How Long Should an Explainer Video Be? (And Why It Matters)
If you’ve ever asked, “How long should my explainer video be?”, you’re not alone. It’s one of the most common questions we get.
And the honest answer is: it depends. But there are some clear guidelines that can help you make the right call.
In this post, we’ll break down the ideal explainer video length based on audience, goals, and where your video will live.
Why Video Length Matters
Attention spans are short, and competition for screen time is high. A video that’s too long can lose your viewer before the call to action. A video that’s too short might not give them enough to understand what you’re offering.
Your goal is to say just enough — no more, no less — to keep people watching and move them toward the next step.
General Rule: Keep It Under 90 Seconds
For most explainer videos, the sweet spot is between 60 and 90 seconds. That’s usually enough time to:
Hook the viewer with a problem
Introduce your product or service
Show how it works
Highlight key benefits
End with a clear call to action
How Word Count Translates to Video Length
On average, a professional voiceover reads at about 130 to 150 words per minute. That means:
30 seconds = 75 words
60 seconds = 150 words
90 seconds = 225 words
2 minutes = 300 words
If your script is longer than that, ask yourself: what can I trim? Or should this be split into a series?
Ideal Length by Use Case
Homepage Explainer: 60–90 seconds
Enough to introduce what you do and why it matters.
Social Media Clip: 15–45 seconds
Grab attention fast and keep it tight. Aim for one big idea.
App or Feature Walkthrough: 60–120 seconds
People are expecting detail here, so go longer if needed—just stay focused.
Onboarding or Internal Training: 90–180 seconds
Longer content is fine when the viewer is already committed, like new hires or signed-up users.
Pitch or Demo Video: 60–120 seconds
Tailor to your audience, but try to deliver a complete pitch without dragging it out.
Tips for Keeping Your Explainer Video Tight
Write your script first. Editing on paper is easier than in animation.
Focus on one goal. Don’t try to say everything in one video.
Cut filler words and intros. Get to the point quickly.
Break complex topics into shorter videos. Series work better than one long monologue.
Final Thoughts
Length matters, but clarity matters more. A 90-second video that’s sharp, focused, and engaging will always outperform a two-minute video that feels slow or bloated.
When in doubt, aim for short and strong. If you need help trimming or structuring your message, we’re happy to help.
