The Short Answer
For most SaaS explainer videos, the sweet spot is 60-90 seconds. But that's just the starting point. The right length depends on several factors we'll explore in depth.
Key data point: Videos under 2 minutes see the highest engagement rates, with 60-second videos averaging 77% viewer retention vs. 57% for 2+ minute videos.
Video Length by Type
Homepage Explainer Videos
Your homepage visitor has 8 seconds of attention. A 60-90 second video respects their time while delivering your core message. Any longer and bounce rates increase.
Product Demo Videos
Product demos can be longer because viewers have higher intent. They want to see how features work. Break into chapters for easy navigation.
Social Media Videos
Social feeds are competitive. Instagram Reels peak at 15-30 seconds, LinkedIn at 30-60 seconds. Hook in the first 3 seconds or lose them.
YouTube Content
YouTube's algorithm favors watch time. Longer, valuable content ranks better. Educational tutorials, deep-dives, and thought leadership thrive here.
Onboarding/Training Videos
Users learning your product will watch longer content—if it's organized. Break training into bite-sized modules, not one long video.
Video Length by Funnel Stage
| Funnel Stage | Optimal Length | Why |
|---|---|---|
| Awareness | 15-60 seconds | Low intent, capture interest fast |
| Consideration | 1-3 minutes | Explain value, build understanding |
| Decision | 2-5 minutes | Show proof, address concerns |
| Onboarding | 3-7 minutes | Drive adoption, reduce churn |
Video Length by Platform
| Platform | Optimal Length | Max Length |
|---|---|---|
| Website (homepage) | 60-90 sec | 2 min |
| Instagram Reels | 15-30 sec | 90 sec |
| TikTok | 15-60 sec | 3 min |
| 30-90 sec | 10 min | |
| YouTube | 8-12 min | No limit |
| 60-90 sec | 240 min | |
| Twitter/X | 30-45 sec | 140 sec |
| 30-60 sec | 90 sec |
The Science of Attention
The First 3 Seconds
33% of viewers drop off in the first 3 seconds. This is where you either hook them or lose them. Never start with a logo animation—start with the problem or a provocative statement.
The 30-Second Cliff
Another major drop-off happens at 30 seconds. By this point, viewers need to understand what you're offering and why they should care.
The 2-Minute Wall
Engagement drops significantly after 2 minutes for most content types. If your video exceeds this, you need exceptional content or a captive audience.
Completion Rates by Length
| Video Length | Average Completion Rate |
|---|---|
| Under 30 seconds | 85% |
| 30-60 seconds | 77% |
| 1-2 minutes | 65% |
| 2-5 minutes | 45% |
| 5-10 minutes | 35% |
| 10+ minutes | 25% |
How to Structure a 60-Second Explainer
Here's a proven structure for a high-converting 60-second explainer video:
- Hook (0-5 sec): Open with the problem or pain point
- Problem agitation (5-15 sec): Deepen the pain, build relatability
- Solution introduction (15-25 sec): Present your product as the answer
- Key benefits (25-45 sec): Show 2-3 core benefits with visuals
- Social proof (45-50 sec): Brief testimonial or trust signal
- CTA (50-60 sec): Clear, single call-to-action
When Longer Is Better
Despite the data favoring short videos, there are legitimate cases for longer content:
Complex Products
If your product genuinely requires explanation (enterprise software, technical tools), viewers will accept longer content. But break it into chapters.
High-Ticket Sales
When deals are $10K+, buyers expect depth. A 5-minute video that addresses concerns is better than a 60-second teaser.
YouTube SEO
YouTube rewards watch time. If SEO is your goal, longer educational content (8-15 min) outperforms short clips.
Training Content
Users learning your product have opted in. They'll watch 5-10 minute tutorials if the content is valuable and well-organized.
How to Cut Without Losing Quality
1. Kill the Introduction
Don't spend 15 seconds saying who you are. Viewers don't care—yet. Earn their attention first.
2. One Message Per Video
Trying to say everything means saying nothing memorable. Focus each video on one core concept.
3. Show, Don't Tell
10 seconds of screen recording beats 30 seconds of narration about a feature.
4. Cut Transitions
Long transitions and animations waste precious seconds. Keep pacing tight.
5. End When You're Done
Don't pad to reach a length. If you've made your point at 45 seconds, that's your video.
Frequently Asked Questions
What is the ideal length for an explainer video?
The ideal explainer video length is 60-90 seconds for most use cases. This provides enough time to present a problem, introduce your solution, and include a call-to-action while maintaining viewer engagement.
Are longer videos better for SEO?
For YouTube SEO, longer videos (8-15 minutes) tend to rank better because they increase watch time. However, for website explainer videos, shorter is better for conversion rates. The right length depends on your primary goal.
How much information can fit in a 60-second video?
A 60-second video typically contains 150-170 words of voiceover. This is enough to introduce a problem (10 seconds), present your solution (25 seconds), show key benefits (20 seconds), and deliver a CTA (5 seconds).
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