# What is a knowledge video? One question in one minute · WonderLoop > A knowledge video is a vertical video of a minute at most that answers one question your customer asks. What goes in, what comes out, and why it only works as a series. ## About this page - Pagina: https://www.wonderloop.nl/en/blog-wat-is-een-kennisvideo.html - Markdown: https://www.wonderloop.nl/en/blog-wat-is-een-kennisvideo.md - Taal: en - Contact: info@wonderloop.nl · +31 6 8102 5396 · https://www.wonderloop.nl/contact.html --- [← Back to blog](/en/blog.html) **Formats** ## What is a knowledge video? On the shortest video you can make, and why you never make just one. Formats 20 Oct 2026 Bas Dumoulin Beeld: Papercraft diorama: Bas trims a question that is too long with scissors before it goes into a machine shaped like a phone, and out the other side comes a long row of little phones, each with one question mark Your customers keep asking you the same questions. By email, or on the phone while you're in the middle of something else. You type the same answer for the twentieth time and think: this should have been a video. Then you run into the term: knowledge video. It sounds like something a training institute would sell you. But what is it, exactly? And isn't it just an explainer video with a new label? A knowledge video is a short video, a minute at most, that answers one question your customer asks. It's vertical, 9:16, because people mostly watch it on a phone. The question is the title and the answer comes straight away. How much is a service visit? Can I cancel before the contract ends? An [explainer video](/en/service-explainer.html) has a different job. It explains your whole product or service, so that afterwards someone understands what you do. A knowledge video assumes the viewer more or less knows that already and has one question now. It's smaller, and that's why it works. One knowledge video on its own does almost nothing, though. The format only works as a series. And a series only works once you've nailed the format. The question ### Start with your inbox Most knowledge videos go wrong before anything gets filmed. They go wrong at the question. Ask a marketing team for fifteen questions and you'll get "Why choose us?" fifteen times. No customer has ever asked that. Mine almost always ask one of two things: what does it cost, and how fast can I have it. That's why this site has a post on [what an AI video costs](/en/blog-wat-kost-ai-video.html) , and one on [what an avatar costs](/en/blog-ai-avatar-kosten.html) . Yours might want to know if the price includes VAT. Or why their parcel still hasn't arrived. So get your questions from the people who hear them every day: whoever answers the phone and whoever sends out the quotes. Write them down in the customer's own words. That sentence becomes the title of your video, because it's also what people type into a search bar. Then start crossing out. If the honest answer is "it depends", the question won't fit in a minute. That one becomes a conversation, or a blog post like this. If you can give a straight answer, it stays. Even when the answer is that you're more expensive than the competition down the road. The minute ### A minute is a ceiling A minute sounds short. For one question, it's plenty. In the first few seconds you hear the question back, so viewers know they've come to the right place. Then the answer, in the first sentence, with no run-up. If an example or an exception helps, it can go after that. And then you stop. My own knowledge video, about knowledge videos (in Dutch). 62 seconds. Two too many, I know. What I'd cut: the logo that spins for five seconds before anything happens, and the line "Hi, in this video I'm going to tell you...". The harder one is the second question, the one that happens to fit so nicely. It gets its own video. That's what the series is for. I'm saying all this in a blog post of over a thousand words about one-minute videos, by the way. I noticed. The series ### Fifteen times the same video, with a different question Nobody finds you on one question, and nobody recognises your face after one minute. That's why you make a series. And you don't make a series of fifteen videos by starting from scratch fifteen times. And being found isn't just Google anymore. Recently I asked a new client how they ended up with us. ChatGPT had recommended us. Or Claude, they couldn't remember which. More and more people ask AI instead of searching, and AI increasingly pulls its answers from videos like these. It just has to come across you often enough. You decide once how the video opens, where the presenter stands, what the on-screen text looks like and how it ends. After that, only the question changes. It sounds boring, and it is. That's exactly why it's fast. I saw how well that works with DENSO. They wanted to invite two hundred guests to a DTM event at Zandvoort, with a video that was personal to every recipient. We had fourteen days. I'd never have made two hundred separate films in fourteen days. So we made a single one-minute film with three things that changed in every version: the name on screen, a voice-over of its own and the subtitles. The red Porsche and the driver stayed the same for everyone. DENSO: a single one-minute film, two hundred slightly different versions. A knowledge series works exactly the same way. With DENSO the name changed; with you, the question changes. The difference is time. DENSO had fourteen days, a knowledge series gives you more room. Put that room into the format. Get it right, and video twelve is mostly filling in the blanks. Beeld: Four personalised DENSO invitation cards: the same design with a different name each time Same design, different name every time. That's what a format looks like. The face ### Who's in it? A series needs a face that keeps coming back. That can be you, or an AI avatar. I've tried both for my own knowledge videos. First with a digital twin of myself. It looked like me, but it moved differently from how I move, and I saw it every single time. These days I just record myself again, in front of a green screen. If you like being on camera and you have the time every week, do it yourself. If nobody on your team wants to be on camera, or you need the same series in German too, get an avatar. It never has a bad hair day and it speaks German as soon as there's a German script. Avatar demo: Steven and Amber. Neither of them has ever cancelled a shoot. Getting started ### What I would do At WonderLoop, knowledge videos come in the Knowledge Series package, with an avatar. It starts at €9,500. For that you get the avatar set, one main video of up to 90 seconds in 16:9 and fifteen knowledge videos. You get help with the scripts, and the cost of HeyGen, the software that makes the avatar talk, is included. The same series also works for onboarding new customers or staff. The [digital avatars page](/en/service-digital-avatars.html) lists what's in each package. Before you look at the price, though, open your inbox. Collect every question that comes in for a month and see which ones keep turning up. If you can't find fifteen, you don't need a series yet. You need a decent FAQ page, and that's free. If you do find fifteen, you know exactly what needs making. And the next time someone emails you that question, you send a link. Saves typing. Author: Bas Dumoulin #### Which question do you get every week? Send me the three questions you hear most, and I'll tell you whether there's a series in them. ### Fifteen questions, one face. We start with your inbox. 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