I talk to customers everyday who want an animated explanation video produced for their website. Often the first question asked is, “how much is a 2 minute video?”, and then after I respond with a price range the next question is, “what about for a 1 minute video?”. I’m tempted to respond by saying, “that would be double”. I never do but in truth, a good rule to live by is that shorter is better. The fact is, a well written one minute video is far more valuable than a 2 minute video. So that brings up the subject of this post, what is the ideal length of a how it works or explanation video. The best answer is, as short as possible. The reason should be obvious. We are competing for the attention of site visitors and there are millions of options out there for them. How do you keep them interested. I will list a few strategies for getting your message across before they click away.
Get Their Attention
If you know who the target market for your product or service is, you should have a clear idea of what problem they have for which you are offering a solution. Present the problem they share, and they will want to hear what you can do to help.
You Have 30 Seconds
Analytics will show that the 30 second mark is where a large percentage of the audience drops off. If you’re going to make a point, and offer valuable information you’d better have them hooked by this point.
Be creative, but not too creative
Animated videos give you a chance to tell a story. Have fun and be creative but don’t get so lost in your story or analogy that you take too long to bring your audience back to the main subject. Hook them in an amusing or creative way, but then get to the point.
Don’t Tell Your Life Story
Customers often expect an animated explainer video to tell everything the company does. This is not the place for that. Find one key message and design a script that drives home that point in a concise way. If they are interested and the video has done its job they will be motivated to learn more.
So What is the Ideal Length for an Animated Explanation Video?
OK, I’ll get to the point of this post. The answer is, there is no magic number but I believe that somewhere between 60 and 90 seconds is the ideal length. I’ve seen exceptions to that and have certainly produced good Animated How It Works Videos that ran longer. If the script and animation is really good you can get away with a longer video but to reach the maximum number of people with your message, front load the video so their attention is peaked by the 30 second mark, and if possible keep it under 90 seconds.
There is certainly much more to making a successful animated marketing video for your business but these simple rules will help keep it to the optimal running time.
Contact How It Works Media to create an animated explanation video for your business. If you have any comments we’d love to hear from you.