The landscape of the attention economy has dramatically shifted. In a world overflowing with content and persistent distractions, companies are vying desperately to engage their audiences. Marketers have honed strategies to captivate attention and create memorable messages—an area where many Learning & Development (L&D) teams face challenges.
So, what’s the solution? It’s time to infuse marketing strategies into microlearning.
Marketers excel at crafting succinct, impactful messages that resonate almost instantly. By leveraging similar techniques, educational professionals can design short, impactful learning experiences that leave a lasting impression. Drawing from my own experience in senior marketing roles at globally recognized brands, I can attest to the transformative power of these techniques in microlearning.
Stay Focused: One Learning Point
The most successful advertisements don’t overload their audience with information. Whether it’s a Super Bowl ad or a viral marketing campaign, they effectively communicate a single, clear message. Microlearning should follow this principle too.
Consider Apple’s Shot on iPhone initiative—it doesn’t highlight every feature of the camera but instead showcases breathtaking images captured by users. The clear, powerful message is that the iPhone produces stunning photos.
Applying this Strategy in L&D
Often, instructional designers attempt to cram excessive information into a single module, which can overwhelm learners and hinder knowledge retention. A more effective strategy is to divide concepts into easily digestible lessons:
Ineffective: A leadership training module covering delegation, coaching, and feedback all in one go.
Effective: A microlearning series where each module focuses on one skill at a time:
- A 60-second video on effective delegation
- A quick quiz focusing on coaching styles
- A job aid outlining a feedback framework
Takeaway: If learners can only remember one thing, what should it be? If your microlearning attempts to teach multiple concepts, it’s no longer microlearning—it’s just a brief eLearning course. Implement a microlearning framework to define your objectives and their relevance to overall performance goals.
Stand Out: Creativity Captures Attention
With countless marketing messages targeting consumers daily, brands leverage creativity to differentiate themselves. A prime example is Old Spice’s The Man Your Man Could Smell Like campaign. Its quirky humor, fast-paced transitions, and direct engagement made it memorable.
Leveraging Creativity in L&D
L&D teams often rely on conventional corporate messaging, leaving little impact on learners. Instead, utilize creative methods like metaphors, contrasts, and surprises to make microlearning more engaging:
Ineffective: A generic eLearning slide presenting company values.
Effective: A microlearning module that begins with a friend’s attributes—direct, friendly, and reliable—then contrasts these with the company’s core values—transparency, warmth, and dependability—creating a compelling narrative that reinforces corporate culture.
Takeaway: Be deliberate in your learning design. Consider employing innovative approaches such as metaphors and contrasts to enhance the distinctiveness of your message.
Concise Copywriting: Less is More
Marketers recognize that lengthy, dense content fails to engage. The most compelling ads feature sharp, clear messaging. This is why the Red Pen Rule—a principle that suggests cutting 20% of the words—exists to boost clarity.
How to Implement in L&D
L&D professionals often overload their materials with superfluous details. Here’s how to apply concise messaging:
Before: “Employees are expected to fully comply with all aspects of the data privacy regulations as outlined in the company’s official compliance handbook.”
After: “Follow data privacy rules—review the handbook.”
Takeaway: Eliminate the clutter. Use the KISS principle (Keep It Short & Simple) and include only the essential information.
Engaging Emotions: Connecting Heart & Mind
Marketers know that emotions—rather than logic—drive decisions. A poignant illustration is The Farmer’s Dog I’ll Always Love You advertisement, which portrays the deep bond between a pet owner and her dog. The ad evokes nostalgia and sentiment, reinforcing the emotional connection pet owners have with their dogs.
Connecting with Emotion in L&D
Emotional learning experiences significantly enhance retention. Focus on designing engaging scenarios, storytelling, and reflective practices:
Ineffective: A compliance training module filled with legal jargon.
Effective: A scenario-based learning module that allows employees to face realistic ethical dilemmas, fostering empathy and deep reflection.
Takeaway: Emotions make learning unforgettable. Whether through stories or relatable experiences, create microlearning that stirs strong feelings and leaves a mark.
Using Humor Wisely
Humor can enhance engagement but should be executed thoughtfully. A notable example is the Snickers You’re Not You When You’re Hungry campaign, which humorously depicts how hunger impacts behavior.
Integrating Humor in L&D
Humor can elevate engagement, but it should complement the learning objective:
Ineffective: A standard cybersecurity training module listing password safety tips.
Effective: A humorous animated microlearning piece demonstrating the chaos stemming from weak passwords (like a hacker easily breaching security using “password123”).
Takeaway: Use humor strategically to reinforce the learning message rather than distract from it.
Final Thoughts
Marketers have invested billions of dollars to discern what works—insights that could revolutionize microlearning. By adopting best practices from marketing, L&D professionals can craft microlearning that breaks through the noise, engages learners, and fosters genuine behavior change.
If marketing can ensure that people remember a product, then L&D can empower individuals to retain valuable skills.
