This is the second in a three-part series that deals with opportunities for association learning initiatives inspired by Mary Meeker’s recent report on global Internet trends.
In my first post, I addressed trends related to Millennials and the vital questions associations should be asking about serving this important group. In this post I want to point out the evolving new realities of video usage and consumption, and look at their possible impact.
The Data Says...
If there’s an overarching message to be taken from Meeker’s presentation, it’s that we’ll continue to see increases in video and visual media usage by companies, and that these will often be combined with social interactivity.
For example, we’re already seeing tremendous growth in video advertising channels and effectiveness.
In addition, video storytelling and viewing habits have changed significantly over the last century as we’ve moved from traditional television all the way to real-live streaming with technologies such as Periscope.
We’re also seeing big upswings in under-generated videos and video sharing.
Finally, the phenomenon of social video viewing and multi-screen participation in events will continue to rise.
Three Ways Association Learning Can Take Advantage of These Trends
These trends point to a number of clear opportunities for associations and their learning programs, particularly with regards to producing products that are attractive to Millennials. Here are three key areas of focus:
1. It’s a good time to re-think how we’re using video in our learning programs. Effective video is increasingly brief, specifically contextualized, and engaging. This suggests a move away from traditional webinar products to more flexible media libraries that make a more effective and compelling use of video.
2. Associations need to begin designing learning solutions that are video-centric, that embrace the participatory use of video. Millennials and Generation Z behind them will embrace learning solutions that are more media-active and participatory. They’ll respond well to the use of smartphones to create video-centric educational assignments, much the same way they already create video-centric social media communications.
3. Associations should embrace social media interaction in digital education products. We’ve passed the moment in time where video is simply a digital substitute for send-only information channels. Moving forward, effective learning products will increasingly be combined with social media interaction, just as the process of consuming sports on entertainment is changing.