Is the KEYNOTE Dead?

Speakers today, when asked what their biggest challenge is, will overwhelmingly say it is getting the bookings they need and want!

This is up over past years for a lot of reasons, with the top one being that the speaking industry is experiencing unprecedented competition, making it difficult to secure bookings.

Is the traditional keynote approach – the standard way we’ve always structured and delivered keynote content – disappearing?

In surveying event planners, they told us that staying on budget is their biggest priority, which means they have to be increasingly selective, demanding maximum value and flexibility.

This is nothing new to our industry, so what makes it such an issue now? It is found in what our event planners, clients, and the audiences look like and what they expect from a speaker today!

As Meridith Elliott Powell, who is a sought-after transformation speaker and currently Board Chair of the National Speakers Association, shared recently, “a speaker today has to take a look at two things:

• Adding Value – What value are you bringing to an event planner, client, and the audience?
• Return on Investment – Is your client going to get back more than your speaker fee?”

Is that a new outlook on what has long been defined as what a keynote speaker is and their delivery to an audience?

Here’s what we’re seeing from our bureau perspective:

• The speakers who are thriving now aren’t just good speakers – they’re strategic partners.
• They work to create content that solves specific problems, not just deliver content. They understand what event planners are looking for and that bureaus are here to help them navigate this transformed landscape.

Today‘s speakers must deliver in whatever format an audience needs. An event planner is seeking those who have mastered multiple delivery formats and interactive technologies. These include: In-person, virtual, hybrid, pre-recorded, including Q & A’s, with a pivot towards:

• speeches becoming ‘experiences’
• blend of personal storytelling with insightful data
• engagement with the audience
• transforming value

The most successful speakers must adapt seamlessly across all platforms and meet the added demands of delivery.

A recent Technavio report from January 2025 indicates: “the professional speaker market is projected to grow by $608.4 million through 2029, but here’s the catch – competition is intensifying.

Growth is driven by rising demand for motivational speakers and effective communication, but is challenged by the shift to virtual events and budget constraints.” So this challenge is not going away!

The speakers who are booking consistently share these traits:

1. They offer flexible content that adapts to different budgets and time slots.
2. They provide clear outcomes planners can measure.
3. Most importantly, they collaborate to position their expertise around what clients actually need to solve.

So the answer to our question is the KEYNOTE Dead is: No, but it is transforming from the passive sharing of information to a creative and interactive exchange with the audience.

Resulting in the value and a return on the investment in the speaker!

The speakers who thrive are those who embrace creativity, interactivity, and adaptability while building distinct expertise in high-demand topics.

Those who get this – and who understand this evolution – aren’t just surviving. They’re leading the transformation and getting booked!

For both speakers and event planners: how are you adapting to this shift from traditional keynotes to interactive experiences and the demands of your clients and audiences?

See more about Meredith Elliott Powell at Meridith Elliott Powell, CSP, CPAE or text me at 336-707-0859 to book her for your next event!