One of the most common questions we get: “How long should my explainer video be?” The answer depends on where you’ll use it, what you’re explaining, and who’s watching.
The Short Answer
60-90 seconds. That’s the sweet spot for most explainer videos. It’s long enough to explain a product or service, short enough to hold attention.
Ideal Video Length by Platform
Homepage explainer: 60-90 seconds
Social media (organic): 30-60 seconds
Social media ads: 15-30 seconds
Product demo: 90-120 seconds
Investor pitch: 60-90 seconds
Onboarding/training: 2-5 minutes
Email marketing: 30-60 seconds
Why Shorter Is (Almost) Always Better
Attention spans are shrinking. According to Vidyard, the average viewer watches 62% of a video. For a 60-second video, that’s 37 seconds of attention. For a 3-minute video? Only about 1:52. The math favors shorter videos.
The Exception: Complex Products
If you’re selling enterprise software with a 6-month sales cycle, a 2-minute deep-dive video can work. But even then, consider breaking it into a series: a 60-second overview + a 90-second “how it works” video.
Word Count Guide
The average voiceover pace is about 150 words per minute. Here’s a quick reference:
- 30 seconds: ~75 words
- 60 seconds: ~150 words
- 90 seconds: ~225 words
- 2 minutes: ~300 words
Our Recommendation
Start with 60 seconds. If you can’t tell your story in 60 seconds, you might need to simplify your message rather than extend the video. At ExpansionVideos, our pricing is per 30 seconds, so you only pay for the length you need. See our pricing or book a free consultation.