Advertisers’ Secrets for Compelling Training Videos

Conference Archive

FocusOn Learning 2017 Conference & Expo - June 22, 2017

In a world of short attention spans and the need to “break through the clutter,” how can you ensure your learning videos leave your audience remembering your message? Maybe it’s time to look outside L&D for inspiration and toward a field that already does this well: advertising. If advertisements can influence people to purchase items they don’t need, are there ways to use this field’s secrets to influence learners (and do this without their feeling manipulated)?

In this session, you’ll learn how the techniques that influence purchasing behavior can also change the behavior of your audience. You’ll find out what exactly makes an ad so compelling that it can persuade you to spend your money, then you’ll apply these secrets to make your next learning video successful. You’ll explore the hooks that grab viewer interest, the components that lead to an effective video concept, and a framework you can use to shape a successful learning-video strategy.

In this session, you will learn:

• About a strategic framework for designing and evaluating effective video for learning
• About two “hooks” that make the content in your learning video memorable
• About four components that make an effective video concept
• About two techniques for using drama to design or evaluate videos

Audience:
Novice to intermediate designers and managers.

Handouts

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