Founder and MD
If you've recently switched to a more
engaging learning platform, you might have
encountered an unforeseen consequence.
Once you've won your learners' hearts and
they're exploring their exciting new learning
management system (LMS), you could run
out of content faster than you'd anticipated.
Micro learning campaigns and rapid
authoring tools can help, but even with these
in place, you could always do with more
learning content. The great news is, it's right
under your nose! Here are just a few reasons
why user-generated content should play a
major role in your training initiatives.
1. It's more popular
To kick off with the most obvious reason -
people simply engage better with usergenerated content. In 2013, Octoly studied
286 brands on YouTube and found that usergenerated videos were viewed 10
than content created by the actual brand. In
training terms, this means that even if your
L&D team spends weeks creating a training
asset, in five minutes, one of your learners
could record a video which has a better
chance of making an impact.
2. It's what your learners are looking for
The fact is, as consumers, we already
understand the value of user-generated
content and we're more likely to seek it out.
93% of us will look for user-generated
reviews to inform our purchasing decisions. It
goes both ways too. 64% of people aged
between 20 and 35 wish that companies
would give them more ways to share their
opinions online. Your learners are already
eager to share their insight with their peers -
all you need to do is tell them what type of
content you want.
3. Your learners trust it more
We're all a little more marketing-savvy these
days, and people are now more prone to
look for the corporate agenda in your
company-endorsed training. Don't feel bad
about it though - 84% of consumers are
more likely to trust the unbiased opinion of
their peers than any other source of
advertising. Other studies show that 86% of
20-35 year-olds see user-generated content
as a good reflection of brand quality.