How Long Should an Explainer Video Be? Real Answer

James Crawford

Published September 17, 20269 min readUpdated September 17, 2026

You're staring at a blank script document, and the cursor won't stop blinking. Should your explainer video be 15 seconds long? A full two minutes? Guess wrong, and you either bore people before your point lands, or you lose them halfway through your ad. This matters because length is not a style choice, it decides whether people watch to the end or scroll past. So, how long should an explainer video be? By the end of this article, you'll know the exact length to pick for your ad, your homepage, or your next sales call.

Most explainer videos should run 30 to 60 seconds, or about 75 to 150 words of voiceover (the recorded narration that plays over your video). Use 30 seconds for ads and social media, where people scroll fast. Use 60 seconds for your website or a sales call, where you have more time to build trust.

Small business owner checking the length of an explainer video on a tablet with a stopwatch icon

How Long Should an Explainer Video Be?

An explainer video should run 30 to 60 seconds for most small businesses, with 60 to 90 seconds being the range most companies land on overall, according to Knowlify. That's roughly 150 to 225 words of spoken script.

Here's the simple rule: use 30 seconds when people are scrolling fast, like on a Facebook ad or Instagram feed. Use 60 seconds when people already clicked on you, like on your homepage or a landing page (a single page built around one offer, like a sign-up or quote request), and are willing to give you a bit more time.

To picture your script size, plan on about 150 spoken words per minute of finished video. That means a 60-second script lands around 140 to 160 words, according to Breadnbeyond. A 30-second script is about half that, or 75 words, so word count is really the thing you're controlling.

Need an explainer video? Get a 30-second explainer for $297 → We write the script, record the voiceover and animate it, delivered in 7 days.

How Many Words Is a 60-Second Script?

A 60-second script is about 140 to 160 words, based on the standard pace of 150 spoken words per minute of finished video, according to Breadnbeyond. A 30-second script comes in around 75 words, and a 90-second script needs about 225 words or more.

Here's how that breaks down by length, use case, and price:

If you write your script and it's under 75 words, you probably have a 30-second video. If it's closer to 150 words, plan for 60 seconds. Anything past 225 words usually means your product needs more explaining, which is where a custom video makes more sense.

Is 30 Seconds Too Short for an Explainer Video?

No, 30 seconds is not too short. For ads and quick pitches, it's often the right length, because shorter explainers of 30 to 45 seconds suit awareness campaigns and ad placements best, according to Yum Yum Videos.

Think about where people see a 30-second video. They're scrolling Instagram, half paying attention, thumb ready to swipe. You have only a few seconds to earn the rest of their time, and a tight, 30-second video respects that.

A short video can still cover the full structure a good explainer needs. It can still grab attention, name the problem, show the fix, then tell the viewer what to do next, according to Biteable. At 30 seconds, you just say each part in fewer words.

A plumber's ad might grab attention with "Pipes leaking again?", name the problem in one line, show the fix in two lines, then close with "Call us today." That's the same structure as a 60-second video, just tighter.

Should My Explainer Video Be a Different Length for Ads vs My Website?

Yes, your video length should change based on where it plays. Shorter explainers of 30 to 45 seconds work best for awareness campaigns and ads, while 60 to 90 second videos work better for your website and sales use, according to Yum Yum Videos.

The reason is attention. On a Facebook or Instagram ad, someone didn't ask to see your video, so you're fighting for a few seconds before they scroll away. On your own homepage or landing page, someone already clicked because they want to know more, so they'll give you closer to a minute.

For placement, here's how long should an explainer video be as a rule of thumb: 30 seconds for Facebook and Instagram ads, 60 seconds for your homepage or landing page, and longer, custom-length videos for sales calls where a rep walks someone through it live.

As for whether video actually helps conversion (getting a viewer to call, book, or buy), the data is more honest than most agencies admit. The often-quoted 80-86% conversion lift from landing-page video comes from data collected before 2020, and modern results range from a 10% drop (wrong video, wrong page) to a 100% lift when the right video sits on the right page, according to Foundry CRO.

In one documented test by Unbounce and Vidyard, adding an explainer video in a lightbox lifted landing-page conversion from 6.5% to 13%, according to TapVid. The lesson: placement matters as much as the video itself.

What Parts Should a Short Explainer Video Script Include?

A short explainer video script should include four parts: a hook, the problem, the solution, and a call to action, according to Biteable. This structure works whether your video is 30 seconds or 90 seconds, the only thing that changes is how many words you spend on each part.

Step 1: Hook

Grab attention in the first 3 to 5 seconds. A hook is the opening line or scene of a script that grabs the viewer's attention before you say anything about your business. For a dentist, that might be "Tired of hiding your smile in photos?"

Step 2: Problem

Name the pain point your customer feels, in their own words, not yours. Don't describe your service yet, just describe what's bothering them. A chiropractor's script might say "Back pain making it hard to get through the day?"

Step 3: Solution

Show how your business fixes the problem you just named. This is usually the longest part of the script, since it's where you explain what you actually do. One common script split is Problem 30%, Solution 40%, Proof 20%, Action 10%, according to Content Beta, meaning the solution section should get the biggest share of your words.

Step 4: Call to Action

Tell them exactly what to do next. A call to action is the closing line that tells the viewer the one next step to take, like "Call now" or "Book your free visit." Keep it to one clear action, not three.

What Is the Ideal Explainer Video Length for a Service Business Like a Dentist or Plumber?

How long should an explainer video be for a service business? It depends on how simple or complex your service is to explain, and where the video will run. Simple, one-step services do well at 30 seconds, while services that need more trust-building do better at 60 seconds, according to Yum Yum Videos.

Notice the pattern: businesses where trust matters more, like a lawyer or a chiropractor explaining a treatment plan, lean toward 60 seconds. Businesses with a fast, obvious fix, like a plumber or a roofer, can stay at 30 seconds and still get the point across.

Want something bigger? Book a free 30-minute video call → We plan your custom video with you and send a fixed quote within 24 hours.

Does a Longer Explainer Video Convert Better?

No, a longer video does not automatically convert better. What matters more is whether the video's length and message match the page it's on, since modern conversion data ranges from a 10% drop when the wrong video sits on the wrong page, to a 100% lift when the right video sits in the right spot, according to Foundry CRO.

This is worth repeating because a lot of advice online still quotes old, inflated numbers. Length alone isn't the lever, fit is. A 90-second video on a fast-scrolling ad feed will likely hurt you, while the same video on a service page where someone is comparing options might work well.

That said, explainer videos remain a safe bet in general, since they were the single most common video type marketers produced, with 73% of marketers having made one, according to Levitate Media, citing Wyzowl. The simple test: picture how long someone will actually stay on the page your video sits on, then match your video length to that.

How Much Does a 60-Second Explainer Video Cost?

A 60-second explainer video costs $497 one-time. A 30-second explainer video costs $297 one-time (normally $497), and both include a written script, a human voiceover, and full animation.

The 30-second option comes with delivery in 7 days, 3 rounds of revisions, and a money-back guarantee, so there's no risk if it's not right. If your business needs something longer or more complex, like a 90-second video or a multi-scene product demo, custom and premium videos start at $1,299. Those are planned on a free 30-minute call, and you get a fixed quote within 24 hours, no guessing what it will cost.

Pick Your Length and Get It Made This Week

So, how long should an explainer video be for your business? Use 30 seconds for ads and social media, use 60 seconds for your website or a sales call, and if your service needs more explaining than that, get a custom quote on a free call. This isn't a guess, it's based on how people actually watch video depending on where they see it.

We've made 14,000+ videos for 13,500+ businesses since 2013, across plumbers, dentists, lawyers, chiropractors, med spas, realtors, roofers, and gyms. Whatever length fits your business, we've likely made something close to it before.

Frequently Asked Questions

Can I turn a 30-second video into a 60-second video later?

Yes, but it usually means writing a new, longer script rather than just stretching the existing one. The extra time needs real content, like added proof points or a fuller explanation of your service, not just slower pacing.

Does a longer script cost more to produce?

Yes, a 60-second video costs more than a 30-second one because it needs more script, more voiceover time, and more animation. Our 30-second video is $297, our 60-second video is $497, and anything past that moves into custom pricing starting at $1,299.

What if I don't know my exact word count yet?

That's fine, you don't need to write the script yourself. We write the script for you based on your business, then fit it to the video length you pick.

Is a voiceover included in the price?

Yes, both the 30-second and 60-second explainer videos include a human voiceover in the price. You don't pay extra for it.

How many revisions do I get if the length feels off?

The 30-second explainer video package includes 3 rounds of revisions, so if the pacing or length feels wrong, we adjust it. There's also a money-back guarantee if it still isn't right for you.

Ready to get your own video made? Order a 30-second explainer for $297 and have it in 7 days, or book a free call if you want a custom video from $1,299.

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