The Perfect Length for a Video. Does it Exist?
Once you have decided you need an explainer video for a business, there is a standard question that comes to your mind: "How long should my video be?" We have asked ourselves the exact same question and here's what we think about it.
1. What do you need a video for and how are you planning to use it?
Knowing there is a variety of social media where people post video content gives you a choice. It is a choice of a video format and, most importantly, the length of the video. Normally, it has to be specific for every social media platform, so it is absolutely important to have in mind where you want to promote your product. Animated explainer videos can easily be used not only on one, but on couple of platforms, such as your website, Instagram business account, they can be played as an Ad on YouTube or exist on a YouTube channel, but the length is different. For Instagram it has to be 1 minute, but with the introduction of IGTV the length has definitely increased and now can be up to 10 or even 20 minutes. Animated explainer video for your website has to be super informative and capturing, let's say approximately 2 minutes. YouTube Ad is usually from 15 to 30 seconds, but there are no limits for a separate YouTube video on your channel.
It is always good to know what options you have.
2. The first 5 seconds are crucial when it comes to videos
There is a thought-provoking statement about the first 5 seconds of the video. If the viewer starts watching a video and it grabs his attention in 5 seconds, then he is most likely to watch the whole video. It means that the beginning of your video is the most important part, it is where you tell your potential client what your business is about. You can ask a question, or do the opposite and answer the potential question of your client, but you have to speak directly to them in order to draw their attention.
3. Has our attention span decreased?
You may be wondering why does it necessarily have to be 5 seconds? It is scientifically proven that our attention span has gotten shorter and it's harder for us to pay attention to one thing for a long period of time.
An office worker checks his email inbox 30 times in just one hour!
The average smartphone user picks up their phone more than 1,500 times a week.
And as a result, an average web page visit is only 1 minute, while plenty of people leave the website after 20-30 seconds since they have entered it.
Sounds a bit scary, right?
You are supposed to deliver the info about your product in a short period of time and be precise. That's why the "5 seconds rule" is crucial and that's why it is recommended to make your explainer videos or how-to videos no longer than 2 minutes, so people can enjoy the video.
Knowing there is a variety of social media where people post video content gives you a choice. It is a choice of a video format and, most importantly, the length of the video. Normally, it has to be specific for every social media platform, so it is absolutely important to have in mind where you want to promote your product. Animated explainer videos can easily be used not only on one, but on couple of platforms, such as your website, Instagram business account, they can be played as an Ad on YouTube or exist on a YouTube channel, but the length is different. For Instagram it has to be 1 minute, but with the introduction of IGTV the length has definitely increased and now can be up to 10 or even 20 minutes. Animated explainer video for your website has to be super informative and capturing, let's say approximately 2 minutes. YouTube Ad is usually from 15 to 30 seconds, but there are no limits for a separate YouTube video on your channel.
It is always good to know what options you have.
2. The first 5 seconds are crucial when it comes to videos
There is a thought-provoking statement about the first 5 seconds of the video. If the viewer starts watching a video and it grabs his attention in 5 seconds, then he is most likely to watch the whole video. It means that the beginning of your video is the most important part, it is where you tell your potential client what your business is about. You can ask a question, or do the opposite and answer the potential question of your client, but you have to speak directly to them in order to draw their attention.
3. Has our attention span decreased?
You may be wondering why does it necessarily have to be 5 seconds? It is scientifically proven that our attention span has gotten shorter and it's harder for us to pay attention to one thing for a long period of time.
An office worker checks his email inbox 30 times in just one hour!
The average smartphone user picks up their phone more than 1,500 times a week.
And as a result, an average web page visit is only 1 minute, while plenty of people leave the website after 20-30 seconds since they have entered it.
Sounds a bit scary, right?
You are supposed to deliver the info about your product in a short period of time and be precise. That's why the "5 seconds rule" is crucial and that's why it is recommended to make your explainer videos or how-to videos no longer than 2 minutes, so people can enjoy the video.
4. Does the length of the video really matter?
Short answer is yes.
If it is just a start up, people don't know who you are and why they have to buy your product or use your service. You need to get their attention by introducing yourself and explaining your business. In this case it is recommended to make your 2D animated explainer video from 60 to 90 seconds.
Once people get to know you and are interested in your business, it is a perfect time to give them more info about your brand. Your next explainer video or how-to video can be up to 2 or 3 minutes, but remember: you have to give only necessary information.
When your brand name becomes a household name, you can create different videos, starting from 15 seconds for announcing new feature of your product and finishing with 5 or 10 minute videos with full explanation of every little detail (but you have to make sure it is worth watching).
In conclusion, the right length of the video depends on a purpose of the video, but on average it shouldn't be longer than 2 minutes. That way you get to tell all the necessary info about your business and people watching you can enjoy watching your video.
Remember that marketing videos are a form of communication and no one wants to talk about one thing for hours (even if it is pretty good), so make the communication pleasant and you'll see the result.
Short answer is yes.
If it is just a start up, people don't know who you are and why they have to buy your product or use your service. You need to get their attention by introducing yourself and explaining your business. In this case it is recommended to make your 2D animated explainer video from 60 to 90 seconds.
Once people get to know you and are interested in your business, it is a perfect time to give them more info about your brand. Your next explainer video or how-to video can be up to 2 or 3 minutes, but remember: you have to give only necessary information.
When your brand name becomes a household name, you can create different videos, starting from 15 seconds for announcing new feature of your product and finishing with 5 or 10 minute videos with full explanation of every little detail (but you have to make sure it is worth watching).
In conclusion, the right length of the video depends on a purpose of the video, but on average it shouldn't be longer than 2 minutes. That way you get to tell all the necessary info about your business and people watching you can enjoy watching your video.
Remember that marketing videos are a form of communication and no one wants to talk about one thing for hours (even if it is pretty good), so make the communication pleasant and you'll see the result.
Sign up for our newsletter
Get highlights and special offers twice a month
