In technology initiatives, it is especially important to understand people’s new ideas and new paths. I wonder if I could apply the teaching – or learning – principles to the marketing videos we make for him.
So I searched for some of the best blogs and websites from some of the best e-learning experts.
Here are exploration-based tips and concepts we now consider when creating and producing marketing videos.
The era of fast learning is coming. “e-learning circles” speak of “micro-videos” because people seem to learn better in short periods of time – explosive moments – rather than through constant effort. It’s hard to stay focused in a world with so many competing demands for attention.
For example, regulatory compliance is often seen as an important but not very exciting topic for a video. But if you can show how compliance processes accelerate customer integration, for example (we did this in a video for a Canadian software company), then the light bulbs continue.
Say: “Why is it important”; Go directly to “How”
A tip for e-learning is “hire because it matters and go straight to the point”. Many e-learners deal with job performance and career development. People naturally pay close attention when they think they are going to learn something practical that they can use.
Much of B2B marketing also involves job performance and career development. Buyers want to make noise. But they don’t want to take any chances. Going straight to the how-to in a video means skipping the problem description and directly showing what can be achieved with little risk of failure.
A video hardly spends time with the “problem” with a “we know what you want and here it is” structure. A realistic scenario with numbers can also help establish credibility.
Think about the cognitive load
Learning is a matter of processing information in ‘working memory’ according to existing patterns (schema) that allow it to be stored in long-term memory. Our working memory is quite limited, so it’s important not to overload it.
The “total cognitive load” consists of…
- The complexity of the information itself (“intrinsic charge”), plus
- The amount of information not relevant to learning – decorative elements, irrelevant animations, etc. (“external load”), plus
- Elements such as examples and exercises that aid in information processing (“heavy load”)
When the strangest + relevant inherent burdens exceed working memory, learning becomes difficult.
Obviously, a video producer cannot accurately measure or estimate these loads. However, according to e-learningIndustry.com, there are some best practices for reducing the cognitive load that can be applied to videos. Here are four.
Provide information through the visual channel and partially through the verbal (public) channel
The video already does that, you might say. But the vast majority of marketing videos contain all the complex information (the message) in the ear canal, loading the visual channel with catchy and irrelevant information like talking characters and decorative images. These visual elements can make videos engaging and fun, but we must also recognize that they require the intellectual capacity necessary to learn.
Break the content into smaller segments and let the student set the pace
- Short videos that teach in small chunks
- Interactive videos (See this handy Hapyak guide.)
- Videos that allow the user to efficiently process information without overloading working memory