06 Aug Why video should be part of your learning strategy
When most adults want to learn how to fix something, learn a new process, or simply need information, we typically do research on it. Historically, we would buy a book, visit the library, or go to an authority or a store that specializes in the topic we needed to learn. In our world today, we use the Internet – information is at our fingertips! A Google search will bring you thousands of possible answers and watching a video on YouTube gives you step-by-step instructions.
So why wouldn’t we apply the same rationale in the workplace? According to the Masie Center, “Video is changing the format of content, collaboration, and knowledge publishing in the workplace. Our employees are increasingly turning to video as their media of choice to access updated knowledge, skill development, corporate storytelling, and even peer-to-peer social collaboration.” There’s a reason why nearly 5 billion (yes, billion!) videos are watched every day on YouTube and it’s not just for entertainment.
When it comes to utilizing video for learning, studies show that it is far more effective than more traditional methods. According to Nick van Dam, Chief L&D Officer at Deloitte, “90 percent of learning comes from informal training activities like apps, social networks, and…VIDEO.”
So, when someone asks, “Why should I use video in my learning strategy?” Our response is simply “Why wouldn’t you?” It has been said that a video is worth 1.8 million words and that people retain information 200% more with video than with audio alone. If you are not utilizing the power of video, then you are missing a significant and effective learning asset in your strategy.
Who uses video?
Organizations that use video today vary greatly in terms of size, industry, and geographical location. They utilize their adoption and usage of videos in different ways. Some organizations have embraced video as a key part of their corporate learning culture. Others, however, may have systems installed but they are only occasionally used. Still others may be new to video and are looking for strategies and processes to launch video internally.
Cost-effectiveness & Quality of learning delivered
Face-to-face training is expensive. You often hire an expert to go to your site(s) and deliver training on a topic that takes hours out of each employee’s schedule. The costs of travel and lodging alone can be up to 40% of a company’s training budget. And then, the more times your expert delivers the same message, the higher the possibility that items within the content are missed; repetition of a subject creates the scenario where your expert forgets if an item has been addressed in a particular session. After all, we are only human!
Video is a more cost-effective yet personal way communicating your message. Video training allows your expert to ensure that all material is fully covered and creates a consistent message across your company. Thus, video takes the benefits of face-to-face training and combines it with affordability and convenience – anytime, anywhere access. Videos can be repeatedly watched as often as the user wants and needs. Repeat viewing ensures that your users are able to fully understand any element of the content they’re not confident with before using it.
Studies have been made by research companies as well as larger organizations and they found the cost-benefit is significantly in favor of video learning. IBM and Microsoft have restructured their learning to use videos as their preferred method of training resulting in millions of dollars saved – with IBM alone saving over $579 million over two years!
But you DON’T have to be IBM to reap the cost benefits of using video learning to share knowledge within your organization. You DO have to make a commitment to staying with the video learning process.
Ease of Learning
Video learning appeals to people. Remember at school, when the teacher said, “We’re going to watch a video today?” We LOVED those days!
Most people enjoy the process of learning through visual and audio stimulation. It gives them the ability to see complicated things in a way that keeps their attention and shows how and why it works. And if the viewer doesn’t fully understand a section, they can back up and replay that section.
According to a Dartmouth study, “You remember approximately 50% of what you hear and see together.” And “You remember approximately 90% of what you do.” So if everyone in a company watches a video and then applies what they’ve learned, the knowledge gained from that video’s content will be very high.
Also, Shift eLearning found in one study “after three days, a user retained only 10-20 percent of written or spoken information but almost 65 percent of visual information.”
Videos have many uses. Aside from using them just for training, videos can be created quickly and affordably to promote, what we call, “Corporate Glue.” These are videos of senior leaders in an organization that focus on key corporate messages and communicate knowledge. They can act as a “skip-level” by sharing information to all employees from senior leaders with whom they may never have the opportunity to converse.
By utilizing video, these messages can reach employees around the world, regardless of time differences, and can ensure that everyone is hearing a consistent message, unlike PowerPoint, which can be amended or ignored. After all, the video is the same for all who see it, so the message will remain unchanged.
Video vs eLearning
So why would someone use video in a learning strategy? When eLearning was first introduced in the late 90s, most organizations weren’t ready for it – not because they didn’t think it was effective, but because they understand what eLearning was.
Today, there are many similarities between eLearning in the 90s and video learning. For example, when eLearning was first introduced, authoring tools were complicated and very expensive. In most cases it took someone with an html coding background and an understanding of instructional design to produce an effective self-paced course. Over the years, eLearning authoring tools have become much easier to use and much more affordable. Today, anyone who understands basic instructional design can create eLearning courses with very little technical expertise and without the need to know code. So how does this relate to video learning?
Companies have been creating training videos for many years. That concept isn’t new. Historically, producing traditional training videos was very expensive and time consuming. Like eLearning, the tools to produce video content today are more affordable; anyone who can point and shoot can create effective videos.
Ed Flahive – Chief Learning Officer
 Statistic Brain Research Institute, January 27, 2016 – http://www.statisticbrain.com/youtube-statistics/
 Dr. James McQuivey’s Forrester study “How Video Will Take Over the World” , 2008
 Yankee Group’s Anywhere Enterprise: 2010 US Unified Communications FastView Survey, 2010
 IBM Training White Paper, 2010