How long should your explainer video actually be?

The honest answer is: shorter than you think. But the right length depends on where the video will live and what it needs to do.

Every client I have ever worked with on an explainer video has started by asking for something longer than they need. The impulse is understandable. You have a lot to communicate. But more time does not equal more impact. In most contexts, the opposite is true.

For your website homepage

60 to 90 seconds. This is the sweet spot for a homepage explainer video that introduces what you do, why it matters, and what someone should do next. Longer than 90 seconds and completion rates drop sharply. Most people will watch to the end of a 60-second video if the first 10 seconds are compelling.

For social media

This varies by platform, but the general direction is short.

1. 1

   Instagram Feed: 15 to 30 seconds. Use captions. Most people watch without sound.

2. 2

   Instagram Reels and TikTok: 15 to 60 seconds. The first three seconds determine whether someone keeps watching.

3. 3

   LinkedIn: 30 to 90 seconds. LinkedIn audiences are more likely to watch longer content but patience still runs out.

4. 4

   YouTube: 2 to 3 minutes is viable, but only if the content genuinely sustains interest. Use chapters to let people navigate.

For presentations and pitches

60 to 90 seconds. A video embedded in a presentation or pitch deck is there to set context, not to tell the whole story. Keep it focused on a single key point and let the presenter do the rest.

For training and internal comms

3 to 5 minutes for a complete explainer. If you are explaining a process, a policy, or a concept in detail, this range gives you enough room to be thorough without losing people. Anything longer should be broken into chapters or separate modules.

The rule that applies everywhere

Your video should be exactly as long as it needs to be to achieve its purpose. Every second that does not serve that purpose is a second that works against you.

Before you agree on a duration with an animator, ask yourself: what do I want the viewer to know, feel, or do by the end? Then ask whether you really need two minutes to achieve that, or whether you could do it in one.

About the Author

Dan Deveney is a digital designer, educational specialist, and developer based near Dartmoor in Devon. Through Granite & Glitch, he works with small businesses, charities, and community groups to create accessible, high-performance digital projects, drawing on more than 15 years of experience across design, education, and development.