One of the most common questions we get: how long should the video be? The short answer is that length should follow the message and the channel, not the other way around. Here is a simple guide.
On your site: 60 to 90 seconds
An explainer video at the top of your homepage works best around 60 to 90 seconds. That is enough to explain what you do and why it matters, without losing the viewer. Shorter tends to feel thin, longer loses attention.
In social: 15 to 30 seconds
In the feed you compete with everything else. Here we cut down to 15 to 30 seconds, grab attention immediately and hold a single message. Often this is a short cut of the site video made for exactly this.
In ads: as short as it can be
In paid advertising the format sets the rules. A pre-roll may need to land the point in 6 seconds, a feed ad in 15. Less is almost always more when someone did not choose to watch.
The rule of thumb
- One clear message per video always beats several
- Say the most important thing first, assume the viewer can stop anytime
- Set the length by where the video will run, not by how much you want to include
Read on
Not sure which format fits? See our 2D animation or get in touch and we will help you find the right length and approach. 2D animation starts at $797 per 30 seconds, see pricing.