5 Reasons Marketers Use Video And How L&D Can Benefit
Danielle Wallace, Learning Director and Founding Partner, Go Beyond the Sky: Custom Learning Solutions
Video popularity continues to grow because messages in motion are more engaging and lead to a higher retention rate for the learner. With retention rates for video content far outpacing those of text-based content, it’s clear that video is a favored communication style.
While marketing professionals have embraced these facts, Learning & Development (L&D) is slow to adopt this trend.
- Data supports videos for learning
90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text. (Zabisco) Now is the time for L&D professionals to develop engaging video learning strategies to capitalize on the power of video content.
An Invodo report reveals that 52% of consumers say watching product videos makes them more confident in online purchase decisions. If effective videos can get consumers to purchase, surely effective training videos can inform a learner!
- Increase knowledge retention with videos
Retention, by definition, is keeping something in one’s memory. Studies have shown that adding video can improve one’s ability to remember concepts and details — with effects that can increase over time. Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. (Insivia) This is the case for investing in effective learning videos – there is a measurable increase in learner recall and knowledge retention.
- A video strategy ensures the execution works
It’s happening – video is projected to account for nearly 3/4 of all internet traffic within a year’s time, it’s critical for L&D professionals to develop video strategies now. A strategy and plan is critical as a piece-meal approach will not be successful. Most video executions I see are haphazard and lack a unifying strategy and purpose. This is not the time to create videos for the sake of creating videos. Instead, develop a learning video strategy to guide your efforts (see below for some tips).
- Companies of all sizes can use video
Video is one arena where, no matter the size, all companies can benefit from using. Video production can vary from massive budgets to a few hundred dollars (I have done both) but the real effectiveness isn’t in the budget size but how the video design is handled (see below for some design tips and attend my i4pl session on Advertiser’s Secrets of Compelling Learning videos for more details).
- Video works for a variety of learning needs
If 90% of information transmitted to the brain is visual, and visuals are processed 60,000x faster than text, (3M Corporation, Zabisco) then consider taking steps now to develop training videos. For example, convey aspects of compliance training into a video infographic, use video to promote your learning events, or convert case studies into engaging learning scenarios. Whether used in eLearning, classroom learning, mobile learning, microlearning or social learning, effective learning videos can instantly convey feelings and tone in the learner.
Well-produced videos demand our attention. The learner’s connection to video is magnetic and the content remembered. Now is the opportunity for L&D to use effective learning videos to influence learner behaviour.
Ideas to implement now:
- Develop a video content strategy: determine who your specific audience is and determine what overall organizational or course strategies that your program is aligned with.
- Refine your video content strategy and isolate a narrow list of what components are vital for participants to understand.
- Only once you’ve aligned to a sound video strategy and developed a clear understanding of the desired goals or feelings to evoke, identify micro-opportunities for video learning.
- Consider cost effective ways to communicate your message. For example, repurpose a video from the marketing or communications department for use in an existing program to convey a feeling and tone in the class (e.g. excitement, pride, fear).
- Ensure your content is visual and depicts your message with images that are aligned to a creative video concept.
- Use efficient and effective tools to produce videos. Contact us for tips, ideas, or help.
For more tips on creating effective videos, visit www.BeyondtheSky.ca, and see Danielle Wallace at i4pl in her session on Advertisers Secrets to Creating Compelling Learning Videos.