Recomendados
Recomendados
Mais conteúdo relacionado
Semelhante a How to create effective and engaging training videos: Learning Technologies UK 2019
Semelhante a How to create effective and engaging training videos: Learning Technologies UK 2019 (20)
Último
Último (20)
How to create effective and engaging training videos: Learning Technologies UK 2019
- 1. The Key to Better Videos Anton Bollen @antonbollen Visit us at booth N40
- 2. Anton Bollen Customer & Market Strategist (Former Instructional Designer) Visit us at booth N40
- 3. The use of video is increasing • Video will make up 82% of all internet traffic data volume by 2021 – Cisco Solutions1 • YouTube is the second most popular search engine in the world.2 • Users are specifically looking for video content. (1) Cisco Visual Networking Index https://www.cisco.com/c/en/us/solutions/collateral/ser vice-provider/visual-networking-index-vni/complete- white-paper-c11-481360.html (2) YouTube: https://www.youtube.com/intl/de/yt/about/press/ Visit us at booth N40
- 4. 84% see video as extremely or very important for their training content strategy. 88% of training professionals plan on creating more video content next year. TechSmith Spot Check Survey @ Learntec Germany 2018 n= 49 Use of video in training Visit us at booth N40
- 5. Video is the future. Visit us at booth N40
- 6. The Key to Better Videos
- 7. What are the GOALS for your video? Primary Goal • Learning success • Information and knowledge transfer • Useful instruction and documentation • Marketing and sales Secondary Goal • Visually appealing • Enjoyable and motivating Effective. Engaging. Visit us at booth N40
- 8. Video is complex – find your own results for your needs • (Show button – which button?) In order to understand video, we must also understand the viewer. Visit us at booth N40
- 10. Video is our bread & butter. Visit us at booth N40
- 11. Survey 2013 1900 Participants Survey 2018 924 Participants Survey 2016 1004 Participants Visit us at booth N40
- 12. Participants from six countries (TechSmith survey 2018; n=924) Location Australia 17% Canada 17% France…UK 16% USA 17% Germany 16% Visit us at booth N40
- 13. 0% 2% 4% 6% 8% 10% 12% 14% 16% Participants by industry (TechSmith survey 2018; n=924) 35% Visit us at booth N40
- 14. Informational Videos Instructional Videos Visit us at booth N40
- 15. „Please send us a great example of a video“ We analyzed 500 Videos. Visit us at booth N40
- 16. What did we find out? Visit us at booth N40
- 17. Visit us at booth N40
- 18. Look at the results from our perspective. (we = anyone who creates or uses learning videos) Visit us at booth N40 Yes: I will give you the slides & results at the end.
- 19. Always: Think about your audience. Visit us at booth N40
- 20. Visit us at booth N40
- 21. Informational Videos Instructional Videos 0% 5% 10% 15% 20% 25% 30% <1 min. 1-2 Min. 3-4 Min. 5-6 Min. 7-9 Min. 10-19 Min. 20-39 Min. 40-60 Min. 60+ Min Preferred Video Length - 2018
- 22. Length of analysed examples. 3% 28% 24% 14% 17% 3% 10% 3% 24% 34% 24% 10% 3% 0% 0% 5% 10% 15% 20% 25% 30% 35% 40% <1 min. 1-3 min. 4-6 min. 7-9 min. 10-15 min. 16-20 min. 21-30 min. 31-45 min. Informational Videos Instructional Videos
- 23. Visit us at booth N40
- 24. Visit us at booth N40
- 25. When do learners watch videos? Visit us at booth N40
- 26. Preferred Time of the Day to watch a video? (2018) 5-9 am 9- Noon 12-2 pm 5-7 pm2-5 pm 12-5 am7–9 pm 9 pm– 12 am No Preference 0% 5% 10% 15% 20% 25% Visit us at booth N40
- 27. Preferred Day of the Week to watch a video? (2018) SundayMonday Tuesday Wednesday Thursday Friday Saturday No Preference 0% 10% 20% 30% 40% 50% 60% Visit us at booth N40
- 28. No preferred time – what does this mean? Viewers want to watch the video whenever and wherever the information is needed. Content needs to be accessible: • Easy to find and navigate to • On mobile devices • Outside the company network • In loud environments (i.e. use subtitles) Visit us at booth N40
- 29. How did you find your last video? I searched for it It was sent to me Someone posted it I had to watch it for work I found it while browsing Someone showed it to me I can‘t remember 49% 14% 12% 11% 11% 2%2%
- 30. Guide your users to the right content. Encourage them to click on it. Visit us at booth N40
- 31. Descriptive Title and Detailed Description DVI4215-01122018.mp4 No description Pivot Table in Excel Our new video! Share and like this, yo! How To: Create a Pivot Table | Excel 2016 and Office 365 | Tutorial Step-by-step instructions for creating a pivot table in Excel in Office 365. Also works in with Excel 2016. Use a pivot table to summarize the data from a more extensive table such as a database.
- 32. A lesson from... Copyright: Sesame Workshop / Source: Wikipedia.org
- 33. Great Video Thumbnails • Show the type of video – Characters (Elmo, Bert, CM) – Songs, Parody, Full Episode • Professional & Consistent • Corporate Branding + Clear Title & Description Source: www.youtube.com/user/SesameStreet
- 35. Guide your users to the right content. Encourage them to click on it. Visit us at booth N40
- 36. Did you stop a video before it ended? Yes No 25% 75% Visit us at booth N40
- 37. Visit us at booth N40
- 38. Here is why: Top reasons why learners stop a video. 0% 5% 10% 15% 20% 25% 30% 35% 40% Other Got info needed It wasn't entertaining Poor quality I got distracted Wrong topic I had to do something else Bored / not interested Not getting expected info Visit us at booth N40
- 39. Visit us at booth N40
- 40. Visit us at booth N40
- 41. Visit us at booth N40
- 42. Elements of Engagement Visit us at booth N40
- 44. Air New Zealand Safety Video
- 45. Visit us at booth N40
- 46. Participant answers to: Three reasons that make for a 'great' video 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
- 47. Ok.
- 48. Remember the 500 videos? Visit us at booth N40
- 49. Common characteristics of the analyzed „Great Video Examples“. Visit us at booth N40
- 50. Trusted Brand - Source - Creator Callouts Text Overlays Video with Speaker Good Audio Intros & Outros Animations Hyperlinks Music Audience Engagement Characteristics of „Great“ Videos Visit us at booth N40
- 51. Intro and Outro Clips (Title clips) • State the video topic • Professionalism & Branding • Recognizable • Keep intros short. • 1-3 seconds are ideal Visit us at booth N40
- 52. Callout & Text Overlays Provide additional information & perception of higher quality Visit us at booth N40
- 53. Video with visible speaker Adds character, authenticity, expert status & brand.
- 54. Hyperlinks • The learning process does not end with the video. • Provide additional resources and relevant content: As a video overlay (interactive); or within the video description • Link to next video in series • Download of additional resources like a PDF or fact sheets • Other recommended content
- 55. Trusted Brand - Source - Creator Callouts Text Overlays Video with Speaker Good Audio Intros & Outros Animations Hyperlinks Music Audience Engagement Characteristics of „Great“ Videos Visit us at booth N40
- 56. In Summary: Video is important. Focus on your goals. Always consider your audience. Make content accurate, descriptive & findable. Enhance with visuals, humor, music, story etc. As short as possible, as long as necessary.
- 58. TechSmith Camtasia = Video Editing Software
- 59. Screen recordings and audio Import videos, images, PowerPoint slides and other media Camera video
- 60. Slides & Study Results? . Scan code to email a.bollen@techsmith.com Discover & try TECHSMITH BOOTH N40
Notas do Editor
- My name is Anton Bollen, I live in Berlin, Germany and I am the Customer & Market Strategist for an American software company called TechSmith. The company has been around for over 30 years and we are best known for two of our software product: Camtasia and Snagit: #not a tech writer.
- So, let‘s talk about video. The use of video is clearly increasing. A large report by Cisco suggests that by 2020, 82% of all consumer internet traffic will be made up by video. Wow. YouTube has over a billion users – that is 1/3 of the global population that is online. YouTube is alos the second most popular search engine in the world – after Google. Think about what that means?? A lot of people are using YouTube to find answers--- video answers to be precise.
- What about tech comm. In our profession as well. Looking forward // we are all going to be dealing with more videol
- I think we can all agree that the primary goals for our content are centered around learning success, information, transfer, instructions, documentations, selling a Produkt. And maybe even a combination or variations of these. And we want our videos to be effective at this. On the other hand, as content creators, also want our content to be visually engaging. The viewers should want to watch our content. We can be creative and innovative, and we can take pride in our work. This engaging piece is important to us --- but it is even more important because we can use the engagement to help us reach those higher goals. And that#s part of what we will talk abou today.
- You see, video is often seen as complex and overwhelming. There are so many pieces that make up a video; and many things we can change, influence and adjust. It is therefore important for us to understand video – and how it impacts our viewers.
- As I mentioned before, i work for a company called TechSmith. We have two main products, Camtasia and Snagit, which are both used extensively by users to create instructional and informational content.
- We rely on our users creating videos – and being succesful with it. It is therefore critical for us as a company to understand the nature of video and the nature of viewers; so we can make better products, and so we can help our users be better at their job. And as a video geek who also creates videos, I was all over that.
- „How long should videos be?“ „When do you watch your videos?“ „Why do you stop watching videos“ „How do you find your videos?“ And so on. We did a follow up to that same survey in 2016 to create a benchmark when compared to the first survey. There are many ways to splice and dice that data. By occupation, location, age, job title… I want this information to be helpful and applicable to your own work. I‘ll focus mostly on the 2016 results as they are more recent, but I will reference the 2013 results on occassion.
- Stichprobe And this trend is also true for the more technical communities. During a spot check survey we did at last years tekom tradefair, almost all the people we asked indicated that they use images in their documentation - – and a third already were using video. That is already a lot. We are running the same survey again this year - and I can't wait to see the benchmark.
- As we are talking about video… we are focusing on these two types of video
- Further, we had asked the survey participants to send us examples of videos they consider great – and we analyzed them to learn things about the viewers and videos that they might not reveal themselves.
- WHAT ARE THE MOST IMPORTANT THINGS WE NEED TO PAY ATTENTION TO WHEN WE CREATE VIDEO!
- Vielerlei Weise interpretieren. Matt Pierce Stephanie Warnhoff
- With any of this that I am presenting: Always keep your audience in mind. My audience is different than yours. Or yours. So take these results with a bit precaution – and evaluate them for your own need.
- OK – let‘s look at a more important question as it relates to us creating content! How long should my videos be?
- Here are the results for 2016 --- divided by informaitional – green – and instructional – blue. We can generally see that the bulk of the answers are 15 minutes or less!
- Remember the 400 videos I was talking about earlier? Of course we analyzed their length… and the results actually back up the findings of our study. These curves are very similar, with the exception of the tail. While people indicated a willingness to watch longer formats… the best examples tended to be on the shorter side.
- One last word about the length of videos: We already had two graphs that put the ideal length of instrucctional and informational videos in the 2-10 minute range. But keep in mind that time is valuale: Keep your videos long as necessary, but as short as possible. Get straight to the point. Don‘t draw a topic out – that only ads to boredeom and lossing viewers.
- A trend that I personally quite like is the idea of bite-sized infomration. Knowledge Clips, Microclips, Knowledge Nuggets --- there are many names for it, but the idea is to serve up information in very small, easy to consume portion. A viewer might watch 2-3 of these clips, but it is easier to precisely choose the right ones and acquire the necessary information.
- The time and day the videos are being watched are less relevant – Many people don‘t care – they want the information when they need it. Make it accessible: Mobile friendly (responsive, but also from the design – font size etc; (Interactivity – fancy features… are they supported?)
- How did you find your most recent video“? But: Think about it as a content creator – what do you need to do to make sure your video can discover your video? People find videos by searching for them. If you are uploading your content to YouTube for example, give your videos a good description, add captions and tags. This helps the google algorithm index your video and thus makes it easier for viewers to find it. Use a title that is very descriptive.
- And we can‘t expect people to watch our videos right away. As videos get postponed – and time goes on, they are becoming less important to the viewer and they will eventually loose intereest. Are there things you can do to increase their interest so they watch the video right away?
- And we can‘t expect people to watch our videos right away. As videos get postponed – and time goes on, they are becoming less important to the viewer and they will eventually loose intereest. Are there things you can do to increase their interest so they watch the video right away?
- (Laser point to areas)
- You can apply as many of these as you see fit. Here is a current example from Microsoft: The tutorials are clearly identifiable because they share a common design theme, yet the corresponding products are color coordination. Other content, like this expert talk or this gimmicky video, are easy to distinguish.
- And we can‘t expect people to watch our videos right away. As videos get postponed – and time goes on, they are becoming less important to the viewer and they will eventually loose intereest. Are there things you can do to increase their interest so they watch the video right away?
- People dont watch videos to the end. Matter of fact: Average video retention is 30% (LOOK UP STATISTIC).
- Have you stopped watching a video? Of course you have. Look at data (uniquious, we all stopped). We don‘t want people to stop – so what can we do? Let‘s look at why they stopped!
- Here are the answers. Some overlap; i.e. getting info & wrong topic.
- People also stop watching because they were looking for different information. Often, they were looking for more detail. „How to fix a kitchen sink“ should show, how a think is being fixed and not just talk about it. For instructional videos, people are often looking fot step-by-step instrutions because they want to follow along. Description & title don‘t match. TITLE AND DESCRIPTION ARE VERY IMPORTANT. For Search, but also for viewer retention. Make sure you set the right expectations!
- There are many things that people said are boring – and you, as content creators, need to avoid these as best as you can: It starts with the voice. If the voice is boring, the video is boring. Avoid having a dull & monotone speaker. Put some passion into it, even if it‘ a dry topic. IF ist just the content, but there is no context or no examples. It‘s hard to engage the viewers this way. Some topics are simply boring. A video bout internal tax accounting procedures at a large bank is hard to make engaging. But try. Maybe you can use very good visuals or a very good speaker to counteract the boredom of the topic. Videos that move too slow. If a topic can be explained in 2 minutes, but the video takes 5 minutes to do so, you are doing it wrong. Unnecessary repeating. The beauty of video is, that the viewer can rewind and rewatch the information. You don‘t have to repeat it for them.
- Let‘s take another example. Airplane safety! An important topic. Life saving information needs to be conveyed. Do you remember what they used to be like? (Play video) Monoton audio. No music. Lack of emtion and egagement via actors. Bare minimum. At least they used subtitles to make the content more accessible.
- And here the opposite example. (Play video) The video contains the same information, but is presented in a very different ways. There were lots of little stories, it was very relatable, it was funny… And as a result, we all now watch the safety video and now where the exits are.
- What are three specific reasons that made this video a 'great' video? (Please choose exactly three reasons)
- Things like good music, engaging visuals, humour, or entertainment value may add value to the video, but won’t make up for a lack of good content.
- STILMITTEL ---- This is not necessarily something people will tell us. --- so have to look a little behind the curtain to see what else is important.
- We will look at these in a little bit more detail in a second, Though I will likely go rather quick. I look at these as element as ingredients. They help you achieve your goal, improve your content. But also – use sparingly and strategic.
- We will look at these in a little bit more detail in a second, Though I will likely go rather quick. I look at these as element as ingredients. They help you achieve your goal, improve your content. But also – use sparingly and strategic.
- ‚
- Finally: Don‘t be afraid to create your own videos. Experiment. Always put yourself in the shoes of your audience. How are they going to be watching, finding and using your content? Learn and revise from that.
- Let me introduce you to TechSmith Camtasia. Camtasia is powerful video editing software that is easy to use.
- That means that you can record and combine screen recordings with other types of video recordings from a camera or a smartphone And you can add additional videos, PowerPoint Files, images, clips and audio files. Camtasia can process all of this, and that gives you a lot of options for creating different types of video content.
- Remember when I said earlier that I love video? It‘s still true – and I would love to continue this conversation with you and learn from you, whether you are a client or a service provider, about your video experiences and challenges. I am certain we can learn more from each other.