Explainer Video Length: How Long Should It Be?

When considering developing an explainer video, one of the most essential questions you may have is, “How long should it be?” The answer is not one-size-fits-all, but choosing the proper explainer video length is crucial for capturing your audience’s attention and effectively conveying your message. So, let’s dive deeper.

The Ideal Length: 60-120 Seconds

For most explainer videos, the sweet spot is usually 60 to 120 seconds. This duration allows you to convey enough information to attract your audience’s interest without risking losing them.

If your offering is uncomplicated, such as a simple app that tracks your daily habits, aim for the 60-second threshold. This provides just enough time to introduce the app, explain how it works, and highlight its benefits without overwhelming the audience. On the other hand, if you’re talking about anything more complicated, like multi-feature software, 90 to 120 seconds may be required.

Going beyond that often results in audience disengagement, unless you’re giving something extremely compelling or important.

Understanding Viewer Attention Spans

People nowadays have shorter attention spans, particularly when accessing content online. A lengthy video may cause viewers to abandon it before absorbing the key messages. A shorter time compels you to focus, ensuring that your audience understands the important topics.

The script for a 60-120 second video is typically 150-300 words in length. This range allows you to establish an issue, give a solution, and end with a call to action without losing your audience.

How Platform Influences Video Length

The platform where you share your explainer video has a big impact on its ideal length. Different platforms attract different types of audiences, and knowing your target is critical. Here’s how different platforms determine video length:

• Social Media (Instagram, TikTok, Facebook): On these platforms, shorter videos—30 to 60 seconds—are often the most effective. Users prefer to scroll quickly, so you need to attract their attention immediately. For example, on TikTok, a brief 30-second video highlighting a product’s key feature might pique viewers’ interest.
• YouTube or Your Website: When consumers visit YouTube or your website, they are more likely to watch longer videos. In many cases, 60-120 seconds is a great length. You can extend it more than two minutes if you need to go into greater detail about your topic, like explaining how a new feature in your software works.

For videos on your homepage, sticking with around 60 seconds is a smart choice. Visitors are looking for quick information to help them decide whether to stay on your site or explore further.

Types of Explainer Videos and Their Lengths

Different types of explainer videos serve different goals, which can affect their ideal lengths:

• Simple Product or Service Explainer (60-90 Seconds): If your offering is straightforward, such as a new kitchen tool, a short video is usually enough to communicate the basics. In this case, focusing on one or two important characteristics could be very effective.
• Complex or Technical Products (90-120 Seconds): If your video is about something more complicated, such as a piece of software, you may need to extend it to 90-120 seconds. For example, while discussing a SaaS product, you might want to show how it fits into daily workflows, which may take some extra time.
• Social Media Ads (15-30 Seconds): These should be brief and memorable. To attract viewers, concentrate on a single key message. A short video that highlights a special deal or a special feature can be quite effective.
• Customer Testimonials (60-90 Seconds): Try to keep a happy customer’s tale brief yet powerful by sticking to this length. Potential clients may find great resonance in highlighting the positive impact your product or service has had on their lives.

Why Shorter Videos Often Perform Better

Most explanation videos perform best when kept brief. People are more inclined to respond to information that respects their time. It is far easier to hold someone’s attention for 60 seconds than for several minutes. Instead of cramming every detail in, concentrate on one main topic and deliver it well.

Consider this scenario: you’re launching a new fitness app. Rather than listing each feature in detail, emphasize how the app assists users in setting attainable objectives and tracking their progress. This concentrated approach encourages viewers to study more and piques their interest.

What If I Have More to Say?

If you find that your subject requires a more in-depth explanation, consider making a series of shorter videos rather than a single long video. This method allows you to examine several aspects of your topic without losing the viewer’s interest. For example, if you’re introducing a new software platform, you may make a series of videos, each focusing on a different feature or use case.

When Longer Explainer Videos Are Justified

There are times when a longer explainer video—up to 3-4 minutes—is justified, particularly for more detailed content. For example, a B2B software company may need more time to showcase their product’s capabilities, including demonstrations and real-world applications.

When going for a longer format, keep pace in mind. Break the content into clear chunks and maintain dynamic visuals to keep the audience engaged. Every second should contribute to the viewer’s understanding and interest.

Tips for Keeping Viewers Engaged

Whatever the duration of your video, keeping viewers engaged is essential. The following useful advice will assist you in doing so:

1. Start with a hook: Get your audience’s attention immediately by answering a question or problem they may be familiar with. If your video is promoting task management software, for example, you may begin with the question, “Are you struggling to track your to-do list?”
2. Keep the script tight: Steer away from jargon and make sure your message is clear and concise. Make use of clear, concise sentences that have an impact. A simple script will improve the comprehension of your message by your audience.
3. Incorporate strong images: To hold the audience’s attention, use eye-catching graphics, whether live-action or animation. Great visuals can help to simplify complex concepts. For example, using infographics to highlight data might help you make your idea more understandable.
4. Keep your pace: Avoid dragging out or rushing your arguments. A consistent pace allows viewers to absorb information without being overwhelmed.
5. Include a clear call to action: Clearly state what you want viewers to do after watching your video. A clear call to action, whether it’s to visit your website, subscribe, or watch another video, encourages higher engagement.

Measuring Success: How to Know If Your Video Is Effective

How do you assess the effectiveness of your explainer video once it goes live? Some metrics to think about are as follows:

• View Count: This indicates the number of viewers for your video. A large number of views suggests that your subject is interesting and resonates with your audience.

• Engagement Rate: Examine the duration of time viewers spent watching the video. People leaving early could indicate that the length or substance needs to be reconsidered.
• Conversion Rate: Monitor the number of viewers who follow your call to action. It’s a strong sign that your message was understood if a sizable portion of people sign up for your service after watching the video.
• Feedback and Comments: Pay heed to viewers’ comments and feedback. Positive feedback confirms that your message was clear, while constructive criticism can help you better future videos.

Common Myths About Explainer Video Length

You know how there are so many different notions about how lengthy your explainer videos should be? Let’s dispel a couple of those myths and set the record straight:

• Longer videos always perform better.

  We have all heard this one, right? However, length does not necessarily equate to quality. Viewers love videos that get right to the point. If you can clearly communicate your message in under two minutes, go for it! Your audience will thank you for keeping it concise.

• Complex topics can’t be explained in short videos.

  It may seem like a lofty request, but you can absolutely cover complex issues without dragging things out. The idea is to divide it into bite-sized pieces. Use visuals to clarify your points, and don’t be hesitant to break up the text into smaller chunks. This allows your audience to process the information without becoming overwhelmed.

• Social media videos should be as short as possible.

  Sure, shorter videos perform better on social media, but that doesn’t mean they should sacrifice content. It’s all about achieving balance. You want your videos to be brief but full of meaningful content. Don’t cut corners only to keep it short; instead, prioritize giving value, especially in a limited timeline.

FAQ: Common Questions About Explainer Video Length

To assist you with the process, here are answers to some often-asked questions about explainer video length:

What if my explainer video is too long?

If your video appears to be too long, consider trimming some of the sections. Concentrate on the important information and don’t be scared to remove filler content.

How can I gauge if my video is the right length?

Testing is crucial. Share the video with friends and coworkers to get feedback. If they show curiosity or perplexity, you may need to change the length or clarity.

Should I hire a professional for a 60-second explainer video?

Hiring a professional can lead to a polished end product. They bring skills in scripting, animation, and editing, ensuring that your message is successfully conveyed. Check their portfolio to discover whether their style matches your expectations.

Conclusion: Clarity Over Length

So, how long should your explainer video be? For most uses, 60-120 seconds is the ideal length. It allows you to successfully communicate your product or service without overwhelming your target audience. If you need a bit more time for complex topics, that’s perfectly fine; just make sure every second is valuable and engaging.

Ultimately, it’s not just about length; it’s about delivering a clear, engaging message that resonates with your audience. If you manage that, you’ll create an explainer video that has a great impact.

Still Not Sure? Let’s Figure It Out Together!

Deciding the best length, style, and messaging for your explainer video can feel like a challenge—but you don’t have to figure it all out on your own. We’re here to help you design a video that’s perfectly tuned to your audience and goals, whether it’s a punchy 60-second intro or an in-depth product walkthrough.

Let’s make it easy. Schedule a free strategy call with us, and we’ll dive into everything from the ideal video length to effective storytelling techniques, ensuring every second of your video captivates and converts.