How Long Should An Explainer Video Be in 2023?
Mastering the art of simplifying complex services in the financial sphere is a must. It’s here that explainer videos prove their worth, becoming an indispensable part of your marketing toolkit.
Yet, a pressing query often arises: “What should be the duration of an explainer video?” In the context of today’s rapid digital evolution and ever-decreasing attention spans, the optimal length falls within the 1-2 minute range.
This thorough guide uncovers the rationale for this specific time slot standing as the optimal measure for explainer videos, predominantly in the complicated arena of financial services.
We’ll navigate through data-driven insights, unpack the variances across different platforms, and equip you with the knowledge to craft a compelling explainer video that strikes the perfect balance between brevity and substance.
Regardless of whether you’re introducing a new pension fund, launching a budget management app, or advertising a global issuer-processor, this guide will ensure your explainer video is not only viewed but also comprehended and actioned.
An Explainer Video Should Be 1-2 Minutes
Without further ado, let’s tackle the question head-on: How long should an explainer video be? Drawing from research which we’ll cover later and our practical experience, we assert that the ideal length of an explainer video should hover between the one to two-minute mark.
Now, I can almost hear the wheels turning in your head, “Just one to two minutes? That’s hardly enough time!”
In some situations, you might be right. But when it comes to producing a persuasive, impactful explainer video, particularly within the maze of financial products and services, this duration is more than ample.
Bear in mind that an explainer video isn’t intended to dissect every single facet of your product or service. Instead, it offers a high-level glance at how your offering solves a problem.
It’s designed to distill complex information into digestible, clear content that resonates with your audience. The central question an explainer video should answer from your buyer’s perspective is, “what is in it for me?” And this critical message can be efficiently delivered within a 1-2 minute window.
We’re operating in an age of immediacy, where information must be conveyed quickly and succinctly. Should your video exceed two minutes, you venture into the danger zone of losing your viewer’s interest and, subsequently, a potential customer.
Why Should An Explainer Video Should Be 1-2 Minutes?
As you embark on creating an explainer video, you might find yourself asking, “Why should I restrict my content to just two minutes?” It’s a valid question, and the answer is rooted in viewer behaviour, backed by data.
Wistia, a leading video software company, conducted a study examining the length and viewer engagement of 1.1 million videos. The results were illuminating and hold significant implications for the optimal length of explainer videos.
Their findings reveal a rule that creatives have held dear for centuries: “Less is more.” This timeless adage remains true even in the realm of explainer videos.
Wistia found that videos under the 60-second mark experienced the highest levels of engagement from viewers. It seems counterintuitive, but when it comes to holding your audience’s attention, shorter videos are in fact more effective.
However, it’s not all black and white. As the video length stretches beyond the golden minute, engagement does start to taper off, but not drastically. Videos up to five minutes in length were found to retain 50% of their audience on average.
Once the video length crosses the five-minute mark, engagement continues on a steady downward trajectory. This tells us that while viewers are forgiving to a certain extent, their patience has its limits.
Tailoring for the Audience: An Explainer Video Should Be Focused
With its intricate aspects, the financial services sector often comes across as a challenging field to comprehend. Thus, an explainer video that values the audience’s time while offering significant content will definitely resonate with your viewers.
Remember, an explainer video should be designed with precision, ensuring the delivery of a clear and succinct message, tailored to the financial literacy level of your audience.
Let’s illustrate this with a couple of examples. Picture a global issuer-processor with a plethora of interconnected services and processes. Given the inherent complexity of its operations, an explainer video for such a service might justly demand the full two-minute duration.
This would allow sufficient time to shed light on the intricate mechanisms that enable secure, efficient transactions across different currencies and countries, all while maintaining the viewer’s engagement.
In contrast, consider a budget management app. This service is simpler and more straightforward.
A user needs to understand how to input their income and expenses, set budget categories, and maybe get an overview of insightful spending analytics.
For such an app, a one-minute explainer video might suffice, focusing on its user-friendly interface, easy setup, and privacy and security features.
Quality Over Quantity: An Explainer Video Should Be Engaging
While we’ve honed in on the time-length aspect, it’s crucial to note that quality is a multi-faceted concept that goes beyond content alone. An explainer video should not only captivate with its narrative but also engage through its aesthetic appeal.
Filling two minutes with uninspired content, no matter how informative, can do more harm than good. Every single second of your explainer video must add value, offering viewers engaging, beneficial information wrapped in an appealing package.
Imagine a scenario involving a robo-advisory firm. Within the sophisticated sphere of algorithm-oriented financial consulting, a well-structured, aesthetically pleasing 2-minute explainer video can be a game-changer.
Imagine the video starting with music that subtly sets the tone – perhaps something soothing to mitigate the apprehension around robo-advisors.
The video acknowledges viewer fears about automated financial advice in an empathetic manner. This initial connection builds trust and paves the way for smoother communication.
As the video transitions into the many benefits of robo-advisors, the visual aspect comes to the forefront. Smooth, dynamic animations elucidate the functioning of robo-advisors.
This visual narrative, combined with precise, clear explanations, can transform the perception of robo-advisors from being complex and intimidating to user-friendly and efficient.
Towards the end, a compelling call-to-action appears, not just through strong words but also through persuasive visual cues. A simple, inviting animation can encourage viewers to take the leap and try out the platform.
Different Platforms, Different Rules: How Long Should An Explainer Video Be?
As we delve further into the question “How Long Should An Explainer Video Be?”, it’s evident that context plays a pivotal role. Yes, the 1-2 minute rule is our guiding light, but it isn’t a rigid framework.
Each platform where your explainer video will make its appearance has unique norms and user behaviours, influencing video engagement to varying degrees.
How Long Should An Explainer Video Be For Your Website?
Let’s initiate this journey with your website. This space is your home ground, where visitors arrive with the intention of spending time to understand your services.
Here, an explainer video that is concise yet comprehensive can work wonders.
Two minutes can provide a well-rounded overview of your financial services, keeping visitors engaged and informed.
YouTube
Next, we land on YouTube – a platform that lives and breathes videos. While YouTube viewers are more accepting of longer content, remember, your explainer video is not a documentary.
Maintain a crisp, clear, and succinct format. A two-minute explainer video may fit perfectly here, but caution should be exercised to not excessively stretch this limit.
Tailoring for Social Media: The Art of Repurposing
In the realm of social media, a slightly different strategy is recommended. Here, you need bite-sized content that can be shared across various channels, such as LinkedIn, Instagram, Facebook, Twitter, and even TikTok.
According to research from Hootsuite, a well-renowned social media management platform, the optimal video lengths for these platforms are significantly shorter:
- Instagram video length: 1 minute
- LinkedIn video length: 30 seconds
- TikTok video length: 7 – 15 seconds
- Twitter video length: 44 seconds
- Best Pinterest video length: 6 – 15 seconds
- Best Snapchat video length: 7 seconds
These numbers highlight the importance of repurposing your explainer videos to match the unique dynamics of each platform, maximizing viewer engagement.
Remember the golden rule of 1-2 minutes. However, be aware that this rule is a guide, not an ironclad law.
The beauty of it lies in its versatility, allowing you to adapt to the unique dynamics of each platform, enhancing your reach and impact.
Navigating the Ideal Length: Your Guide to Creating an Engaging Explainer Video
Navigating the creation of an explainer video that adheres to the optimal length and keeps your audience engaged can seem daunting. However, armed with a strategic approach, it’s a mission entirely achievable. Here’s your compass:
Refine Your Core Message
Your journey starts with defining your central message. Every word, every image in your explainer video should echo this theme.
Being concise and precise about what you want your audience to take away when the video ends is your North Star.
Develop a Good Script
Every word holds weight when it comes to explainer videos. Given that a minute of video translates to roughly 150 words, crafting your script becomes a pivotal task in creating a concise yet substantial narrative.
Customise for Your Platform
As discussed above, the landscape of your video—where it will be hosted—plays a significant role in determining its ideal length.
Each platform, from your website to LinkedIn to YouTube, comes with unique user behaviours that can shape the engagement with your video. Be ready to adapt.
Consider Your Service’s Complexity
The intricacy of your financial service can influence your explainer video’s length. More nuanced offerings might require two minutes to ensure comprehension, while simpler services could be succinctly explained in less time.
Engage Your Viewer
Keeping your audience intrigued from start to finish is essential. A blend of vibrant visuals, straightforward language, and compelling voiceovers can create an explainer video that commands attention, regardless of its length.
Conclude with Impact
Your explainer video should conclude with a compelling call to action. Lead your audience towards their next steps—whether that’s more in-depth exploration of your website, signing up for a service, or scheduling a consultation.
Remember to Include Captions
Hootsuite’s Digital 2022 report notes that a significant number of users (70%) still watch videos without sound. Thus, the addition of accurate captions ensures that your content is inclusive and comprehensible for all, regardless of viewing conditions.
Conclusion: An Explainer Video Should Be 1 to 2 minutes
Communication is the lifeblood of any industry, especially so in financial services where the offerings can often be complex and challenging to understand.
A well-crafted explainer video serves as a potent weapon in your marketing arsenal, not only clarifying intricate concepts but also creating a profound connection with your audience.
However, perfecting explainer videos goes beyond developing a persuasive narrative—it also involves valuing your audience’s time.
As we’ve discussed throughout this guide, the optimal length for an explainer video falls within the 1-2 minute range. This duration strikes a perfect balance, providing enough time to present your product’s unique selling proposition without overstaying your welcome in your audience’s busy day.
We’ve delved into the various aspects influencing this golden rule, including platform norms and the complexity of your financial product.
We’ve also explored how best to craft your explainer videos, underscoring the importance of a tight script, visually engaging content, compelling music, and a strong call to action.
Thank you for taking the time to read through our comprehensive guide. At Keystone Media, we understand the unique challenges and demands of the financial services industry.
We’re passionate about using the power of animation to help you simplify the complex and connect with your audience.
Remember, every second counts in an explainer video. Make your message clear, your visuals compelling, and your timing precise. If you need help crafting that perfect 1-2 minute explainer video for your financial service, we’re here to assist.
Don’t hesitate to reach out to us. Let’s work together to tell your story, engage your audience, and drive results. We look forward to helping you create animated explainer videos that are not only engaging but also effective.
Schedule a free consultation or reach out to us at info@keystonemediahq.com. Let’s begin the journey towards perfecting your message.