What Is a Keynote Speaker? How to Deliver Impactful Speeches

Our attention spans are dwindling, and information overload is the norm. 

The ability to capture and hold an audience's attention has never been more critical. Whether at industry conferences, corporate retreats, or educational seminars, the role of a keynote speaker has become a cornerstone of successful events. 

Many speakers use presentation software, such as Microsoft PowerPoint or Google Slides, to create visually engaging materials that complement their message.

But What does a keynote speaker do, and how are keynotes different from other speeches or presentations? Keynote speakers are invited to deliver an address at pivotal moments during an event, often a conference.

Role of a keynote speaker

The role of a keynote speaker is to set the tone, inspire the audience, and highlight the impact of their message, distinguishing them from typical presentations that may focus more on specific topics or practical information.

Keynote speeches are designed to engage and motivate attendees, making them a central element of the event's overall experience. For example,

• Steve Jobs’ introduction of the iPhone (also called Stevenote)
• Barack Obama at the 2004 Democratic National Convention;
• Gary Vaynerchuk’s keynote speech at Inc 500 Seminar 2011. 

In fact, the term stems from music: a capella singers need to hear a note to get the tune of a song right. That became the keynote. The word carried over from music to the defining presentation at an event, and it’s supposed to move us – just like its origin.

Keynotes are also referred to as keynote addresses and are given to crowds at events like SXSW to commencement ceremonies.

One of the most renowned commencement speeches comes from Steve Jobs. He was the keynote speaker at Stanford's 2005 graduation, the university he dropped out of years before.

A keynote speaker, often well-known in the field, gives the conference's defining presentation and tunes the audience.

Some keynote speakers are professionals who do nothing else but speak. There is a certain art to the crossover between motivational and educational speaking. The best keynote speakers feel comfortable and confident on stage and can present an inspiring story or original idea within the context of the event.

Keynote speakers also play an important economic role: they raise interest in the event. Seeing someone famous is a great incentive to buy a conference ticket. I myself remember seeing Seth Godin, a great inspiration for me, for the first time at a conference I probably wouldn’t have attended if he hadn’t given the keynote. I then discovered other great speakers and presentations, but Seth was the door opener. He pulled me in.

On top of being great ticket-sellers, keynote speakers signal prestige. The more famous, the better. That means increased ticket sales not just in the year of the event but also in the years that follow. Think about what it does for an event when Barack Obama gives the keynote. Not everybody can make that happen. It pulls a conference to the next level and makes interested parties more likely to purchase a ticket to your next conference in anticipation that you’ll bring big-name celebrities in to speak, thus increasing the overall value of your event.

What is a keynote speech? 

A keynote is a principal presentation or speech that introduces an event and is usually given by a famous speaker. It sets the frame and tone of the event by introducing a novel or big idea. 

The best keynote speeches are all inspirational and cover an important idea. They are so rich you could write a book about them, which might be the reason so many writers give them. It’s not enough to just tell a funny anecdote or a joke. A keynote needs to teach something to the audience and move them.

Most keynotes are motivational speeches, but not all motivational speakers give keynotes.

Though it’s the most common setup, keynotes don’t always have to start an event. They can set the stage for following speakers and discussions, so why not start with a bang?! Event coordinators can also organize the day with a keynote used to wrap up a conference or accelerate the moment midday. Either way, organizers and speakers need to understand that those are quite different from each other and demand different formats.

How to write a keynote speech

I’d say there’s no single right way to do it. But, here are some best practices you can take note of. 

• Know your target audience: Research their interests and expectations to tailor your message effectively. Understanding your audience will help you connect with them on a personal level.
• Define your core message: Identify a clear, concise main idea that you want to convey throughout your speech. This central theme should resonate with the audience and provide a focus for your content.
• Create a structured outline: Organize your content with a strong introduction, informative body, and impactful conclusion to ensure a coherent flow. An effective structure keeps your audience engaged and enhances their understanding.
• Use visual storytelling techniques: Incorporate anecdotes, examples, or personal experiences to illustrate your points. Stories create emotional connections and make your message more memorable.
  

How to give a keynote speech

Think of a keynote speech as similar to writing a book; while there isn’t a perfect recipe, there are helpful guidelines. If it’s your first time, be prepared for higher standards and invest more effort than you would for a regular presentation. The following eight steps, along with the tips at the end, will help you prepare effectively.

Find out what “keynote” means in context to the situation

Acknowledge that many organizers use the term “keynote” for different things. Clarify whether it’s really the main presentation you’re giving or something else.

Learn the intent of your keynote

Know the organizer’s goal/context. Is it to shock, excite, entertain, or inform? It’s often all of these things, but there has to be an emphasis on one. The organizer or event planner surely has a vision in mind, and it’s your job to understand what that looks like and how it overlaps with yours.

Understand your audience

Get a feel for what moves the audience you’ll be speaking to, what’s at the top of your mind, how to connect with them, and what their expectations are. Good keynotes tell a story that’s directly related to the context or the conference itself.

Some audience research ideas:

• Google the conference name and look for reviews or blog articles
• Look at conference hashtags on Twitter and Instagram to see who attended last year and what they said/shared
• Ask the organizer for audience reviews/feedback from past sessions/keynotes
• Ask your social media followers or email subscribers if they’re attending and what they expect

Do your research

Research previous keynote speakers of the event and find out what worked well and what didn’t. You don’t have to reinvent the wheel every time. Learn from those who came before you. Most event websites have that information and sometimes even videos of previous keynotes.

Plan your story

Think about the story you want to tell. It can be a personal anecdote, something that was big in the news, or a surprising outcome from research. Whatever it is, it should have at least one of these attributes: funny, entertaining, inspiring, gripping, or moving – or a combination – as long as it makes sense. 

Internalize your presentation

Finish your presentation a couple of weeks ahead of the event so you can internalize it. Make sure you have some slack. As a regular speaker, nothing drives more sweat through your pores than finishing a slide deck a couple of hours before the event starts. Keynotes have very high requirements in terms of speaker quality, so make sure you leave enough time to refine your slides and really learn the content by heart. 

Connect with the audience at the event

Coffee breaks or breakfast are good opportunities to get to know some of the attendees. Later, when you stand in front of a mass, it will help you address specific people and talk to them. You will probably feel more comfortable on stage, and your presentation will be smoother.

Use social media to solidify the connections you made

Reconnect with the audience after your keynote on social media or in person. Make yourself available, answer questions, and discuss your material with attendees. That increases the chance of better feedback/reviews, creates advocates and new followers, and allows you to connect deeply with the people who gave their time and attention listening to you.

Bonus tips

• Sketch out your story, sort your research and facts, and write down what you want to say before creating your slides. Do them last.
• Use strong pictures/images to underline your message
• Avoid text as much as possible 
• Work with simple charts 
• Cover no more than one idea per slide 
• Back your claims up with data 
• Practice your deck – a lot 

When planning out your presentation, you need to know the type of presentation software you intend to use. Even slight discrepancies in formatting, timing, and design can make a difference in how you present your keynote to your audience. Find the right solution first so you aren’t scrambling at the last minute. 

Where to find good keynote speakers

A lot of “popular” speakers have a dedicated speaking section on their website. So, the first step would be to visit the websites of people you know from the industry and create a speaker list. But there are also agencies and speaker bureaus that specialize in keynote speakers and cover the whole process for you.

Be sure to stay flexible with your time and budget if you’re aiming for a big name. As it often goes, if you already have one famous speaker on board, it’s easier to get others to join. A lot of buzz will also make it easier to persuade a speaker to come and give a keynote. The audience size and sold (early bird) tickets are good door openers. Money and fame always work.

How to book a keynote speaker

Keynote speakers can be booked directly or through an agency/speaker bureau. Many agencies represent keynote speakers and take a 20-30% cut from the speaking fee.

However, a growing trend is to run inquiries through a speaker's website while self-managing gigs, depending on how famous the speaker is in a certain niche.

Email marketing tools can also help you create and manage email campaigns to contact speakers.

Agencies really only help with promotion and management, which can be handled by the speakers themselves, given the ease of access via the Internet. 

Cost of a keynote speaker

The average cost of a less experienced keynote speaker is between $1,500 and $5,000. Celebrities and famous speakers start at $25,000, and fees top out at around $100,000.

But money isn’t everything. There’s also fame, prestige, and promotion to be gained for keynote speakers. Giving the commencement speech at famous universities/colleges is a great honor, for example. It’s not uncommon for nonprofits to persuade good keynote speakers to speak for free if their cause is appealing.

Keynotes define an event and should be treated as such

Not to trigger your fear of public speaking, but keynotes should be original and unique. If you go for one as a speaker, the best way to not bomb out is to prepare an emotional story, collect interesting facts, and most importantly – practice, practice, practice.

However, that’s important not only for the speaker but also for the organizer. Set your speakers up for success by giving them all the information they need to be successful, especially about the audience. The worst-case scenario for a motivational and inspirational keynote is to be given to the wrong audience.

If it goes well, a keynote leaves the audience energized, inspired, motivated, and engaged. Whether the goal is to get them to come back next year as an organizer or making a name for yourself as a speaker, keynotes are a big deal and should be treated as such

Check out our list of the best TED talks to see examples of keynote speakers who blew the audience away. 

This article was originally published in 2021. It has been updated with new information.