At last week's World of Learning conference, Louise Powell, head of skills development at Travis Perkins Group, shared how the company is using video in learning. It was a really interesting talk because what Powell described is how video can transform an L&D strategy. That might seem like an over-statement but for Travis Perkins Group, it is a reality.
How so? Powell described the various ways in which video is being used. For example:
- The 'Did you know?' series of short talking heads lets subject experts share their job and industry insights - that's significant for an organisation with high retention rates and 30,000 emplyees.
- Video is being used to create learning pathways for induction - reducing the cost and need for people to attend face to face sessions.
- Video is being used to flip the classroom - classroom content is shared by video ahead of face to face sessions so the session can focus on the material and practical discussions.
- Video can be delivered across all devices - this matters for an organisation with many retail and depot staff as they have to grab time to learn when they can.
This approach has required the L&D to upskill as a creative team so the shift has had a big impact on them. You can also see how these various approaches to using video can have a cumulative, and transformational, effect on the learning strategy.
Picture credit: cesarstrings
Replies
Have you seen the latest findings from Don Taylors annual L&D survey - now running over 3 years the trends are interest. Interestingly video has decreased since 2014 as a priority- or is it that it is now considered main stream?
http://donaldhtaylor.co.uk/wp-content/uploads/GSS-2016-Web-Final-v2...
This is encouraging to read, we are just starting to use video and this will form a significant part of our strategy. Celia Delany I would agree with your 3second rule. Anything over about 3.5 mins and its too long and viewers start to disengage.
Hi Angel
This research provides some useful insights on video length. Up to two minutes is when you have most attention and after that the content must work harder to keep people interested.
Martin
thanks for the share Martin
Most welcome!
I love video as a learning tool and as a way of making people feel included - for example when you ask them to make a video about what they do, they feel very special/engaged/proud and also shy/nervous/excited so it grows skills in them about overcoming nerves on camera, which in turn develops more boldness/bravery and creativity.
I'd love to know more on the HOW to use video, rather than just the business case for it. For example, we know from YouTube statistics that people stop watching videos before the end typically and so how to structure content and style of the presenter to hold attention for longer is surely key. I always operate on a 3 second rule (you have to be giving great value in the first 3 seconds) which earns you 30 seconds, then 3 minutes. Much over that and you'll be lucky to keep them?? Unless there is an incentive for watching it all (testing, prizes etc).
Good points, Celia. In terms of how to structure content, I would look outside of learning for inspiration. Look at how video is used in marketing, look at what popular Youtubers do etc. That said, the usual rules apply for engaging content - it has to be be relevant and timely. Use storytelling techniques too. Also, don't be afraid to try out an approach and then look at the data to see its impact. As welll as overall viewing data you can learn a lot from data that shows when someone stopped looking at the video. Platforms such as Pluralsight feed this data back into their videos eg if they know people are dropping out at a certain point in a video they make changes to stop it happening.