by Josh Cramer
A growing market that many hobbyist and professionals have become familiar with is online video courses. Sites like Lynda, Treehouse, skillfeed and udemy have cornered this market and thrived. By either carrying a broad catalogue of subjects like Lynda & Udemy, or by focusing in on niche areas like Treehouse, they have serviced a demand for a growing number of students seeking quick and relevant information for whatever task they want to tackle. Virtually any subject matter is attainable, whether it be coding, graphic design, cooking, marketing or video editing. So what exactly makes this content both in demand and effective?
1. Industry Professionals
The first aspect a student will observe when diving into a course of their particular interest, is that the instructor is an established professional in their respective field. This allows the viewer to trust in the validity of the content by seeing its real world application by someone who is actually implementing it. Methods, practices, and advice carry more weight when communicated by experts.
2. Media Vehicle
Video content is easily the most digestible form of media we have, and successful courses adhere to a few motifs to keep the content as straightforward as possible. Take for example Lynda.com; even though they feature a number of different instructors teaching a number of different subjects, each video maintains consistent branding elements such as a website title tag and instructor name plates. Even though course content may vary, the user can immediately recognize where the course originates. Additionally, the content can be condensed which serves the user by eliminating the ‘fluff’ of traditional courses making the time spent invested learning efficient and rewarding.
3. Niche/Mass Appeal
When it comes to online tutorial websites, there are two camps; those that appeal to the many, and those that appeal to the few. Both are equally successful, if marketed correctly. The obvious advantage of being a course provider with a large area of subjects is that you can market to a much broader demographic of people. However, in some cases a user is searching for something more specific and in depth. This user is much more likely to seek out a course provider that deals exclusively in that area. As this industry grows, those in the niche camp may find themselves at an advantage.
With online learning quickly becoming a billion dollar industry, newcomers will find that they must be creative in hopes of competing with the already established e-learning giants. Success in this area can be found by building off the established qualities above, finding a niche, and creatively engaging with their potential students.