When to Include Video in eLearning? Three Indicators

When it comesto eLearning, not every topic needs video for the program to beeffective, but some really do. Videocan often play an important role in how quickly and fully you can learn andretain information. Studies have shown that learning by watching substantially increasesretention rates.

How do you know when you should use video for your eLearningprogram? Here are three indicators:

Indicator #1: Whenever“Let me show you how it’s done” gets better results than explaining the process

Here’s anexample. In my experience producing training videos for Burger KingCorporation, we found that when we added video to the eLearning mix, restaurantemployees learned how to prepare sandwiches much more easily than without it.

There wastheory and purpose behind the preparation steps for each sandwich, and BurgerKing needed their employees to prepare them in a consistent, standardized way.

Originally BurgerKing performed training using a PowerPoint style, where the trainee read theinstructions, and then reviewed diagrams of how each ingredient was to be addedto a sandwich. For example, many sandwiches include mayo, ketchup, mustard,onions, pickles, and cheese, and Burger King had specific instructions forapplying each of these ingredients.

Although thetrainees understood the ingredients, we found that they still had troubleapplying this learning to preparing actual sandwiches according to directions. Whenwe added video to the training, the trainee saw exactly how to swirl theketchup and mustard in a circular motion, how to overlap the pickle slices sothere would be a pickle in every bite, etc.

Thiscombination of watching the actual steps in a video, combined with applyingthese procedures in a Burger King kitchen, usually with a trainer present, reallyhelped these trainees learn the process and retain the information.

Indicator #2: Whenthe process is visually complicated 

Let’s say you’re training someone who is notparticularly technical on installing parts into a computer. That can be a veryintimidating and complicated process for most people. One wire or connector inthe wrong spot, and the computer may not function.

Explaining something as complicated as this by usingwords on the screen or still images can be helpful, but many people will stillfind the material too difficult and confusing. When you add video to thetraining, the learner gets to watch exactly how to disconnect or attach aconnector. It adds substantially to their confidence, level of understanding,and the ability to complete the task.

We’ve all turned to YouTube for demonstrations on howto do something complex and beyond our technical ability. Viewing the actual process,especially from various angles, can make all the difference.

Indicator #3: When there’s real technique involved that’s more easilydemonstrated

One area where this can work well is sales or customerservice eLearning. Role playing scenarios fall into this category, since properdemonstration is key. For sales training, using video to demonstrate how todeliver a sales presentation by using actors and customers can be very effective.This allows the learner to see and hear behavior, such as proper tone, facial expressions, and body language, that is more easily demonstrated than talked about.

One of our clients successfully used video to helptheir granite countertop sales force meet customer objections and close moresales. We used their organization’s top sales person, along with actors playingcustomers, to show how to present the products. We also used a reality showstyle, to allow the actors/customers to explain why certain sales strategiesused by the sales person worked.

At Burger King, we used video roleplaying scenarios toteach front-counter and drive-thru employees how to deal with a variety ofsituations. We were able to teach topics such as how to deliver quick andfriendly service, effective handling of complaints, upselling meals, and even dealingwith robberies or violent situations in a restaurant.

We used very memorable situations, and often pausedthe video in the middle, asking the trainee to answer the question “What wouldyou do here?” We found that this interactive technique was very helpful in thelearning process.

Conclusion

In summary, if you lookfor these three situations, you’re more likely to consider using video as partof your eLearning courses for appropriate topics. Please remember that thehigher the video quality, the better the retention. Make sure you use aproduction company that can consistently give you good-quality video.