Online learning is thriving in unpredictable times
Communicating and learning online has seen exponential growth as we’re forced to overcome previously held fears or beliefs about the use of technology within certain sectors or with some audiences. With increasing numbers of people learning online, what can brands learn?
Learning from the comfort of our homes is now a trend growing exponentially. Forbes magazine recently predicted the online learning industry would be worth 350 billion dollars by 2025 [1]
Why is it thriving? Well first off, in the midst of Covid-19, companies, educational institutions and industries have been forced to embrace technology and tools like Zoom, Teams, Trello and Google Drive. Whilst before it was a challenge to book an appointment online with your GP, now it’s the norm, and we’re being encouraged to use apps like NHS Track and Trace to monitor symptoms. Whilst there may previously have been perceived barriers to online learning because of fears around the use of the technology, now we’re readily using these tools. Also, in theory, with the removal of the commute, and the inability to socialise as easily, we have more time. This means that for many, taking an online course has evolved from ‘something on my bucket list’ to ‘something I can start right now.’ There are also lots of mental health drivers and ensuring people have a sense of purpose and feel uplifted in unpredictable times.
There are a bewildering number of courses, ranging from money-management, and how to be a more patient parent, through to building confidence at work and how to pivot into a different job.
For some sectors, learning alone at home comes with great benefits. On the positive side, people who are less extrovert don’t struggle with the dominant personalities in the class (especially if you’re learning from pre-recorded videos/ watching on your own). And yes, the collaboration feels different to being face-to-face, but many online tools are making it easier to share effectively.
Let’s look specifically at the exercise industry which has quickly adapted to move online. Traditional face-to-face exercise classes have a few downsides, chiefly that you can feel intimidated by the environment, you have to make the effort to travel and think about appropriate clothing. There’s also the whole element of comparing yourself and feeling negative about your body or the fact that you’re hopeless at ‘crow pose’ in contrast to the twenty-something Yogi on the mat next to you.
Doing a class online eliminates these negatives and you can go at your own pace (hit pause if you can’t manage ‘crow pose’ today thank you), wear what you want and fit exercise around your schedule.
It’s also worth flagging up that online exercise has drawbacks too. It’s harder for the teacher to correct your technique, there are greater risks of injury and there’s a sense that we don’t push ourselves as hard (because nobody is closely monitoring our effort and we’re not competing with other attendees). People living on their own may feel more isolated. This is amplified if you’re older and find yourself without the necessary skills or due to financial constraints don’t have access to technology (is there a danger of online learning amplifying existing societal divides?).
As we move into the second phase of Covid-19, many people are reviewing their priorities, reminding themselves what’s important, and re-evaluating what they want to do with their lives. There’s a clear link between the need to take care of ourselves physically and our ability to survive the pandemic. There’s also a higher awareness of our own mortality which deepens the need to embrace the moment and ‘tick off that bucket list’.
What can brands learn?
There’s an opportunity to tap into this drive for self-improvement. Are there ways your brand can provide content that educates and makes customers feel like they’ve upskilled? An example would be Jamie Oliver who has introduced ‘Keep Cooking and Carry On’ recipes online, taking the more negative experience of being in lockdown and helping people improve their cooking skills.
Think about the unique challenges people face right now. Is there informative content that can help them out? An example would be Joe Wicks and his Friday morning PE sessions which ran over lockdown, providing a pause for parents and helping kids keep fit when their outdoor time was restricted.
Consumers are looking for ways to join a brand rather than just buy from it. Using digital platforms and tools helps encourage consumers to learn and interact with brands. An example of this would be Ganni, the luxury fashion brand who asked customers to submit art work for a global competition (encouraging creativity during lockdown).
We may eventually return to more face-to-face learning but as the mass return of students to universities recently illustrated, there are lots of challenges ahead. Covid-19 has proven that learning at home has many benefits versus face-to-face and for some it’ll simply be easier, and more cost-effective long term.
Perhaps the growth of online learning and more people investing time in themselves is one positive thing to emerge from the pandemic. It’s a move away from the notions of a ‘fixed mindset’ and that we’re stuck and can’t change. Learning is ultimately a lesson in staying optimistic– we’re investing in our futures, no matter how unpredictable that feels right now.
Hopefully we can emerge brainier, more resilient and better able to tackle whatever 2021 throws our way.
[1] ‘The Rise of Online Learning’ by Ilkar Koksal, May 2nd, 2020.
https://www.forbes.com/sites/ilkerkoksal/2020/05/02/the-rise-of-online-learning/#42f4c94d72f3
