YouTube has evolved far beyond cat videos and vlogs. For those of us in education, it is a vital tool for outreach, engagement, and ultimately, learning. But not all viewers engage equally. As educationalists building course ecosystems—whether for Udemy, Moodle, or self-hosted platforms—it helps to understand the different ways people engage with video content.
At MyFutureWay, we’ve been developing a learner-centered approach to online video that begins by recognizing five distinct types of YouTube users. This taxonomy helps educators strategize how they create and promote video content, how they structure calls to action, and how they nudge learners from passive watching to active participation.
Let’s unpack these five user types—Consumers, Connoisseurs, Creators, Craftspeople, and Catalysts—and explore their implications for online education. (please also see my LinkedIn article here…Link will open in a new page.)
1. Consumers: The View-and-Go Crowd
These are the majority. Consumers watch YouTube like television. They might click on your video because of an enticing title or thumbnail, but they rarely finish the video and even more rarely click through to external content. They are the reason your hook (first 10 seconds) matters so much.
Implication for educators:
Don’t be disheartened if 70% of your viewers never reach your CTA. Use analytics to measure retention, and design your content to deliver value early. Front-load key takeaways and introduce your platform (like Moodle or Udemy) in the first 60 seconds.
2. Connoisseurs: The Discerning Observers
These viewers appreciate good educational content. They’ll return to your channel, subscribe, and may even recommend your videos to peers. They are often scanning for credibility—good production, clear learning outcomes, references to authoritative frameworks.
Implication for educators:
This is your primary YouTube classroom. Connoisseurs are primed for deeper engagement. Invite them to join a free mini-course or download a teaching resource. If you’re producing evidence-based material or innovative pedagogy, show it early.
3. Creators: Inspired to Try It Themselves
Creators watch your content to make something. If you’re showing how to create H5P interactivities, use Moodle Glossaries, or build learner pathways, these viewers are ready to try it. They often pause, rewind, and take notes. They may not always comment, but your video changes what they do.
Implication for educators:
Always provide clear next steps. Link to your Moodle sandbox or a free starter activity. These viewers are your ideal candidates for project-based learning courses. Offer them templates, downloads, or even an invitation to submit their work.
4. Craftspeople: Refiners of Practice
Craftspeople are creators with experience. They already use tools like Moodle or H5P, but they’re looking to refine their workflow, deepen pedagogy, or learn tips that only come from practice. They often leave insightful comments or questions—and may have content of their own.
Implication for educators:
Think of this group as peers. Create advanced videos or bonus material just for them. Highlight alternative methods or trade-offs. When you ask them to contribute feedback or co-create, they often rise to the challenge.
5. Catalysts: The Change Agents
Catalysts are rare but powerful. These are the educators or thought leaders who will take your content and amplify it. They post it on LinkedIn, integrate it into a course, or recommend it during a webinar. They’re often looking for ideas they can champion—tools that are practical, scalable, and affordable.
Implication for educators:
Make it easy for them to share your content. Provide clean branding, public-use links, and a clear message. When you find a Catalyst in your audience, engage them. They might become collaborators, course reviewers, or even advocates for your platform.
Using the 5C Taxonomy in Your Online Teaching Strategy
The 5C Taxonomy isn’t just about analytics. It’s a mindset shift for educators. By understanding where your viewers sit, you can:
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Tailor your calls to action (not everyone is ready to enroll)
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Create video series that cater to each user type
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Use data to measure how users evolve over time
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Develop a funnel that turns passive viewers into active learners
If you’re running a Moodle-based course site like MyFutureWay, or building a Udemy course with companion YouTube videos, this taxonomy helps you plan your video pedagogy: not just what to say, but how to say it and who you’re saying it to.
Final Thoughts
In a crowded online education market, educators must do more than teach—they must communicate. YouTube is one of the best platforms for doing so, and understanding your audience through the lens of the 5C Taxonomy is a vital step forward.
If this framework helps you think differently about your learners, let’s connect. I’d love to see how you’re using video in education—and how we can grow this taxonomy into a broader conversation across platforms.