Types of Webinars and Formats
If you’ve been running webinars for a while, you’ve probably realized there’s no one-size-fits-all format. Some webinars are all about education. Others are built to sell. Some are meant to spark thought leadership, while others bring a community together.
When I began running webinars over ten years ago, we saw them as digital slide shows. There was usually one speaker, a presentation deck, and a Q&A at the end. Looking back now, that format feels like a black-and-white TV in an age of streaming video. Webinars have evolved dramatically.
Today, the type of webinar you choose determines how much value you (and your audience) get out of it. So, let’s break down the 10 most common types of webinars, when to use each, and a few tips from the trenches on how to make them work.
The 10 Most Common Types of Webinars
1. Educational or Training Webinars
Goal: Teach, train, or onboard your audience.
These are the most common type of webinars because they deliver immediate value. Think of them as online classrooms where your role is to share practical insights that help your audience do something better or faster.
I’ve hosted many educational webinars. Some topics include “What is a Webinar Funnel” and “What is the Difference Between a Webinar and a Webcast.” What I’ve learned? The simpler you keep it, the more people stay engaged.
When to use it
- Customer onboarding or product training
- Thought leadership content for your industry
- Team enablement or internal knowledge sharing
Pro tip:
Break the content into short, digestible sections. Add polls or mini-quizzes after each to keep people engaged. People remember what they interact with — not what they passively watch.
2. Product Demo Webinars
Goal: Show how your product works in real time.
If you’re in SaaS or tech, this one’s your bread and butter. Demo webinars help prospects see how your solution solves their problem ,and often close the gap between “looks good” and “let’s buy.”
When I demo our webinar platform, I never just list features. Instead, I tell a story:
“Imagine your team has 10 webinars next month. Right now, that probably feels like a headache. Here’s how our automation’s cut the setup time in half.”
By making it about the viewer’s pain and outcome, not the buttons and menus, you keep people interested.
When to use it
Mid-funnel prospects evaluating solutions
Feature launches or updates
Partner enablement or reseller training
Pro tip:
Keep it visual. People retain 80% of what they see and only 20% of what they hear. Use screen sharing, animations, or even pre-recorded product clips to keep it crisp.
3. Thought Leadership or Expert Panel Webinars
Goal: Build credibility and authority through insights.
This is where you bring together subject matter experts, analysts, or industry influencers to discuss a big idea. The value comes less from slides and more from perspectives.
One of my favorite examples was a panel we did called “The Future of B2B Events.” We had a mix of marketing leaders from the industry. I barely spoke. And just asked good questions and let the conversation flow. It turned into one of our most-viewed replays because people love authentic dialogue.
When to use it
- Brand positioning and awareness
- Industry education
- Nurturing high-value leads who aren’t ready to buy yet
Pro tip:
Mix up your panelists. Bring different roles (e.g., CMO, product leader, customer) so the discussion feels well-rounded and not rehearsed.
4. Customer Case Study Webinars
Goal: Showcase real-world success stories.
Nothing sells like proof. When a client tells their own story about how they solved a problem using your solution, it hits differently.
We once ran a webinar with a customer who achieved a 34% lift in webinar attendance after switching platforms. Instead of making it sound like a sales pitch, we framed it as a joint case study “How [Client] Modernized Their Webinar Program.”
Viewers got real takeaways they could apply to their own programs, and we got social proof without sounding salesy.
When to use it
- Mid- to late-funnel leads
- Renewals or upsell campaigns
- Industry storytelling
Pro tip:
Let your customer do most of the talking. You’ll get more credibility in 10 minutes of them speaking than 30 minutes of your own slides.
5. Lead Generation Webinars
Goal: Capture new contacts and nurture them through your funnel.
This is the go-to format for marketers looking to fill the pipeline. It’s less about product and more about solving a universal challenge your target audience faces.
For example, a cybersecurity company might host “5 Steps to Prevent Ransomware in 2025.” The product isn’t mentioned until the end, but the content positions the brand as a trusted advisor.
When I run lead gen webinars, I focus on two metrics: registrations and replay engagement. The replay is gold, about half of registrants only watch on-demand.
When to use it
- Early-stage demand generation
- List-building before product launches
- Awareness campaigns tied to gated content
Pro tip:
Offer a tangible takeaway, like a checklist, playbook, or worksheet. It gives people a reason to register and a reason to watch the replay.
6. Product Launch or Announcement Webinars
Goal: Create buzz and excitement around something new.
Think of these like live product reveals. They combine the energy of an Apple keynote with the intimacy of a customer conversation.
When we launched a new AI reporting feature last year, we invited clients to a live “sneak peek” event. We showed the feature in action, had our product manager answer questions, and gave attendees early access. The engagement was off the charts.
When to use it
- Product launches or rebrands
- Major updates or version releases
- New partnerships or integrations
Pro tip:
Make it feel like an event. Add countdown timers, live chat, and maybe even a small giveaway for attendees. It builds excitement and FOMO.
7. Internal or Employee Webinars
Goal: Communicate, train, or align internal teams.
Not all webinars are customer-facing. Many of the biggest enterprises use them internally to train employees, share quarterly updates, or onboard new hires.
I once helped a global client host an all-hands meeting for 10,000 employees in 14 countries. We used multiple presenters, live Q&A, and even real-time language translation. What surprised me most was how many employees said afterward that it felt more personal than their in-person meetings.
When to use it
- Company updates or town halls
- Employee training
- HR and compliance sessions
Pro tip:
Keep the tone conversational. People don’t want to feel “talked at” by leadership, they want to feel included.
8. Investor Relations (IR) Webinars / Earnings Events
Goal: Communicate financial results and strategy transparently.
If your company is public or investor-backed, IR webinars (or webcasts) are non-negotiable. These are structured, compliant presentations that share quarterly earnings, forecasts, and updates with shareholders and analysts.
Having run these for Fortune 500 clients, I can say that precision matters. Everything from the audio quality to the timing of slides is scrutinized.
When to use it
- Quarterly earnings calls
- Annual shareholder meetings
- Investor updates and M&A announcements
Pro tip:
Always rehearse. A single audio glitch can tank credibility. Also, make sure your platform supports HD audio, transcripts, and secure access.
9. Virtual Conferences or Multi-Session Events
Goal: Host a large-scale, multi-session experience under one theme.
This is where webinars evolve into something bigger, multiple tracks, breakout rooms, sponsor booths, and networking.
We helped one client run a two-day virtual summit with 25 sessions. Each session was technically its own webinar, but all linked under a branded event hub. The result: over 1,200 attendees and 45% higher engagement compared to their old system.
When to use it
- Annual conferences or summits
- Partner or customer user groups
- Multi-topic education series
Pro tip:
Plan as if it’s an in-person event with agendas, hosts, moderators, and sponsors all matter. And don’t underestimate the importance of transitions between sessions.
10. Customer Community or Partner Webinars
Goal: Strengthen relationships and create shared value.
These are some of the most underrated webinar types. When done right, they transform customers and partners from “users” into a community.
One of my favorite examples is a series we ran for our partners called “Webinar Playbook Live.” Each month, one partner shared their top-performing event and walked others through how they did it. It turned competitors into collaborators, and built a ton of goodwill.
When to use it
- Partner enablement programs
- Customer advocacy or ambassador groups
- Community building around shared interests
Pro tip:
Make it peer-to-peer. When your audience hears advice from another customer (not your marketing team), it carries ten times the weight.
Bonus: Webinar Formats Explained
No matter what type of webinar you host, you’ll need to choose a format (the way it’s delivered).
Live Webinars
Everything happens in real time. Perfect for demos, panels, and live Q&A. ✅ High engagement ❌ Requires more coordination
Simulive (Pre-Recorded Live)
The content is pre-recorded, but the event plays as “live,” often with real-time chat. ✅ No tech hiccups, best of both worlds ❌ Slightly less authentic energy
On-Demand Webinars
Available anytime, anywhere, perfect for evergreen content. ✅ Great for long-term lead generation ❌ No real-time interaction
Personally, I love the Simulive format. You get to record at your best (no nerves, no tech surprises), but still interact in real time during the broadcast. It’s like cloning yourself. One you presenting, one you chatting.
How to Choose the Right Type of Webinar
When deciding which type to run, I always start with three questions:
1) What’s the goal?
Awareness → Thought leadership or educational webinar
Conversion → Demo or case study
Retention → Customer training or community webinar
2) Who’s the audience?
C-suite executives expect short, high-impact sessions.
Practitioners love detailed, hands-on how-tos.
3) What’s the best delivery style?
Live for energy and connection
Simulive for polish
On-demand for scale
If you’re just getting started, pick one goal and master that type first. You can always expand later.
My Top Tips for Running Any Webinar Well
- Keep visuals strong. Static slides kill engagement. Use motion, video, and branding.
- Make it interactive. Polls, Q&A, and chat are not extras — they’re essential.
- Think replay-first. Half your audience will watch later. Design it so it still feels interactive on demand.
- Use music before start time. It sets the tone and gets people excited, a small detail that makes a big difference.
- Always test. Your internet, mic, slides, everything. A 15-minute tech check saves you from an embarrassing 45-minute fail.
Final Thoughts
Webinars have come a long way from the days of grainy slides and monotone voices. They’re now dynamic experiences that can educate, inspire, sell, and connect, all depending on the format you choose.
The most successful marketers I know don’t just run “webinars.” They run experiences that are branded, engaging, and aligned with business goals.
So whether you’re teaching, selling, training, or building community, there’s a webinar type that fits. Start with one, refine it, and grow from there.
And if you ever catch yourself wondering, “What kind of webinar should I run next?”, come back to this list. The right type can make all the difference between a forgettable session and one that people actually talk about afterward.
About the Author
Curtis O’Keefe is a webinar strategist and Chief Commercial Officer at Webinar.net where he’s helped more than 1,000 global brands modernize their Webinar programs. Over the past decade, he’s produced and advised on thousands of webinars across B2B marketing, publishing, and investor relations, from intimate executive panels to multi-day digital summits. Curtis writes about webinar innovation, audience engagement, and how technology is reshaping the way brands tell their stories online.