Which format is more effective for learning and development (L&D): video or audio?

3k views1 Upvote13 Comments

CISO in Software, 501 - 1,000 employees
Video is the default choice, but audio is a more effective format because you can multitask. I've got Audible, so I use it when I'm sitting in the car, walking the dogs or doing chores. It’s very convenient to learn that way, but we haven't brought that into the workplace as much in comparison to video learning.
Partner in Software, 1,001 - 5,000 employees
We have seen a number of startup companies focusing on corporate audio podcasting because doing internal corporate updates at scale is super hard, whether they’re around change management, alignment or internal enablement. Now there are more tools to create podcasts, and sales enablement teams have done that when they're introducing a new product, for example. Sales people control their schedule by focusing on motivation, time, etc. They want to make sure they are going into "battle" well-prepared, so they consume that information asynchronously and audio is the way to do it. The data shows that podcasting has increased by about 10 times in the last four years, so there’s been a shift, but it’s too early to tell whether it's being taken up in the corporate space.
Director of IT in Transportation, 5,001 - 10,000 employees
I prefer audio since I grew up with so much music it is where my best concentration is for learning.  If it is a presentation you do require the video but audio is my favorite.
IT Strategist in Government, 1,001 - 5,000 employees
It depends on the purpose and the content. Audio courses are better suited for longer and less engaging material (like audiobooks, audioblogs, reviews and discussions. Video material is more interactive and engaging, but it is extremely hard to keep the attention of the audience for a longer period of time. Also, in the video content it is easier to do explanations and exercises, however audio content allows the audience to multitask or focus on supporting online or reading material.   
CIO in Healthcare and Biotech, 1,001 - 5,000 employees
Each is better in different situations - Audio is better if you want to multitask or its lengthy its a set and forget, video has the benefits of being more engaging and being able to communicate a wider range of things but requires focused attention. 
VP of IT in Media, 201 - 500 employees
I have always been comfortable using video as medium for learning and development.

Video based learning is a better way of learning as it contains text, audio and video put together also it engages the two senses providing immersive experiences.

Video based training can explain most complicated or abstract concept in an illustrated manner
Director of Product Engineering in Software, 1,001 - 5,000 employees
It will depend on what you are learning. Audio is good for listening to books or text. Video is good where you need to see graphs or have to explain a lot by showing things.
Board Member in Healthcare and Biotech, 1,001 - 5,000 employees
My 2 bits: 

I mentored a startup which wanted to create an e-learning platform for banking professionals. The founder was a trainer for a decade and wanted to go beyond training that required his physical presence. So we discussed and debated the format (audio, video, VR) and asked the audience (sample size 400+ participants) on what they would prefer and why. The revelations drove our strategy on the product/platform. The group was inclined to video (70%) vs audio (25%) and the balance had no opinion.

People preferred short videos (<10 minutes) over longer content. Short videos were easy to consume while waiting for a meeting, on the go, or any other situation without getting bored, distracted or getting into a crisis management (normal days work). So what was a full day classroom course got divided into 30 videos by context such that each was an independent module. The innovation was that after every concept the video will pause and the participant has to answer a set of questions. Each segment of a collection of videos had an assessment (optional based on customer). We had 95+% traction and built in gamification to encourage team members to compete. 

When we did a deep dive into the audio responses, the assumption was that each lesson would be an hour to multiple hours. Long content has a declining graph of understanding and retention after about 40 minutes. Multi-tasking reduced the effectiveness by more than 50%.

Implemented similar strategies with short video content in a few enterprises and the learning outcomes were as good as classroom training.
Director of Enterprise Technology Advisory in Software, 10,001+ employees
Depends on the learner, ideally both should be catered for.
CIO in Construction, 1,001 - 5,000 employees
Video format is the trusted format for L&D. Video give a connect with the subject/trainer. People remember and can recall pictures/videos easily.

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