How long should an explainer video be?
Long enough to answer the viewer's question clearly.
The right length depends on the message, the placement and how much the viewer already knows.
I would not choose a length before choosing the job of the video. Introducing a service, showing a software task and teaching someone how to use a product are different jobs.
Choose a starting point, then test the script
These are ways I would scope a project, not proven best lengths or platform limits:
- A simple website introduction: I might start around 60 to 90 seconds, with one clear message and a next step.
- A short social ad: I might explore a 15 to 30 second version built around one point. Check the current rules for the placement before agreeing the cut.
- A product demo: allow enough time to follow a real task, including any screens or results the viewer needs to read.
- Onboarding or training: cover the task properly. Separate different tasks into chapters or individual lessons when that helps people find an answer.
Why shorter is not always better
A shorter edit can lose repetition. It can also lose the explanation someone came for. I would keep the information needed to make the point, then remove the parts that do not help.
Wistia's video-length guide groups its recommendations by the video's purpose, from brief introductions to longer education and training. Its findings describe videos hosted on Wistia. They are useful context, not a guarantee of what will work for your audience.
If a scene is confusing at a normal pace, making the voiceover faster is not the answer. Simplify the point or give it more time.
Check the timing before production
- Read the script aloud. Use a natural pace and include pauses. A silent read can hide how much time the words need.
- Walk through the scene plan. Leave space for the viewer to read a label, notice a change or follow a product step.
- Ask someone new to the idea. What do they understand after one watch? Which question is still unanswered?
For a SaaS demo, use the current product and show the steps honestly. If the full workflow needs more detail, a short introduction can lead to a separate walkthrough.
Agree the main version first
I agree the main placement, expected length and extra versions with you before production. I make the extra cuts and formats only after you approve the main film. Each extra version still needs its own check for message, framing and readable text.
Learn from the published video
Where viewing data is available, look at which sections people watch or leave. Check relevant enquiries and the questions buyers ask, too. Compare similar audiences and placements before drawing conclusions. A high completion rate alone does not prove sales, and a small sample may tell you very little.
See how I plan explainer videos and SaaS product demos. Tell me who the viewer is, what they need to understand and where the video will appear.
FAQ
How long should an explainer video be?
There is no single best length. For a simple introduction, I might plan around 60 to 90 seconds as a starting point, then check the script and the time needed to understand the visuals. A detailed walkthrough may need longer.
How long should a SaaS explainer be?
Choose the task before the duration. An introduction can cover the problem and the main benefit; a demo needs enough time to follow the real product steps. Do not speed up important screens just to reach a fixed length.
Are shorter videos always better?
No. A shorter video can leave out an answer the viewer needs. Judge clarity, viewing behaviour and relevant enquiries together. Views or a high completion rate alone do not prove that a video brings sales.