The optimal length of an explainer video

General

30-second videos are fine when:

• Your product or service is really easy to explain.
• Your primary need is to create brand awareness
• Your primary marketing goal is to get shared on social media

90-second videos are fine in most cases because:

• They are perfect for explaining any business idea without boring anyone.
• You have enough time to convey a compelling story
• You have enough time to tell all the benefits of your service or product
• Most viewers will watch the video until the end

Videos over 90 seconds long are fine if:

• Your product or service is more complex than average.
• Your product or service is state of the art, and you need additional time to explain it
• you choose to use the whiteboard animation technique (because whiteboard videos - like the ones below - are traditionally longer).

Some final recommendations:

• Take time with your video agency to talk at length about the length of your video. A good agency won't sell you the longest and therefore most expensive option, but the length that works for you and your product or service! We explain what to look for in an explainer video agency in our blog post.
• Remember that an animated marketing video is created to explain a product or service. It's not just a television commercial, so don't make it too short. A 15-second video doesn't provide the time to explain your topic in detail.
• Don't go overboard with length: if your video goes longer than 3 minutes, you'd better start cutting off a few seconds, because viewers usually don't stay that long to watch an animated marketing video, no matter how great your product or service is.
• Pay attention to the structure of your video and especially to an introduction that makes your viewers curious and leads them to continue watching your video.