Explainer videos have become an essential tool for businesses to effectively communicate their products, services, or ideas. But when it comes to explainer videos, one of the most common questions companies ask is: What is the ideal length for an explainer video? The length of an explainer video can significantly impact its effectiveness in capturing and retaining the viewer’s attention.
This guide will delve into why video length matters, how to determine the right length for your explainer video, and how the duration affects viewer engagement and retention. Additionally, we will answer other common questions such as how much a 60-second explainer video costs, the best length for storytelling videos, and how to use different lengths of videos to maximize your marketing efforts.
Why Is Video Length Important for Explainer Videos?
The length of an explainer video plays a pivotal role in determining how much of your message is delivered effectively without overwhelming your audience.
- Viewer Attention Span: With the fast-paced nature of today’s internet, people are increasingly less likely to stick around for long videos. According to studies, the average person’s attention span has drastically decreased, making it essential for businesses to convey their messages as succinctly as possible.
- Retention: Research on online video consumption suggests that videos shorter than two minutes have a higher retention rate. If you want your explainer video to keep the viewer engaged until the end, it’s crucial to focus on an optimal length.
- Platform and Audience Preferences: Different platforms and audiences have varied expectations. For instance, on social media platforms like Instagram, short, 30-second videos perform well, while on YouTube, slightly longer videos (up to 2 minutes) may be acceptable.
What Is the Ideal Length of an Explainer Video?
The ideal length of an explainer video depends on several factors such as the platform, content, and purpose of the video. Generally speaking, most explainer videos are between 60 seconds and 2 minutes. However, it’s important to understand that this is not a strict rule — many factors can influence this range.
1. Short and Sweet (30 to 60 Seconds)
For quick, snappy, and impactful messaging, a 30 to 60-second explainer video is often ideal. This length is perfect for:
- Quick overviews of products or services
- Teaser content to spark interest
- Landing pages or social media marketing efforts
In explainer videos, every second counts. The objective is to grab the viewer’s attention quickly, explain your value proposition, and encourage the viewer to take further action, whether it’s signing up for more information, making a purchase, or watching a longer video. With only a limited amount of time, the script must be tight, and the visuals must be engaging. A demo video can work well in this time frame to showcase a product’s features or give a brief introduction to a brand.
2. Mid-Range (1 to 2 Minutes)
If your message is slightly more complex or requires a little more context, the 1- to 2-minute range can be the sweet spot. Videos in this category work well for:
- Explaining complex services or features of a product
- Engaging users in a more detailed way without losing their attention
- Brand storytelling or explaining how your product can solve a specific problem
These videos allow you to provide a little more detail, build a connection, and guide viewers toward the desired action. You have more time to go deeper into your messaging without losing your audience’s interest. You can add some customer testimonials, show product demonstrations, and explain why the product is worth the viewer’s time and money.
3. Longer Explainers (Up to 3 Minutes)
Sometimes, more complex ideas or products require a longer video. In these cases, you might want to create a 3-minute explainer video. This length allows you to:
- Dive into more technical aspects or features of a product
- Explain how a product or service works in greater detail
- Use storytelling to connect with the audience emotionally
- Provide examples or case studies that demonstrate how the product benefits users
However, be cautious with longer videos. You don’t want to risk overwhelming your audience with too much information. Explainer videos that exceed 3 minutes may start to lose viewer engagement. A good rule of thumb is to keep it under 3 minutes unless you have a very compelling reason for the additional length.
How Much Does a 60-Second Explainer Video Cost?
The cost of producing a 60-second explainer video can vary significantly based on several factors. Typically, you can expect to pay anywhere between $1,500 and $10,000 or more, depending on the complexity of the video and the production company you choose.
Here are the primary factors that affect the cost of a 60-second explainer video:
- Animation Style: The style of animation you choose plays a significant role in the cost. Simple motion graphics videos are usually less expensive, while more detailed, custom animations or 3D animations can significantly increase the price.
- Scriptwriting: High-quality, well-crafted scripts are crucial for effective explainer videos. If you need a professional scriptwriter, this will add to the cost. You may also want to work with a script consultant to ensure your message is delivered clearly.
- Voiceover: A professional voiceover is often used in explainer videos to narrate the script. The price of hiring a voiceover artist can vary depending on the experience of the artist and whether you need a specific accent or voice style.
- Music and Sound Design: Adding custom background music, sound effects, or professional mixing can increase costs. Sound design is essential to make the video more engaging and impactful.
- Production Quality: The overall quality of the production, including the equipment used, post-production editing, and special effects, all influence the cost. Higher-quality productions typically come at a higher price.
On average, you can expect to pay:
- Low-end (Freelancers or small agencies): $1,500 to $3,500
- Mid-range (Established agencies): $3,500 to $7,000
- High-end (Top-tier agencies): $7,000 to $10,000+
Despite the cost, remember that explainer videos have a high return on investment (ROI) because of their ability to increase conversions, boost engagement, and enhance brand awareness.
What Is the Perfect Length for a Video?
Video length is an essential factor for maximizing engagement, especially on platforms where attention spans are short. Whether you’re creating explainer videos, product videos, or demo videos, the right length will depend on the content and platform where it’s being shared.
Video Length by Platform:
- Social Media (Instagram, Facebook, TikTok): On social media, where people are scrolling quickly through their feeds, short videos perform best. A 15 to 30-second video works well here. The key is to capture the viewer’s attention in the first few seconds and provide them with value quickly.
- YouTube: On YouTube, you can afford to have slightly longer videos. Videos that are 1 to 3 minutes in length are common for explainer videos and product videos. These videos allow enough time to explain a product or service but still maintain viewer engagement.
- Landing Pages: On a landing page, explainer videos should be concise but impactful. Ideally, these should be 60 to 90 seconds long to keep visitors engaged while also providing them with enough information to make a purchase decision.
- Email Marketing: For email marketing campaigns, videos should be short—around 30 seconds to 1 minute. This is the sweet spot for keeping the recipient engaged and encouraging them to take action.
Keeping Viewer Engagement High:
Regardless of platform or length, your video should always:
- Be focused on a single message: Don’t try to cram too much information into one video. A single clear message will resonate better than trying to explain everything.
- Get to the point immediately: The first few seconds of your video should grab attention. Avoid lengthy introductions. Start with a hook.
- End with a clear call to action (CTA): Always finish your explainer video with a clear CTA to tell the viewer what you want them to do next—whether it’s subscribing, signing up, or making a purchase.
How Long Should a Storytelling Video Be?
Storytelling is an incredibly effective technique for explainer videos because it helps forge an emotional connection with your audience. A storytelling video can be used to show how your product or service solves a problem, how it’s created, or the journey of a customer or user.
While storytelling videos are generally longer than standard product videos or demo videos, the perfect length can still vary depending on the complexity of the story. Ideally, a storytelling explainer video should fall between 1 to 3 minutes.
Longer than that, and you risk losing viewer interest; shorter than that, and you may not be able to fully develop the narrative. In a storytelling video, you need time to set the scene, introduce the problem, present the solution, and finish with a strong conclusion or call to action.
How Many Words Are in a 30-Second Video?
If you’re creating a 30-second explainer video, you’ll need to ensure your script fits within that time frame. On average, a 30-second explainer video has about 75-90 words. This word count assumes a typical speaking speed of about 150-180 words per minute.
When writing the script, keep in mind the following:
- Focus on one key idea: Don’t try to convey too much information.
- Keep sentences short and to the point: A concise script is key to making sure the message is clear.
- Use simple language: Make your video accessible to a wide audience by using clear, easy-to-understand language.
A demo video or product overview can work great at this length, as it allows you to showcase a product’s key features or benefits without overwhelming the viewer.
4 Tips to Choose the Ideal Length for Your Explainer Video
When determining the right length for your explainer video, keep the following four tips in mind:
1. Get to the Point Right Away
The first few seconds are the most crucial. People are quick to decide whether to continue watching a video, so your explainer video must get to the point immediately. Avoid lengthy introductions and jump straight into explaining the value your product or service provides.
2. Different Videos Have Different Lengths
Not all videos are created equal. The complexity of the product, the story you’re telling, and your target audience will all affect the ideal length of your explainer video. For instance, product videos that are short and snappy work well, while storytelling videos require a bit more time to develop the narrative.
3. Produce a Series of Explainer Videos for Better Engagement
Instead of trying to explain everything in one video, consider creating a series of shorter videos. Each video can focus on a specific aspect of your product, service, or brand, leading the viewer through a journey. This not only enhances engagement but also keeps viewers coming back for more.
4. Brand Dependency
Different brands require different video lengths. A luxury brand might opt for an elegant, longer video to tell a story, while a tech startup may prefer shorter videos to showcase its innovations. Your brand identity and the preferences of your audience should guide the ideal video length.
Keeping the Right Balance
Ultimately, choosing the right length for your explainer video is about finding the perfect balance between providing enough information to educate your viewers and keeping them engaged throughout the entire video.
Conclusion
Choosing the right length for your explainer videos is crucial for maintaining viewer engagement and delivering your message effectively. There’s no one-size-fits-all answer, but by understanding your audience, purpose, and platform, you can determine the ideal video length for your business. Whether you’re creating a demo video, product video, or storytelling explainer video, aim to deliver your message clearly and concisely without sacrificing the quality of the content.
By keeping the above tips in mind, you’ll be able to produce videos that not only capture attention but also drive conversions and grow your brand.
