Video Use for Workplace Learning Will Continue to Rise in Organizations

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Association for Talent Development research finds that the use of learning videos is increasing and will increase even more in the next five years.

“Video in general is good for examples. A lot of learners need to see how to perform a skill or task to get it." —Tracy Mensching of Nusenda Credit Union.

The need to disperse training globally and to deliver a consistent message has increased the use of video in workplace learning, according to new Association for Talent Development research sponsored by Upside Learning.

More than 86 percent of survey respondents reported that the amount of learning video their organizations made available has increased in the last five years, and 91 percent expected learning video usage to increase over the next five years, according to Video for Learning: Engaging, Reaching, and Influencing.

When asked about the drivers that influenced their organizations’ use of learning videos, participants most frequently cited the need to deliver training to geographically dispersed employees (63 percent). Tied for the second-most cited driver were the need to deliver a consistent message to learners across the organization and demand for just-in-time learning. Both drivers were cited by 53 percent of respondents.

“Video in general is good for examples,” Tracy Mensching of Nusenda Credit Union said in the report. “A lot of learners need to see how to perform a skill or task to get it.”

Other key findings include:

  • 75 percent of organizations incorporated at least some form of interactivity into their learning videos. They were most likely to incorporate quizzes and assessments (58 percent) or hyperlinks and access to outside resources (38 percent).
  • 85 percent of organizations used video to support and reinforce other types of learning. Organizations that did so as a part of pretraining activities or as a part of post-training activities were significantly more likely to be high performers.
  • 82 percent of organizations collected data on their learning videos. However, only 6 percent evaluated business results or return on investment for learning video, with organizations that applied this practice being significantly more likely to be high performers.

Research participants highlighted the top barriers to effectively using learning video within their organizations. According to 41 percent of respondents, difficulty updating video content and maintaining video content was the top barrier. Nearly as many participants (39 percent) listed a lack of resources, such as adequate staff, budget, and equipment, as a top barrier.

“In the age of technology and content creation, there are so many free or inexpensive tools available when it comes to video production,” Lindsay Berstling, instructional designer of The HON Company, said in the report. “If you look at YouTube, a lot of its most famous content creators started with a phone camera, a cheap tripod, and a ring light.”

A free webcast about the report is scheduled for November 19 at 2 p.m.

About ATD

The Association for Talent Development (ATD) is the world’s largest professional membership organization supporting those who develop the knowledge and skills of employees, improve performance, and help to achieve results for the organizations they serve. Originally established in 1943, the association was previously known as the American Society for Training & Development (ASTD).

ATD’s members come from more than 120 countries and work in public and private organizations in every industry sector. ATD supports talent development professionals who gather locally in volunteer-led U.S. chapters and international member networks, and with international strategic partners.

For more information, visit td.org.

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