How to Leverage Video to Increase Learner Engagement


Leveraging video in your e-learning programs isn’t just about lights, camera, and action. You need to consider the type of experience you’re trying to deliver and how a video add-on will enhance it. If your goal is to make content more interesting and increase member engagement, video learning can do just that.

Understand the learner

It is well known that everyone learns differently. Some people are visual learners who prefer pictures to help them understand concepts. Auditory learners retain spoken information better and often prefer traditional lectures and discussions. Readers do exactly what their name suggests: they read and write to lock in knowledge. Kinesthetic learners absorb information by doing and practicing. What’s exciting is that while we often align with one or two of these guys, we learn best when they’re all together.

If you think of the best video modules or animations you’ve seen, you’ll probably notice that they include three or even four of these learning mechanics. For this reason, 86% of viewers turn to YouTube to learn new things and more than 70% use it to solve a problem related to work, studies or a hobby. According to a Think With Google study, YouTube makes people feel smarter, more inspired, and prepared for a task, especially because a well-made video will appeal to the visual, auditory, reader, and kinesthetic learner.

Let’s take a closer look at the main reason why people turn to video platforms to fix something in their house or car. A good tutorial video will include a picture of what they’re working on (visual), dialogue or narration about the steps to follow (auditory), captioning or labeling of the different elements (reader), and encouragement to put pause the video and complete each action with the (kinesthetic) video.

The question then becomes: how do you integrate video into your association’s learning experience?

Build content

First, you need to determine which part (or parts) of the program can be delivered via video. Some documents will be best served as PDF files or playful learning experiences, while others will be perfectly suited to the medium. Some examples are:

  • instructor-led online modules
  • tutorials
  • role games
  • testimonials
  • entertainment.

The real magic, however, happens when you use video for two-way communication between the person providing the content and the learner. This can be done through more traditional mediums such as webinars or presentations that incorporate discussion forums, but can also include modern tools that harness the power of video to assess specific skill sets for your learners.

The idea here is for the video to become an extension and enhancement of the larger learning program, allowing you to build rapport, familiarity, affinity and trust in a short period of time.

Program execution

Providing a video experience should be easy with a modern learning platform. It’s just a matter of uploading the video to its place in the learner journey and tracking adoption and engagement.

Here are three tips to consider when offering video courses:

  • Give them a reason to come back for more. Video can be so effective because new content can be released regularly. Involving a variety of presenters who can explore a range of topics will help you frequently deliver fresh and relevant video content to your members and learners.
  • Make video learning a two-way street. Leveraging video assessments to measure and improve learner skills can provide valuable insight into the strength of your learning program and give learners the opportunity to iterate and improve over time.
  • Make sure it’s a great experience for everyone. Despite the pace of technological advancements, bandwidth limitations are still a common problem when it comes to delivering video learning.

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