Is longer better when it comes to explainer videos? It’s a question we’re commonly asked but before we get to the answer, we have some questions for you. We know we shouldn’t answer a question with a question, but the answer isn’t a simple “yes” or “no”. Continue reading to learn about the factors that will help determine the optimal length for your next explainer video.
Determine Your End Goal
What is your objective with this video? Are you seeking to sell a product or service, generate awareness, educate an audience, create an internal communication, develop a training module, or something else entirely? Your answers to these questions are important factors for the length of your video. For clients seeking to sell, ask yourself where in the sales funnel your viewer is and whether this is their first or fourth interaction with your product.
Sometimes a client approaches us with the goal of creating an overview video that includes all the minute details of their business, rather than succinctly telling their story. That’s where we excel. Telling the entire story of your business isn’t necessarily advisable as an effective way to entice your audience to learn more. Rather, we strive to tell the most engaging part of your story, giving the viewer just enough information that they’re compelled to click / call / take action upon watching it. We’re proficient (and efficient!) storytellers, adept at taking your big picture and translating it into a concise 60 – 90 second story. We’ve got the statistics to prove that in some cases, brevity is better, which we’ll address further on in this post.
For clients with multi-pronged businesses or those with a more complex story to tell, serialized videos are a great solution. This is a topic we’ll be elaborating on in a future blog post, so stay tuned.
Another factor to consider if you’re promoting a product or service through video is whether legal jargon needs to be included. This is a consideration for many of our clients that are under the jurisdiction of regulatory bodies, such as the pharmaceutical industry. If this applies to you, can the disclaimer appear as text on screen or does it need to be spoken, thus consuming air time? This will ultimately impact the length of your video.
Review the statistics for average viewing time when considering the length of your video. Longer videos don’t necessarily equate to lower retention rates. In a Think With Google study, users were given the option to choose between a 15 second, 30 second and 120 second video advertisement. Surprisingly, both longer formats were watched more than the shortest video, and the 30 second video had a 30% higher view through rate (watching until the end) than the 15 second video. The longer form videos also had significantly higher brand favorability results – a fancy way to measure brand recall and impact.
An additional study posted on Medium.com, shows that a multimedia company discovered that when the (explainer) video reaches 2 minutes in duration, the average views drop from 77% to 57%.
And finally, drop off rates are 5% on average at 60 seconds but increase to 60% at 2 minutes, further illustrating that the sweet spot for viewer retention is between 60-90 seconds.
Numbers Don’t Lie
So just how much can you fit into a 60 or 90 second explainer video? The industry standards we abide by that work for our clients and their videos are 60 seconds = 140-150 words and 90 seconds = 210-220 words. Our voice actors read at a moderate pace of 2.3 words per second; a pace that works well with pairing visuals and is proven effective for explainer videos. To put it in perspective, this blog entry is 997 words which would translate to a 7 minute and 22 second video!
140 – 210 words may not seem like much but our team of skilled writers and producers can wordsmith your key messages, ensuring that your objectives are met in the timeframe allocated. It’s important to remember that in the interest of time, sometimes less is more. What can’t be said verbally can often be illustrated visually and vice versa.
Depending on your requirements, 90 second videos often allow for a more fleshed out storyline, whereas 60 second videos address the key points more quickly. That’s not to say a story can’t be woven into a 60 second video; it all depends on your must-have criteria.
Once your video is complete, how are you planning to broadcast it? Is it meant for internal consumption only or are you planning to distribute it far and wide? If you answered with the latter, will it be broadcast online, at trade shows, digital signage, television or elsewhere?
The medium you choose may dictate your length. For example, television commercials are typically 30 seconds in length with some having extended versions online. With regards to social media, Instagram is a popular platform for videos of all kinds, but limits users to 60 second videos in the news feed. Instagram stories cap at just 15 seconds per slide*. Facebook videos can be up to 240 minutes in length (or, since we’re sticking to seconds for this post, that’s 14,400 of them!) and in-stream ads are 5-15 seconds in length. Twitter, LinkedIn and YouTube shouldn’t be overlooked as platforms for broadcasting your content and come with their own specs regarding length, orientation, etc. These are important factors to consider when determining the length of your video.
If your video is too long for a particular format, consider including a revised cut-down in your budget. This is a popular option among our clients and can be easily facilitated by our team.
*Aside from length it’s important to consider formatting your video according to the aspect ratio. Instagram stories are formatted for 9×16 (portrait) orientation.
Our Final Answer
If you’ve read through this entry and are left wondering if we’ve cleverly skirted the answer to the question up top, it’s because we have. By now you know that there’s no right or wrong length. 60 second videos can be just as effective as 90 second videos.
It’s important to note that although we didn’t mention videos greater than 90 seconds in this entry, that’s not to say they’re ineffective. We’ll elaborate on the best time, place and space for long form videos in a future post. In the meantime, you can view some of our long form videos in our portfolio and we’d be happy to discuss examples and their effectiveness. Feel free to contact us for more information or to learn which length of explainer video is best for your business needs.
Sourced From: http://cinemaspice.net/workingwithasmallproductioncrew/
So I’m not going to lie – going on video shoots is both exhilarating and nerve racking. Most of the time it’s just Mikey, Brian, and I going in pairs or riding solo to shoots. We’ll get there set up everything, shoot the commercial or testimonial, and edit the project over the next couple of days. On paper it sounds simple enough right? Well not exactly, having a small production crew has it’s share of advantages and challenges. What is it like working with a small production crew? Two words: A rollercoaster.
With Less Crew Comes More Responsibility
For starters, because there are so few of us we play multiple roles during production & post-production. I am a production assistant, a photographer behind the scenes, camera operator, and a video editor. Brian is a product photographer, camera operator, director, and a video editor. Mikey basically does everything plus motion graphics.
As you can imagine it’s stressful because you’re having to manage your time with different responsibilities, but I think it’s a fun dynamic because you’re not stuck with one role at Cinema Spice. We get to setup the all lighting equipment, make the sure the audio levels on the TASCAM are sufficient, choose where the best place to position the camera is, prep the subject who happens to be camera shy, and record good B-Roll shots for the edit later on in the day. It’s stressful don’t get me wrong but it does make the day more fulfilling.
You also get to learn new video production techniques along the way. I remember starting off as an intern in 2015, and Mikey taught about the ins and outs of Adobe Premiere.
In my own experience being a production assistant and a video editor on shoots is the best thing you can do! It makes the job easier because now you get an idea how all these shots need to be cut together, and which shots were the best ones that day. If you happen man camera and edit in the same project you will have an unique visual perspective. You will know the types of shots you need to get for jewelry store advertisement as oppose to a Facebook food video.
There’s Not A Moment To Waste
If we had more crew on the Cinema Spice team the prep time, production, and editing process would definitely run much faster! However, with more crew equals more micromanaging. Since I’ve known Mikey, he likes to assign tasks to each of us and then moves on to the next project on his to do list; simple as that. With more people thrown into the mix, there’s more assignments and delegation to give, which can halt production. At Cinema Spice we like to wrap on shooting as soon as we can because we know editing will take some time.
Small Crew, More Friends
With only three guys in the office, we see each other more as friends than fellow employees. Mikey will invite us to his new house to hang out sometimes, and occasionally reward our hard work with frozen custard. Whenever my computer is export time is super slow, Brian graciously lends me his desktop to work on. In fact, his wife even took my family photos at decent price. They turned great! We go out get lunch sometimes and discuss about our favorite tv shows or what’s happening in the news.
Most importantly we have fun at our job and we learn to rely on each other. If we get stuck on a project we give each other our opinions on what needs to be fixed or we just hand it over to Mikey. No seriously, when I can’t cut down a sequence down to 2 minutes because it seems there is so much important footage, this guy is a grisly butcher in a four star restaurant during the editing phase. He can slash the sequence to ribbons and the video still comes out looking like prime rib.
Make sure if you’re thinking about creating a collaborative team please find reliable hardworking people. All video production is a team effort and it’s been a great experience being apart of this team.
Subscribe to Blog via Email
Enter your email address to subscribe to this blog and receive notifications of new posts by email.
Join 5 other subscribers
Custom functionality for safari and IE
(function( d )
// In case the placeholder functionality is available we remove labels
if ( ( ‘placeholder’ in d.createElement( ‘input’ ) ) )
var label = d.querySelector( ‘label[for=subscribe-field-462]’ );
label.style.clip = ‘rect(1px, 1px, 1px, 1px)’;
label.style.position = ‘absolute’;
label.style.height = ‘1px’;
label.style.width = ‘1px’;
label.style.overflow = ‘hidden’;
// Make sure the email value is filled in before allowing submit
var form = d.getElementById(‘subscribe-blog-462’),
input = d.getElementById(‘subscribe-field-462’),
handler = function( event )
if ( ” === input.value )
if ( event.preventDefault )
if ( window.addEventListener )
form.addEventListener( ‘submit’, handler, false );
form.attachEvent( ‘onsubmit’, handler );
)( document );
Sourced From: http://0300tv.com/aqd-ii/
AQD2010-Video y Proyecto II
Hemos sido invitados a dar una segunda versión del curso ‘Video y Proyecto’ en la Escuela de Arquitectura UC durante el segundo semestre del 2015. Este curso analizará, reflexionará y trabajará sobre la relación del formato de representación audiovisual y el proyecto de arquitectura con el Cementerio General de Santiago como campo de estudio.
Video superior: Joaquín Serrano Belmar / Estudiante 2do Semestre 2014.
We have been invited to give a second edition of the course ‘Video and Project’ at UC Architecture School during the second semester of 2015. Under the name “Video and Project”, this course will analyze, think and work on the relationship between this representational format and the architectural project with Santiago’s General Cemetery as a research field.
Video on top: Joaquín Serrano Belmar / Student 2nd Semester 2014.
Lugares Comunes: Examen Final / Common Places: Final Presentation
El Examen final del Taller de Ejercitación ‘Lugares Comunes’ liderado por Plan Común en la Escuela de Arquitectura de la Universidad Católica contará con una comisión ampliada compuesta por Rodrigo Pérez de Arce, Cecilia Puga, Carolina Portugueis, Emilio De la Cerda y Francisco Quintana.
Para revisar más información del Taller visita tallerlugarescomunes.tumblr.com
The Final Presentation of the Advanced Studio titled ‘Common Places’ led by Plan Común at the
Architecture School of the Catholic University of Chile will count with a Jury composed by Rodrigo Pérez de Arce, Cecilia Puga, Carolina Portugueis, Emilio De la Cerda and Francisco Quintana.
To review more information about the Studio, please go to tallerlugarescomunes.tumblr.com.
Our last blog entry discussed the short and sweet 60-90 second explainer video and why in some instances, brevity is better. While 60-90 seconds is optimal for maintaining viewer retention, it’s not a one-size-fits-all model. Some of our clients have difficulty distilling their message into a fixed timeframe that’s less than 2 minutes and for good reason! It can be challenging when you’re fully steeped in your business or product to look at it through a fresh lens and from a bird’s eye view. We’re adept at taking broad concepts and telling a succinct story. That said, we can also decipher when there’s more to cover than can be squeezed into the confines of one explainer video. After all, we don’t want to sacrifice your message for the sake of time. The solution? A video series!
A series of explainer videos is ideal for clients with multiple products, services, offerings and key messages or those with long lead product launches or longer than average sales funnels. Videos within a series can range from 15 seconds to 2 minutes with each focussing on a single aspect of your business or the customer journey. A series can help guide your viewer through the sales process and convert them from a prospect into a paying customer. Aside from being used as a sales tool, a video series has proven to work well for training modules, onboarding employees or explaining a new system or software integration to your organization.
From a production standpoint, once your colours, look and feel and tone are established, these elements can be carried through your series, creating a cohesive look and feel. This also cuts down on the time required to determine the style of each video in the series while threading them all together with a consistent look and feel, allowing us more time to focus on the story.
You’ve Captured My Attention, Now What?
Getting – and keeping – the attention of your audience is critical with any kind of content. When you create a series of videos, how do you ensure your audience stays tuned or better yet, doesn’t tune in (or out!) midway through your series?
For public-facing content, it’s not unusual to include a disclaimer at the top of your video or in the accompanying caption (where applicable), indicating that this video is part of a series and to start with the first video. Include links whenever and wherever possible so that viewers can easily navigate to the beginning. Be explicit with your naming conventions, using “Part 1 of 4”, “Chapter 2” or something similar in the title to indicate that your content should be consumed chronologically. Creating a dedicated playlist is another way to group your series together and can easily be externally linked.
For gated content, there are a few ways to disseminate your video series in an orderly (and in order) fashion. An email drip campaign is a great way to dictate the order of your video series distribution and can help generate momentum towards a product launch or sale. Furthermore, you can support the videos with enticing email copy that compels your recipient to “click to learn more”. A compelling CTA also gives you the opportunity to allude to future videos in your series and a tease to what your recipient can expect to see next.
If your video series is intended for training purposes or course modules, there are learning management system (LMS) platforms that allow you to secure content so that it can only be consumed in sequence. This prevents viewers from skipping ahead or losing track of where they are in the series.
Another option is to make use of the “unlisted” status on YouTube which means that only those that are provided a direct URL can access your content; it won’t appear on your channel and is not otherwise searchable. This allows you to control who has access to your video and when.
Whichever method you choose, it’s important to ensure that your viewer is being introduced to your video series at the starting point and not part way through.
Is Serial Your Next Step?
Serialized content has been popularized on the podcast scene and television for years, but it’s no stranger to explainer videos either. Whether it’s for marketing, training or sales purposes, serial videos are carving their space in the content kingdom.
Think about your product or service and how you want to market it. If fitting your “what”, “why”, “how”, “when” and “where” into a few concise statements doesn’t come easily, consider dedicating a video to each component and creating a series. Better yet, get in touch with us to help you determine the most effective way to communicate your message. We’re skilled at storytelling and can advise if serial video best suits your needs.
If it seems like we’re champions for using video as a marketing and sales tool, it’s because we are. It’s also because it works! We’ve helped our clients grow their business, explain their product or service, generate leads and more using video.
Today we want to help you harness the power of video medium to not just generate leads but to move those leads through your sales funnel, from initial contact to signed contract.
The typical sales funnel looks like this:
- At the top of the funnel we have Awareness. Awareness is usually generated through broad sweeping methods, attracting a multitude of prospects to learn more about your offering, thus generating awareness.
- Discovery or Consideration is next down the funnel. This is where prospects are qualified and the methods used to drive them further down the funnel become more targeted towards their needs.
- Evaluation follows Discovery and Consideration and is located mid-funnel. This critical step is where your prospect (hopefully) transitions into a customer. Specifications regarding your offering are discussed and the interaction becomes much more personal.
- If your lead opts in, they’re now in the Intent phase of the funnel, also known as mid, to lower funnel. This is when negotiations take place and an offer is usually presented.
- Once an agreement is met, your prospect becomes a customer. Hooray!
- Finally, at the bottom of the funnel is the small but mighty faction of your customer base that are your loyalists and occasionally, product ambassadors. Though they may account for a small portion of your customers, they are not to be undervalued as their repeat business and referrals can account for exponential lifetime value.
When you review the sales funnel, how are you attracting and moving your audience through each phase?
We’re strong believers in the power of video and how it can be used to generate and move leads through the funnel. If you’re relying on traditional sales and marketing methods to attract leads, that’s fine. There’s a time and place for everything and traditional methods that have proven their effectiveness shouldn’t be disregarded altogether. However, we do implore you to consider integrating more modern, digital marketing methods into your lead generation efforts.
Based on the sales funnel above, we’ve listed some ways in which video can be leveraged during each phase:
- Awareness. Spray and pray! You have a limited time to capture your viewers’ attention so keep this video short, compelling and social-friendly. Shareable content is king in that your audience will be amplified based on the viewers sharing it with their networks. Don’t forget to include a strong call to action! Include links where possible, annotations and provide a clear next step.
- Discovery / Consideration. For this phase, we recommend leveraging gated content. Because the investment of the viewer is greater (in terms of time and information), so too should be the value. Give them an actionable tip as a teaser for what they can expect should they convert to a customer. Gated content can be hosted on a landing page or webinar that requires the viewer to provide their basic information before accessing the video. Cue follow up communication!
- Evaluation. For those that are trickling down the funnel, this is the phase where you want to learn even more about what your prospect is looking for so that you can address their specific needs. Similar to gated content, embedding a long form before, during or after your video is a great opportunity to obtain specifics about your viewer. As for the video itself, incorporating case studies, testimonials from past clients and statistics that speak to the success that your prospect is looking to achieve, are great ways to move them further down the funnel.
- Intent. While you await an offer, this is an opportunity to apply a bit of pressure and doing so through video is an effective way to convey urgency. “Space is filling up!” or “Only 2 hours to act on this incredible opportunity!” type of messages work well when incorporated into video. To sway your prospect even further, consider offering a value-add service or product in exchange for them signing on the dotted line. Incentivizing your prospects with low cost add-ons is an easy way to seal the deal.
- Purchase. Congratulations, you have a customer! Don’t underestimate the power of a follow up “thank you” video. Not to be overlooked is the opportunity for personalization within this video (link to personalization blog entry). Incorporating shareable elements is also great for expanding your reach on social media or other networks your new customer is connected to.
- Loyalty. Anniversary or milestone videos at key dates during the relationship with your most valuable clients/customers are oft-overlooked. Short animated videos work well for this purpose. If you have a referral program, this is a great opportunity to incorporate that. Short but sweet, the power of these types of videos should not be underestimated.
If quality leads are what you’re looking for and you’re stuck in the same old sales cycle, try applying our tips to see what works. Is there a particular phase of the funnel that you get hung up on or tend to lose qualified leads? The examples listed above are just the start. We’d love to continue the conversation offline to see how video can help your prospects flow more smoothly through the funnel.
Subscribe & Follow
Join Our Newsletter
Don’t miss out. Get the latest updates and news about video creation and video marketing. Get some cool bonuses too.