Based on our experience organising hybrid events and livestreams, as well as insights gathered through experimentation and audience feedback, we have identified ten practical lessons for creating engaging and inclusive hybrid gatherings.
The prolonged lockdown marked a turning point in our practice. Faced with the question of how to translate a physical programme to an online context, we began experimenting with hybrid formats. While initially driven by necessity, this shift fundamentally changed how we think about events. Hybrid formats expanded accessibility and introduced new forms of interaction that continue to inform our approach today.
1. Treat the event as starting the moment it is announced
A successful event begins well before the livestream goes live. From the moment an event is announced, expectations are set and engagement can already begin. Clear communication, preparation tasks, and early touchpoints help audiences arrive with confidence and a sense of involvement. As Priya Parker writes in her book The Art of Gathering: “90% of what makes a gathering successful is put in place beforehand.”
2. Treat your online audience with extra care
In most hybrid events, the main stage is located in the physical space. This naturally makes it easier to focus on onsite visitors, both literally and figuratively. As a result, online participants are often overlooked or receive less attention. It is important to recognise that online attendees start at a structural disadvantage in terms of access and engagement.
To address this, moderators and presenters should intentionally include the online audience. Look at the camera as well as the physical audience, and give online participants opportunities to contribute or influence the experience. For example, when questions arise, check first for those coming from the online audience. By actively involving online attendees and occasionally giving them “super powers”—such as voting, directing the discussion, or sharing content—you can help balance the experience and make them feel equally seen and valued.
3. Design hospitality into online spaces
Hospitality does not happen automatically online. Unlike physical venues, there is no door, desk, or staff member to guide visitors. Assigning a visible online host or moderator, sending clear instructions to the audience prior to the event, and being present in the chat before the programme starts are simple but crucial steps in creating a welcoming online environment.
4. Do not underestimate the chat
The chat is often the most effective and accessible interaction tool in hybrid events. Its familiarity makes it easy to use, and its real-time nature supports connection across locations. In audience surveys we conducted, the chat was listed as the most successful way of bringing people together and creating connectivity. Because of the long internet history we have with chatrooms and chat interfaces, we can often forget the value and importance of the chatroom, particularly for hybrid events. But it is precisely our familiarity with the chatroom, and its ease of use, that makes it the ideal interface to bring audiences together.
During The Hmm events, we prominently display the chat on the stage so that it is visible to all participants. Both online and onsite audiences are actively encouraged to contribute. This often results in the chat becoming a rich source of references, ideas, and interactions, enhancing the experience for everyone and fostering meaningful connections between audiences.
5. Remove barriers to participation
Every additional step—such as creating an account or sharing personal data—reduces the likelihood of participation. Keeping access simple and allowing for anonymity lowers the threshold for engagement and encourages more spontaneous interaction, especially in public or experimental contexts.
6. Translate the social experience, not just the program
Much of the value of physical events lies in informal moments: conversations during breaks, waiting in line, or shared pauses. These moments are often lost online. Designing intentional spaces for informal interaction helps recreate the social dynamics that make gatherings meaningful.
With The Hmm we developed our own scent, that we ritually diffuse in every space where we are guests. Online visitors can order the fragrance in advance via our website and also spray it in their room when the event begins.
7. Decentralise the program structure
Hybrid events struggle when all attention is focused on the physical space. Creating decentralised or distributed formats—such as pairing online and onsite participants—can lead to more balanced experiences. While these approaches may feel less polished, they often result in more personal and memorable encounters.
8. Do not aim for frictionless perfection
Hybrid events introduce technical and organisational complexity, but striving for complete smoothness can be counterproductive. Small disruptions often activate the audience, encourage communication, and increase engagement. Physical events also contain friction. Think of waiting in line at the bar or the wardrobe. Acknowledging this helps normalise imperfection in hybrid formats.
These eight tips reflect best practices that have emerged from our own experience with hybrid and livestreamed events. Applying them can help create richer, more inclusive experiences. For organisers seeking additional support, our team offers guidance and consultancy to translate these principles into concrete s