The new role of video in the workplace

The new role of video in the workplace

Since the beginning of the corona pandemic, not only has the demand for professional video courses for professional development increased, but also the need for informal training videos for everyday use.

A recent study by TechSmith of more than 900 office workers from six countries makes it clear that videos are very popular among employees, especially in modern everyday work where information must be conveyed concisely and efficiently, and offer companies enormous potential – provided they fulfill them some important criteria.

Information transfer: Video is the favorite

According to the study, the majority (83 percent) of those surveyed stated that they preferred to consume informative content in the form of videos – far ahead of text (43 percent) and audio (32 percent). Acquiring new skills or new knowledge for professional purposes is the most frequently cited reason (25 percent) for searching for instructional or informational videos, followed by knowledge enhancement on a specific topic (23 percent).

Accordingly, almost every one (91 percent) of those surveyed watches an instruction or information video in a professional context at least once a month, well over half (71 percent) of them at least once a week. A few (7 percent) access such videos up to ten times a week.

Catchy, helpful and to the point

When asked what type of video they use most, the majority of respondents (56 percent) cited informal training videos. These are videos that are created with comparatively little effort and are designed to convey information quickly, authentically and easily. The pandemic has fueled this trend, since knowledge sharing among employees in decentralized workplaces must now increasingly take place digitally. Professionally produced training videos follow closely on the popularity scale (54 percent). The respondents select their videos according to specific criteria: 39 percent primarily use the description of the video as a guide; a meaningful title and the right length are also important (25 percent each).

In order for the respondents not to abandon a video prematurely, the content must be relevant, easy to follow and understand (50 percent). Ideally, it is also conveyed by a competent and motivated speaker (44 percent), which makes the content more lively and personal, especially in times of decentralized work. In addition, the participants named good audio quality as a particularly important feature of good videos, followed by high image quality and the use of professional elements such as lower thirds and text overlays.

Came to stay

As early as 2018, TechSmith was able to prove in a scientific study that 67 percent of the participants process information better when it is conveyed visually. It can therefore be assumed that in the course of decentrally organized work models, videos will expand existing information channels within companies even more than before in the coming years. In the future, employees will not only consume videos, but also increasingly create them themselves – for example in the form of informal screencasts. A deeper understanding of viewing habits helps everyone to create videos that meet the expectations of the viewers even better and ensure effective knowledge transfer, especially in the work environment,” says Dr. Jane Bozarth, Director of Research at The Learning Guild.

Wendy Hamilton, CEO of TechSmith, adds: “People who are looking for information, facts and instructions in a professional context primarily want easy-to-understand videos that provide quick answers to specific technical questions. With the help of the videos, they want to complete their tasks more efficiently or deepen specific areas of interest. Accurate and easy-to-understand information is considered particularly important by viewers, which explains why informal videos have become so popular. Videos with good audio and visual quality and meaningful descriptions help ensure that the information is perceived as authentic, that it engages the viewer and arouses their interest.”

About the study

The results are part of the study, “Viewing Habits and Choices for Learning Videos in the Workplace,” conducted by TechSmith in collaboration with Qualtrics. More than 900 office workers from six countries (Germany, France, Great Britain, USA, Australia and Canada) and from over 20 different occupations – including healthcare, retail, manufacturing industry, software development and finance – were surveyed. Survey period: June 9, 2021 – June 10, 2021.

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