In a world of fast fleeting content at our fingertips and digital distractions, audience attention is competitive and harder than ever to hold. With the rise of video shorts and constant scrolling on social media platforms, audiences are increasingly conditioned to make rapid decisions about what deserves their focus and attention.
While events bring people together in person, we are still competing for attention due to behaviours shaped by platforms like TikTok, Instagram, and LinkedIn. Attendees may be physically present in the room, but their expectations for engagement is changing.
So how can we design events to navigate this new culture and evolving expectations?
1. Make a good first impression
First impressions matter more now than ever before. The opening moments of your event set the tone and determine whether your audience tunes in or out. Avoid long welcomes, and explore ways to create immediate energy in the room. This could be through a powerful visual, a compelling story, upbeat music, or moments that spark curiosity and conversation. If you don’t capture attention early, it becomes much harder to regain it later.
2. Keep people engaged, not overwhelmed
Shorter sessions and varied formats can help maintain energy and prevent fatigue. The goal is to create a rhythm that keeps people engaged, rather than overwhelmed. In reality, attendees don’t remember events as a continuous timeline, they remember how engaged they felt. Consider breaking your event into small, intentional segments and think of your program agenda as a series of highlights, not a long sequence to sit through.
3. Create “Scroll-Stopping” moments
To really catch attention, your event needs moments that stop people in their tracks. These are the experiences that make attendees reach for their phones to capture photos and share what’s happening with others. This could be a visually striking activation, a roaming performance, or an interactive moment that draws people in. Forced photo opportunities rarely land well, but genuine, well-designed moments will naturally generate excitement and engagement.
4. Not Every Moment Needs to Be Loud
While it’s tempting to constantly add energy and excitement to the program, it’s important not to overdo it either. Not every moment needs to be high-impact and energetic. In fact, contrast is what makes those moments stand out and feel special. Be strategic about when to create energy and when to allow space for focus and calm.
5. Make It Easy to Engage
Engagement should feel effortless for attendees. This means clear signage, efficient layouts, and simple calls to action that feel natural and not forced. When people don’t have to think about logistics, they can focus on being present and enjoying the moment. Whether it’s interactive sessions, networking, or round table discussions, people are more likely to engage when it feels comfortable and relevant.
6. Keep the conversation going
Be intentional about what lives on beyond the event itself. The conversations and experiences shared in the room can all continue online. What moments are worth sharing? What branding opportunities are there? What conversations do you want to spark?
Throughout the event, encourage sharing and design areas and moments that are memorable enough to be talked about even when the event has passed.
Ruby Sohi is founder and lead event planner at Royal Blue Events Management. She has more than 20 years experience in event production and marketing. She was nominated as ‘Event Professional of the Year’ in 2025 by the Canadian Special Event Awards and is actively involved in the community. She has served as a board member for the American Marketing Association (Toronto) as VP of programming and events and International Live Event Association (Toronto) as VP of marketing & communications and as VP of education for CanSPEP. Ruby has delivered events across Canada and is based in Toronto, Ontario.
