What exactly is the right length for your explainer video? That’s the million-dollar question. Too short and you might not be able to convey all the information you need to. Too long and you risk losing your audience. But somewhere in the middle is a sweet spot, a balance that Goldilocks would deem as just right. The trick is, that spot isn’t the same for every video.
How long your video should be depends on three things:
- What’s the purpose of your video?
- How difficult is your product or service to explain?
- Who is your target audience?
- What’s the purpose of your video?
First you need to decide the purpose of your video. It’s clearly a marketing piece (a reason explainer videos are also sometimes called animated marketing videos), but what is the goal of the marketing? Is it to raise brand awareness? A shorter, simpler, more brand-heavy video might be the way to go. Are you hoping it will be shared across social media?
Again, signs point to a shorter format. Is it to increase sales? This might require a more detailed explanation of your product or service and the solution it provides. Identifying your marketing goal is the first step to determining the ideal length for your video.
How difficult is your product or service to explain?
Step two relates to the product or service itself and how difficult it is to explain. If your product or service is complex in nature, it will naturally require a more detailed explanation. If it’s a simple solution, you may be able to tell the story in a shorter amount of time. Examine your story through the eyes of an outsider and think about what information they would need to understand what it is you’re trying to sell. Then use that to craft a comprehensive, yet concise piece.
Who is your target audience?
With all forms of communication, it’s important to know your audience. If you’re trying to capture new customers, you’ll need to be quick and compelling to grab their attention. Conversely, if you’re looking to educate existing leads, who are actively seeking information, they may be more willing to invest their time.
In general, explainer videos will typically fall somewhere between 30 and 90 seconds (with some exceeding the 90-second mark). Here are the key things to remember for each length:
30-60 second videos work for
- Products/services that are relatively simple to explain
- Promoting brand awareness
- Videos that use minimal (or no) voiceover and can tell a story through simple words and visuals
- Engaging a new audience
90-second+ videos work for:
- Telling a more complex story
- Explaining complicated features
- Providing relevant statistics and details
- Engaging an audience already somewhat familiar with the product/service, actively seeking out more information
There isn’t a one-size-fits-all solution, but if you keep these tips in mind, you’ll be well on your way to creating engaging content that will help boost your business and deliver tangible, measurable results.
Need help getting started? Raw Shorts offers quick and easy software to create your own explainer videos. Get started today at rawshorts.com.
