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Kerry Pascall Why video is vital for L&D

Video has already become incredibly popular as a way of learning both inside and out of the workplace. How-to guides, product descriptions and charitable brand activities are dominating the consumer video market, 

Studies show that 70% of millennial YouTube users watched a video in the past year to learn how to do something new or learn more about something they’re interested in, and 73% of Gen Xers say they watch YouTube videos to learn how to do something (Google/Ipsos Connect).

With this data, proving that nearly 70% of your workforce is using video, why wouldn’t you be integrating video to deliver learning?

Are L&D taking full advantage of this?

Why Video Is Vital For L And D

Towards Maturity research shows that 7 in 10 are already using video in online course delivery. However, many are using a content curation or recycling approach—with 64% using resources such as YouTube and TED talks, rather than developing their own videos (only 58% do so).

Video production was mentioned in the report as a skill that L&D often buys in – either from other internal teams or externally.

This is not really a surprise, given the skillset required to develop top-end videos, however there’s much more we can be doing. The bonus is that, because we know people want to use video for learning, you’re going to be pushing on an open door.

What are the benefits of video in learning?

One big benefit of using video in your learning is harnessing its power to get a large volume of information across quickly. This is excellent when you have a lot of information – perhaps around inductions, new processes or new products, or complex information such as best practices or various scenarios – and the traditional PowerPoint or full report won’t get the engagement you need.

Not only can video make the point much quicker, it can be watched again – at the point of need. This results in an improvement in understanding, recall and retention. Another plus is that it doesn’t necessarily require your learners to be away from their place of work, and can be used on-to-go for those who work on the road.

Video can also make your learning contagious! If it makes a good point and creates easy learning for your people, they are likely to share about it (or tell others around the coffee machine).

Are my people ready for video?

The Towards Maturity report notes that 83% of employees are seeking out the opportunity to gain new skills in the workplace.

By creating video that can be consumed in short bursts— ‘chunking’ the information – either as learning or performance support, L&D can start to build a library of material to support people in their everyday growth.

28% of the report’s ‘performance achievers’ “specifically support performance at the point of need, suggesting that access to video content, e-learning objects, job aids and much more via mobile devices is increasingly important.”

So, meeting people at their point of need is increasingly important. When you pair this with the data we mentioned around people using video for personal learning, it’s clear that creating video content and making it mobile is a great way to engage your people.

What should I turn into video content?

I previously addressed the question what video can do for your eLearning and many people I meet still have questions about where and how using video is going to be most effective for their learning. Understandably, they want to know what the most common subjects or scenarios are for video before they commit to spending on creating content.

However, with all learning, I would suggest starting with the problem you are trying to overcome. Once you understand it, and are clear on your objectives, think about whether video would be an appropriate way to deliver it to achieve the impact you need.

Where do I start?

Video doesn’t need to be hard.

One tip for getting started is to simply use your phone – smartphone technology has improved dramatically over recent years, and you’d be amazed by the amount of videos you watch that are actually filmed on an iPhone or similar.

Start testing it out, either on yourself or with others in your team until you’re comfortable with it. Then set appointments with subject matter experts within your organisation to film them talking about their work.

Always use a tripod (you can pick them up for next to nothing now) and if you’re not confident with editing, keep the video short – just don’t forget to allow time to rehearse. If you are feeling more adventurous, you can download some free editing software and put together something a bit more complex!


Want to discover more about how we’ve integrated video into our digital solutions? Get in touch with us today.

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Kerry Pascall, Head of Digital Learning, Bray Leino Learning

In my series of blogs you can expect some tips on implementing eLearning, what to consider when commissioning eLearning, design tips, software and authoring pros and cons, and general advice on everything eLearning!

Copyright © 2017 Bray Leino Learning


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