to consider:

Engaging content: A best-in-class webinar will have content that is engaging and relevant to the audience. The presenter or presenters should be able to hold the attention of the audience throughout the duration of the webinar.  Well-scripted content is key for this. Don’t forget; sentences written to be read should be different from words written to be spoken. 

This means having a well-planned agenda and delivering your material in an interesting and engaging way. If you're not sure how to do this, consider working with a professional trainer or presenter who can help you deliver your content in an engaging way.

Use of visuals: A best-in-class webinar will make use of visuals such as slides, infographics, and videos to supplement the presentation and help communicate the key points. This is where you can really get creative. Can you use data visualisation to bring some stats to life? Can you share some imagery of a case study? For example, in our Knight Frank webinar, we filmed specific b-roll to support some of the speakers and also made use of stock and archive footage.

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Smooth delivery: A best-in-class webinar will have a smooth delivery with minimal technical issues. The presenters should be well-prepared and well-rehearsed. Working with a professional crew with dedicated tasks should keep things on track. We’d also recommend avoiding live content where possible. You should look to use pre-recorded video where possible, even if you then air the webinar “as live”.  

Value for attendees: A best-in-class webinar will provide value for attendees by providing useful information or insights that they can apply to their own business or work life. While webinars are an excellent lead-generation tool you should avoid being overly sales driven. No one likes to be “pitch-slapped”. By offering helpful information and valuable insights, you can show your expertise and knowledge. Impressed attendees will soon convert to customers. 

Mix up the format: By their nature webinars are longer form. But breaking up the piece into sections with different looks and styles will keep the viewer engaged. You could consider a panel discussion, content from remote contributors or even short video reels.

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how to increase a webinar’s production value.

So why does production value matter? Well, for one thing, it can affect how professional your webinar, and therefore your business, looks. Any video with high production value will look polished and well put-together, while a low-budget video might look amateurish by comparison. Hosting a high-quality webinar can increase the perception of your brand. Additionally, high production values can make your webinar more engaging and enjoyable to watch – after all, who doesn't love a good Hollywood blockbuster?

Of course, all of this comes at a price. Producing a high-quality video takes time, effort, and money – so if you're on a tight budget, you might have to sacrifice some production values in order to get your project off the ground. However, if you're able to invest in high quality production values, it will definitely pay off in terms of the final product.
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There are a few key things you can do to increase production value.

Audio and Visual

First, make sure your audio and visuals are of the highest quality possible. This means investing in professional equipment and/or working with experienced professionals to ensure everything is set up correctly and looks and sounds as good as possible. Additional production value can come from having multiple cameras. And for the ultimate glossy look; camera moves. Be that on a dolly, slider, or jib.



The location you choose to host the webinar can have a big impact on the final product. For our Knight Frank project, we filmed in a studio with custom-designed panels and branded graphics. The space had a few set-ups to give different looks including a sofa for a panel discussion. A well-chosen location can help to create the right atmosphere. It's also worth bearing in mind the logistics of the shoot: Is the location accessible? Can it accommodate the crew and equipment?

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Webinars are a great way to connect with your audience and deliver engaging informative content. There are a number of ways to make a webinar more engaging, and it is important to think creatively when planning and producing one. Striving for best-in-class will mean coming up with new ideas for content, delivery, format or interaction. Get it right and you’ll connect with your attendees and ensure they remember your brand long after the credits roll.