Posted 6 hours ago6 hr comment_11465 Educational videos are among the top 10 most-consumed video content formats globally, according to Statista. And it makes sense. Video is one of the fastest, most engaging ways to teach, demonstrate, and connect. But for creators and businesses alike, making a video that actually works (as in: educates, retains, or converts) requires more than hitting “record.” I’ve been creating online content for years, so I know what works and what doesn’t. Our online SEO training has helped thousands of marketers level up their skills through self-paced modules, monthly live Q&A webinars, and on-demand videos. Our “Ask Us Anything” video series and SEO agency commercials are produced with the help of our award-winning video producer. Our YouTube channel continues to serve as a central hub for sharing educational content. Whether you’re creating onboarding tutorials, educational content for your audience, or a course you plan to sell, below are tips I’ve seen succeed across every stage of the video creation process, from concept to camera to clicks. Define the purpose and audience through a clear strategy. Craft content around in-demand topics and the type of video. Script and storyboard to ensure clarity of the message. Select the right tech stack for your needs. Focus on production fundamentals for effective videos. Optimize for search when visibility is a priority. Publish, promote, and measure success to track performance. 1. Define the purpose and audience through a clear strategy Every great educational video starts with a clear strategy. Before you pick up the camera or open your editing software, you must know who you’re creating for and what you’re trying to achieve. Clarify the purpose Just like SEO, intent is everything in video production, so clarify the purpose upfront. Are you aiming to solely educate or train, or will your video have an element of conversion? Maybe your education video is meant to retain your existing audience instead. Whatever the purpose, the objective shapes the video’s content, tone, and structure. For instance, an SEO training module will differ significantly from an educational demo intended to convert prospects. Understand your audience Understanding your audience is equally important. Consider their goals, challenges, skill levels, and preferred learning styles. Are they beginners looking for foundational knowledge or advanced users looking for in-depth insights? Tailoring your content to meet their needs will make your video more effective. Free or paid? Consider whether your content will be free or paid. Free videos can build brand awareness and provide value to a broad audience, while paid content often offers in-depth training or exclusive insights. Knowing the role of videos within your broader content strategy, SEO initiatives, and customer journey will help you incorporate free and paid content where it makes the most sense. 2. Craft content around in-demand topics and the type of video Whether you’re creating a one-off tutorial or a full training series, the key is to start with a clear plan of attack for the content. Coming up with video topics Your videos should align with either audience intent (what they’re searching for) or a structured curriculum (what they need to learn over time). Here are some ways to generate topic ideas: If your videos support a product or service, look at keyword intent and customer FAQs to generate topics. What questions are coming up in comments, sales calls or support tickets? If you’re building an online course or internal training program, outline a logical progression. You can also use keyword tools, YouTube’s autocomplete, or even generative AI to help brainstorm ideas around a theme. For more inspiration, you can spy on competitors’ educational videos. If you already have blog content or written guides, repurposing those into educational videos is another easy place to start. Define the video format Choosing the video format dictates the rest of the video creation process. For example, how-to videos are great educational formats that provide step-by-step guidance. Plus, you can increase your chances of showing up in the search results for target “how to” queries with YouTube videos. In 2023, more than 30% of Google desktop SERPs in the U.S. featured a video carousel, video result or featured video, according to Semrush. People watch more of a how-to video than any other type of video, per Wistia’s “2025 State of Video Report.” Another thing to consider is how you’ll deliver the content in the video. Some companies prefer talking head videos, which add a personal touch and are a great way to build a brand when internal folks serve as educators on camera. Others prefer animations, which can help simplify abstract concepts. Webinars are another great way to help educate your audience. The majority of businesses (60%) use webinars for training or coaching sessions, followed by thought leadership events (50%), per Wistia. We’ve seen great success with a monthly live Q&A webinar on my SEO training membership site. In fact, many of our students become our clients after spending time with our training videos. Structure each video Most high-performing videos follow a similar structure: Hook. Introduction. Main content. Recap. A call-to-action (CTA). This is true whether you’re publishing on YouTube or delivering a paid course. You’ll need to adjust the pacing for training modules versus a marketing video. The hook is especially important. We’ve found the most success when you can capture interest within the first five seconds of the video.This could be done through a surprising fact, a visual teaser, or a question the viewer wants answered. From there, keep the pacing tight. Avoid over-explaining and cut the fluff where possible. Even long-form training videos should feel intentional and well-paced. Length matters Not all videos perform equally – and much of it comes down to how long they are. Based on Wistia’s analysis of over 100 million videos (linked earlier), viewer engagement varies significantly by duration. Under one minute Short videos work – especially on social or as top-of-funnel content – but they need to get to the point fast. Wistia found that videos under one minute had the highest average engagement rate at 50%. Short videos can be ideal for quick social snippets or teasers for longer video content. . One to five minutes Videos in this range also held attention fairly well. One to three minutes: 46% average engagement. Three to five minutes: 45% average engagement. Wistia notes that how-to videos under five minutes were especially strong performers, with viewers watching more than two-thirds of the way through, on average. Five to 30 minutes Once videos pass the five-minute mark, engagement starts to dip. Wistia’s data shows: Five to 30 minutes: 38% average engagement. 30 to 60 minutes: 25%. 60+ minutes: Just 17%. That doesn’t mean you should avoid longer videos entirely – just be intentional. We have found that shorter videos (like reels) tend to get more views because they’re something somebody can watch quickly. But long-form videos tend to have higher conversion rates because they demonstrate more knowledge and authority on a topic. What about course modules? The most profitable online courses are typically between 10 to 25 hours in total length, per Thinkific’s data from 40,000 course creators. The data suggests that five- to 10-hour courses are about 75% as profitable, and longer courses – 25 to 100 hours – are slightly less profitable than those. Regardless, the advice is that the ideal course length is the shortest time required to achieve the learning objectives. Sequence for learning If you’re creating educational content, sequencing matters. Build with progression in mind, with lessons getting slightly more advanced over time. Use reinforcement techniques like callbacks, visual repetition, or simple recap slides to help learners retain key points. The flow should feel intuitive and purposeful. 3. Script and storyboard to ensure clarity of the message Scripting and storyboarding help you organize your message and plan how it will appear on screen. Start with a script Whether you’re creating a tutorial or building an online course, scripting keeps your message focused and easy to follow. If the video is structured – like a course module or product walkthrough – a full script is ideal. It helps you stay on track and hit all the key points without rambling. But not every video needs a word-for-word script. If you’re podcasting, recording a founder Q&A, or filming a talking-head update, a loose outline with bullet points works better. You still need to know where the conversation is going, but it should feel natural, not rehearsed. Visual planning Once you have your script or outline, translate it into a visual plan. This is where storyboarding comes in. A storyboard helps you map out what will appear on screen and when. It’s helpful if your video includes product walkthroughs, charts, or training steps that build on one another. This part doesn’t have to be complicated. You’re simply matching the visuals with your message to make the content easier to understand. Add visual cues that stick Visual cues matter more than most people realize. On-screen text, callouts, arrows, annotations, and simple scene transitions help guide the viewer’s attention and reinforce key points. For most educational videos (excluding longer formats like podcasts or webinars), aim to change the visual every five to 10 seconds. That could mean: Switching camera angles. Zooming in slightly at the same angle. Cutting to a supporting visual. It might feel like a lot, but those subtle shifts keep viewers engaged. Also, this may be obvious, but if you’re including a screen recording with a voice-over, make sure what’s happening on-screen matches what’s being said. Use tools to perfect the process There are plenty of tools out there to help you organize and visualize your ideas before you record. Tools like Boords and Storyboarder are great for visualizing a scene-by-scene breakdown. Even Canva can work well for rough storyboarding if you’re already using it for design.You don’t need anything fancy, just something that lets you sketch things out before you press record. And when you’re ready to record, you can use teleprompter apps to help you deliver your message smoothly. 4. Select the right tech stack for your needs Whether you’re recording a quick tutorial or producing a full online course, choosing the right gear, software, and hosting platform will save time, improve quality, and keep your process sustainable. Match the tools to your goals You don’t need the most expensive gear to make great video content. What matters most is choosing tools that match the type of content you’re creating and the audience you’re serving. If you’re a solo course creator, a smartphone camera, lapel mic and natural lighting can go a long way. For internal training, you can level up with a mirrorless camera and external mic. For a higher-end effect, invest in a more expensive camera, lighting, audio, and nice backgrounds to create a polished brand experience. Regardless of the setup, don’t skip a test shoot. Check your resolution, depth of field, and lighting to ensure the final result looks the way you intend. Tools for recording your screen If you’re doing tutorials or walkthroughs, screen recording software is a must. QuickTime is what we use – it’s quick, easy and does everything we need. Loom is a fast, no-fuss option for quick recordings. Camtasia gives you more robust editing tools for polished content. ScreenFlow is a solid choice for Mac users who want both recording and editing features in one place. Edit smarter, not harder Editing doesn’t have to be intimidating. Some tools are built to make this part easier, especially for solo creators. Descript is great if you want to edit your video like a document. Final Cut Pro and Adobe Premiere Pro give you more creative control but come with a steeper learning curve. You can also hire a video editor, especially if you need a high-end result or just want to save time. Hosting your videos YouTube is the most widely used video platform globally, making it ideal for reach and search visibility on educational content. It’s also the second-most popular social network worldwide, which means a lot of exposure for your brand. YouTube videos can be an essential part of an SEO program when targeting certain keywords (like educational and how-to searches). But remember, only verified accounts can upload videos longer than 15 minutes. Then there are LMS platforms like Thinkific, Teachable, and Kajabi, which are built for structured learning. If you’re building a course, these platforms offer features like chaptering, progress tracking, and quizzes to support the full student experience. Finally, Vimeo and Wistia give you more control over branding, privacy, and analytics. They’re especially useful for customer training, B2B product onboarding, or gated video content. Using AI AI is quickly changing the video production space. About 41% of companies are already using it for video, per Wistia’s most recent data (linked earlier), and another 19% will start using it soon. Using AI can be particularly beneficial for short-form content, where speed and efficiency are key. Tools like OpusClip use AI to automatically generate short clips from longer videos, optimizing them for platforms such as TikTok, YouTube Shorts, and Instagram Reels. But AI is also expanding creative possibilities. For instance, we’ve successfully used AI to modify our SEO training course online. Because SEO is a rapidly changing industry, SEO training can quickly become stale. Instead of reshooting whole sections of our training course, we used an AI avatar of me to deliver updated talking points – and it looks surprisingly like me. However, it’s important to use AI cautiously. Love it or hate it, AI is a controversial tool, and some people may be turned off by it. That said, overreliance on AI-generated content can lead to videos that feel impersonal or lack authenticity. While AI can assist in scripting, editing, and even avatars and visuals, the human touch remains essential to ensure content resonates with viewers. Stay on top of your video performance with analytics and use your intuition to decide whether AI-generated videos resonate. The right balance ensures your videos remain trustworthy. Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. 5. Focus on production fundamentals for effective videos You don’t need a full production crew to make professional-looking videos, but you do need to get the fundamentals right. Prioritize audio quality If you’re going to invest in one part of your production setup, start with sound. Viewers are much more likely to tolerate a slightly grainy video than audio that’s hard to hear. Multiple studies have found that poor audio quality influences whether people trust what they hear and how they perceive you overall. A lav mic or USB condenser mic is an easy and worthwhile upgrade. Get the basics right You don’t need a studio setup to get a clear shot. Just focus on even lighting (natural light works great), a camera angle that’s eye level or slightly above and a clutter-free background. If you’re doing a screen recording, make sure the visuals are crisp and readable. Zoom in on sections when needed, and don’t clutter the screen with too much at once. Batch and template your process The more videos you make, the more it pays to streamline. Batching – filming multiple videos in one sitting – helps you stay in flow and save time. Templating your intros, outros, transitions and even lower-thirds (the graphic overlays that typically appear in the lower third of the screen) can make your content consistent and reduce the decisions you have to make for every single video. Make it accessible This isn’t just a “nice to have.” Captions help viewers who are deaf or hard of hearing, support people watching in a sound-off environment, and can even boost comprehension for non-native speakers. Most video tools now make it easier to autogenerate and edit captions. These are key in formal learning environments or when you’re serving global audiences. Think about the viewer experience Pacing, tone, and delivery matter. What works for an internal training video isn’t the same as a how-to on YouTube. For instance, in training content, give your viewers time to absorb the information – use pauses, reinforce key points, and keep instructions easy to follow. Know when to call backup Sure, you can technically do everything yourself, but that doesn’t mean you should. Even the most experienced video producers hire out when it makes sense. Whether you need a motion designer for intro graphics, a video editor to clean up pacing and polish transitions, or a script consultant to help shape the story, know your weaknesses (or resource constraints) and make the call. 6. Optimize for search when visibility is a priority Up to 82% of marketers say video has helped them increase web traffic. Not every video needs to be optimized for search – but when visibility is the goal, it’s worth the effort. When SEO makes sense If you’re publishing on YouTube or embedding tutorials on your site, optimization can help your content get discovered. Moz data once showed that YouTube videos make up over 94% of all video results in Google. If your audience is searching for answers, YouTube is a strong place to meet them. When it’s not a priority If your content lives behind a login or paywall – like course modules or internal training – SEO doesn’t need to be part of your workflow. In those cases, focus instead on the learning experience and making the video content clear, helpful and well-paced. Start with keyword research Google’s Gary Illyes has stated that if you see video results for a keyword, that’s your cue to consider making a video for it. Start by targeting topics that already bring up video results in Google or YouTube. Tools like YouTube’s search predictions, AnswerThePublic, and other keyword tools on the market can help surface what people are actually searching for. When in doubt, do a search. If there’s already a cluster of how-to videos, you’ve got a green light. Optimize for search SEO for videos doesn’t have to be complicated. However, the approach varies depending on where your video is hosted. Here’s where to focus. For YouTube-hosted videos Metadata: Google states that the title, thumbnail, and description are the more important pieces of metadata for video discovery. Title Write a clear, engaging title that tells viewers exactly what they’ll get. Include your main keyword near the beginning, and keep it under 60 characters so it doesn’t get cut off in search. Make sure it reflects the actual content. Clickbait might get the click, but it won’t earn trust. Use things like all caps or emojis sparingly to highlight the right words. Thumbnails Design custom thumbnails that are visually appealing and accurately represent the content. YouTube now has a feature to test your thumbnails. Description Write a clear, keyword-rich description that tells viewers and YouTube what your video is about. (You have up to 5,000 characters here!) Include relevant keywords naturally. Link out to your website, social channels, or other videos when it makes sense. Use line breaks or bullet points to make it easy to scan. Dig deeper: The DESCRIBE framework for effective YouTube descriptions User engagement signals: While metadata is foundational for YouTube SEO, the platform’s algorithm places a lot of emphasis on user engagement and satisfaction. YouTube values the following: Click-through rate (CTR): This is where the thumbnail comes into play once again. Watch time and retention: Videos that hold attention tend to get promoted more. Engagement: Likes, comments, shares and subscribers all tell YouTube your content is valuable. Viewer satisfaction: YouTube looks at behavior after the video ends – like whether someone bounces or keeps watching. Personalization: The algorithm tailors results based on viewer behavior, so understand your audience and create for them. More optimization tips: Here are additional tips that help optimize videos for YouTube: Timestamps: Break up your video into clear, clickable sections. This is especially helpful in long-form or educational content. Captions: Add closed captions for accessibility and extra context. End screens and cards: Help people take the next step. Recommend another video, playlist, or even a site link. Group content into playlists: This improves watch time and helps viewers binge your content. Consistent branding: Keep your intros, tone and visual style cohesive so viewers start to recognize your content instantly. Engage in the comments: Respond, ask questions, start conversations. YouTube notices when a video sparks interaction. For videos hosted on your website When hosting videos on your own platform, the SEO focus shifts a bit. First, understand that self-hosted videos can appear in several key areas on search engines like Google and Bing: Video search tabs: Both Google and Bing have dedicated “videos” tabs that filter results to show only video content. This is a key place to show up. Main search results: Your video might show up as a rich snippet alongside standard web results, complete with a thumbnail, title and description. Featured video results: For certain queries, Google may highlight a video prominently at the top of the search results. Key optimization strategies include: Dedicated video pages: Create individual pages for each video, ensuring that the video is the main content on the page. This allows for more precise optimization. Page title and meta description: Ensure the webpage hosting the video has a clear, keyword-rich title and meta description. This helps search engines understand the page’s content. Video metadata. This includes things like the video title, description, duration, and thumbnail URL. Structured data: Implement video schema to provide search engines and people with detailed information about your video. You can highlight key moments, live broadcasts, educational content and more. This can enhance your video’s appearance in search results. Transcripts and captions: Including a transcript and/or captions on the page improves accessibility and provides additional content for search engines to index. Contextual content: On the same note, surround your video with relevant text content on the page to give search engines more context about the video’s subject matter. Stable video URLs: If your video files or thumbnail URLs change frequently or expire, Google may not be able to index them reliably. So stick with permanent, clean URLs and double-check that they’re not blocked by robots.txt or other restrictions. This is one of those technical details that’s easy to overlook. Videos above the fold. Put your video front and center on the page – ideally above the fold – so both users and search engines recognize it as the main content. But don’t sacrifice speed to do it. Use lazy loading where possible, and consider lighter formats like WebM to keep load times fast. Video sitemaps: If you’re hosting multiple videos, consider creating a video sitemap. This helps search engines discover and index your video content more efficiently. Dig deeper: 7 video optimization tips to boost your organic reach in 2025 7. Publish, promote, and measure success to track performance Creating the video is only half the job. To get the most out of it, you need to publish, promote, and pay attention to what happens next. Publishing and promoting Whether you are promoting free or paid educational content, don’t just post it and hope for the best. Publishing with a strategy makes a big difference in who sees your content and how it performs. Start with your owned channels Start by embedding videos on your website where it makes sense – on a course landing page, a sales page, or a relevant blog post. If you have an email list, use it. Email is still one of the most effective ways to get in front of warm leads. You can build a short email sequence around a course launch, for instance, or simply drop the video into a newsletter with a clear call to action. Share where your audience is Social media can help your video gain traction, especially if your audience already follows you there. Don’t just post once – share the video in different formats over time: full video, short clips or even just a quote or takeaway. Each platform has its own rhythm and opportunities: Instagram/Facebook: Reels, stories, and carousels can help you showcase educational content in bite-sized ways. LinkedIn: Great for professional or B2B-focused courses. YouTube: If it’s not your main platform, consider uploading the video as unlisted and embedding it on your course page – or using YouTube Shorts to drive awareness. Paid promotion Sometimes organic reach isn’t enough. Paid promotion can help you get in front of more of the right people, faster. YouTube ads, social media boosts, and even Google Ads can support your educational videos. Just make sure your landing page is clear, relevant, and compelling when someone clicks. Tap into your network If you have relationships with influencers, industry experts, or others in your space, see if they’d be open to collaborating or promoting your educational content in exchange for a commission or cross-promotion. Look for partnerships that make sense; not just anyone with a following, but people your ideal audience already trusts. Host live events to build momentum Webinars, live Q&A sessions, or even a quick Instagram Live can help build buzz around your content. These live formats give people a taste of your teaching style and give you a chance to answer objections or highlight what’s inside your paid video content in a more personal way. For example, we regularly post video content from inside our SEO training membership site to our YouTube channel to give viewers a sneak peek. Repurpose strategically Repurposing lets you extend the life of your content without starting from scratch. Turn long-form videos into short clips for social or YouTube. YouTube Shorts has the highest engagement rate across all short video platforms at 5.91% while TikTok was second in line, Statista reports. You can also pull out quotes or visuals for blog posts or emails to promote your educational videos. Define what success looks like Before you hit publish, know what you’re aiming for. Is it views? Engagement? Course completions? Conversions? And if the video performs well in one area – even if it’s not the metric you were focused on – that’s still a win. For example, maybe conversions were low, but views were through the roof. That tells you something’s working, and it might be worth doubling down on similar content. There’s no shortage of video content online. If something you create breaks through in any way, take that as a signal. Track performance (and do it often) Analytics will tell you what’s resonating and what’s not. You should be checking your analytics regularly – ideally, every day. Make sure to use: YouTube Analytics for engagement trends. Google Search Console to see how your video shows up in search. LMS analytics for course modules. Google Analytics 4 for how videos impact user behavior on your site. Learn from viewer behavior Watch for drop-off points. If people keep bailing at the same timestamp, something’s off. And check your comments. If people are asking for a follow-up or mentioning another topic they want covered, that’s a content idea handed to you on a silver platter. If your “How to Make Pizza” video gets many requests for spaghetti, it might be time to make a spaghetti video. Making videos that teach – and stick Educational videos work best when they’re built with intention. You don’t need a perfect setup or a massive production team, but you need to: Understand your audience. Have a clear message. Stay consistent in how you create your content. Whether you’re launching a full course or building out one helpful video at a time, the strategies outlined here are meant to give you a process to start. Because when your videos are thoughtful, useful, and well-executed, people notice – and that’s where the real traction starts. View the full article
