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  • Tomer Gerbi

Explainer videos are videos intended to provide crucial information about a business or business idea. One of the first questions that many organizations have when planning an explainer video is: how long should it be? Let’s take a closer look at why video length matters along with the overall best explainer video length.


Why Video Length Matters

Video length matters for one simple yet highly critical reason: people have short attention spans. Especially if they are consuming content on their smartphone, tablet, or another mobile device.
As a general rule of thumb, viewers will watch a video for 5 seconds before deciding whether or not to continue watching it–so you need to hook in viewers right away if you want them to stick around. 

However, the longer a video is, the tougher it becomes to keep people’s attention until the video ends. Longer videos run the risk of having viewers click to something else, which means if you’ve placed a crucial piece of information or call to action in the middle of a 10-minute video, it is likely that many people have already left before that point. 

Shorter videos, on the other hand, have a much higher rate of engagement and successful communication. Videos that are 60 to 90 seconds or even less are much more likely to be watched in full.


How to Keep Viewer Attention During Explainer Videos

You can’t simply create a short video and expect people to watch all the way through, especially with the truly endless amount of content available on the internet today. You will need to take action in order to keep their attention on the video.

An effective way that you can keep viewer attention during an explainer video is to add hard subtitles or captions, since many people watch videos without sound; start the video strongly to grab viewer attention as soon as possible; and use engaging animations, such as animated characters, whenever possible. Don’t forget to add a call to action!


What is the Overall Best Explainer Video Length?

As a general rule of thumb, explainer videos should be about 60 to 90 seconds. This is an ideal length for catching and keeping viewer attention, while presenting important information in an engaging way, and finally ending the content strongly with a call to action. 


Remember to keep the above guide in mind when deciding on your explainer video length.

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