What Is a Webinar & How Does It Work? [Data, Videos & Tips]

Webinars have become an essential channel for B2B marketing, sales, and customer education. Over half (51.2%) of practitioners now rate them as critical or very important to their go-to-market (GTM) strategy, according to Livestorm's 2026 Webinar Benchmark Report. But the format has evolved beyond basic screen sharing and slide decks.

This guide breaks down what a webinar is, how the process works from promotion to follow-up, and the most common types and formats. It also covers the essential features to look for in a webinar platform, along with data-backed best practices.

What is a webinar?

A webinar is a virtual presentation where hosts share information with attendees online. The word is short for "web seminar."

Most webinars are business-related. Marketers, salespeople, and customer experience professionals use them to transmit knowledge, expertise, or tips with a targeted audience. Common use cases include lead generation, product demos, customer training, and thought leadership.

What separates a webinar from a standard video or recorded lecture is interactivity. Attendees can ask questions, participate in polls, and engage through live chat. With the right speakers and format, webinars can be highly informative and engaging.

Webinar vs online meeting vs webcast

Webinars, meetings, and webcasts all use video to communicate. But they serve different purposes and work in different ways.

• Online meetings are two-way conversations. Everyone can speak, share their camera, and collaborate in real time using video conferencing software. Meetings work well for small groups like team syncs or client calls, but they don't scale well beyond a few dozen participants.
• Webinars are one-to-many presentations with structured interactions. One or more speakers present to a larger audience, and attendees participate through chat, Q&A, and polls.
• Webcasts are broadcasts designed for large audiences with minimal or no interaction. Webcasts can reach thousands or tens of thousands of viewers. But these live streams trade interactivity for scale, as attendees are mostly passive.

Here's how the three formats compare:

How does a webinar work?

A webinar follows a structured process, from planning through follow-up. Whether you're attending or hosting a webinar, the basic mechanics are the same.

Planning and audience targeting

Every webinar starts with a goal. The host decides what they want to achieve. For example: generating leads, demoing a product, training customers, or sharing expertise on a specific topic. That goal determines the format to use, the speakers to lead the event, and the audience to invite.

Promotion and outreach

The webinar host promotes the virtual event through email, social media, blog posts, ads, and partner networks. Most webinar promotion starts at least two or three weeks before the event. Potential attendees learn about the webinar through one of these channels, which directs them to a registration page.

Registration and sign-up

To attend a webinar, you typically need to register in advance. The landing page describes the topic, speakers, date, and time. Attendees fill out a form with their name, email, and sometimes additional details like job title or company. The webinar platform stores this information and uses it for communication before and after the event.

Reminder emails

After registering, webinar attendees receive confirmation and reminder emails leading up to the event. These usually include a link to join the session, along with the date and time. Most platforms automate this process, sending reminders a few days before, the day before, and the morning of the webinar.

The live session

When the live webinar begins, attendees click a link to join through their browser or a dedicated app. The host or speaker presents using slides, screen sharing, or a live demo, while attendees watch and listen.

Unlike a meeting, attendees don't turn on their cameras or microphones. Instead, the live audience interacts through built-in tools:

• Live chat lets them comment in real time
• Q&A features let them submit and upvote questions
• Polls let the host gather feedback or check understanding during the session

The host manages the flow of the event and introduces speakers. Many webinars also include a moderator to manage audience interaction.

Post-event follow-up

After the event, attendees typically receive a follow-up email with the recording, presentation slides, and any additional resources mentioned during the session. People who registered but didn't attend usually receive a link to the replay.

For hosts, the webinar platform provides analytics on who attended, how long they watched, what questions they asked, and how they responded to polls. This data helps the team evaluate the session and plan next steps, whether that's a sales follow-up, a nurture sequence, or planning the next webinar.

What are the different types of webinars?

Webinar types refer to how you deliver online event content. Most webinar platforms support several different types:

• Live webinars happen in real time. The host and speakers present to attendees who join at a scheduled time. A live webinar offers the most options to interact, since attendees can ask questions, respond to polls, and chat as the event unfolds.
• Evergreen webinars are designed to stay relevant over a long period. The content covers topics that don't become outdated quickly, like foundational training or industry best practices. They're typically delivered on-demand or as automated sessions.
• On-demand webinars are recorded sessions that attendees can watch whenever they want. After registering, they get immediate access to the recording. This type works well for product tutorials, onboarding sessions, and other content that doesn't require a live presenter.
• Automated webinars use a pre-recorded session but deliver it on a set schedule, simulating the feel of a live event. Some platforms support live chat alongside the recording, so a moderator can answer questions without the speakers needing to present in real time.
• Paid webinars require attendees to purchase a ticket or subscription before accessing the session. This model works well for specialized training, certification programs, and expert-led workshops where the content has clear standalone value.

What are the best webinar formats?

A webinar's format determines how you structure and present the content. The right choice depends on your goal, the number of speakers, and how much audience interaction you want.

Solo presentations

A solo presentation features a single speaker delivering content to the audience, often using a slide deck. The speaker controls the pace and can tailor the content to a specific audience segment.

This format works well for thought leadership, product walkthroughs, and educational content where one expert can cover the topic in depth.

Panel discussions

Panel discussions bring together three or more speakers to share different perspectives on a topic. A webinar moderator guides the conversation with prepared questions and manages audience participation.

This format works well for exploring industry trends, debating approaches, or presenting multiple viewpoints on a complex subject. Panels also make promotion easier, since each speaker can share the event with their own network.

Roundtables

Roundtables are similar to panels but less structured. Rather than following a set list of questions, participants have a more open conversation.

The format tends to feel more casual and collaborative. As a result, roundtables work well for smaller audiences and topics that benefit from back-and-forth discussion rather than prepared talking points.

Seminars

A seminar-style webinar focuses on educating the audience on a specific subject. It's often in more depth than a standard presentation.

Seminars may run longer, cover more material, and include multiple segments or speakers. Organizations typically use them for professional development, certification programs, and in-depth training on complex topics.

Interviews

An interview format features a host directing questions to one or two guests. It's conversational and works well for featuring industry experts, customers, or internal leaders.

Interviews are relatively easy to produce since the guest provides most of the content. From an audience perspective, they tend to feel more personal and engaging than a slide-driven presentation.

Workshops

Workshops are hands-on sessions where attendees learn by doing instead of just listening. The speaker demonstrates a process or technique, and attendees follow along in real time.

This format suits product training, technical tutorials, and skill-building sessions. Workshops often require more preparation, but they tend to drive higher engagement because attendees are actively participating.

What are webinars used for?

Webinars serve a wide range of business goals. Our data shows that lead generation is the top planned use case (69.4%) for webinar hosts in 2026, followed by product demos (61.9%) and customer training (42.8%).

Lead generation

Webinars naturally attract people who care about your topic, product, or service enough to register and show up. That intent makes them more qualified than many inbound leads.

Registration gives you their contact information, and the webinar platform tracks how they engaged: how long they watched, which polls they responded to, and what questions they asked. Your sales team can use those signals to prioritize follow-up.

Maxim Beaten, Marketing Automation Expert at Teamleader, puts it simply: "We use webinars as our go-to lead-generation machine."

Product demos and launches

Webinars are an effective way to demo a product in front of an interested audience. Hosts can highlight key features, answer questions in real time, and connect with prospects through polls and interactive chat.

Engagement data from the session, like which features generated the most questions, gives your sales team concrete context for follow-up conversations. For product launches, webinars create a focused moment to introduce something new to both prospects and existing customers.

Bill Miksich, Director of Demand Generation at Customer.io, has seen this pay off firsthand: "With product demo webinars, for every hour spent, we get a factor of 10 in terms of ROI."

Customer onboarding and training

Onboarding webinars help users achieve their aha moment with your product. Video helps users retain information, which is important for products with a steep learning curve.

Rather than scheduling one-on-one sessions with every new customer, your team can run group training webinars. You can record these customer onboarding sessions and make them available for on-demand access afterward.

Nick DeSimone, Customer Education Lead at Workable, used this approach to scale: "By adjusting the training to better fit a wider audience and by utilizing support experts to moderate a chat and keep users engaged, we scaled [our] training program tremendously."

Thought leadership

Webinars let you showcase your expertise through unique and valuable content. You can speak directly to a problem your audience is facing and walk them through the solution. Panel discussions and interview formats work particularly well here, since they bring in outside voices that add credibility and broaden your reach.

Internal communication

Webinars aren't limited to customer-facing use cases. They can replace traditional internal meetings, which is especially valuable for remote work and distributed teams. Companies use them for all-hands meetings, company updates, policy changes, and employee training.

The interactive tools (polls, Q&A, chat) give employees a way to engage with leadership rather than passively reading an email. Recording these sessions also helps you create a library that employees can reference later.

Education and professional development

Organizations in education, healthcare, government, and professional services use webinars to deliver courses, certifications, and continuing education programs. The format makes it possible to train large groups across different locations without the cost of in-person events.

What features should you look for in a webinar platform?

Not all webinar platforms offer the same capabilities. When evaluating your options, focus on the features that support the full webinar lifecycle, from registration through follow-up and content repurposing.

Browser-based access

The easier it is for attendees to join, the more likely they are to show up. Browser-based platforms let people click a link and join instantly, with no downloads or plugins required. This removes a common source of friction, especially for attendees with strict IT policies or older systems.

TJ Landrum, Vice President of Marketing at Basler Electric, has experienced the benefits of a browser-based platform: "Besides not needing to download any programs, [Livestorm's] browser support is also big, as a lot of folks in our industry are slower to update their IT systems."

Livestorm is fully browser-based. Attendees can join the webinar from any modern browser on desktop or mobile without installing an app.

Register for our on-demand webinar on webinars to see how Livestorm uses Livestorm.

Registration and landing pages

A clear registration page communicates the topic, speakers, date, and time clearly enough for visitors to decide quickly whether to sign up. Look for a platform that lets you customize the page with your branding and add custom form fields to capture the data you need for segmentation and follow-up.

Keep registration open as long as possible. Our data shows that nearly half of registrations (49.6%) come in during the final week before the event, and 15% happen on the day of the webinar itself.

Livestorm generates a customizable registration page automatically when you create an event, with options for custom fields, branding, and registration limits.

Email automation

Email is the most popular promotion channel for webinars, with 86.3% of marketers using this channel to drive registration and attendance. That makes built-in email automation essential for webinar software.

Look for a platform that handles the full email sequence, from confirmation to reminders to follow-up. Converting registrants to live attendees is the top challenge for 54.2% of webinar practitioners, and automated reminders are one of the most effective ways to improve show-up rates.

Livestorm includes customizable email cadences for confirmations, reminders, and post-event follow-ups. You can use templates, plain text, or custom HTML to create effective webinar email sequences.

Screen sharing and slide presentation

Presenters need to be able to share slides, their screen, or a live demo without technical issues. Look for a platform that supports multiple sharing options and lets speakers switch between them smoothly during the session.

Livestorm lets presenters upload slides directly into the event room, share their screen, and broadcast videos, so there's no need to toggle between applications.

Live chat, Q&A, polls, and surveys

Interactive features keep attendees engaged and give hosts valuable feedback in real time:

• Live chat lets participants comment throughout the session
• Polls allow hosts to learn about attendees' preferences, buying intent, and future plans
• Emoji reactions give viewers an easy way to share opinions on a topic
• Q&A features let attendees submit and upvote questions so speakers can prioritize the most relevant ones
• Surveys help you collect feedback to improve future webinars

Livestorm separates chat and Q&A into distinct tabs, so hosts can monitor conversation and manage questions without either getting lost in the other. Our webinar tool also supports polls that show results in real time.

Recording and on-demand replays

Recording your webinars lets you extend their reach well past the live session. Not every registrant can make the live event, and replays give them a way to engage with your content on their own time.

Consider whether to gate or ungated your replays. Public replays get 368% more views than gated ones (15 vs 4 average views), according to our 2026 Webinar Benchmark Report. Yet 62% of teams still gate their replays.

Livestorm records sessions automatically and makes them available as on-demand replays. You can share them with registrants, publish them publicly, or automate replays on a recurring schedule.

Analytics and reporting

Webinar platforms generate a significant amount of engagement data, but most teams underuse it. Our data shows that 92% of teams can't prove webinar ROI to their CFO, and an estimated 93% of webinar-sourced pipeline gets misattributed to other channels.

Look for a platform with a built-in analytics dashboard that tracks registrations, attendance, watch time, and engagement metrics. For example, Livestorm provides a detailed analytics dashboard with data on attendance rates, watch duration, poll responses, and individual participant engagement.

TJ Landrum, Vice President of Marketing at Basler Electric, uses webinar data directly: "The attendance data exports really nicely. We leverage these reports to run follow-up campaigns to re-engage folks for further education."

CRM and marketing automation integrations

Your webinar data is most valuable when it flows into the tools your sales and marketing teams already use. Look for native integrations with your CRM and marketing automation platform so you can sync registrant and engagement data without manual exports.

Livestorm has native integrations with HubSpot, Salesforce, Marketo, and Pardot. It also connects to over 1,000 additional apps through Zapier.

Webinar content repurposing

A single webinar can produce multiple content assets: blog posts, social media clips, email copy, and more. Look for a platform that makes it easy to extract and reformat your webinar content rather than starting from scratch each time.

A content repurposing workflow can multiply your reach by 17x, turning a single webinar into blog posts, social clips, email sequences, and more. Livestorm's AI content repurposing tool generates blog drafts, social media posts, email drafts, and event summaries directly from your webinar transcript.

AI webinar features

AI is increasingly built into webinar platforms, but adoption still lags behind other marketing tools. Our data reveals that 80% of GTM leaders use AI regularly, but only 60% use AI in webinars.

Look for AI features that support the full workflow: topic ideation and outline generation before the event, live transcription and captions during the session, and automated summaries and content repurposing afterward.

Livestorm offers AI-powered transcription in over 100 languages, automated event summaries, script and outline generation — plus content repurposing that turns recordings into blog posts, social posts, and email drafts.

What are some webinar best practices?

A successful webinar that drives measurable results requires preparation and timing. Here are the webinar best practices make the biggest impact, based on lessons from common mistakes and data from our 2026 Webinar Benchmark Report.

• Schedule strategically: The optimal scheduling window is Monday through Wednesday at 11 a.m. or 2 p.m. ET. Tuesday delivers the highest show-up rate at 51.7%, while Fridays and weekends have significantly lower turnout.
• Keep seasonality in mind: January has the highest show-up rate at 50.4%, while August drops to 42.9%. If you're planning a flagship webinar or a product launch event, schedule it during a stronger month. Save lighter content or recurring sessions for the summer slump.
• Test your setup before going live: Poor audio, video issues, and platform glitches undermine even the best content. Do a dry run with your speakers before the event so everyone is comfortable with the platform and knows how to use the engagement features.
• Front-load your best content: Attendees watch an average of 26 minutes, about 38% of the total runtime. If your webinar runs 60 minutes, most people will leave before the halfway mark. Don't save your most valuable insights for the end.
• Don't make it a sales pitch: While your webinar might support a sales goal, your audience shouldn't feel like they're sitting through a pitch. Focus on helping people solve their problems and delivering real value. Save the product-specific messaging for follow-up emails and calls, where it's more welcome.
• Use interactive features throughout: A little engagement goes a long way. Polls, live Q&A, and chat keep your audience alert and involved. Don't wait until the end to engage attendees. Plan interactive moments at regular intervals throughout the session to maintain attention and gather useful feedback.
• Follow up with everyone: Share the replay with no-shows so they can still engage with your content. For attendees, send the recording, slides, and any resources mentioned during the session. Personalize your follow-up based on engagement data like poll responses and questions asked.
• Set up attribution from day one: 92% of teams can't prove webinar ROI to their CFO, and an estimated 93% of webinar-sourced pipeline gets misattributed to other channels. This usually happens because webinar data stays siloed, so the pipeline they generate gets labeled as direct or organic search instead.

Get started with Livestorm

When it comes to hosting webinars, video engagement is critical. An audience that isn’t engaged with the material won’t retain the information or take any meaningful action after the webinar is over.

Livestorm is designed specifically to help you keep the audience engaged before, during, and after a webinar so you can guide attendees through your webinar funnel.

• Automated emails make it easy to invite contact lists and remind registrants to attend
• Pre-built registration pages can be customized to meet your exact needs
• Polls, chat tabs, Q&A, emoji reactions, and virtual backgrounds help to activate attendees
• Automated recordings take the guesswork out of following up with registrants
• Native integrations with HubSpot and other CRM tools to simplify follow-ups

Ready to see how Livestorm can transform your webinar program? Sign up for Livestorm and create your first event in less than three minutes.