How to Make an Engaging Informational Video

Have you found yourself staring at your screen, needing to make an informational video, and feeling overwhelmed?

You're not alone! Most L&D teams struggle with where to start, which tools to use, and how to keep viewers engaged.

The good news is that with a clear plan and the latest AI tools, you can produce professional videos that get watched and drive results.

Before you start: Define your goals and audience

Here's something I've learned the hard way: jumping straight into video creation without a plan is like driving without a destination.

You might end up somewhere, but probably not where you intended.

Before you even think about recording, take a step back and clarify what you want viewers to understand or do after watching your video.

Research from Columbia's Center for Teaching and Learning shows that videos with clear, singular objectives see 40% better knowledge retention than those trying to cover everything at once.

So ask yourself:

• Who exactly is watching? Are they beginners or experts? Internal employees or external customers?
• What's the one thing they should learn? Not five things, not three things. One clear takeaway.
• How will you know it worked? Will they complete a task? Change a behavior? Pass a quiz?

Many creators tell me they jump straight to recording, then realize halfway through they're not sure who they're talking to or what action they want viewers to take.

Don't be that person. Spend 15 minutes defining these basics, and you'll save hours of confusion later.

Step #1: Choose your instructional video style to share your message

The first thing you need to do once you're ready to create an instructional video is to choose how you want your video to appear.

Ask yourself questions like:

• What is my budget? How much money do I want to spend creating an online course?
• How much time do I have?
• What do I want my video to look like? Do I need it to follow a specific brand style?
• Do I need to hire a video editor, or can I create my own?

Once you have answered these questions and have a more detailed assessment of your needs, you can choose the instructional video style that best suits you.

There are different ways of creating informational videos, but here I will elaborate on the four most popular and effective, so let's get started.

Animated videos

This style is ideal for explaining concepts or operations. It uses illustration to visually guide viewers and keep them attentive, making it easier for them to understand complex information.

If you want creative control, this may not be a fit unless you are an animation designer or savvy in animation software.

Videos featuring your employees

If you need to create a live-action informational video for, say, your company, you might consider using some of your employees as actors.

However, like it or not, the reality is that you may have a hard time finding willing employees since most people are camera-shy.

Traditional video production is also quite expensive.

Live-action videos with real actors

Who doesn't love those professional videos where real people tell a story? Thanks to the human factor, whether through an inspirational approach or laughter, it's easy to get hooked on these training videos.

However, creating such instructional videos takes time and a big budget that not everyone has.

AI instructional videos

Designing great instructional videos is child's play with AI video platforms. You don't need prior video editing experience or a recording studio.

Moreover, creating your own videos with AI is affordable and will help you save a tremendous amount of time, as they can be made in minutes.

For example, in less than a year, Maryville University saved 35% of time creating video lectures with AI avatars using Synthesia.

Which style should you choose?

After working with dozens of organizations on their video strategies, here's my practical guide for choosing:

• Choose animated if: You're explaining abstract concepts, need complete creative control, and have design resources or budget for animators
• Choose employee videos if: You're building internal culture, have willing participants, and want that authentic, informal training feel
• Choose professional actors if: You're creating external marketing content, have a substantial budget, and need brand-critical polish
• Choose AI if: You need speed and scale, want multiple languages, require frequent updates, or have limited budget

In my experience, most organizations start with AI videos for internal training and documentation because they can iterate quickly. Once you've validated the content works, you can invest in higher production if needed.

Step #2: Be clear about who is your target audience, what you want to say, and establish objectives

As much as you would like to be a filmmaker, an informational video is probably not the right place to show the world that you can be the next Stanley Kubrick.

People will click on your video expecting to learn as quickly and efficiently as possible, and for that to happen, you'll need to set clear objectives and keep the video short and sweet.

However, how can you ensure your videos don't become a three-hour documentary?

Always keep in mind who the video is for

Before starting to create videos, you need to define your audience. Knowing this will make it easier for you to communicate your ideas effectively in your explainer video.

Remember why you are making the video

We understand it's easy to talk for hours when you're passionate about something. However, it's important to stay on track and try not to ramble. The best explainer videos are always concise.

Don't lose sight of your goals

It's essential to have a clear learning objective. Try to keep the learning outcomes in mind throughout your video.

Step #3: Make sure your script is telling a story

Never underestimate the power of words. You can have the best visuals, sound effects, or graphics, but if your script is confusing, lengthy, or tedious, we can promise that your instructional video will not get results.

So, yes, a great script is an absolute must if you want to create a great instructional video; but how can you ensure great storytelling when you are not a published author?

Don't worry; writing a good script is easier than you think. We'll show you some tips and tricks, starting with the following AI video as an example.

1. The first step starts just before writing the first line: Break down all the information you want to share.
2. "Break the ice." Start your script by casually introducing yourself or your business like Professor Sergey Brink does in this video. Any video script is best when it sounds like a casual conversation.
3. In one simple sentence, let them know what you will talk about: As in this video; you can introduce the topic by saying things like, "You will learn about..." "Today I'll talk about..."
4. Give definitions in simple language. In this case, the professor talks about Newton's third law and manages to keep it painless.
5. If possible, use situations from everyday life to exemplify your topic.

Ta-da! And just like that, you have a great script. Now it's time to convert that script to video.

You can also check out these tips for creating a great video script, or you can try out this tool that will generate script ideas for you when you're stuck.

Step #4: Choose the right design/template to create instructional videos

First impressions matter, and the visual design of your video can make or break how it’s perceived.

But if you’re not a designer, starting from a blank canvas can feel impossible.

That’s why I like using Synthesia’s ready-made templates.

They’re not just pretty — each one is structured around common video types like training, onboarding, or product explainers, so I can focus on the message instead of layout decisions.

Once I pick a template, I can adjust scenes, apply brand colours, and add or generate my own media in minutes.

It’s the fastest way I’ve found to create something that looks professional and on-brand without ever opening a design tool.

Focus on audio first: Quality matters more than you think

Here's something most people don't realize: audio quality impacts perceived professionalism more than video quality. You can have slightly grainy video and viewers will forgive you, but bad audio? They'll click away immediately.

Whether you're recording yourself or using AI voices, prioritize clear audio. Find a quiet environment, use a decent microphone if recording yourself, and maintain consistent volume throughout. For AI videos, preview different voice options and adjust the pacing to sound natural.

I always test audio on different devices. What sounds clear on my laptop might be muddy on a phone speaker, and guess where most of your viewers will be watching?

Step #5: Add interactive elements to boost engagement

Static videos are fine, but interactive elements can increase viewer information retention. Instead of viewers passively watching, they're actively participating, which transforms learning from consumption to engagement.

Consider adding these interactive elements to your informational videos:

• Branching paths for different viewer roles or experience levels
• Clickable buttons for downloading resources (checklists, PDFs) at relevant moments
• Knowledge checks between sections to reinforce key concepts
• Decision points like "Quick overview or detailed walkthrough?"

The key is placing these elements at natural break points in your content. Make your clickable targets large and high-contrast so they're easy to spot and click. Use action-oriented labels like "Download checklist" instead of vague "Click here" text.

Synthesia's interactive video features let you add these elements directly in the editor, turning a standard video into an engaging learning experience. I've seen completion rates jump by 40% just by adding simple quiz questions between sections.

Step #6: Share your instructional video with the world

You wrote a great script, and your video design is perfect, so why limit your audience?

Once my video is ready, I can translate it into 80+ languages with one click.

The platform automatically updates both voice and subtitles, so your message stays consistent across regions.

Make your video accessible and global

Research shows that captions improve comprehension by 30% across all learners, not just those with hearing impairments. Plus, many viewers watch videos muted initially, especially on mobile devices.

Here's how to maximize accessibility and reach:

• Always add captions (many platforms auto-generate these now)
• Export transcripts for searchability and SEO benefits
• Use high-contrast text that's readable on any background
• Avoid placing text at frame edges where it might get cut off

With an AI video platform, you can duplicate your project and switch the voice language in minutes rather than re-recording with different actors.

I've seen teams create 8-language versions of training content in a single afternoon. Synthesia's 1-click translation and multilingual video player make this process incredibly straightforward.

Step #7: Measure what works and iterate

Creating your video isn't the end of the journey. The real magic happens when you start tracking performance and making improvements based on actual viewer behavior.

Here's what to track:

• Completion rates: Are viewers watching to the end?
• Drop-off points: Where exactly are people leaving?
• Viewer feedback: What questions are they still asking?
• Behavior change: Are they actually doing what you taught?

I review analytics monthly for high-traffic videos.

If I see consistent drop-off at the same timestamp, that's my signal to simplify that section or break it into two videos. Sometimes a confusing 30-second segment can tank your entire video's effectiveness.

The beauty of AI-generated videos? You can update them in minutes. Found a typo? Script needs updating? Just edit and regenerate. No need to book a studio or recall your actors.

Why is an instructional video effective in education?

In the 21st century, it's hard to imagine a world without video tutorials or training videos to help us learn about different topics and develop new skills.

If you’ve ever chosen a quick tutorial over a long manual, you already know the power of video. But here’s why instructional videos are such an effective way to learn and teach.

Everyone learns at their own pace

‍With video, people can pause, replay, and watch as many times as they need. It gives learners control, so they can absorb information at the speed that works best for them.

It’s easier to keep people engaged

‍Videos combine visuals, sound, and storytelling — and when you add interactive elements like quizzes or clickable sections, attention and retention go way up.

Learning happens anywhere

‍Remote work isn’t going anywhere, and videos make it simple for teams to learn no matter where they are. All they need is a link.

You can teach in any language

‍Video makes localization easy. Translate your content into multiple languages so everyone gets the same learning experience — wherever they are.

Short videos suit modern attention spans

‍Let’s be honest — most of us have shorter attention spans than we’d like to admit. Bite-sized videos keep learners focused without overwhelming them.

It saves time and money

‍Once you’ve created your content, it’s easy to update, reuse, and scale across teams. Video training replaces repetitive live sessions and frees up time for higher-value work.