Visually speaking

Organizational learning and development can benefit from using video
By Danielle Wallace
|Canadian HR Reporter|Last Updated: 12/12/2016

Video popularity continues to grow. Why? Because messages in motion are more engaging and lead to a higher retention rate for the learner. Retention rates for video content can far outpace those of text-based content, and marketing professionals have long embraced the medium. Learning and development (L&D) professionals, however, have been slower to adopt this trend. So, let’s look at the facts:

ROI data

Four times as many consumers would rather watch a video about a product than read about it, according to a survey of 1,051 consumers in 2015 by Animoto, a company that makes professional videos. One in four consumers actually lose interest in a company if it doesn’t have video. And customers are nearly 50 per cent more likely to read email newsletters that include links to video, found the survey. If effective videos can get consumers to purchase, surely effective training videos can inform a learner.