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Edumercials—tasty titbits to strengthen your eLearning diet

December 22, 2015 Rahul Singh From Harbinger's Thought Leadership Forum

Edumercial or infomercial—have you heard any of these terms before? If yes, most probably you would have heard them in the context of marketing, where edumercial stands for ‘education + commercial”.  Generally, it is a commercial advertisement that offers education to its audience with a hidden objective of promotion. In this blog, I will be talking about using edumercials in eLearning, which is one of Harbinger Interactive Learning’s unique and pioneering offerings.

So what is an edumercial in the eLearning context? It’s an innovative instructional approach that brings the benefits of television commercials (TVCs) into the learning experience. These are bite-sized micro-learning nuggets that put across a concept in a captivating way.

Like for commercials, the critical element in these 5 to 6 minute videos is to grab learner’s attention in first 3 to 10 seconds. This is done through compelling audio, imagery and animation. One can also add interactivity to enhance learner engagement. The concept or the piece of information is often woven into a story or a scenario to let learners relate to it and be interested to learn more. Edumercials usually do not have knowledge checks or assessments.

You must be curious to know why are edumercials required and when should one use them? Basically, edumercials can be used as standalone ‘just-in-time’ learning pieces or they can also be integrated within an eLearning course to make it more engaging. They can be used for a variety of purposes such as:

  • Introduction to a course
  • Product demonstration
  • ‘Show Me’ simulation
  • Rapid recall exercise
  • Quick synopsis
  • Job aids

As edumercials are quick and to the point, they go a long way in grabbing and mainlining learners’ focus. They can be quickly recalled and align well with the Cognitive Load Theory. According to this theory, our short term or working memory has a small capacity to retain 4-5 bits of information at a time. Edumercials help reduce the amount of load that is being placed upon the learners’ working memory and help to effectively integrate the information into his/her long-term memory.

Using edumercials in the right way is a systematic instructional approach that delivers the message or information across learners efficiently. They certainly motivate distracted or stressed learners or learners who struggle to manage their time to learn. What do you think? I’d love to hear your thoughts.

edumercial, elearning, infomercial, just in time learning, performance support elearning,


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