Does length matter? With video content, it sure does. Here at Yum Yum Videos, we always say that the ideal length for explainer videos is around 90 seconds, because it is enough time to communicate a complex message in its entirety – but rules are meant to be broken.
In fact, in many cases, a 90 second explainer video is way too much for the topic that needs to be communicated! Explainer videos should explain a topic, yes, but they are also meant to be interesting and catchy so your prospect is left wanting to know more.
And this is why a 30 second video is not only possible, but completely necessary in certain cases!
30 second explainer videos are perfect if your product or service is easy to explain or if your leading need is to create brand awareness.
And shorter videos can be communicated so much better on social media – because people don’t usually watch long videos on these platforms.
But… as I’m sure you guessed already… it’s not easy to make a short video!
Long videos vs. short videos
Usually, brands tend to incline towards longer videos, especially if they’re just starting out. We get it, it’s very difficult to decide which info to leave out!
What these brands don’t get is that longer videos usually make your audience stop looking too soon! People’s attention spans are short – very short. Shorter than a goldfish’s! (And no, we’re not kidding).
This is all thanks to the internet. By having so many distractions, it’s very easy to switch from one thing to another (or to do many things simultaneously), very fast. Take yourself as an example, how many tabs do you have open while you read this? More than one, for sure.
And this is a normal thing, it’s just the way our brains work when you have so many different things happening at once – it’s very difficult to focus on just one. For internet users, the magic number is 8 seconds. Your audience’s attention span is just8 seconds.
So, this is why longer videos lack engagement. Long videos can’t keep your audience hooked for long, and if they’re not hooked, they’ll scroll down to the next piece of content without looking back.
Short videos, on the other hand, will keep your audience captivated. Why? Well, it includes a lot of factors, but if you’ve written a good story, there are more chances that your audience will stay for all of it… instead of just dropping out in the middle or skipping the important parts, because it’s just too long.
If you want to maintain your audience’s attention throughout the whole video and keep their interest up, then a 30 second explainer video is your best choice.
Let’s take a look at an example:
But, of course… How can you do this?
How to make a 30 second explainer video… the right way
As we said before, a 30 second video is not easy to make! So let us give you a couple of tips on how to choose the right kind of information, and how to make an engaging video that keeps your audience hooked from the beginning, all the way to the end.
1. Keep count of your words
How many words should a 30 second video have? In order to fill this lapse, you should have around 80 words in your script – no more.
Yes, we know: it’s hard to communicate a whole message in just 80 words! But it’s important to prioritize clarity and quality over quantity. In the end, it’s better to have an engaging 80-word-script, than a long video that no one will see. So, keep it short – this video is not The Iliad!
2. Your script should be short and sweet
Keep it direct, simple, and to-the-point. The basic concepts that you should communicate with it are these:
What’s your audience’s problem?
How they can solve them?
Why should they choose your brand?
If you think about it for a second, it’s completely possible to communicate this in just 30 seconds. Especially because you’ll be helping the script with powerful visuals that will fill in the details of what you couldn’t cover with words!
3. Think about it like a TV commercial
Of course, it’s not the same. But for the sake of the comparison, think of your video as a way to introduce your brand to the audience, just like a TV commercial – clear, concise and in an interesting way.
The only difference is that you’ll actually provide info to this audience, instead of just a cute jingle paired with an animation that’s just trying to sell the brand.
4. Create a storyboard, and stick to it!
Storyboards are extremely important, especially if you’re trying to stick to a limited timeframe. This is what will help you avoid wasting time – you’ll be setting each frame ‘in stone’, so there’s no way you’ll end up with a scene that fails to communicate something important.
In the storyboard, there shouldn’t be frames left without information: everything that ends up being in the storyboard must be essential. This is a job for the director of the video!
You see? A 30 second video is much harder to make than a longer one, because every second is precious and every detail needs to be carefully thought out.
If you’re curious, this is what a storyboard should look like:
Let’s wrap it up!
30 second explainer videos are not only possible, but necessary in some cases. Not every brand needs more than a minute to communicate what they do – and for some marketing goals, it’s better to keep your audience engaged than to lose them in the middle of the video because of too much information!
So, we recommend you try shorter videos for your brand, too. Everyone can benefit from short, powerful and engaging videos. And, because they’re really versatile, they’ll work great as a part of your social media strategy (as normal content and as advertisement).
But if you’re going to do it, then do it right. Keep your script short and concise, create a professional storyboard and always work with a great video production company: only a high-quality one will be able to create high-quality videos!