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14 July 2021

The optimal length of an explainer video

We explain what the optimal length for your explainer video is and how to achieve your goals.

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The main problem is that you need time to explain your product or service without boring your audience. As a video production company, we've done hundreds of these and concluded that 90 seconds is the best video length in most cases. It's enough time to explain your product or service and not too long to bore your viewers and leave your website before all the benefits have been explained. The latter is becoming increasingly important as attention spans decrease due to content overload from social media feeds.

General

A 90 second video as mentioned earlier is the right choice in most cases, but what if your product exactly can't be explained in 90 seconds or even explained much faster? The magic word in this context is "marketing goals" and the corresponding channels like Youtube, Instagram or Facebook. So maybe a 30-second video is a good idea if your product or service is not that complex to describe; or maybe you really need a 2-minute video because you can't explain your product's new features in less time. But how do you know if it's practical to shoot a longer video or a shorter one?
A study conducted by Wistia shows that shorter videos are more likely to be watched to the end than very long videos. This trend can already be seen with videos that are longer than one minute.
Statistics from https://wistia.com/

Statistics from https://wistia.com/

Let us give you some tips on what length your ideal animated marketing video should be:

30-second videos are fine when:

When is a 90-second video appropriate?

When is a 90-second video appropriate?

  • 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
Especially on Instagram, average 30 second videos are the most commented videos.
To better appreciate how complex their product or service is, feel free to check out our client project for the Weichel Company. In this video, we created a promotional video on the topic of "traffic law" in under 30 seconds.
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90-second videos are fine in most cases because:

When is a 90 second video useful?

When is a 90 second video useful?

  • 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
Choosing a 90-second video is also advantageous, according to a 2019 study of Facebook user behavior, which found that the most viewed videos are 71 seconds long on average.
Our video production for Viva la Car shows how advantageous 90 seconds are to explain yourself and the product or service in a perfect time span.
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Videos over 90 seconds long are fine if:

When is a video over 90 seconds appropriate?

When is a video over 90 seconds appropriate?

  • 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).
Videos of this length are most suitable for Youtube as this is where on average the most user interactions are achieved for videos 2 minutes long.
Why 90 seconds are not sufficient for every topic becomes clear in the video on the topic of "Studying abroad" at Coburg University.
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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.
Are you looking for a reliable partner and consultant who can tell you exactly what length is right for you? Then please contact us!
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My team and I are always available to answer any questions you may have about your explainer film project. Just call us spontaneously or send us an email!

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Sohail Khokhar

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Step 1: Fill in the kick-off form

We are experts in our field - but when it comes to your idea, you are the real professional.

To understand your product and be able to present you with a tailor-made solution approach, we want to learn more about you and your product.

To do this, you will find the most important questions in our kick-off form.

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Step 2 StartUp conversation

We will then present our ideas to you in a non-binding 30-minute meeting.
From the target group approach, to the content, to the design of the video and its use, your future project manager will advise you personally.

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Step 3: We create your video.

In our four-stage production process, our entire team gets really creative for you - of course, you'll be there live during production.

We think about how to untie the knot in your customer's mind to help your product gain more attention and success.

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Step 4 Integration of the video

The best explainer video in the world won't help you if it's not staged properly. We know exactly how effective a video can be and where it should be integrated so that it can unfold its full potential. Whether it's as a promotional tool in Facebook Ads or as a customer magnet on your website. We know what to do and are at your side as a competent partner as a matter of course.

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