Short answer
Choose 60 seconds for most homepage and landing-page explainers, 30 seconds for ads, social and teasers, and 90 seconds for product walkthroughs or complex B2B products. Pick the shortest length that lands your core message: 71% of marketers say videos between 30 seconds and 2 minutes are the most effective (Wyzowl, 2026).
30 vs 60 vs 90 seconds at a glance
| Length | Script | Best for | What fits |
|---|---|---|---|
| 30 seconds | ~75 words | Ads, social, teasers, pitch-deck openers | One problem, one solution, one call to action |
| 60 seconds | ~150 words | Homepages, landing pages, sales emails | Problem, solution, 2–3 benefits, call to action |
| 90 seconds | ~225 words | Product walkthroughs, complex B2B, onboarding | Problem, solution, how it works, proof, call to action |
Word counts are based on an average conversational pace of about 150 words per minute (National Center for Voice and Speech). Voiceovers with more pauses or on-screen demos need fewer words.
When to choose a 30-second explainer
Pick 30 seconds when attention is short and the viewer didn't come looking for you: paid social, pre-roll ads, event screens or the opening slide of a pitch deck. There's room for one clear idea, so lead with the problem your audience feels and end with a single action.
- Your product is easy to grasp in one sentence.
- The video will run as an ad or in a social feed.
- You want a teaser that sends people to a longer video or landing page.
When to choose a 60-second explainer
60 seconds is the most common choice for homepage and landing-page explainers. It gives you time to set up the problem, show your solution, cover two or three benefits and close with a call to action, without losing people who are just browsing.
- The video will sit on your homepage or a key landing page.
- Visitors need to understand what you do and why it matters.
- You want one video you can also use in sales emails and presentations.
When to choose a 90-second explainer
Choose 90 seconds when viewers need to see how your product works, not just why it matters. It suits SaaS walkthroughs, technical or regulated products, and onboarding, where the viewer is already interested and wants detail. If you mainly need to show features, read our comparison of product demo videos vs explainer videos.
- Your product has several steps or users.
- You're selling to technical or B2B buyers who want detail.
- The video will be watched by people who are already evaluating you.
What the data says about video length
Most marketers favour short-to-medium videos: 71% believe videos between 30 seconds and 2 minutes are the most effective (Wyzowl, 2026).
Viewer data points the same way. Wistia analyzed more than 13 million videos for its 2026 State of Video Report and found that videos under a minute average a 52% engagement rate, meaning viewers typically watch about half of the video. For educational videos between one and five minutes, viewers typically watch over 50% (Wistia).
The practical takeaway: put your most important message in the first half of the video, whatever length you choose.
A simple way to decide: 3 questions
- Where will it live? Ads and social lean to 30 seconds; homepages to 60; product pages and onboarding to 90.
- How much does the viewer already know? Cold audiences need a short, sharp hook. Warm prospects will watch more detail.
- How many ideas must land? One idea fits 30 seconds, two or three fit 60, and a step-by-step story needs 90.
If you're still unsure, start with 60 seconds and plan a 30-second cut-down for ads.
Make one video work at several lengths
You don't have to choose just one. A common approach is a 60-second main explainer, plus 15–30 second cut-downs for ads and social and vertical (9:16) or square (1:1) versions for mobile. Planning this at the script stage keeps it affordable, because the same animation is reused.
How length affects cost
Longer videos need more script, voiceover and animation, so they cost more. For a full breakdown, read how much an explainer video costs in 2026 or see our pricing: 30-second videos start from $199, and 60- and 90-second videos get a fixed quote.
Explainer video length FAQs
Is a 2-minute explainer video too long?
Not always. 71% of marketers believe videos between 30 seconds and 2 minutes are the most effective (Wyzowl, 2026). A 2-minute video can work for a product walkthrough or complex B2B offer, but most homepage explainers only need 60–90 seconds.
What length is best for a SaaS homepage video?
Usually 60 seconds: enough to cover the problem, your solution, two or three key benefits and a call to action. If your product needs a feature walkthrough, add a separate 60–90 second demo further down the page.
How many words are in a 60-second explainer script?
Around 150 words. The average conversational speaking rate for English speakers in the US is about 150 words per minute (National Center for Voice and Speech), so 30 seconds is roughly 75 words and 90 seconds roughly 225.
Can a 60-second explainer be cut down to 30 seconds later?
Yes, if it's planned early. Writing the script in clear sections makes it easy to create 15–30 second cut-downs for ads and social from the same animation.
Does a longer explainer video cost more?
Generally yes, because it needs more script, voiceover and animation. At Clickcode Media, 30-second videos start from $199 and 60- and 90-second videos get a fixed quote.
Sources
Wyzowl, Video Marketing Statistics 2026: https://wyzowl.com/video-marketing-statistics/
Wistia, How to Choose the Right Marketing Video Length for Any Goal: https://wistia.com/blog/optimal-video-length
National Center for Voice and Speech, Voice Qualities: https://ncvs.org/tutorials/voice-qualities/