Have you ever clicked “play” on a video and thought, “This is too long” before you even got to the good part? Or maybe you watched something so short that you felt confused—and unsure what action to take next? These are the signs that video length matters more than many people realise.
So here’s the big question: how long should an explainer video be to really work—especially on your website or blog? At i-Q&A we believe there are clear patterns in data, platform behaviour, and viewer attention that help you make better decisions, deliver stronger messages, and see more results.
What We Mean by an Explainer Video?
An explainer video is your online elevator pitch. It tells people who you are, what you do, and why they should engage—with clarity and urgency. If it’s too short, you may lose essential detail. If it’s too long, people may drift off before they know what to do next. Getting the right balance isn’t just nice—it’s necessary.
The Ideal Length: 60–120 Seconds
For most websites or blogs, the most effective explainer video range is 60–120 seconds. That length gives enough room to:
- Introduce your brand
- Show the problem you solve
- Show how you solve it
- Ask the viewer to take a next step
If you have more complex information to share—say for detailed comparison, technical features, or onboarding—you can stretch the video up to 180 seconds. More than that, though, and you need to be confident that every additional second adds value.
At i-Q&A, when we work with clients, this 60-120 second band is almost always the starting point. It’s the range where the greatest number of viewers stay engaged, and where calls-to-action are still likely to get a response.
Why Shorter Often Wins — But Not Always
Viewer attention is a scarce resource. Studies show:
- On average, about 70% of a 60-second video is watched.
- About 65% of a 120-second video is watched.
That extra minute gives maybe 36 more seconds of viewing—but also introduces risk. If your message or CTA (call-to-action) appears too late in a longer video, many viewers may have already dropped off.
Some messages can be delivered in 30-60 seconds without losing impact. Top-of-funnel campaigns, awareness materials, or teaser content often perform better when they are sharper, more direct.
However, when you have a viewer who already knows something about your product or service, or who is in a decision-making phase, it’s okay—and often beneficial—to go a little longer. Just don’t stretch without good structure.
Matching the Length to the Buyer’s Journey
A video should meet the viewer where they are. At i-Q&A we always plan video content according to the buyer’s journey, because different stages demand different levels of information and trust.
Stage | Best Length | What to Include |
Awareness (cold audience) | 15–30 seconds | The problem or outcome, a hook, a brief hint of your solution, one clear action. |
Evaluation (homepage / product page) | 60–90 seconds | Who you are, what you do, how it works at a high level, what differentiates you. Keep visual pace brisk. |
Decision (comparing options) | 2–2.5 minutes | Enough time for features, benefits, proof (testimonials, metrics), and strong CTAs. |
Onboarding / Help | Several short clips (30–60 seconds each) or a single tutorial up to 3-5 minutes | Break things into steps, focus on clarity, show outcomes, use visuals or screen demos. |
Where the Video Will Live Alters How Long It Should Be
The platform or context where people see your video changes what they expect—and what they’ll tolerate.
- Website homepages / key landing pages: 60–90 seconds tends to work best here, because people visiting these pages already have intent.
- Social media ads (Facebook, Instagram, LinkedIn): These favour shorter clips. 15 seconds is often ideal for grabbing attention, sometimes even 6 seconds for bumper ads. Captions matter (since many view without sound).
- YouTube pre-roll or video-ads: If you can make your value apparent in 6 seconds, that’s a win. If not, stay under ~25 seconds and make sure the key benefit appears early.
- Organic video on TikTok or Instagram Reels: 30-60 seconds, appealing visuals, strong hooks at the start.
- Tutorials or feature walkthroughs: If people are seeking help, they accept longer content. But even here, chunking into steps helps—for both video editing and the viewer’s sense of progress.
When Longer Videos Make Sense
There are circumstances where going over 2 minutes—or even up to 3-5 minutes—works well. But those are cases where your viewer’s expectations and the nature of the content make it reasonable.
Examples:
- Detailed product demos
- Onboarding or training content
- Complex workflows or technical instructions
If you go longer, here’s what helps:
- Lead with the outcome: Tell the viewer early what they will gain or learn. Don’t hold off until midway.
- Stay visual: Use diagrams, screen captures, animation or live action (whichever is right), frequent cuts or changes in content to maintain engagement.
- Chunk content: Use headings or sections, progress bars or markers so people aren’t lost.
Give pay‐offs often: Every 20-30 seconds, offer something useful—an insight, a benefit, a result—to keep people watching.
Structure That Serves
Here’s a simple script layout if you’re aiming for ~60-90 seconds. It works well for many promotional or website explainers:
- Hook / Problem (5-10 seconds) – What issue are you solving, or what opportunity are you offering?
- Solution / Value (5-10 seconds) – Introduce your brand and the promise you deliver.
- How It Works & Benefits (30-50 seconds) – Three or four key points, visually supported, concrete examples.
- Call to Action (10 seconds) – One clear and strong next step: “Sign up”, “Book a demo”, “Learn more”, etc.
At i-Q&A we ensure clients’ scripts are built around a time budget like this. It helps avoid padding or losing momentum.
Small Tweaks That Improve Retention Without Adding Length
Even a video that’s well-timed can lose people if these elements are neglected:
- Open with movement or an intriguing visual so the first few seconds earn attention.
- Trim out filler: reduce pauses, cut repeated ideas, eliminate unnecessary transitions.
- Design for muted viewing: include captions, bold on-screen text. Many people watch without sound.
- Reference the viewer early: “If you manage a small business…” helps people see themselves in the video.
- Repeat the CTA: once in the middle (if video is longer) and again at the end.
Test two versions: a shorter cut (60-70 seconds) and a longer cut (90 seconds) to see which performs better.
How i-Q&A Can Help You Make the Right Choice
At i-Q&A we do more than advise. We partner with you to:
- Plan your video around your audience: We’ll help you map out who is watching, where, and at what stage—so your video hits the right tone and length.
- Write scripts that respect time budgets: With our guidance, you avoid unnecessary content and ensure your message is clear, early, and complete.
- Design visuals and edits that retain attention: We know how to use movement, transitions, and structure to keep people watching.
- Optimise for platforms: Whether your video will live on your website, Instagram, LinkedIn, or in email, we help tailor version lengths and styles.
- Measure what matters: Views, retention, drop-off points, call-to-action responses—and then refine.
If you’re seeking help creating an explainer video or improving an existing one, you can reach out through i-QA.net where we walk you through the steps, show examples, and help you set realistic timelines and costs. We want your video not just to look good, but to make viewers act.
Frequently Asked Questions
What’s the best length for an explainer video?
Most of the time, 60-90 seconds is the safe, effective range.
Can complex topics fit into shorter videos?
Yes—by focusing tightly on the core message, or by creating a series of shorter clips if needed.
How do I keep viewers engaged in longer videos?
Structure matters: outcome up front, visual variety, regular pay-offs, clear sections.
What about ads vs opt-in content?
Ads (especially for cold audiences) need to be very short. Opt-in or help content can go longer because the viewer has chosen to watch.
Final Thoughts
If you’re asking “how long should my explainer video be?”, start with 60–90 seconds for most website or blog use. Push to 2-2.5 minutes only when deeper information, comparison, or proof is required. Keep ads and awareness pieces shorter—15-30 seconds, or even 6 seconds if you can make the message sharp.
But remember: it’s not just about how long—it’s what you do with it. A strong hook in the first few seconds, clear and early value, steady pacing, good visuals, and one clear next step at the end are what make the difference.
If you’d like help putting all these pieces together—what fits best for your audience, your brand, and your platform—i-QA.net is here. We can help you script, produce, edit, and measure explainer videos that do more than inform—they drive action.
