Millennials Just Love Video

Last week we wrote about a study that highlighted the importance of video advertising, and specifically, video for education-based marketing.

We follow that up this week with another infographic from Animoto in which they set out the how to reach the big spenders of the future – Generation Y – using video.

A few takeaways we believe in strongly in our company strategy:

  1. Video consumption is becoming increasingly mobile.
  2. Product education videos are very popular.
  3. Customer testimonials are considered helpful in product videos.
  4. The videos must be educational! No hard sells.

Check out some other stats from the survey below:

Education-Based Marketing: The Shift is Real

We have been following the space of education-based marketing for a while now. While researching stats for a client, we came across an excellent survey done by the self-service video creation platform, Animoto.

The survey is from 2015, but probably never more relevant than now, where more and more consumers prefer to interact with brands through video. The challenge with traditional video advertising though, while more memorable than static advertising, is the same challenge faced by content creators everywhere – attention. We have written about the importance of attention before on this blog, but it is worth repeating. Marketers are in a constant battle to compete for our attention. And we suffer from information overload as a result; the daily firehose of content is something we face from the moment we wake up in the morning.

The appealing feature of education-based marketing is that it often involves a demand-driven consumption. We all feel the need or want at some point to learn something. And especially when we are trying to learn about a brand or a new product, we naturally seek out video as a means of doing this.

We will return to this topic often in the coming months. To whet your appetite, or even if you’re just interested in education-based marketing using video for your business, have a look at the results of the survey below, along with some suggestions from Animoto on how to apply the insights .

Anyone have any recommendations for great learning design?

This is the eighth and final post in a series on learning design principles for digital learning.

In previous posts we covered:

  1. The Coherence Principle
  2. The Redundancy Principle
  3. The Segmenting Principle
  4. The Contiguity Principle
  5. The Signaling Principle
  6. The Pretraining Principle
  7. The Modality Principle

Here we are, at the end of our eight-week journey into eight learning design principles popularized by Richard E. Mayer in his 2001 book, Multimedia Learning.

The final principle for us to explore is one that has become an almost indispensable part of the way we live our lives today. It was certainly not the case 16 years ago when Mayer was conducting his research, but it has stood the test of time.

To demonstrate the final principle, ask yourself this question – how do you go about picking a dentist or doctor these days?

What about picking a restaurant?

Deciding between an iPhone or an Android?

The answer, in most instances, is that we ask our friends. We certainly don’t ask a medical authority for an opinion on which doctor to go to in our area. Some people still consult Zagat or follow the Michelin stars, but when you’re looking for a quick bite, we trust our friends to steer us right.

You may be thinking that you would use an independent reviewer to make some of these choices. This does happen a lot more frequently these days, but the same principle is at work here.

The principle I am referring to is that of Personalization.  The theory, as proven in tests by Mayer states that using a conversational style rather than a formal style for narration (e.g. using words like “you”, “your”, “we” and “us”) results in improved learning retention. The rationale here is quite simply that learners will try harder to make sense of verbal instruction if it is perceived as coming from a peer rather than from a formal teacher.

When you read independent reviews of a place, they are not written by someone pretending to be the authority. In fact, no one cares to even read those reviews. They are usually written by someone similar to you. If they are a professional writer, they are written in a relatable manner. Next time check for the use of “you”, “we” and “us”. They will be in there.

So the final tip in this series for creating great, engaging multimedia learning is, be yourself. Write as if you were writing to a friend. Don’t go for formal instruction. Relate to your audience. They will find it more memorable as a result.