In today’s fast-paced, information-rich world, people are naturally curious and eager to learn. This desire for knowledge drives them to seek out content that educates and informs, which has fundamentally changed how people engage with brands and products.

This momentum presents a unique opportunity for marketers to create content that aligns with these desires and influences decision-making. By delivering valuable, informative content, brands can position themselves as trusted resources. When brands help consumers make more informed decisions they’re not just selling a product or service; they’re building a relationship rooted in trust. This can foster a deeper connection, moving potential customers closer to making a purchase. TechSmith’s new 2024 Viewer Trends Report, examined global viewer engagement and preferences of instructional and informational video content. Here are some top highlights:

The Shift in Content Consumption

Video has quickly become the preferred method for consuming content with 83% of people wanting to learn through video over more traditional formats, such as reading text or viewing images. Perhaps more importantly, only 16% of viewers watch informational or instructional videos out of obligation (i.e. work or school), which confirms that the majority actively seek this type of content for personal enrichment. People are also watching more of these types of video than ever before with 47% of respondents viewing informational and instructional content at least two to four times a week up to 10+ times a week.

This shift is largely influenced by social platforms, which have made educational content more accessible and engaging. Nearly half of all viewers (44%) have watched instructional videos on social media in the last few months, only second to video-sharing platforms like YouTube (61%). These platforms have reshaped how people discover and engage with educational material, making learning a more integrated part of everyday digital experiences.

While viewers may often passively scroll through social media content, it is clear they now actively search for videos that teach new skills, clarify complex topics, or address immediate challenges. Whether it’s learning how to complete a task or exploring a new area of interest, consumers are seeking out video content to deepen their understanding and expand their knowledge base.

As video continues to dominate in this way, it becomes a powerful tool for marketers. They can create informative and relevant content that addresses the audience’s needs and interests to build deeper consumer connections. Video’s ability to blend education with entertainment makes it uniquely suited to capturing attention for long periods of time while delivering value, giving brands the opportunity to not just promote their products, but also establish themselves as thought leaders in their industries.

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What Viewers Want from Video Content

One of the largest indicators of how much more valuable instructional video can be compared to promotion is found in the research about video length preferences. Even though viewers generally preferred 10 to 19-minute long instructional videos, they were also very clear that content type matters. Longer videos, such as those over 60 minutes, are acceptable if they are teaching a skill, while shorter videos—30 seconds or less—work best for quick product overviews. The stark contrast in patience between content that teaches versus one that explains is extremely important for marketers when considering their content plans. Videos that teach how to master a skill offer a different, completely unique value compared to demonstrating a product. This approach creates a deeper connection, holding attention for longer and positioning the brand as a trusted resource. However, quick product tutorials have a place as well. Both instructional and informational video should complement each other to reach different audiences at different moments in the funnel.

Of course, content type and length matter very little if marketers can’t grab consumer attention over the hundreds or thousands of other similar videos existing on the Internet. Descriptions and titles play a crucial role in whether a viewer decides to click. Fifty-four percent of viewers select videos because the description matches their needs, up 14% from the 2021 study, and 32% said it was due to titles. Crafting accurate and engaging titles and descriptions ensures that viewers know exactly what to expect, increasing the likelihood of engagement from the start.

Keeping a viewer’s attention is the next challenge. While many believe that people’s attention spans are shortening, the preferred video lengths mentioned earlier suggest otherwise. If a video is boring or uninteresting, people will quickly lose interest—22% of viewers reported abandoning their most recent instructional video for this reason. Monotone delivery, inefficiency, excessive length, and going off-topic, were all cited as top contributors to a boring video. But not all viewers leave because they are bored. Thirty-three percent of viewers say they stop watching a video once they’ve gathered the information they need, so marketers should reconsider how they evaluate drop-off rates. Sometimes, an early exit simply means the video delivered value efficiently, which can still be a success. It also raises the importance of video design—ensuring marketers are focusing on the key information upfront they want the viewer to see, know or experience the most.

By focusing on creating engaging, educational, and well-timed video content, marketers can better meet their audience’s needs, driving both attention and long-term engagement.

The Future is Instructional Content

The appetite for educational and skill-based video content is growing rapidly, and marketers must adapt by prioritizing instructional videos that deliver real value. This approach goes beyond merely capturing attention—it engages viewers while building trust and long-term loyalty.

By embracing this shift, marketers can make instructional videos a cornerstone of their strategy, tapping into consumers’ eagerness to learn. In doing so, they can foster deeper connections with a brand’s audience and drive more meaningful results.

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