Consumers are increasingly learning new skills for fun, not employment
Trend - Pre-Pandemic, consumers would seek out eLearning mostly to learn necessary skills or increase employability. In the post-Pandemic world, acquiring new skills has become somewhat of a hobby. Platforms and niche brands alike are offering tutorials and learning formats more akin to entertainment than education.
Insight - Over recent years, social media platforms like YouTube, Instagram, and more recently TikTok have shifted to prioritize monetization for content creators and advertising opportunities with audiences. However, In the midst of the Pandemic, people have consumed and created more content than ever and are exhausted by monetization. The consumer attitude has shifted toward the belief that not every hobby must be monetized. It's about eLearning for the sake of fun, not to learn new employable skills.
Insight - Over recent years, social media platforms like YouTube, Instagram, and more recently TikTok have shifted to prioritize monetization for content creators and advertising opportunities with audiences. However, In the midst of the Pandemic, people have consumed and created more content than ever and are exhausted by monetization. The consumer attitude has shifted toward the belief that not every hobby must be monetized. It's about eLearning for the sake of fun, not to learn new employable skills.
Workshop Question - What is one area of your business where you could better prioritize consumers, as opposed to monetization?
Trend Themes
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Elearning Entertainment — Acquiring new skills is now seen as a hobby and platforms are offering tutorials and learning formats more akin to entertainment than education.
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Short-form DIY Video Apps — The short-form video format makes DIY instructional content easy to follow and consume.
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Fun-focused Language Learning Apps — 'Morango Languages' takes a fun, alternative approach to the task of learning a new language.
Industry Implications
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Edtech — The eLearning Entertainment trend can disrupt the Edtech industry by offering more fun-oriented learning experiences.
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Media — The rise of short-form DIY video apps could disrupt the media industry as more people create instructional content in an easily digestible format.
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Language Learning — The Fun-Focused Language Learning Apps trend offers a new approach to traditional language learning and could disrupt the language learning industry.
