Top 6 Networking Trends from 9M Trade Show & Conference Requests

Without meaningful opportunities to connect, participants are unlikely to attend future events. 

For exhibitors, networking is a critical driver of ROI, helping them meet the right attendees and potential clients. It offers attendees the chance to learn, collaborate, and grow within their industries.

At Swapcard, we analyzed over 9 million networking requests across trade shows and conferences, to uncover the key trends shaping event networking. Keep reading to see how you can apply these trends to enhance engagement at your trade show and conference. 

Trend #1: The Rise of Online Networking

One of the most interesting trends over the past year has been the surge in online connection requests—4.9 million, compared to 4.2 million badge scans and meetings combined.

At trade shows, online connections accounted for 67% of all networking activity, followed by badge scans (24%) and meetings (9%). Conferences exhibited a similar pattern, with 67% of networking happening online, 22% through meetings, and 11% via badge scans.

This rise in online connections could be attributed to an increase in the number of events hosted per year, larger attendee numbers, and a growing reliance on digital networking tools.

How can trade shows and conference organizers respond to this trend? 

Focus on facilitating informal, digital-first networking opportunities. One way to do this is to encourage exhibitors to reach out to potential leads before event day via your event app or platform chat. Educate exhibitors on how to initiate online interactions to increase the chances of a more productive and successful in-person meeting.

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Trend #2: Attendees Network More Frequently at Larger Events

Data demonstrated a clear correlation between event size and networking activity—an increase of 127% between small trade shows (1k-5k attendees) and large trade shows (40k attendees), and an increase of 80% between small conferences (1-250 attendees) and large conferences (1k-5k attendees). In other words, as event size grows, so does the frequency of networking.

The increase in networking is expected at larger trade shows and conferences that naturally attract more attendees. However, many organizers struggle to manage the growing demand for meaningful interactions in crowded event spaces.

Here are some strategies you can employ to facilitate meaningful interactions in busy event spaces:

1. Encourage Pre and Post-Event Networking: Allows attendees to connect before, during, and after the event via the event app or community. Features like messaging, scheduling meetings, and viewing attendee profiles can facilitate targeted networking.
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2. Create Structured Networking Opportunities: Organize designated networking sessions, roundtables, or speed networking events that provide attendees with structured time to meet and engage with others in a more focused environment.
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3. Designate Networking Zones: Create specific areas within the event space for networking, making it clear where attendees can go to meet others. This can help reduce crowding in general areas and create a more conducive environment for conversations.
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4. Leverage Technology for Matchmaking: Use algorithms in event platforms to suggest relevant connections based on attendees’ interests, industries, or goals, ensuring more meaningful interactions. Swapcard leverages AI matchmaking—more on this in trend #6!  

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Trend #3: Peer Connections and Lead Generation Fuel Networking 

At trade shows, two groups dominate the networking landscape: attendee-to-attendee connections and exhibitor outreach to attendees. These two categories represent 70% of all networking requests across trade shows of all sizes. 

Interestingly, smaller Tier 3 trade shows show a higher proportion of connections between attendees and speakers or organizers, a trend that tapers off as event size increases.

At conferences, particularly Tier 2 and Tier 3, attendee-to-attendee and attendee-to-speaker interactions make up more than 75% of all networking. However, as conferences scale up in size to Tier 1, attendee-to-attendee networking dominates.

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What should organizers take away from this data?

1. Focus on Diverse Networking Opportunities: Recognize the importance of facilitating both attendee-to-attendee and exhibitor outreach connections, as these account for a significant portion of networking requests. Creating opportunities for each type of interaction can enhance the overall experience.
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2. Enhance Engagement at Smaller Events: With smaller Tier 3 trade shows showing a higher proportion of connections between attendees and speakers or organizers, consider implementing programs or activities that encourage these interactions. This could include Q&A sessions, meet-and-greets, or informal networking lounges.
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3. Prioritize Attendee-to-Attendee Networking in Larger Events: At Tier 1 events, attendee-to-attendee connections become increasingly dominant. Organizers should focus on providing platforms and activities that foster peer networking, such as breakout sessions, discussion groups, and networking apps.
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4. Adapt Strategies Based on Event Size: Tailor networking strategies to fit the specific dynamics of each event size. Smaller events may benefit from more personalized interactions, while larger events might require structured networking formats to maintain engagement.

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Trend #4: Networking Starts Long Before the Event Doors Open

A crucial insight for organizers is that more than 50% of all networking activity at trade shows begins pre-event (rising to as high as 79% for Tier 1 trade shows in Europe). Conferences mirror this behavior, with 60-70% of connections happening before the event starts.

This trend underscores the need for organizers to onboard attendees and exhibitors early. Pre-event engagement tools, such as event apps or networking platforms, can facilitate these early interactions, giving attendees a head start in making connections.

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Trend #5: Inactive Users on Event Platforms are Undermining Networking Efforts

While networking activity is on the rise, one area that still needs attention is acceptance rates for connection and meeting requests. More than 50% of all requests remain unaccepted, with 66% of connection requests and 68% of meeting invitations from attendees to exhibitors going unanswered. 

To improve acceptance rates, organizers should guide attendees to send short, personalized messages. Data shows that sending concise messages with 50 characters or fewer can increase acceptance rates by up to 48% at trade shows and 22% at conferences. Encouraging personalized outreach will help bridge the gap between interested attendees and unresponsive exhibitors.

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Trend #6: AI Is a Powerful Tool in Event Networking

AI matchmaking tools are one of the key drivers of networking success at large events. When activated, AI tools expose attendees and exhibitors to better-matched contacts, ensuring that preferences and interests align. This not only enhances networking efficiency but also increases the likelihood of attendees connecting with individuals who offer genuine value.

AI matchmaking boosted connection acceptance rates at Tier 2 and Tier 1 trade shows by 200% and 170%, respectively. Similarly, meeting invitations sent using AI saw an 80% jump in acceptance at Tier 1 trade shows.

Conferences also benefited from AI recommendations, with connection acceptance rates rising by 39% and 65% at Tier 2 and Tier 1 events, respectively. The message is clear: AI is no longer just a nice-to-have; it is essential for maximizing networking efficiency. If AI matchmaking is not already integrated into your event platform, now is the time to implement it.

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Key Takeaways for Trade Show and Conference Organizers

‍1. Leverage event apps and platforms to increase networking opportunities

Online connection requests are surpassing traditional networking methods. Make the most of this by encouraging exhibitors to engage potential leads through event apps and chat tools before the event. This will increase the likelihood of productive in-person meetings and a healthy ROI.

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2. Networking frequency increases with event size

As events grow, so does networking activity. At trade shows, attendee-to-attendee connections and exhibitor outreach both increase with event size, offering exhibitors more opportunities to connect with potential clients.

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3. Pre-event networking dominates

The majority of networking happens before the event even begins. Organizers should focus on early engagement by encouraging attendees to use event platforms well in advance of the event day.

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4. Improve acceptance rates with personalization

A large proportion of networking requests remain unaccepted, especially from attendees to exhibitors. Encouraging short, personalized messages can significantly increase acceptance rates.

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5. Attendees want to connect with speakers and organizers

Don’t overlook the importance of facilitating interactions between attendees and speakers or organizers. Nearly 40% of connections at Tier 1 and Tier 2 conferences are made in these categories, highlighting a key opportunity for pre- or post-session networking events.

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6. AI boosts networking success

AI-recommended connections and meeting requests consistently show higher acceptance rates. Organizers should make full use of AI matchmaking tools to facilitate better connections and more successful networking outcomes.

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By understanding these key trends, trade show and conference organizers can better tailor their events to maximize attendee engagement and satisfaction.