New Research Shows the Importance of Using Video at Work

Photograph of a person watching an instructional video on their phone while sitting at a coffee shop.

Okemos, Michigan – Since the start of the global pandemic, demand for video is on the rise. As one of the most widely used and powerful communication formats, not only has the interest in professional video courses for professional development increased, but the need for informal training videos for everyday use has also emerged. A recent study conducted by TechSmith, which surveyed more than 900 office workers from six countries, reveals that videos are highly popular among employees, especially in the modern workplaces where information needs to be conveyed concisely and efficiently. The results of the study clearly show the need and requirements of creating and using video in the workplace – a trend that no company can afford to ignore.

Information transfer: video is preferred by most

Acquiring new skills or knowledge for professional purposes is the most frequently cited reason (25 percent) for seeking instructional or informational videos, followed by gaining knowledge on a specific topic (23 percent).

Additionally, nearly all (91 percent) respondents to the study watch instructional or informational videos in a professional context at least once a month, and well over half (71 percent) of them at least once a week. A few respondents (7 percent) even consume these types of videos up to ten times a week.

Catchy, helpful, and to the point

When asked what type of videos they use most often, the majority of respondents (56 percent) cited informal training videos, followed closely by professionally produced training videos (54 percent). Respondents select their videos according to certain criteria: 39 percent are primarily guided by the description of the video, while a meaningful title and the right length are also important (25 percent each). To ensure that respondents do not abandon a video prematurely, the content must be easy to follow, up-to-date, and understandable (50 percent). Ideally, it should also be presented by a competent and motivated speaker (44 percent). In addition, participants named good audio quality as a particularly important characteristic of good videos, followed by high image quality and the use of professional elements, such as lower thirds and text overlays.

Video is here to stay

Back in 2018, TechSmith was able to demonstrate in a scientific study that 67 percent of 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 next few years. “A deeper understanding of viewing habits will help create content that better meets viewers’ expectations and, most importantly, provides effective knowledge transfer in the work environment,” said Dr. Jane Bozarth, Director of Research at The Learning Guild.

Wendy Hamilton, CEO of TechSmith, adds, “People looking for information, facts, and guidance in a professional context primarily want videos that are easy to understand and provide quick answers to specific technical questions. They want the videos to help them do their jobs more efficiently or to explore specific areas of interest in greater depth. A well-thought-out structure, good sound and image quality, and meaningful descriptions are the nuts and bolts of a successful video that meets these demands.”

Free white paper

Based on the study findings, TechSmith has partnered with Dr. Jane Bozarth to create a white paper on “The Importance of Video in the Workplace.” The white paper explains the criteria employees use to select video and the importance they place on video learning. It also includes expert tips from Dr. Jane Bozarth on how videos can be successfully designed and profitably used in the hybrid workplace.

The complete study and white paper are available for free here

About the study

The findings are part of the “Viewing Habits and Choices for Learning Video in the Workplace” study conducted by TechSmith in partnership with Qualtrics. Respondents included more than 900 office workers from six countries (Germany, France, the United Kingdom, the United States, Australia, and Canada) and from more than 20 different job sectors – including healthcare, retail, manufacturing, software development, and finance. Survey period: June 9th — June 10th 2021.

About TechSmith

TechSmith screen capture software and solutions are perfect for anyone who wants to create and share images and videos for better training, tutorials, lessons, and everyday communication. Our flagship products Snagit and Camtasia are easy for anyone to learn. And with expert help content and support, you can quickly create visuals to show what you know. Founded in 1987, TechSmith has a level of experience that startups lack. Snagit and Camtasia are market leaders in screen capture and productivity categories. That’s why billions of images and videos have been created with our products by more than 73 million people across more than 190 countries.

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