What is the ideal length for media explainers targeting B2B?
General Duration Guidelines
- The ideal length ranges from 60 to 120 seconds for most B2B explainers.
- Content under 2 minutes retains viewer attention while delivering clarity.
- Shorter durations are preferred for digital platforms and social sharing.
- Complex solutions may extend up to 3 minutes if well-structured.
- Brevity supports focused messaging and faster decision-making.
Based on Communication Goals
- Product introductions or service overviews work best within 90 seconds.
- Case study explainers or solution demos may require up to 3 minutes.
- Investor or stakeholder presentations can be slightly longer with clear segmentation.
- Support or tutorial explainers are broken into modular parts for easier understanding.
- Initial awareness content should aim for quick delivery of value proposition.
Platform-Specific Considerations
- Website landing page videos are ideally 60 to 90 seconds.
- Social media and email-embedded videos perform best under 60 seconds.
- Trade show or event display explainers may range up to 3 minutes.
- Sales decks or pitch presentations may include 2 to 3-minute explainers.
- OTT or in-app B2B ads typically keep runtime under 30 seconds.
Audience Attention Span and Behavior
- B2B audiences prefer high-efficiency content with clear benefits.
- Shorter explainers match the fast-paced viewing habits of professionals.
- Content must hook attention within the first 10 seconds.
- Message clarity and value delivery take priority over animation length.
- Concise scripting improves retention and call-to-action response.
Structural Balance and Flow
- Ideal structure includes problem, solution, benefits, and next steps.
- Script length should guide animation timing, not vice versa.
- Each scene should convey one clear point within 5 to 8 seconds.
- Visual pacing should match voiceover clarity without rush or drag.
- Ending should include a clear CTA within the remaining time buffer.
