The power of video: why is it such an effective training tool?
As the CEO of Video Arts Martin Addison is an obvious evangelist for the benefits of video for learning. But, in his latest blog on Training Journal, he delves into how this is becoming the accepted view in the wider L&D community, and why.
Before I expand on that title it might be worth me declaring an interest in this topic. I’m Martin Addison and I’m the Chief Executive of Video Arts – enough said! Having produced video for learning for over 20 years I’m obviously an advocate. That said, I am struck by the increasing trend towards the use of video amongst my L&D colleagues, particularly over the last few years: and I wanted to explore some of the reasons they’ve given for its effectiveness.
A good starting point to understanding the efficacy of video is the word itself. ‘Video’ comes from the latin ‘video’ (‘vi-deo’) meaning ‘I see’ as in I apprehend it with the eye: as well as ‘I see, I understand’: in other words video is the next best thing to trying a new task out for yourself.
People learn nothing when they’re asleep and very little when they’re bored. As well as the benefits of seeing something for yourself, video is very good at capturing the attention of its audience. Ernst and Young uses video in its induction programmes for just this reason. As Andreas Billand, Executive Director in their Transaction Advisory Services explains, “We wanted to make it more memorable and effective than other standard training programmes. Video helps because it’s an engaging medium and something that our target audience are used to consuming all the time.”
We all love stories. They appeal to people emotionally and help them reflect on their own behaviour and the most effective video content engages the audience through stories which are humorous, dramatic, or based on real life. A well placed humorous video clip makes learning more memorable; a hard-hitting drama makes you feel the emotion of the situation; and real-life case studies help bring theories to life. Another advocate of video, John Merrell, the Leadership and e-Learning Manager at Volvo says, “It’s easy to relate to video content because it’s immediately engaging and it holds your attention”.
Video scenes showing the ‘wrong way’ to do something make excellent case studies. They provoke discussion and provide an enjoyable introduction to an exercise. Asking your learners to analyse the situation and what has been done wrong helps them to draw out the lessons for themselves before you show them the ‘right way’ scene. And video can take the pain out of role-play. Asking a group to role-play a scenario sometimes makes them nervous. Showing a video just beforehand can make them aware of the traps they might fall into and the points to concentrate on to get it right.
Perhaps one reason why video is such a popular learning resource is because, with enabling technology, trainers find it so easy to use. Back to John Merrell at Volvo who uses video in his own self-authored e-learning programmes: “It’s easy to build your own effective and engaging programmes and you save a lot of development time. If you’ve got an idea for a course then you’ve got [video] materials as a template to tailor as you see fit. I would say it would probably take a couple of hours to create a really good programme.”
It’s a medium that can be used across a multitude of learning interventions whether they are delivered by the instructor, the PC or the mobile device. Video offers you the chance to deliver learning 24/7, 365 days a year. It’s not just about getting a ‘one window’ opportunity to learn. It’s really all down to the creativity of the trainer – a feature that’s enormously attractive to a lot of people in these times of on-going budget constraints.
Video works across all the learning styles we are familiar with. If you’re a Theorist video helps explain abstract concepts. If you’re a Pragmatist it can demonstrate different ways of doing things. If you’re an Activist video is the starting point try out what you’ve seen. And Reflectors can watch, reflect and discuss.
So, despite my vested interest I’m still objectively convinced by the efficacy of video. As the appetite for learning technologies increases so, I believe, will the potential for longer lasting learning delivered through the power of video. Just watch this space.
