Explainer Video Length; How Long Should it Be to Boost Audience Retention?

The perfect explainer video length.

It's a topic that has puzzled marketers, entrepreneurs, and content creators alike. How long should an explainer video be to maximize engagement and achieve stellar results?

The Short Answer: It depends on certain factors like product complexity, video style (animation or live), target audience, objective, and budget.

Depending on the above factors you can work on the following ideal lengths.

The 60-Second Showdown:

In a world where attention spans rival that of a goldfish, brevity is the name of the game. Aim for the 60-second sweet spot, and you'll leave your viewers craving more. Remember, it's not about cramming in every single detail; it's about capturing attention and delivering a punchy message that lingers like a catchy jingle.

The 3-Minute Marathon:

Some topics are like treasure chests waiting to be explored. When you have a complex concept or a product that demands a thorough explanation, it's time to embrace the 3-minute marathon. Dive deep, provide comprehensive information, and engage your audience with captivating storytelling.

The Hybrid Unicorn: Best of Both Worlds:

Why choose between two awesome options when you can have the best of both worlds? Enter the hybrid unicorn approach! Begin with a short, captivating teaser video that leaves your audience thirsting for more. Then, gracefully transition into a longer, more detailed explainer video that satisfies their curiosity.?

The ideal length also depends on the platform you are targeting your explainer videos on.

1. TV Commercial

For TV commercials, the ideal length is between 30 and 45 seconds. Capture attention, showcase your brand's value, and leave a lasting impression. Short explainer videos with bite-sized information work wonders in connecting viewers with your brand.

2. Social Media

When it comes to social media, keep your videos between one and two minutes. People are bombarded with tons of content, so creating a fun and memorable video that stands out is essential. Grab attention quickly and deliver your message concisely to ensure excellent performance.

3. Website or Blog

On your website or blog, the ideal length for an explainer video is between 60 and 120 seconds. However, if you have more to say, you can extend it up to 180 seconds. This is your platform, so engage your visitors, encourage action, and make sure they act on your call to action.

4. Facebook Ads

For Facebook ads, shorter is better. Aim for a length between 15 and 30 seconds. In-feed ad videos can be slightly longer, but in-video ads should be punchy from the start to prevent users from skipping. Capture attention immediately to maximize your ad's effectiveness.

5. YouTube Pre-roll

When using explainer videos for YouTube pre-roll, keep them between 15 and 30 seconds. People visit YouTube for specific videos, so don't take up too much of their time. Define your target audience precisely and start with a hook that grabs their attention and keeps them engaged.

Does Length Really Matter?

ThinkWithGoogle's study explored the impact of different explainer video lengths. Surprisingly, the shortest 15-second video had the lowest view-through rate, while the 30-second and 2-minute videos saw better engagement.?

While it's tempting to keep your explainer video short and snappy, it's even more powerful to find that sweet spot where viewers have enough time to absorb the information and truly connect with your company. It's a reminder that a bit of extra time can immerse viewers, foster connection, and yield better results.?

So, when crafting explainer videos, find the sweet spot where engagement flourishes and your brand shines. Choose wisely, experiment, and let data guide your decisions.

Looking for an Explainer Video for your brand??

Schedule a call with us today and let's boost your audience retention.