A little over 2 years ago, the SAP CX Enablement team launched the Microlearning Platform containing free bite sized videos available to everyone: customers, partners, prospects, SAP internal employees or simply curious people who wanted to learn about SAP CX. It started off with 225 educational videos made to address various audience types: from executives to business users and consultants. In those 2 years, the number of videos increased to 1762, the learner base tripled, and content was heavily consumed; more than 64K hours of content.
In this blog post, I would like to share 4 simple steps on how to replicate similar success.
Step 1: Create, Maintain and Again – Create
You need to continuously create content. You should grab and keep learners’ attention by releasing relevant videos regularly. Aim big and set a goal for yourself or your team to publish video content on a daily or, at least, on a weekly basis. Keep your platform neat; maintain and remove outdated videos with same passion you produce them.
Pro tip: you can produce videos in a series (e.g. 5-10 videos over a short period of time), and you can use different publication strategies to keep your learners engaged. For example, you may decide if you publish one video per day, or a whole video series of 5 videos at once.
Step 2: Deliver Learning Everywhere
The beauty of microlearning is its ability to complement other enablement formats: trainings, documentation, blogs etc. You need to embed your videos or link to them from different complementing platforms. This helps you deliver learning “everywhere” – at the time and place your learners need enablement. As a result, you should expect an increase in plays and hours watched for the videos that were embedded or linked.
Step 3: Hey Google, Find Microlearning
Next, you need to make Google and other search engines fall in love with your microlearnings. Search engines evaluate the value of videos based on the time people spend consuming them. People like to consume good quality content. Therefore, make sure your videos are relevant and of good quality so learners keep watching them. Metrics, like number of plays, hours watched, and video completion rate, can help you adjust and improve your microlearning videos based on learners’ preferences.
Pro tip: SEO best practices should become part of your content development DNA. For example, while writing scripts your instructional designers could check for a list of key search terms used by learners and use them within the script. Besides content, there are many adjustments you can make on your platform to improve SEO.
Step 4: Promo Time
If you would like to spice things up a bit, you can do contextual promotions on a quarterly basis. You could promote your platform or a specific topic for which you have awesome microlearning videos. The “Microlearning is the Game” video is my favorite example of discrete promotion of the microlearning platform. On the other hand, the “Interactive Video” would be my pick for the promotion of a certain topic.
That’s it, 4 steps. And by following these 4 steps the team was able to publish 1762 educational microlearning videos and reach organically more than 100K learners who consumed more than 64K hours of content in just 2 years.
Now, go get creative!