As attention spans shrink, so must explainer videos. In this podcast, experts talk about how 60-second explainer videos are becoming the gold standard for businesses looking to cut through the noise.For more, visit https://www.spirevideo.net/explainer-videos-brand-story-60-seconds/
We live in the age of bottomless scrolling.
Whether on TikTok, Instagram Reels, or YouTube Shorts, phone-glued audiences now consume content in rapid-fire bursts. For businesses, the implications are quite clear: they don’t have the luxury of time to tell their story anymore.
Online, a statistic that’s often passed around is that the goldfish has modern audiences beat in terms of attention span. “It’s not really that short, but things are not looking good either," says Spire Video, a video marketing firm developing new approaches for explainer videos. “There’s one University of California article that says the average viewer can’t stay focused on a single piece of content for more than 47 seconds.”
The agency adds that other studies differ slightly, but they all paint the same picture: attention spans are declining year after year.
Sweet 60 SecondsFor businesses and agencies wondering how long explainer videos should be now, given the attention scarcity situation, Spire Video already did its homework. “The answer is 60 seconds,” it states.
The production company explains that a 60-second explainer, apart from being supported by research, is not too long to lose viewers and not too short to sacrifice substance. “A 60-second run time is the sweet spot if you’re trying to balance engagement and retention,” it adds.
Spire Video further states that 60 seconds is enough to include all the essential components that viral videos tend to have in common, such as a compelling hook, a clear and concise message, an emotional angle, distinct brand identity, and a strong call to action.
While short-form videos like these are not novel, what’s changed is their role in the buyer journey. “What used to be part of a larger ad campaign is now often the entire pitch,” Spire Video explains. “If you’re trying to appeal to a younger audience, mastering this format is critical because this demographic spends most of its time on TikTok, not Google.”
Opportunities from a New ChallengeFor businesses struggling to produce explainers that actually get traction, video marketing agencies now offer production services built around this 60-second standard. One such provider, Spire Video, has started offering end-to-end explainer production services that include everything from the script to voiceover talent.
The production company says that services such as its own offer opportunities not just for businesses, but also for creative agencies looking for new streams of revenue. “We can work with ad or PR agencies who need a production team to handle the video aspects of their campaign, which often involve delivering explainers,” Spire Video says.
When asked for its advice to enterprises planning a DIY approach to explainer production due to budget constraints, Spire Video counsels to focus on clarity. “You don’t need to bombard them with video after video,” it says. “Sometimes one video that clearly conveys your value proposition is enough.”
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