How Long Should an Explainer Video Be? What The Research Says

Explainer videos can be a great way to engage website visitors and guide them toward your business goals. But do you know how long your video should be? The answer can vary based on your audience and the specific goals of your project. If you’re unsure, you’re not alone. Many people struggle to find the ideal length for an explainer video. Before diving into specifics, it’s important to understand how to make an explainer video that effectively conveys your message while keeping viewers engaged. This guide will help you understand how long an explainer video should be so you can make your project a success.
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Once you understand the ideal length for your explainer video, you can create a plan to make it. If you’d like to skip the planning phase, Moonb’s explainer video production services can help. We have the tools and experience to help you create an engaging video that meets your goals.

Why Does the Length of Your Explainer Video Matter?

Creating an explainer video is no small task. It invests time, resources, and creativity. But all that effort can go to waste if your audience doesn’t stick around to watch it. And here’s where length plays a crucial role: it’s directly tied to how engaged viewers are and whether they take action on your message. 

Think about it: How often do you look at a video’s duration before deciding whether to hit play? You’re not alone. Studies show a clear connection between video length and retention rates. For example, a one-minute explainer video has an average retention rate of 77%, meaning most viewers stick around until the end. 

The Importance of Video Length

As the footage stretches longer, that retention rate starts to drop, often sharply. That’s why most marketers aim to keep explainer videos around two minutes. It’s a sweet spot, long enough to communicate your message and showcase your product or service but short enough to keep viewers engaged from start to finish. 

‍Here’s the kicker: If viewers drop off before your video’s end, they might never hear your call-to-action (CTA). No matter how clever your script or how stunning your animation is, it’s all for nothing if your audience bails halfway through. Worse, poor engagement metrics can hurt your brand, making it seem like you can’t hold attention. 

So, getting the correct length for your explainer video isn’t just about keeping things short. It’s about delivering value within a time frame that respects your viewers' attention spans. It’s the key to maximizing:

• Retention
• Engagement
• Action

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How Long Should An Explainer Video Be?

The optimal length for an explainer video is around 90 seconds. Remember, explainers have one key goal: to deliver a business idea or message in just a matter of seconds and do so in an alluring, persuasive, and compelling way. This is why this type of video style must get straight to the point or risk losing effectiveness. 

Since you focus on providing a helpful solution to a viewer’s pain point, you have to do it before they lose interest in what you say. You can’t waste any time. 

Cost Considerations for Explainer Videos

The longer the video, the higher the explainer video cost. Of course, the specific length of each explainer can vary depending on different factors:

• Type of animated video you pick out
• Your company’s niche
• Stage of the sales funnel for which the video is made

These are all critical variables the explainer video company you partner with must account for. But even so, and based on our experience, there is a sweet spot for animated marketing videos, length-wise, between 60 and 90 seconds. You can deliver your message effectively while maintaining engagement in that amount of time. 

How Long Should a Social Media Video Be? YouTube, Facebook, and Instagram Video Length  

Have you heard people saying “context is everything”? Well, that has never been truer than discussing ideal video lengths for social media. You see, every platform is a world apart. Not only do they allow different duration requirements, but the viewer’s length preferences vary significantly from one network to another. They even differ within the same platform, depending on whether you are working on a simple animated advertisement or a promo video. 

So… how long should a social media video be? 

There’s not a one-size-fits-all answer to that question. Still, it’s safe to say that some lengths bring about more engagement on specific platforms than others. Let’s take a closer look: 

Instagram Videos

This platform is meant for visual content, which is the fastest content to consume. Short videos are more effective on this network than long videos. How short? It depends on the feature: The optimal Instagram post video length is below the 30-second mark. 

To be more precise, according to Hubspot, 26-second video posts trigger the highest engagement. The Instagram story video length is up to 15 seconds per card. You can spend as many cards as you like to make a longer video, but it’s better to use less than 3. In other words, your video should last 45 seconds at most.  

YouTube Videos

YouTube’s algorithm favors long videos since they make viewers spend more time on the platform. That’s why, nowadays, the average YouTube video length is about 10 minutes. But this doesn’t mean you should go out of your way to create a long video! 

It’s no good filling your 2-minute video with fluff to make it last longer. Viewers may abandon and dislike it, but it still wouldn’t rank high on YouTube’s SERP. So, it’s hard to determine the best length for videos on the platform, but there are plenty of YouTube stats that can help. The ideal duration depends on each specific audience and video type. 

Facebook Videos  

Facebook offers different video features, each with a distinct ideal length. Let’s examine them: Facebook organic video posts about 90 seconds long generate the highest engagement. 

A Facebook story video can last up to 20 seconds. A Facebook video ad should be less than 15 seconds long, whether appearing before another video or in the news feed. The shorter the video ad, the higher the completion rate.  

What Does the Research Say?

Every marketer wants to make a decision based on cold, hard facts. So, let’s take a look at some. Wistia: A 2016 study by Wistia found interesting correlations between video length and engagement. 

They drew their data from 564,710 videos with more than 1.3 billion plays collectively and concluded that the ideal length for an explainer video is 2 minutes. Engagement was steady up to the 2-minute mark, meaning a 90-second video can hold viewers' attention just as well as a 30-second video can. After the 2-minute mark, engagement drops rapidly. 

The Sweet Spot for Video Length

Nonetheless, it does even out between 67 minutes. It stays strong until 12 minutes, meaning if your content is interesting and includes necessary information for the viewer, you could make a longer video without losing engagement. 

‍Takeaway: Don’t sweat the small stuff. Wistia’s study has proven that, as long as you keep your video under 2 minutes, you can deviate by a few seconds, and engagement won’t suffer.  

PEW Research and ReelSEO

In 2012, PEW Research conducted a study to determine the most popular length for YouTube videos. Half of all these videos were less than two minutes long. Nevertheless, the most popular length was determined to be 2 minutes and 1 second. 

In the same year, ReelSEO studied the top ten most shared videos on YouTube and found that the average length was 4 minutes and 11 seconds. 

Takeaway: YouTube videos can be longer. People go to YouTube to watch videos specifically, so it makes sense that they would be open to watching and sharing videos that are “on the longer side.” Still, it is essential to consider that these studies were conducted over five years ago, and consumer behaviors are constantly changing.  

Wyzowl

Wyzowl surveyed consumers in early 2017 about video length and other video marketing-related topics. The responses regarding length were as follows: 

• 50% of consumers believe that 1 minute is the ideal length for an explainer video
• 33% opted for between 1 and 2 minutes
• 17% said less than a minute

‍Takeaway: Shorter IS better! According to the respondents, no explainer video should be over 2 minutes long, with most preferring videos to be 60 seconds or less.

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Factors To Consider in Determining Explainer Video Length

An audience’s preferences and characteristics heavily influence the length of explainer videos. For instance, younger audiences like Gen Z prefer shorter, snappier content due to shorter attention spans and a habit of consuming quick, bite-sized media on platforms like TikTok. 

Older demographics may appreciate more in-depth explanations, provided the content remains engaging and easy to follow. Understanding age, interests, cultural background, and education level will help you tailor the video’s length to your audience’s expectations and habits. 

What’s the Big Idea? Complexity Influences Explainer Video Length

Not all messages are created equal. Some require more time to explain effectively. Simple concepts can often be communicated in 30–60 seconds, which works well for introductory or promotional content. 

Complex ideas, like technical processes or multi-step explanations, require 90 seconds or longer to ensure clarity. The goal is to simplify without oversimplifying—provide enough time to clarify your message while keeping it concise and engaging. 

Where Will Your Video Live? Platform Preferences Affect Explainer Video Length 

Where your video will live also dictates its ideal length. Social media platforms like Instagram or TikTok favor brevity, with videos ranging from 15 to 60 seconds to align with user behavior. YouTube or Vimeo audiences are more accustomed to longer-form content, making 1-3 minute videos more acceptable, especially if they dive deeper into a topic. 

Always match your video length to the platform’s norms and the context in which viewers will watch it.  

How Engaging is Your Content? Attention Span and Video Length 

In the age of endless scrolling, keeping viewers engaged is a challenge. Studies show that most people decide whether to continue watching within the first few seconds. Keep your video concise to maximize engagement, generally under two minutes. 

Frontload your most crucial information to hook viewers early on. Remember, the longer the video, the more engaging and visually dynamic it must be to hold attention.  

Who Are Your Competitors? Research Industry Standards for Explainer Video Length

Take a look at what your competitors are doing. Are they succeeding with short, impactful videos, or do their longer, detailed pieces resonate better with the audience? While it’s essential to stand out, aligning your content length with industry norms helps meet your audience’s expectations. For example, a SaaS company might use 60–90-second videos for product overviews. Educational content or tutorials might extend to 3–5 minutes to provide deeper insights.  

Compelling Video Content, Simplified

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• Project Management Integration: Seamless collaboration through Trello, Slack, and MS Teams
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A Superior Video Solution

Moonb stands out as a superior alternative to traditional video agencies, freelancers, and in-house production teams, thanks to:

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We’re the ideal partner for companies aiming to enhance their marketing and educational efforts through powerful video content.

Start a 3-day free trial with our product demo video service to take your content to the next level.

Common Pitfalls To Avoid When Determining How Long Your Explainer Video Should Be

When determining the length of an explainer video, the first thing to remember is this: Video length matters. It’s easy to get caught up in the content and forget that viewers care about the length. 

Many will glance at the countdown timer before deciding to hit play. A lengthy video can be intimidating if the first few seconds are incredibly engaging. To avoid this, focus on the first five seconds, a make-or-break moment for capturing interest. Even if your video is longer than average, hooking viewers early can keep them engaged.

Short Isn’t Always Better: The Ideal Length for Explainer Videos

While brevity is often praised, overly short videos can backfire. A concise video should provide enough information for viewers to understand your message and feel compelled to act. A study by ThinkWithGoogle demonstrated that a 15-second video had the lowest view-through rate compared to 30-second and 2-minute videos, suggesting that shorter isn’t automatically more effective. It’s better to aim for clarity and completeness over shaving off seconds unnecessarily. 

Forgetting the Audience: How Long Should an Explainer Video Be for Your Viewers?

There’s a myth that people won’t watch longer videos, but that’s not always true. Companies like Apple and Google create explainer videos that run 5-10 minutes and still garner millions of views. The secret? Content quality and relevance. 

People will stick around if the product is compelling and the storytelling is engaging. If your audience needs more information to decide, avoid defaulting to short videos. Instead, ensure the length supports your message. 

Platform-Specific Norms: How to Tailor Explainer Video Content for Maximum Engagement

Each platform has its sweet spot for video length. For example, TikTok thrives on videos under a minute, while YouTube audiences are accustomed to watching longer-form content. Failing to consider platform norms and user behavior can hurt engagement. A video that’s too short for an in-depth YouTube audience or too long for a fast-scrolling TikTok feed won’t perform well, even if the content itself is excellent. 

Information Overload: How Long Should an Explainer Video Be for Your Viewers? 

It’s easy to fall into the trap of cramming every possible detail into your explainer video. While it might feel like you’re being thorough, an overly dense video can overwhelm viewers and cause them to tune out. To avoid this, prioritize your message. Focus on one or two key takeaways and guide viewers to additional resources. A focused, impactful video will leave a stronger impression than one overloaded with information. 

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When answering the question "How long should an explainer video be?" audience attention span is the most crucial factor to consider. Explainer videos typically introduce a product or service to a new audience. Because of this, the viewers of your explainer video are likely unfamiliar with you and your business, so capturing their attention and keeping them engaged is critical. 

Short Attention Span of Today's Audiences

The longer your video, the greater the chances your audience will lose interest and click away before getting valuable information about your offering. Research suggests that the average human attention span is around 8 seconds, shorter than that of a goldfish. 

While you obviously can’t create an engaging explainer video that’s only a few seconds long, this statistic underscores the importance of getting right to the point. 

Ideal Length for Explainer Videos

Most audiences will start to lose interest in a video after the first 30 seconds, and by 1 minute, a large percentage of viewers have likely stopped watching altogether. So, how long should an explainer video be? Ideally, you want to keep your video under 2 minutes. It would be even better if you could explain your offering in under 1 minute. 

What If My Explainer Video Needs to Be Longer?

As mentioned, the shorter your explainer video, the better. Nevertheless, some products and services are inherently complex and may require additional explanation time. If your offering requires more than 2 minutes to cover adequately, use one of the following strategies to break up the content into easily digestible sections. 

Creating a Series of Short Explainer Videos

Create a series of shorter videos that cover different aspects of your product or service. Use an engaging approach to explain each video’s relation to the overall topic. For example, if you’re creating a series to demonstrate a software application, each video could cover a different module or function within the program. 

Breaking Down Long Videos with Chapters and Table of Contents

Another approach is to create a longer video but include chapters or a table of contents that allows users to navigate to specific video sections. This approach works particularly well for complex explainer videos that are hosted online. 

Consider whether your audience will benefit from the additional content. Sometimes, you can simplify your explanation by removing unnecessary details that are only relevant to a small subset of users.

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