How Long Should an Explainer Video Be? Long VS Short

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Explainer videos are a very popular advertising method. And the trend is growing. But with numbers of companies choosing to use video format in their marketing strategies, it’s also becoming more of a challenge to make content that’s unique and engaging enough to attract views and keep the audience’s attention.

In light of this, it can be confusing to know how to use video in a way that’s going to be the most effective. And one of the biggest questions is, how long should the video be? To answer this question, here’s our guide to finding the perfect length for your explainer videos in the future.

Explainer Video Production: the Benefits

Animated explainer videos can be a great way of promoting your brand. They can be used across all niches and to fit different marketing goals and objectives. So, what makes them so effective? Some of the benefits of using explainer videos as part of your marketing strategy are:

They can be more engaging to your audience than other types of content like text and pictures. Animated videos can help to keep your viewer interested, and you can fit a lot of information into a shorter time – this is great for your ROI as, sometimes, it can be difficult to keep your customer’s attention with other marketing tactics.

They help to you be creative, stand out from the competition, and showcase the personality of your brand in a clear way.
They can help improve your sales and conversion rates. Videos bring higher quality sales leads. They also result in a higher customer retention rate than some other advertising methods.

As it’s so easy for viewers to share content at the moment, you are able to reach a large audience very quickly. Social media platforms and sites like YouTube allow content to spread rapidly, making it easier to grab the attention of potential customers.

Long vs Short: What’s the Ideal Explainer Video Length?

When you’re choosing the perfect length for your video, there are a number of things to consider. The length you choose will depend on your product, service, or brand, as well as the audience you’re targeting. It will also depend on your marketing goals.

The aim is to keep your viewer interested while making sure you still get all the key points across to them. Of course, you ideally want all your viewers to watch the video to the end so they see your call-to-action. So what’s the ideal length? Let’s take a look:

Short Explainer Videos

It’s no secret that, with there being so much content available online, people’s attention spans are becoming shorter. With this in mind, it’s important to remember how crucial it is that you are able to hold your audience’s attention. If you don’t, they’ll probably switch off.

If you want to get your message across clearly, it can be better to use a shorter video. This is especially true if you’re just trying to create brand awareness or get social media shares. A lot of experts claims that the first few seconds are all that really counts with a video.

You need a hook. A hook is something that makes the viewer want to continue watching: something to make them watch the video to the end. What this is going to be, depends on your target customer. It can either be a question or anything else that makes the viewer curious and excited.

Long Explainer Videos

As a general rule, it’s best to use videos that are less than two minutes long – if it’s any longer than this, and there’s a chance your viewer might lose interest. Most of the research shows that viewers will switch off after three minutes, which means they will miss out on the call-to-action at the end.

However, there are exceptions to this rule. For example, if you’re explaining a complex product or service that has additional features, then you might decide to have a longer video to ensure all the information is included.

Furthermore, there is some evidence that, if you show a story that is interesting enough, you can actually achieve higher engagement rates than you would with a video that’s under 30 seconds. This is because it allows more time for the viewer to become invested in the product or brand.

How Long Should My Explainer Video Be?… What Does the Research Say?

The majority of people believe that, in most cases, shorter explainer videos work best. But is there any evidence to support this? Yes, there is. A number of surveys have been carried out in the last few years – or since video marketing has grown in popularity – to determine the ideal length for engagement levels.

The first survey was carried out by Wistia. It found that – when looking at how many viewers continued watching the video to the end – shorter videos had better results. In particular, after the four-minute mark, overall engagement levels dropped sharply. From four minutes up to ten minutes, there wasn’t much of a difference.

Other surveys have echoed this result. They say 50% of consumers believe that videos of 60 seconds were the most effective. Another 33% said between 1 and 2 minutes, and 17% said under a minute. This would confirm that most consumers believe shorter videos work better most of the time.

The Optimal Explainer Video Length is…

So, after looking at the benefits of longer and shorter explainer videos, which one is best overall? The answer: it depends on what you’re selling, who you’re selling it to, and what your marketing rule is.

In most cases though, it’s best to stick to a video length of around 60 to 90 seconds. In fact, 90-second explainer videos appear to be the most popular among consumers. And that’s what businesses seem to be promoting. That’s because 90 seconds is long enough to get your message across, but not so long that it will bore your audience.

Explainer videos can be hugely effective in engaging your audience, increasing brand awareness, and boosting sales. And choosing to opt for this length of video will help you achieve the maximum results you can!