The use of explainer videos as a learning tool: An internal and external view

Abstract

Both in private and the business sector, there is a significant increase in the use of videos. Companies take advantage of videos not only as a source of information but also as learning tools. Explainer videos effectively convey complex facts to a target group within a very short time. Characterizing elements are storytelling and a multisensory experience. Explainer videos are usually 1-3 min long. Rather than going into detail, they focus on the most relevant facts. The visualization includes animated illustrations, graphics, photos, and text. This article explores the future potential of explainer videos as a learning tool based on empirical research, academic and practical literature, and experience. Among other sources, findings are based on two empirical studies (representative for the German and US population, 18+ years): the first study focuses on the market potential for online courses in B2C and B2B market segments and the second investigates the effectiveness and efficiency of different explainer video formats (experimental online survey). While the first study reveals a growing use and further market potential for online courses and investigates the specific requirement in different market segments, the results of the second study confirm that in all test groups, a significant improvement in the knowledge level of subjects was achieved after presenting the explainer videos during the interview. However, it is also necessary to take into account the time required to achieve this effect. Here, strong differences occur across the tested video formats. Overall, business education explainer videos offer a broad area of application, ranging from independent elements of communication (e.g., for a short presentation of products or services) to embedded videos as core elements of online courses.