What is an audience engagement platform?

Definition and context

An audience engagement platform is a software tool that turns passive conference attendees into active participants. Instead of sitting through talks one after the other, attendees post, vote, ask questions, and see their contributions appear on event screens, microsites, or live streams as they happen. The platform sits between your audience's devices and your event displays, pulling content and interactions into one managed, moderated feed.

How does an audience engagement platform work at conferences?

The setup is easier than it sounds. Event organizers connect the platform to relevant social channels (Instagram, X/Twitter, LinkedIn, TikTok), choose a hashtag or direct submission method, and set what appears on screen. The platform collects incoming posts, checks them for inappropriate content, and displays the approved posts automatically.

Most platforms can handle at least four types of input:

1. Social media hashtag posts — attendees post to their own channels using the event hashtag, and the platform pulls that content right away.
2. You can submit text, photos, or messages directly. You don't need a social media account to do it.
3. Attendees can vote on questions or ask questions of the speakers directly from their phones.
4. Reactions and emoji responses are a simpler option for virtual or hybrid audiences who aren't ready to post publicly.

The outputs vary: a social wall on a large screen, an embedded feed on the event website, content inside a live stream, or a display in a venue lobby.

What's the difference between an audience engagement platform and a social wall?

A social wall is a feature of a platform used to engage with a broader audience. A social wall collects and displays social media posts from a hashtag or account. An audience engagement platform is even better. It includes polls, Q&A tools, forms where people can submit content directly, ways for moderators to manage the platform, and analytics. It also allows people who don't use social media to submit content.

The main difference is that a social wall shows what attendees are posting, while an audience engagement platform encourages them to post.

Why do conferences use audience engagement platforms?

There are three things that always get in the way of people being able to participate in a conference when there isn't a tool that's specifically made for that purpose.

First, content disappears. Attendees post on their personal profiles, where the organizer has no access, control, or ownership of the content. Once the event is over, it's over.

Second, participation stays passive. A keynote with 500 attendees and no way for people to interact is still a broadcast. People check their phones, tune out, and forget what was said by lunch.

Third, hybrid events are divided. Attendees watching remotely can watch a stream, but they can't participate along with those in the room. The two audiences have very different experiences.

An audience engagement platform addresses all three. It puts all the content together in one place, gives people a way to take part that you can see, and lets those attending virtually have the same experience as those in-person.

What good conference engagement looks like in practice

The most effective event setups tend to share the same patterns:

• The social wall is displayed prominently, not hidden away. People are more likely to participate if they can see what's going on.
• There's a clear content prompt. Attendees know exactly what to post and where. You can find the hashtag on signs, in the app, and on screens throughout the event.
• Before content is published, it is checked to make sure everything is as expected. This helps to avoid any surprises when it is viewed on a 10-meter screen.
• The feed carries forward after the event. If you put it on the event recap page, it will keep the wall active for weeks and can be used again.
• Attendees can submit remotely or in-room, and they use the same process to submit. They can use a direct post link or QR code. This makes the experience the same for everyone.

How Walls.io approaches this
Walls.io collects content from over 15 social media sites and accepts submissions directly from attendees who don't have social media accounts. Participation isn't limited to those with personal profiles. Moderation, display, and analytics are all in the same place. See how it works →