By Tracy King, M.A., CAE,
By 2020, video is expected to account for 82% of all consumer internet traffic (Cisco). Couple that with the fact that YouTube education videos are viewed twice as often as the Pet’s and Animals category (Forbes), and suddenly it’s apparent if you don’t have a video strategy for your learning portfolio you’re at risk.
Consider these five trends as you map out a plan.
1. Go Micro. Microlearning is deployed in many formats, but video is by far the best utilized. Consider how your members may benefit from a modular curriculum comprised of micro (3 minutes tops) video assets. Or how you can leverage micro videos as a gateway to attract registration in a full-length course. Better yet, employ micro video reflection follow-ups to full length programs or as components of time released case-based assessment questions to drive greater impact. Short videos are easy to curate, share, and reuse.
2. Get Social. By some estimates 80% of learning is informal within social contexts. How can you place your content and your brand in the middle of that sweet spot? What opportunities are within reach to stimulate conversation around your content? Consider mobile friendly quick tips, how-to demos, or expert FAQ videos to post in your social media channels that will spike excitement and drive traffic to a next step click.
3. Invest in Interaction. Linear video is useful in learning design, but it’s historically a passive medium. The longer the video, the harder to maintain learner engagement. To yield the greatest ROI, invest in interactive video for course length learning. Several sophisticated tools are now available to transform static video into interactive experiences with hot spots, content triggers, and scenario branching. Why? Because learners want autonomy to personalize their journey through content. Interactive video allows deeper learning by facilitating the discovery process.
4. Measure Impact. Learning Management Systems (LMS) love video. You can categorize, curate, associate, annotate, bookmark, post or time-release, bundle, and most importantly, measure impact. Many LMS providers offer robust reporting on video assets so you know whether you’re meeting your video strategy success metrics. Talk with your solution provider about learning analytics options available to you so you can make data driven decisions about when and where to utilize video in addition to what types of videos your members’ clicks are asking for.
5. Define the Bullseye. Just because you’ve captured it doesn’t mean members want to watch it. Two critical components must be weighed in defining your bullseye: What types of video does my target learner consume? Is video the best format for the intended content? Associations who successfully deploy video in learning are interested in their audience’s video preferences (quick demo or immersive case scenario? informal or formal? short form or micro? high or moderate production value?) so they produce the kinds of educational opportunities members will gravitate toward. They also ask this: Is video the best choice for rendering this content? Combine the format your members crave with the content they need and you will have a clear target for a successful video-based learning program.
To ride the viral video wave, associations must depart from outdated static presentations and reimagine their content as bits, bytes, and interactive learning journeys meeting members at the point of need.
King is chief learning strategist and founder at InspirEd. She is an author, speaker and education thought leader in the association space.
King recently presented a TRENDS webinar on “eLearning Strategy: Pathway to profit.” To buy the recording, click here.