Video-Based Content Market
Video is the most adaptive way to access information in the modern-day world. Some statistics to prove it are:
- Tweets that include video content have ten times more engagement.
- Over 2 billion videos are viewed on Twitter each day.
- 65% of impressions from an ad on Instagram are from video content.
- Facebook has 75 million daily user visits on its video platform. Interestingly, 85% of users prefer to watch videos on Facebook without sound. But we shall come to this important point later.
- YouTube statistics can make anyone go crazy. There are 300 hours of videos uploaded every minute, and 1.5 billion users play 1 billion hours of video every day.
Now let’s move the focus from entertainment to the professional world:
- On LinkedIn, video-based content is shared 20 times more than any other type of post.
- Another exciting trend to notice is that 41% of video marketers use webinars as a channel.
- In a survey of over 2,000 companies, 74% of trainers said they use video learning as part of their training delivery.
- Industry data shows that video-based content is 88% of large, 77% of mid-size, and 64% of small companies.
With the recent impact of COVID, these numbers could now be very different. We all know that uptake of video content is very high, but the critical question is, can we transform all types of content into video-based content? Let us rethink and look at the other side of the story: learner-based feedback on video-based content.
- In a survey published by Kaltura in 2019, 67% of employees said they could not provide full attention to training videos. They skim through the videos, watch them without sound, or listen to them while doing something else.
- Only 28% said that they always pay attention to training videos.
- On the other hand, 6% said that they never pay any attention to training videos.
No single rule works for all. As learning experts, we need to test and observe things continuously before recommending a relevant strategy. There is a massive demand for video-based learning content in the industry. Many portals provide learning content in a video format. At the same time, there are a plethora of ways to develop video-based digital content. But it is vital to use a relevant content and media strategy as per the message or the required learning outcome.
Types Of Videos
There are various ways in which learning videos may be produced through readily available DIY tools. It has become easier for content writers to make their videos rather than depend upon graphic experts for simple things. However, the video output can only be decided after looking at the requirement from a 360-degree perspective.
Emotional/Motivational Content
It is essential to use human images and videos to treat any emotional and motivational content. If possible, choose images/photographs/videos of people so that the learner can relate to the content easily. Viable use of typography with images can deliver key messages to have a long-lasting impression.
Process And Procedure
In eLearning, we create a vast amount of content as processes and procedures. I find that the best way to treat these is with iconography and motion-graphic animations. These are quick to recall and use the same icons for any step/objects/person to help the learner relate to the topic under discussion. This helps in retention and speeds up the development work once the correct approach is established at the beginning of the work.
Storytelling
This is one of my favorite styles, and I use this often to describe success and failure stories, change the communication style, etc. It is preferable to do video shoots for storytelling so that expressions are also captured, which are a part of the story experience. But if that is not possible, create whiteboard animation, an image transition, etc. The creative use of illustrations is one of the best ways to depict stories.
Motor Skills
Various skills can be quickly learned by aping others. For example, how to assemble or disassemble a product. There are vast amounts of videos on YouTube that cover similar content. In a learning environment, content can be easily produced by internal experts to perform the necessary steps. Descriptive videos based on these steps can be the learning content. This is a more straightforward and uncomplicated way to develop content. A quick tip, you do not need expensive video shoots for everything. These shoots can also be done with a good phone or a handy camera.
The list is big, but the framework of looking at the requirement is still the same. Look any time at what is essential and then go with the best possible medium.
What Can Build Stickiness For Video-Based Content?
The best point that makes video so popular is that you can absorb the information without much effort, but this is the same thing that makes it boring. So, a few points to note while creating video-based content are:
- Chunk well and keep it short
The ideal video length ranges between 1.5 minutes to 5 minutes max. - Add closed captioning
Learners may not have earphones every time. Yet, you will want them to absorb the content. Remember what we mentioned in the first paragraph, 85% of Facebook users prefer to watch videos without sound. So providing CC shall improve the content accessibility criteria. - Build interactions
Add interactions/questions within the video with some intervals to keep the learner active. These questions can come in the form of time-bound quizzes, games, etc., to increase the engagement quotient.
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