Wistia has published data about how viewers engage with video according to video length. It can be clearly seen that shorter usually is better.
According to the graph, roughly 70% of a 60 second video is viewed. Besides, 65% is viewed for a 2 minutes video. And the viewers become more and more lesser based on the video length. It means the longer video you have, the most content your viewers will miss out.
Human attention span is something that video marketers cannot ignore indeed, but other factors to determine proper length including but not limited:
At Biscuit Fish, we think the best length for an explainer video is 60 seconds.
But at the end of the day, you can decide which is the best for you based on the factors we mentioned above.
We hope this information has made things clearer for you! If you want further advice on video marketing, feel free to send us an email to talk to us.