Choosing the right style and duration for your explainer video
When it comes to creating an animated explainer video, two key factors to consider are style and duration. These elements significantly impact the video’s effectiveness, audience engagement, and overall message delivery. Let’s dive into how to make the best choices for each.
Selecting the right style
The visual style of your animated explainer video sets the tone for your message. It needs to match your brand and tone but also needs to appeal to your target demographic. Here are a few popular styles and when to use them:
- 2D Animation: Clean and straightforward, 2D animation works well for explaining concepts in a clear, engaging manner. It’s a versatile option for various industries, including tech, healthcare, and education.
- Mixed Media: Mixed media animation involves combining different materials and techniques to create a seamless animated experience. This particular style pushes the boundaries by incorporating elements such as live-action footage, 3D models, watercolour paintings, paper cut-outs, claymation etc..
- Whiteboard Animation: This style features a hand drawing on a whiteboard, simulating a tutorial. It’s perfect for breaking down complex ideas into digestible steps and often has a casual, instructional tone.
- Motion Graphics: Ideal for data-heavy topics or abstract ideas, motion graphics use animated shapes, icons, and text. This style is popular for corporate presentations and professional environments.
- Character Animation: Using animated characters helps humanize your message and build an emotional connection. This style is great for storytelling, especially when trying to explain a service or brand in a relatable way.
The ideal duration
An explainer video should be concise enough to hold attention but long enough to convey your message effectively. The general rule is to keep it between 60-90 seconds. Here’s why:
- 0-30 seconds: Super short videos work well for social media snippets or teasers but may not be sufficient to explain more complex topics.
- 60-90 seconds: This is the sweet spot for most explainer videos. You have enough time to introduce a problem, present a solution, and include a clear call to action without losing viewer interest.
- 2+ minutes: If your content is more detailed or technical, you might need more time. However, you risk losing engagement, so it’s essential to keep things dynamic and to the point. Of course, a lot of this is dictated by investment; if the viewer has a reason to watch, they will, even if it’s long (they might have something to gain or they’ve paid for the service already etc.)
Key takeaways
An explainer video should be concise enough to hold attention but long enough to convey your message effectively. The general rule is to keep it between 60-90 seconds. Here’s why:
- Choose a style that aligns with your brand and simplifies your message. Whether it’s character-driven storytelling or clean motion graphics, make sure it resonates with your target audience.
- Keep the duration concise – around 60-90 seconds—to ensure you capture and hold your viewer’s attention while delivering your message effectively.
By balancing the right style and duration, you’ll create a compelling, memorable animated explainer video that educates and engages your audience.
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Lee Hall
“I’m the one who does most of the production work, designing, animating and rendering. I’m a husband to an awesome wife and father to two amazingly mad boys. I work from my home office in a house full of books, musical instruments and Lego with a noisy black cat named Jake.”
Animator & Project manager