Discover the Power of Video Marketing in your Distance Education Lessons
3,2,1 … Recording!
Until that moment, a scenario that only existed in the best scripts of science fiction movies. “A small step for man, but a great leap for mankind,” astronaut Neil Armstrong says this unforgettable line on July 20, 1969, after taking his first steps on the moon.
It’s June 3, 1970. It would have been a common Friday in Mexico, if it wasn’t for the game between Brazil and the former Czechoslovakia. One player takes 8 steps, kicks the ball that flies 60 meters and capriciously passes 20 cm from the goalkeeper Ivo Viktor. The ball does not swing the net, and the throw would be known as the goal Pele didn’t make.
Businessmen are hurrying so that they will not be late for another day’s work. Like every other metropolis, New York is frantic. But when the clock strikes 8:46 of September 11 in 2001, everything stops, and it would never be the same again. A plane crashes into one of the towers of the World Trade Center. Almost two hours later the scene repeats itself. Another plane.
Three moments of history, three facts, at three different times. What do you picture in your mind when you think of these famous events of the history? Is the type of image that you have in your mind when you think of these events a picture or a video? I believe most of us would picture them in a video format since the records described above have been widely publicized by major media such as television, movies and in the last fifteen years the internet, especially the videos on YouTube since it is the largest audiovisual library we have today.
Video Marketing – The New Trend
In late 2017, the company Media Kix conducted a survey to measure how much time each user spends while consuming content on the five largest web platforms. The champion was YouTube with 40 minutes a day, followed by Facebook with 35, Snapchat with 25, Instagram with 15 minutes and Twitter with 1 minute. The survey also revealed that on average YouTube users have spent 1 year and 10 months of their lives watching videos on YouTube since the platform was created in 2005.
Neil Patel who is considered the biggest digital marketing guru by the Wall Street Journal, endorses the idea that we are Video Generation. On his site he recently released a document made by Cisco which showed the power of video as the new marketing strategy for years to come. The white paper released by the company revealed that by 2021, approximately 82% of all the Internet traffic(globally) will be video-based.
Another point that reinforces this trend is the report released by HubSpot. The State of Inbound, a document produced in 2017, in partnership with marketers around the world, shows that 48% of these professionals have done their planning considering YouTube as one of the strongest distribution channels.
Another phenomenon we cannot ignore is the “youtubers”. They are producers of audiovisual content that earns real using Google’s platform. But an in-depth analysis that goes beyond monetary figures is needed as we will see below.
The influence of video consumption
These new content makers have radically changed the way content is produced as well. Before them, the market was divided between producers and consumers of content. Alvin Toffler, author of “The Third Wave” defined these new digital characters as prosumers. The neologism is the sum of producers and consumers. They are people who do not only passively consume content but at the same time produce content actively. We can also feel this change in the way that brands educate their customers to use their products. A clear example is the mobile phone industry. Until 2004, when you bought a cell phone, it used to come with a manual that looked like a copy of encyclopedia, so large and extensive. There was an excess of unnecessary information, which most of the time was only used when the appliance was broken. Today everything has changed! Now, business-to-consumer communication is focused on the customer experience. The tactic today is to pay influencers so that they show the features of the device before the client has a physical experience.
This new educational platform which is provided via social media, sometimes leads the customers know more about the product than salespeople who are assigned to sell it. Checking out videos or following news about the product, could provide you an extensive knowledge about it, even the detailed technical specifications of the product. So, it’s an undeniable fact that video empowers the client. Watching content and understanding it, generates an authority that we did not have before. We move on to the stage of being digital educators. Today who consumes content can also become a reference in what he proposes to produce.
The power of video in education
A strong trend in the education segment is the insertion of video content. Thanks to the evolution of digital tools, the low value provided by some devices and the popularization of broadband, today it is possible to learn anytime and anywhere with only a smartphone and a signal of quality Wi-Fi.
This phenomenon has a direct impact on the distance education market. The debate continues how much video learning is actually absorbed by students. Many argue that the books are still more didactic than the videos. I particularly consider that there is no better or worse tool. Both complement each other.
To assess the quality of learning through videos, three students from the Federal Technological Education Center Celso Suckow da Fonseca (CEFET) of Rio de Janeiro, conducted a survey with 95 students from a public school to understand how they evaluated the use of video as a learning tool. See the results below.
When the ones who attended the video-classes were asked about their objectives, the result was the following:
As we observed in the graph above, investing in video marketing as an educational tool can be a great alternative. The use of video is a very powerful strategy that generates credibility for your content. Surely Auguste Mumièr and his brother Louis Lumière, pioneers in the art of transforming static photographs into moving images, which we now know as cinema, did not have the dimension of the impact that video would have on our lives when they said that “cinema (video) had no commercial future.
Improve your content with videos
Now that you’ve realized the power of video marketing and the impact that this tool can have on your business, I’m going to make a list of some tips that can help you develop authority in your business segment. Applying these tips, you will get more people to be interested in your content and achieve success with your distance education course. To help you take the first steps, I will separate them into three broad categories: content advice, technical and strategic aspects.
TIPS ON CONTENT
In the article Discipline: The secret of success (which you can find the full version on the EADBOX blog), there are several tips to make your content relevant on the internet. I’m going to talk briefly about three of them.
The first: Make a plan. When you work with video content the student’s response is 8 or 80. What does this mean? Either you capture your audience in the first 3 minutes or it goes away, and it hardly comes back. So, it is necessary for you to have a clear and objective planning of what your content is, who your target audience is and what you are going to tell them. It is important to have sufficient knowledge about the subject to catch the student right away. This planning can be done in the form of a script. If you want to turn your content of your face-to-face lessons into virtual mode, you should read the article, How to make a script for your video-class. Here you will find very valuable tips to transform your classroom content into interactive and dynamic classes that captivate your students.
The second tip is to do some good research before you give your first class. Do not settle for a low level of knowledge. Nowadays it happens that the people with high level of knowledge can make the mistake of transmitting the content without the part that would make contribution to the participants/students. What this means is, they end up talking what everyone else is talking about. We live in the information age, where everything is available to everyone. You need to have a different value to jump out of the page. It’s what I call “your voice”. What would that be? Your voice is a characteristic of your own, your way. Not only in the way of speaking, but in your speech and your positioning too. If you talk about what everyone else is talking about, just like everyone else says, you certainly will not be able to hold your audience until the end of the video. Your goal when you are going to share knowledge through a video-class is to pay close attention to who is watching you. It is necessary that you motivate the student to think and not just to receive the information. That is one of the advantages of video-classes: interactivity. In this way, the student is excited to learn and to investigate a little more about the subject in those sources that you used. This is only possible when you do a very deep investigation of the subject that you intend to deal with.
The magic word in the production of video content is periodicity. This is what makes the YouTubers like Felipe Neto, Whindersson Nunes and Felipe Castanhari so successful. The public knows that at the same day and same time, they are going to have a new content to see. Conquering the first students through relevant content is not an extremely complicated task. Many of them can come from your good marketing strategy and others out of curiosity. Your challenge is to make them want to attend your next class. Turn your video into a more attractive class, not only for the price, but mainly for the content.
Also remember that first impression is very important. If your platform has an unattractive appearance and seems to be made by an amateur, part of your potential leads (someone who leaves your contact information to have more information about your product or service) will be lost along the way. To win the heart of your student after the first contact with your platform, pay close attention to the student’s experience and make each class worthwhile.
Your initial budget not necessarily have to be like a Hollywood production budget. All you need is good equipment to guarantee the quality of your production. And speaking of quality, not always who has the best team produces the best content. It’s all about making sense and having good taste. Nowadays it is possible to start producing content even with good smartphones. Still not convinced? Then I invite you to watch this trailer of a movie recorded with an iPhone (incredible, I know).
You don’t need to spend abysmal amounts of money to produce quality content, my advice is that you look for quality equipment (in e-commerce sites you can find them). You can find many good things for reasonable amounts money.
Before, editing videos was not a very easy task. For example, in the broadcasting market, there were professionals known as “the geniuses of publishing”. Only they were responsible for this task because the producers spent a lot of money on specialized software and machines that cost both eyes of the face. The truth is that there were not many alternatives to these tools. Apple’s Final Cut was what was called perfection.
Nor were there many tutorials on YouTube and the people who knew the process, didn’t teach because they didn’t want to do it or didn’t time for it. Today we have several free and quality alternatives. Next, you will find Top 5 Free Softwares that can help you can start editing your video-classes now!
1- DaVinci Resolve 15: Revolutionary tools for editing, visual effects, motion graphics, color correction and post-production of audio gathered in the same application.
Link to download: https://bit.ly/2gtbr55
2- Filmora: Simplified video editing. Create amazing videos with a wide range of editing tools.
Link to download: https://bit.ly/2OGtMrf
3- Hitfilm Express: A free tool to edit and make compositions.
Link to download: https://bit.ly/2vRw8fU
4- Shotcut: It is a free and open source multiplatform video editor.
Link to download: https://bit.ly/2aKLiZP
Thanks to the evolution of technology and the initiative of developers of open source tools, today you have many options to improve the technical quality of the content.
Be a reference
Jacques Delors, former president of the European Commission of UNESCO, carried out a research on education in 1999, which resulted in the creation of a teaching methodology known as “The four pillars of education”. According to the study, there are four fundamental steps for the development of any person’s learning.
- Learn to know (acquire understanding instruments);
- Learning to do (to be able to act in the environment);
- Learning to live together (cooperation with other people for the development of activities);
- Learning to be (main concept that integrates all the previous ones).
The fourth pillar of this learning methodology is fundamental so that you can have authority in a certain matter. Learning to be is the development of self-acceptance as an individual, recognizing your own intelligence, critical sense, sense of individual responsibility and awareness in relation to a certain topic. A small lesson for you: “No one is so foolish as not to teach, just as no one is so wise that he cannot learn”. Even if you know very little about a topic, start reading and talking about it, so that you begin to gain authority in it. That way, your content becomes increasingly relevant.
Show what you’re made of
Show the world what you do. With the ease of access to communication tools such as social networks, many people who years ago did not have the opportunity to advertise in traditional media such as newspapers, radio or television, today they have it. We have innumerable platforms that allow the disclosure of your content. For example, on the EADBOX platform, we have many people who sell content for different audiences, from musicians, artisans, financial educators, cake designers, to eyebrow design courses. This multidisciplinary of issues and infinity of topics causes knowledge to multiply. Maybe, the content that you are going to produce will meet the need of someone who has your same interests.
Therefore, it is important to set aside the imposter syndrome and begin to show what you are made of. In this process, you will have many positive feedbacks and also negative feedbacks. The latter should consider them as opportunities for improvement in the quality of your product or service. And when it comes to videos, remember that you are not the reporter in charge of the news of the night, you are unique! Accept it and use all that power as a strategic differential. And finally, do not forget that the first person who must believe in your work is yourself.
The era of videos
Conquering and maintaining attention in a classroom is the biggest challenge for teachers today. Prudentially or virtually, educators try to capture the attention of students, “fighting” against smartphones, tablets and laptops. That is why every minute is worth another. As we said before, the audiovisual model that educates people today is social networks. Whether you like it or not, they determine the audiovisual standard. Not surprisingly, most of the videos are quick and with objective content, available for a generation that attends a video-class while listening to music, reviews messages on the cell phone and takes pictures at the same time.
So that your video-class does not become boring, the advice is to divide the content into several equal parts. If you have a 50-minute class, it would be interesting to divide it into 5 classes of 10 minutes each. In addition to multiplying your content, you can increase the retention capacity, awakening in the student the desire to see the next class.
Having content in videos is the great learning trend of the moment. When this pedagogical strategy is applied in conjunction with other tools such as physical books and eBooks, student learning becomes more powerful. Not only because of the audiovisual tool itself, but also because of the quality and depth of the content.
Now that we understand how important it is to have video content and of course, implement a video marketing strategy for your distance education courses, you only need to plan, record and share your knowledge with the world.
About the author:
Customer Success Educator en EADBOX