Think about the last time you wanted to learn something new. Chances are, you decided to watch a quick, engaging video that gave you the answers you needed in minutes.
Our survey shows that 83% of employees turn to social media to learn new skills. And here's a fun fact: our CEO learned how to code on YouTube when he started VEED!
Now ask yourself why that's the case. The truth is that watching most workplace learning content feels like a chore. It’s long, dull, and often seen at 2X speed just to get it over with.
This gap between traditional workplace content and modern learning habits offers a massive opportunity for companies. A study by the University of Cologne involving over 5,000 participants analyzed the most successful educational science videos on YouTube and uncovered the secret ingredients that make them click.
In this article, we’ll break down the study’s key findings and explore how these insights can elevate the way we create corporate educational videos.
What makes a successful educational video?
When over 5,000 participants were asked what makes an educational video stand out, their responses revealed a clear ranking of the most important factors. The three most important factors include:
- Answer the title question: Viewers are drawn to content that fulfils its promise. Videos that clearly and effectively answer the question posed in their title capture attention and build trust with the audience.
- Name the topic at the beginning: Videos that name the topic upfront set clear expectations for viewers, helping them understand exactly what they’ll learn.
- Conclusion at the end: Ending with a strong conclusion that summarizes key points helps reinforce learning and retention.
Other key elements, ranked from most important to least important, include:
- Sound quality
- Leading question for the video
- Voting
- Image quality
- List of sources
- Topics from the community
- Presenting person
- Interviews with experts
- Humor
- Scientific background of the presenter
- Background music
For professional training videos, these findings provide a valuable roadmap. By prioritizing the elements that matter most to learners, companies can create educational content that engages employees and improve retention.
The most critical components for effective training videos
The original study further grouped the identified key elements into overarching components or factors of a successful educational science video. Each of these components represents a key area that influences a video’s ability to engage, educate, and retain its audience.
These six components offer valuable insights that can be seamlessly applied to all types of corporate educational videos.
1. Structure
Without a clear beginning, mid-point, and ending, even the most engaging content risks losing its audience. The University of Cologne’s study found that a structure is most important to viewers. Ultimately, structure isn’t just about order, but rather it’s about making every moment count. By clearly introducing the topic, reinforcing key points throughout, and wrapping up with a strong conclusion, training videos can captivate employees and ensure the knowledge sticks.
A clear beginning
Videos that name the topic upfront set clear expectations for viewers, helping them understand exactly what they’ll learn. According to the University of Cologne’s survey, more than 85% of respondents emphasized the importance of mentioning the topic at the very beginning of the video.
Viewers should know right away what they’re going to learn and how it connects to their goals.
For example, say you’re creating a video to educate your employees or your customers on a new software. Its beginning could be something like: “In this video, we’ll cover three simple steps to help you master our new platform and save time on repetitive tasks.” This not only sets expectations but also engages learners by demonstrating the immediate relevance of the content.
The middle
Structure isn’t just about the beginning and the end—it’s about keeping viewers engaged throughout the entire journey. In the study, about 70% of the participants said that they like to see repetition of facts throughout the video.
This is where the Hook Sandwich Theory comes into play. You start with a strong main hook at the beginning to grab attention and end with a main payoff that delivers on the promise. However, along the way, smaller hooks and corresponding payoffs are strategically placed, with reminders of the main hook sprinkled throughout. These smaller hooks and payoffs are directly related to the main hook, and help with the repetition of important facts.
For example, a video might include scenarios like, “Here’s a quick tip you can use today to speed up your workflow,” or pose thought-provoking questions such as, “What would you do in this situation?” These smaller moments of engagement keep learners motivated to continue watching and reinforce the main learning objective.
The end
Just as important as starting strong is ending with a clear, impactful conclusion. In fact, almost 80% stated that ending with a conclusion was crucial. A strong closing reinforces key takeaways, helping viewers retain what they’ve learned.
For example, wrapping up with a summary of the main points discussed in the video ensures learners leave with a clear mental map of the content.
2. Reliability
The study found that YouTube users often establish a connection with the person presenting the content, trusting them as a reliable source of information. This same principle applies to workplace educational videos.
Collaborating with SMEs can enhance credibility by providing deeper insights and ensuring accuracy. Featuring these experts in your videos adds a personal touch, making the content feel both authoritative and relatable.
In addition, share accurate, well-researched content. Back up your material with credible sources, referencing industry standards, regulations, or established data to ground the information in fact.
Finally, make the material relevant by tying it to real-world applications. Show how the content aligns with employees’ roles or organizational goals, such as explaining how a new system improves efficiency or saves time. When viewers see the connection between the video and their work, they’re far more likely to engage and trust the material.
3. Quality
The University of Cologne’s study found that audio quality consistently ranked higher than video quality in importance. This makes sense, as viewers are far less forgiving of poor sound than a slightly blurry image. For training videos, good production quality is no longer a nice-to-have; it’s a baseline expectation.
Invest in a good microphone. Clear, crisp audio keeps employees focused and engaged. To take it a step further, use AI tools, such as Clean Audio by VEED, to remove any unwanted background noise.
That said, don't sleep on video quality either.
A well-rounded approach to quality includes sharp visuals, thoughtful editing, and inclusive design elements. Adding captions, for instance, not only ensures accessibility for employees with hearing impairments but also helps international teams follow along more easily.
While perfection isn’t necessary, meeting today’s higher standards shows that your company values its employees’ and customers’ time and experience.
4. Community integration
In the world of social media, community integration means creators engage with their audience through comments, discussions, and feedback. The principle of audience engagement is just as important for educational videos in any context. Viewers are more likely to stay engaged and retain information when they actively interact with the content rather than passively consuming it.
One way to foster this interaction in your educational content is through in-video quizzes. Short, well-timed questions placed throughout the video can reinforce key points and encourage critical thinking. For example, after introducing a concept, you could ask, “How would you apply this in a real-world scenario?” These micro-interactions not only test comprehension but also help break the content into more manageable and engaging segments.
Another approach is to gather audience feedback once they’ve completed the video. Simple surveys or polls can provide insights into how well the material resonated and whether it was clear, relevant, and engaging. This feedback can be invaluable for refining future content and ensuring it meets the audience's needs.
5. Topic
A workplace educational video can have the best structure, quality, and engagement strategies, but if the topic doesn’t align with what your audience cares about, it’s unlikely to succeed. Our survey shows that over 90% of employees want to learn more about topics that genuinely interest them.
Take a training video as an example. It must address real skills gaps. This starts with understanding what employees need to succeed in their current roles and identifying areas where they can grow. Whether it’s upskilling on new technologies, improving workflows, or preparing for leadership roles, content that feels relevant and actionable creates better engagement and measurable results. Employees should see the clear link between the training they’re completing and its impact on their day-to-day responsibilities or career progression.
The good news is that, thanks to AI-powered tools, L&D teams can now create more targeted training content at scale. With the right systems in place, training programs can move beyond generic, one-size-fits-all material and focus on closing actual skills gaps.
Conclusion
Creating engaging and effective training videos doesn’t have to feel like guesswork. By taking cues from what makes YouTube’s most successful educational science videos shine, you can create videos your employees and customers won’t skip.
The bar for video content is higher than ever. Employees expect training that’s engaging, relevant, and impactful. It’s time for L&D teams to meet those expectations by delivering training videos that not only capture attention but also drive measurable results, from closing skills gaps to building a stronger, more capable workforce.
