Why is video learning so popular?

by L&D12 May 2017
While video-based learning has been around for a long time, organisations are seeing a huge upswing since streaming capabilities have improved.

Recording and playing video on mobile devices has made video creation and consumption available just about everywhere, making video the expectation for online instruction, feedback, and interaction.

For example, videos are processed by the brain 60,000 faster than text, making them the ideal medium for learners who want to process new information quickly.

According to the latest research from Towards Maturity, 69% of organisations are using video to share good practice, and this percentage is even higher (92%) in ‘top deck’ or highest-achieving organisations.

But why is video so popular – and more importantly – does it help learning ‘stick’?

David Wilson, CEO of HR learning and analysis company Fosway Group, said it’s important to the heart of what’s really working – and not working – for organisations in practice as well as their experiences with digital learning suppliers.

“It’s about more than just the tools and technologies,” Wilson said in a statement.

Fosway Group’s own report – which surveyed more than 1,000 L&D professionals – found that both digital learning platforms and content are experiencing a boost in investment, accompanied by increased investment in the digital learning team.

The areas of digital learning that are seeing most new demand are:
  • Video learning (77%);
  • Mobile learning (76%) and
  • Learner engagement (74%) from a platform perspective
However, Wilson cautioned that while learner engagement as a whole has risen, questions remain over the quality of the customer experience.

“There are still significant issues and concerns about how to create a strategy that delivers sustainable business impact,” he said.

Although being widely adopted, some say there are key areas of learning that need direct face to face interaction under the guidance of talented and passionate facilitators.

Indeed, many learners prefer traditional classroom learning, with others see technical issues holding up the pace of progress.

However, Andres Jonmundsson – head of learning and development at Fuji Xerox Australia – believes the days of rolling out face-to-face training are behind us.

“Businesses and learners expect training to be practical and relatable to every day experiences. Learning budgets are under increasing pressure forcing learning practitioners to find solutions that are impactful and scalable,” he said.

Jonmundsson said this necessitates partnerships with technologies that offer macro and micro-learning in fun and accessible ways where learners are able to relate the education in real time.

“We will see the LMS becoming less significant, education will become increasingly mobile and training will become part of an employee’s daily rhythm rather than an isolated event that pops up periodically in their calendar,” he envisioned.

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The pros and cons of digital learning
How technology is transforming learning
Disruption looms for corporate learning