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How Long Should Your Explainer Video Be?

Posted on: May 4, 2018

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There’s a lot of chatter out there about the ideal length for explainer videos.

Which inevitably leads to a conversation about attention spans.

Which usually turns into someone yelling like an old man about how kids these days can’t focus on anything.

Let’s skip all that, and get to the heart of it.

How long is too long? How short is too short?

The truth is that each video is different, and each length has it’s own advantages.

Short videos 15 to 30 seconds long are ideal for advertising on YouTube, Facebook, and Instagram. In fact, many online advertising platforms will limit you to 15 or 30 second maximums.

In a video this short, you’ll only have time to get the viewer interested, so it’s important to lead them to a place with more information. Like a landing page or website homepage, with an explainer video front and center.

Explainer videos are typically 60 seconds to two minutes in length.

How long your video ends being up depends on how complicated your product or service is, and how much explanation is required.

If you have a product or service that requires a lot of explanation, you might consider a 3, 4, or even 5 minute video.

But videos of this length should be saved for later in your sales process, when people have already been hooked in by your advertisements or short explainers, and are more likely to stick around.

Crowdfunding videos are an exception. People on sites like Kickstarter or Indiegogo will often only look at a video before deciding whether to back a campaign, so these videos are often around five minutes long.

Longer videos can also be used when pitching to investors…if they’re going to be giving you a lot of money, they usually have a little more time to spend making a decision.

Videos longer than five minutes have a lot of uses also. Like software tutorials. Training videos for employees or contractors. Safety orientations. And down-funnel sales and webinars.

At Promoshin, we’ve made thousands of videos in all sorts of length.

Need help deciding how long your video should be? Give us a call!


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Full-service video content production and promotion since 2011. Over 8,500 videos made around the world for bootstrapped startups to Fortune 500 companies, including the BBB, Intuit, Pfizer, NASA, Cisco, Uber, Cinemark, Kaiser, Oracle, and Microsoft.

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