How long should an explainer video be?

People decide fast whether to keep watching. The longer your video runs, the more of them drop off before the point. So the goal is not to say everything. It's to say the one thing that makes someone want to know more.

The simple version

• Homepage explainer: 60 to 90 seconds.
• Social ad: 15 to 30 seconds, with a strong first 3 seconds.
• Sales or product page: up to 2 minutes if the buyer needs detail.
• Onboarding or how to: as long as it takes to be clear, broken into short steps.

Why shorter usually wins

A 60 second video forces you to cut everything that isn't the core message. That's a feature, not a limit. It makes you lead with the value, show two or three things that matter, and end with one clear next step. Most products can be explained in that window. If yours can't yet, the script needs work before the video does.

Match the length to the moment

Someone scrolling a feed is not the same as someone on your pricing page. The feed wants a quick hook. The pricing page will give you more time, because that viewer already cares. Same product, different length, because the moment is different.

The main version first

I always make the main version first, get it approved, and only then cut the shorter formats from it. That way the 15 second ad and the 60 second homepage cut all come from one strong piece, instead of being made from scratch and pulling in different directions.

FAQ

How long should an explainer video be?

For most homepages, 60 to 90 seconds. For social ads, 15 to 30 seconds. For sales pages, up to 2 minutes if the buyer needs detail.

How long should a SaaS explainer be?

Start at 60 seconds, and only go longer if every extra second earns its place.

Why do shorter videos work better?

The longer it runs, the more people leave before the point. A tight limit forces you to lead with the value.