What is The Perfect Length for Explainer Videos? - A Case Study
When it comes to explainer videos, length is crucial. Most of them are short and sweet.
However, if it is too short, you risk leaving your viewers hanging. It's too long, and they're likely to click away before your message hits home.
So, what's the perfect length for an explainer video?
There's a sweet spot where engagement, clarity, and retention all line up. Let's find out the ideal length to make an impact in just the right amount of time.
Breadnbeyond has produced explainer videos of varying lengths and recently set out to see how much video length matters to our viewers.
Do they care if a video is a quick 60 seconds or stretches to 3 minutes? More importantly, how does length impact their overall experience and retention?
Our years-ago case study spans 584 public videos. With such a large sample, our findings reflect broader trends for explainer videos.
So, what did we discover?
One key discovery: Viewer retention takes a sharp dip once a video hits the 2-minute mark. Average views dropped from 77% to 57%, which is a substantial difference.
Here are some essential takeaways from our study:
#1. Shorter Videos Keep Attention Best
Animated explainer videos under 60 seconds boast the highest audience retention. Explainers are meant to be quick and packed with easily digestible content. Our data shows that an average 1-minute video holds viewers' attention for about 47 seconds.
#2. Retention Drops with Video Length
As explainer videos stretch beyond 2 minutes, engagement gradually drops. Viewers typically lose interest after 3 or 4 minutes, no matter how high the quality. Every second counts past the 2-minute mark, and if a video drags on too long, viewers are more likely to click away.
#3. Stick to the 1–2 Minute Range
Our findings suggest that the ideal length for animated explainer videos is between 1 and 2 minutes. While engagement does dip after the first minute, this range still allows enough time to cover key points effectively.
Practical Tips for Crafting High-Retention Explainer Videos
We're not just leaving you with case study results. Here are some hands-on tips to help you create a high-retention explainer video that keeps viewers engaged till the end.
Start with a Clear and Relatable Hook
You can grab attention right off the bat with hooks. Use a relatable question, surprising fact, or scenario that mirrors your audience's experiences. Hooks can capture interest and give viewers a reason to stay tuned.
Simplify Your Message to Fit the Format
Explainer videos work best when they're straightforward. Focus on one main idea or solution rather than cramming in too much information. This keeps your message clear and easy to follow while preventing viewers from feeling overwhelmed.
Use Visuals to Reinforce Key Points
Support your script with graphics, animations, or icons that enhance your message. Visuals should guide viewers to the most important points without distracting from your core message.
Invest in a Quality Script and Voiceover
A well-written script is the backbone of an engaging video. Use a conversational tone that speaks to your audience. Pair it with a professional voiceover to create a sense of credibility.
End with a Strong Call-to-Action (CTA)
Give viewers a clear next step. Whether visiting a website, subscribing, or learning more, a concise and compelling CTA directs your audience toward further engagement and action.
When it comes to producing high-retention explainer videos, Breadnbeyond has the expertise to bring your ideas to life. With years of experience, we understand what it takes to captivate an audience from the first second to the last.
If you're ready to make an impact with a top-tier explainer video, Breadnbeyond has the tools and talent to help you succeed. Watch our YouTube channel or read the complete case study!