We’ve all clicked away from a video that felt like it would never end. On the flip side, we’ve also watched a video that was so short it didn’t tell us anything useful. When it comes to business video content—especially hero content like company promos or animated explainers—finding that sweet spot in length is absolutely crucial.
In this blog, we’re tackling the big question: what’s the ideal video length? And more importantly—why does it matter?
Whether you’re creating a sleek animated explainer, a heartfelt company promo, or a snappy product demo, the right duration can mean the difference between keeping attention and losing it.
Why Video Length Matters
The internet is a busy place. Your audience is scrolling, swiping, replying to emails, and probably ignoring that 20-tab browser they promised to organise. Video has to compete, and fast.
That’s why understanding viewer attention is key. Here’s what the data says:
- HubSpot found that videos up to 2 minutes long get the most engagement across platforms.
- Wistia’s 2023 Video Engagement Report revealed a steep decline in engagement after the 2-minute mark.
- Vidyard reports that 68% of viewers will finish a video under 1 minute, but this drops to 25% for videos over 3 minutes.
Here’s a visual snapshot of that viewer drop-off:
Matching Length to Purpose: A Walk Through the Funnel
To choose the right length, you first need to know where your video fits in the sales funnel:
Top of Funnel (Awareness)
- Content: Brand videos, short promos, animated teasers
- Length: 30–60 seconds
- Purpose: Grab attention, introduce your brand
- Why shorter? At this point, viewers know little about you and have low commitment—so you need to make a fast, positive impression.
Middle of Funnel (Consideration)
- Content: Product explainers, case studies, behind-the-scenes, culture videos
- Length: 60–120 seconds
- Purpose: Educate, build trust
- Why this length? The viewer is more engaged now and looking for information. There’s room for storytelling, but it still needs to be tight.
Bottom of Funnel (Decision)
- Content: In-depth demos, onboarding guides, client testimonials
- Length: 2–4 minutes
- Purpose: Answer detailed questions, support a final decision
- Why longer? If someone’s this far down the funnel, they’re willing to spend more time. Just make sure every second is useful.
Be Smart with Planning
Here’s the clever bit—if you plan well, you can capture all of this content in one production shoot. That might mean scripting your hero video for the mid-funnel and planning extra footage for a short teaser (top of funnel) and a deep dive (bottom of funnel).
If you’re producing an animated video, the same rule applies. With smart pre-production, your main video can be broken into shorter, topic-focused versions—perfect for repurposing across platforms or stages of the funnel.
Why Hero Content Needs Breathing Room
Hero content—like your brand film or animated explainer—is your centrepiece. It should:
- Tell a story
- Introduce your brand or product
- Create emotional connection
- Deliver a clear message
Our experience (and plenty of industry evidence) shows that 90–119 seconds is the ideal range for this. It’s long enough to tell a compelling story, but short enough to keep people watching. Anything longer risks losing your audience before your message lands.
But here’s the key question:
Is it worth doubling your video’s length to include more detail if it means more people might drop off before the end?
Here’s what the data tells us:
According to aggregated figures from HubSpot, Wistia, and Vidyard:
- Videos under 60 seconds average around 78–88% completion.
- Videos in the 90–120 second range drop to an average of about 53%.
So yes, you do lose some viewers as the length increases—but you gain double the runtime to build emotion, develop story, and add value.
For hero content that leads your brand narrative, that trade-off is often worth it—especially if you structure your key messaging for early impact and use compelling visuals throughout. It’s about making every second count, not cutting every second you can.
What Happens When Videos Are Too Long?
Simple answer: people stop watching. Here’s what that means in real terms:
- Your call to action might not be seen
- Viewers might misunderstand the message
- You’re wasting budget on content that isn’t being finished
If your story genuinely needs 5 minutes—consider turning it into a series or a structured walkthrough that gives people control over what they watch and when.
When Short Isn’t Always Best
Short videos have their place—especially on platforms like Instagram, TikTok, or in email marketing. But don’t fall into the trap of thinking everything needs to be under a minute.
If you’re investing in a brand-defining video, it deserves more than 45 seconds. You just need to script with intention, keep the pace snappy, and ensure every moment earns its place.
Summary: Time It Right, Make it Work
There’s no universal rule for video length—but there is smart thinking. If you understand your audience, know your objective, and match your message to where they are in the buying journey, you’ll land on the right timing.
As a general guide:
- 30–60 seconds = grab attention
- 60–120 seconds = tell your story
- 2–4 minutes = dive deeper
For hero content, we recommend aiming for 90–119 seconds—it’s the sweet spot for engagement, storytelling, and clear communication.
And remember: plan smart, and you’ll get a hero video, shorter snippets, and deeper edits all from one production. Now that’s time well spent.
