One of the most common questions businesses ask when planning video content is how long the video should be. The answer is not a fixed number — it depends on the type of video, the platform it will live on, and what you are asking the viewer to do after watching. Getting the length right dramatically improves completion rates and the effectiveness of your call to action.
The Core Principle
A video should be exactly as long as it needs to be to achieve its goal — and not one second longer. Every unnecessary second is an opportunity for a viewer to click away. The discipline of cutting everything that does not directly serve the video’s purpose is what separates effective business videos from forgettable ones.
Homepage and Landing Page Videos — 60 to 90 Seconds
Homepage visitors are making a quick decision about whether your business is relevant to them. A 60 to 90 second explainer video gives you enough time to communicate the problem you solve, introduce your solution, and deliver a clear call to action without losing viewer attention. Research consistently shows completion rates drop significantly for homepage videos over two minutes.
Social Media Videos — 15 to 60 Seconds
Social media feeds move fast. Viewers decide in the first two to three seconds whether to keep watching. Short punchy videos that deliver one clear idea perform best on Facebook, Instagram, and LinkedIn. Save the longer explanations for your website — social media is for creating curiosity and driving people there.
Explainer Videos — 60 to 120 Seconds
A product or service explainer video can run slightly longer than a homepage video because viewers who click to watch an explainer have already expressed interest. Two minutes gives you enough time to walk through the problem, solution, process, and call to action without rushing.
Training and Onboarding Videos — 3 to 10 Minutes
Training videos are consumed differently than marketing videos. Viewers are watching to learn something specific and they are willing to invest more time to get it. Break longer training content into chapters or separate videos so viewers can navigate to the sections most relevant to them.
Church Countdown Videos — 5 to 10 Minutes
Church countdown videos run longer than most business videos because their purpose is to fill pre-service time rather than capture fleeting attention. A 5 minute countdown works well for churches with a short pre-service window. A 10 minute countdown gives early arrivals more engagement time. Bob’s Custom Vids offers both lengths as part of every church video package.
Testimonial Videos — 60 to 90 Seconds
Keep testimonials focused and brief. One client, one specific result, one clear message. A 90 second testimonial that describes a specific outcome is more persuasive than a five minute testimonial that covers everything the client appreciated about working with you.
Getting the Length Right Every Time
The best way to find the right length for any video is to write the script first and read it aloud while timing yourself. Adjust until the script covers everything it needs to cover at a comfortable speaking pace within your target length. Bob’s Custom Vids handles this process for every project — ensuring every video is the right length for its purpose and audience. Get a free quote today and use code BCV10OFF for $10 off your first order.
