What is an ideal length of an explainer video, is it 60 sec or 90 second or 2 minutes or more.

Explainer video length “What should be the length of an explainer video”.

The formula to calculate Explainer video length from your voice script is

Number of words divide by 2 which gives us the duration in terms of seconds. So a 1000 words script will be [1000/2 = 500 seconds = 8 minutes]

There are different types of company videos which require different lengths. The length of “how it works” video can be very different from an “overview video”. Here is a look at various types of videos that fit in various time duration.

30 seconds: Ideal for a teaser/trailer. It can be for any product specially book trailers, game teasers etc. If it is TV commercial then off course it cannot be more than 30 seconds anyways. The challenge here is to create something really interesting for the target viewers.

60 seconds: Most of the online explainer videos are of around 1 minute. That’s because research has shown that the viewer’s interest drops beyond 60 seconds. An overview video for your business is an ideal example of 60 seconds explainer video. In 60 seconds you present the awesome facts about your business to hook them into reading through your website for more information. And the format usually is to present the pain points your current customers are facing – then presenting how you are solving that pain. Finishing it up with call to action. It has the perfect 3 act format of “pain” “solution” “call to actions”

90 seconds: Although 60 seconds are more than enough to excite the viewers but if you have too many important USPs that MUST be there in the video. Than the above over view video can extend to 90 seconds. Therefore ideal for an overview video with longer list of benefits. Here we add one more part in the 3 act format “pain” “solution” “benefits” “call to actions”

120 Seconds: Not all explainer videos have the 4 act format of “pain” “solution” “benefits” “call to actions”. There are some which also needs a very quick over of the process. Especially if the process is a 3 step to 5 step process. And off course the 3 step process should be clear with 3 short sentences. And NOT 3 long paragraphs. So the 4 act format becomes 5 act format “pain” “solution” “benefits” “how it works” “call to actions”

Beyond 2 minutes: Anything longer than 2 minutes has to be something which the viewers have come to watch after watching the overview video. This is really important. We have to really stress this point again. Longer videos are those videos which the viewers watch after watching the short explainer video. Which means the viewers are already interested in your business and want to know more. So in this a detail “how it works” video would be a perfect example. Or a detail explanation of the benefits, technical specifications etc. Also tutorials and walk through of the website. This kind of video extensively uses screenshots to explain the details.

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