Most explainer videos work best between 30 and 90 seconds: shorter for ads and social, a little longer for a landing page. Let the complexity of one clear idea set the length, and make a 15 to 30 second cut-down if you plan to advertise.
There's no magic number, but there is a useful range.
Length by placement
- Social ads and feeds: 15 to 45 seconds. Viewers scroll fast, so deliver the idea quickly.
- Landing page hero: 45 to 90 seconds. The visitor already showed interest, so you can explain a little more.
- Product tour or onboarding: 90 seconds to a few minutes, as long as each section has a clear purpose.
Length by idea
Count your key messages. A good explainer carries one main message and up to three supporting points. Each point needs roughly 10 to 15 seconds to land, with the hook and call to action around them.
What makes a video feel long
- Slow openings with logos and long intros
- Repeating the same point in different words
- Showing every feature instead of the main benefit
- No change in visuals for many seconds
How to cut length
- Write the script and read it aloud with a timer.
- Remove the weakest sentence in each section.
- Move detail into a separate, longer video.
- Make a short cut-down version for ads and social.
My own projects
My explainers in the portfolio run from about 30 seconds to just over a minute. They are short because each one covers a single product idea. See them in my video portfolio.
Check your own data. Watch the drop-off graph for each video and shorten the section where viewers leave.
A quick method to pick your length
- Write down your main message in one sentence.
- List up to three supporting points.
- Give each point about 10 to 15 seconds.
- Add about 5 seconds for the opening and 5 for the call to action.
Three supporting points land at roughly 50 to 65 seconds. That's why many explainers sit near one minute.
When to go shorter
- Paid social placements where people scroll quickly
- Videos that sit next to a form or a button
- Repeat audiences who already know your brand
When to go longer
- The product needs several steps explained
- The video is for people who are already evaluating you
- You are teaching a skill, not selling a product
Common mistakes to avoid
- Adding scenes only to hit a round number
- Putting every feature in one video
- Skipping the call to action to save time
Frequently asked questions
Is 30 seconds too short for an explainer?
No. A 30-second explainer works well for one clear idea. My Krater AI project in the portfolio runs about 30 seconds.
Is 3 minutes too long?
Not always, but each minute needs a reason. For a first-touch video, three minutes is usually more than viewers will watch.
Does length affect price?
Usually yes, since longer videos need more design and animation. See the cost of a SaaS explainer video.
Should I make a short version too?
Yes, if you advertise. A 15 to 30 second cut-down of the main video is useful for social. See reels vs TikTok vs YouTube Shorts.
What length works best on a landing page?
About 60 to 90 seconds is a comfortable range for a landing page, while social and ad placements usually favor 15 to 30 second versions.
How many words is a 60-second script?
Roughly 130 to 150 spoken words, plus short pauses for the screen to change.
Bhavesh Vaghela
Freelance video editor and motion designer in Rajkot, India. I make short-form videos, motion graphics, SaaS explainers, logo animations and AI video for clients worldwide.
