What if we thought of in terms of learner’s time when designing video content or online courses? Can we increase engagement and adoption in what we produce?
In my last job, I was hired to set up a new video program for a product documentation team. A few pilot videos 20-30 minutes long had been created by the team to start the program. The pilot work included tracking production hours to show a rough relationship between length of content and production.
I decided to find out what the audience needed. The learners consisted of software developers, systems engineers, and client-facing teams (sales, implementation, and support teams). Everyone had heavy workloads, so learners had just a few minutes between meetings, production tasks, or urgent client requests to watch a video.
After learning about the audience’s time constraints, I then questioned the idea of a 20-30 minute video. Would viewers commit to a lengthy format for every video? Or was the length of the pilot videos a measure of success for our team before needs analysis?
I then set out to establish a new condensed video structure based on our audience’s time constraints with an overall goal of 10 minutes or less for new videos.
To condense content, I focused each short video on solving a core problem. I often used expert-led webinars as sources. By focusing on the core problem, it was easy to cut 30 minutes of wordy lecture to 10 minutes of video. In some cases, I restricted the video content to concepts, and then led the learner to read guides for the details. In certain cases, content proposed for one video could be moved into two or three smaller videos.
My audience was dealing with a wide variety of new information daily plus many distractions, strong barriers to retention. The learners had strong need to be able to stop and start the videos or return to the videos many weeks later for reinforcement. To increase retention, I added structures within the 10-minute videos to divide content into smaller 1 to 2-minute segments.
By reducing time commitments for the busy audience, I was building videos with concise, focused, quality content. Learners and their leaders commented with enthusiasm on the short value-packed format. In our reports, I could see how much viewers enjoyed the content. They would often watch one small video, then voluntarily watch a second or third video in a row.
I found a few side benefits on the production side. With a shorter format, I could ensure steady stream of new releases and revisions. Experts were more likely to participate in quality reviews. Plus I found locating and reusing content was faster in smaller project files.
Redesigning for the learner’s time constraints turned out to be a win-win for myself, my team, and for my audience.