IMCL2014 Presentation – Success Factors of Online Learning Videos

Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW

2014 International Conference on Interactive Mobile Communication Technologies and Learning

13.11.2014

Success Factors of Online Learning VideosPrajakta Diwanji, Bindu Puthur Simon, Michael Märki, Safak Korkut, Rolf Dornberger

1



13.11.2014

designer

researcher

Safak Korkut

2

gamificationdigital mediavideo communication

trendscouting

Institute for Information Systems"New Trends and Innovation" Competence Centre



13.11.2014 3

Paper Outline

Background Information

Literature Review

Results and Evaluation

Outlook

Table of Contents



13.11.2014 4

The paper focuses on the categorization of factors that are

responsible for the success/popularity of online learning videos.

In the perspective of the paper, the number of views and audience

engagement are important elements in the measurement of the

success of online learning videos.

Outline



13.11.2014

SUCCESSFUL VIDEOS

What factors effect on the success of the videos? Is it possible to categorize the factors?

5



13.11.2014

Giulia Forsythe - https://flic.kr/p/desGMt

6

https://flic.kr/p/desGMt



13.11.2014

So are Online Learning Videos.

MOOCs have become the significant trend in education.

7



13.11.2014

VISUAL LEARNERS

8

Learn best by watching rather than by just reading / listening.



13.11.2014

FACTS & FIGURES

9

2012KHAN ACADEMY

2014 1,938,930 SUBSCRIBERS

473,459,108 VIEWS

KHAN ACADEMY

2006

COURSERA EDX UDACITY



13.11.2014

LITERATURE REVIEW

10



13.11.2014 11

Video Performance According to Youtube [17][18][19]

Metrics of Measure • Performance: Views, estimated minutes watched, subscribers. • Engagement: Audience retention, likes, dislikes comments,

shares, and favourites. • Demographics: Top geographies, classification by gender. • Discovery: Top playback locations, top traffic sources.



13.11.2014 12

Metrics of Measure • Performance: Views, estimated minutes watched, subscribers. • Engagement: Audience retention, likes, dislikes comments,

shares, and favourites. • Demographics: Top geographies, classification by gender. • Discovery: Top playback locations, top traffic sources.

Factors Related to Video Style [7]



13.11.2014 13


• Shorter videos • Videos with talking heads • Khan style (free hand sketching) video tutorials • Videos where tutors speak with enthusiasm • Students watch tutorials more than lectures



13.11.2014



14



13.11.201413.11.2014



15



13.11.2014



16



13.11.2014



17



13.11.2014

Factors Related to Video Planning and Production [7][20]

• Proper investment on computers, microphones, multi-cameras, lighting

• Teaming up with instructors and content specialists, speaking coaches, designers

18



13.11.2014 19

Factors Related Video Content, Quality and Related Materials [13]

• Videos with a direct connection to the course assignments • Videos with wit and humour • Sophisticated, high quality, professional looking/sounding videos

Factors Related to Video Distribution [21][22][23]

Khan Academy has all its videos on Youtube.

Coursera, edX have their own showcase channels on Youtube.

Through the channels users can also share the links of the videos on

social networking channels like Facebook, Twitter, Google+

20Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW


13.11.2014

Factors Related to Video Distribution [21][22][23]

Khan Academy has all its videos on Youtube.

Coursera, edX have their own showcase channels on Youtube.

Through the channels users can also share the links of the videos on

social networking channels like Facebook, Twitter, Google+

21Safak Korkut • University of Applied Sciences and Arts Northwestern Switzerland FHNW


13.11.2014



13.11.2014

Factors Related to Social Media and Networking [26][30]

• Community Participation

The Coursera course “E-learning and Digital Culture” of the University

of Edinburgh was taken by 40,000 students from every continent.

Instructors sent encouraging emails suggesting students to connect

among each other via Google, Twitter and personal blogs.

22



13.11.2014 23

Factors Related to Gamification [32][33][35]

Gamification is based on the following concepts: to capture user

attention, and to use big data to generate valuable information to

motivate the users.

Successful attempts have been made to increase the views of videos

by giving points and the use of game elements to create a viral

experience.



13.11.2014 24

Factors Related to Mobile Format [37][38][40]

• Flexibility and Customization to individual needs. • MOOC platforms have additional mobile apps.

According to the research, nearly 70% of the participants preferred to

use mobile devices to access the course as it gave them flexibility of

place and time to take the course.



13.11.2014 25

Factors Related to Multi Language Support

Khan Academy offers videos that are dubbed into the major

global languages of the world along with video subtitles and

website translations.

Coursera offers courses and videos in multiple languages along

with subtitles.

YouTube states adding language specific captions, and

dedicated channels for multiple languages can attract a wider

audience.



13.11.2014

RESEARCH



13.11.2014

# Identified Success Factors of Online Learning Videos Category of Factors

1Supplementary materials to video available, assessments, quizzes

Support Material

2 Short video format Style & Content

3 Talking instructor is visible Style & Content

4 Khan style video Style & Content

5 Quickly speaking enthusiastic professor Style & Content

6 Type of learning session (tutorials) Style & Content

7 Videos with personal feeling Style & Content

8 Investments in pre-production of a video Production phase

9 Support from professional partners during recording Production phase

10 Integrated wit and humor in a video Style & Content

11 High definition quality video content Style & Content

12 Graphical elements, contents like artifacts and visuals Style & Content

13 Chosen distribution channel(s), YouTube Video distribution

14 Video in combination with social networking features Social media

15 Video dubbed in multiple languages Internationalization

16 Subtitles and captions, website translation Internationalization

17 Promoting a video via social media Social media

18 Awarding badges, points to users. Gamification

20 User statistics Gamification

21 Use of mobile devices and apps for videos and courses Mobile technology

27



13.11.2014

8 FACTORS 1 GRAPH

28



13.11.2014

Khan style video format

Short length video format

Talking video instructor

Fast speaking rate with enthusiastic professor

Tutorial style

Videos with personal touch

Wit and humor

High quality video, professional looking.

Visual elements, artifacts

Assessments

Quizes

Mobile video format

Mobile apps for videos

Publicity on social media

Discussion on social media

Badges, points

User statistics

Pre-production planning

Collaboration with partners for video editing

YouTube channels

Link channel to social networks

Videos dubbed in international languages

Video subtitles and captions

Style & Content

Related Materials

Mobile Technology

Social Media

Gamification

Production Phase

Distribution

Internationalization



13.11.2014 30



13.11.2014

THANK YOU

31

[email protected] #twitter @safakkorkut



13.11.2014 32

References

[7] Guo, P.J., Kim, J., & Rubin, R. “How video production affects student engagement: an empirical study of MOOC videos,” Proceedings of the first ACM conference on Learning

@ scale conference, 2014. [Online]. http://dl.acm.org/ft_gateway.cfm?id=2566239&ftid=1434762&dwn=1&CFID=323292369&CFTOKEN=64850224. [Accessed: 19 April 2014].

[13] M. Hibbert, “What Makes an Online Instructional Video Compelling?,” 2014. [Online]. Available: http://www.educause.edu/ero/article/what-makes-online-instructional-video-

compelling [Accessed: 08 June 2014].

[17]Youtube, “Popular videos,” 2014. [Online]. Available: http://www.youtube.com/channel/UCF0pVplsI8R5kcAqgtoRqoA. [Accessed: 29 May 2014].

[18]Youtube, “YouTube Analytics,” 2014. [Online]. Available: https://www.youtube.com/analytics. [Accessed: 30 May 2014].

[19] B. Honigman, “8 Ways to Track YouTube Video Performance,” 2012. [Online]. Available: http://www.socialmediaexaminer.com/youtube-video-performance/. [Accessed: 30 May

2014].

[20] A. Meixler, “From Good to Great: What Is the Key to MOOC Success?,” 2013. [Online]. Available: https://iversity.org/blog/from-good-to-great-what-is-the-key-to-mooc-success/.

[Accessed: 06 June 2014].

[21] T. Broxton, Y. Interian, J. Vaver, and M. Wattenhofer, “Catching a Viral Video,” 2010 IEEE Int. Conf. Data Min. Work., pp. 296–304, 2010.

[22] S. Khan, “Free learning videos go viral,” 2011. [Online]. Available: http://edition.cnn.com/2011/OPINION/07/24/khan.video.learning/. [Accessed: 06 June 2014].

[23] Youtube Channel, “YouTube Channel Optimization,” 2014. [Online]. Available: http://www.youtube.com/yt/playbook/channel-optimization.html. [Accessed: 06 June 2014].

[26] K. Alloca, “Why videos go viral,” 2011. [Online]. Available: http://www.ted.com/talks/kevin_allocca_why_videos_go_viral#t-223696. [Accessed: 06 June 2014].

[30] E. Purser, A. Towndrow, and A. Aranguiz, “From the field Realising the Potential of Peer-to-Peer Learning: Taming a MOOC with Social Media Authors,” sLearning Pap., vol. 33,

pp. 1–5, 2013.

[32] J. Hamari, J. Koivisto, and H. Sarsa, “Does Gamification Work? — A Literature Review of Empirical Studies on Gamification,” in Proceedings of the 47th Hawaii International

Conference on System Sciences, 2014, pp. 1–10.

[33] R. Paharia, “Can You Architect Virality? Absolutely. Here’s How,” 2014. [Online]. Available: http://www.huffingtonpost.com/rajat-paharia/can-you-architect-

viralit_b_5064073.html. [Accessed: 31 May 2014].

[35] H. Jacobson, “Gamification in Marketing: Lessons from the Khan Academy Website,” 2013. [Online]. Available: http://searchenginewatch.com/article/2303233/Gamification-in-

Marketing-Lessons-from-the-Khan-Academy-Website. [Accessed: 31 May 2014].

[37] C. Giousmpasoglou and E. Marinakou, “The future is here: m-learning in higher education,” 2013.

[38] M. O. M. El-hussein and J. C. Cronje, “Defining Mobile Learning in the Higher Education Landscape Research method,” Educ. Technol. Soc., vol. 13, pp. 12–21, 2010.

[40] M. Katz, “Mobile Video Consumption Rising; Increase in Smartphone Usage in the U.S. – Appboy Weekly 7,” 2014. [Online]. Available: http://blog.appboy.com/2014/04/mobile-

video-consumption-rising-increase-smartphone-usage-us-appboy-weekly-7/. [Accessed: 09 June 2014].

Slides

YouTube Partners: Guide to your YouTube analytics. https://www.youtube.com/watch?v=AUU9urHAwco#t=22 [Accessed: 7 November 2014].

Gamification with Kevin Werbach. https://www.youtube.com/watch?v=rzihbzxC_6Y [Accessed: 7 November 2014].

Khan Academy - Renting vs Buying a Home. https://www.youtube.com/watch?v=s8GjDRT2MI0 [Accessed: 7 November 2014].

Walter Lewin Promo. https://www.youtube.com/watch?v=7Zc9Nuoe2Ow [Accessed: 7 November 2014].

Truth Table Tutorial - Discrete Mathematics Logic. https://www.youtube.com/watch?v=wRMC-ttjhwM [Accessed: 7 November 2014].

BKW Online Training Trailer. https://vimeo.com/channels/iwifhnw/77773812 [Accessed: 7 November 2014].

Khan Academy Youtube Channel. https://www.youtube.com/user/khanacademy/featured [Accessed: 7 November 2014].

Coursera Youtube Channel. https://www.youtube.com/user/coursera [Accessed: 7 November 2014].

E-learning and Digital Cultures with Sian Bayne, Jeremy Knox, Hamish A Macleod. https://www.youtube.com/watch?v=L6kRuVFlw8I [Accessed: 7 November 2014].

IMCL2014 Presentation – Success Factors of Online Learning Videos

Education

Transcript of IMCL2014 Presentation – Success Factors of Online Learning Videos