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New TechSmith Research Shows the Importance of Using Video at Work

March 2, 2022 - 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.

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.

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.

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 .

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