Which format is more effective for learning and development (L&D): video or audio?
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For me, the video format makes learning more accessible and promotes the use of microlearning. This allows learners to better absorb information by image but also by sound.
The video must be short, dynamic and with high added value and facilitate the memorization of knowledge.
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.
Depends on the learner, ideally both should be catered for.
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.
Video tends to be more effective when it comes to learning and development. That and a hands on approach. Audio has it's place, but most people are visual learners.