Commit

I'll go against the grain and say it should be between 90 seconds and three minutes. If it is super short, a stopped gif is fine (click to play). But if you want to have contentful videos, it's hard to think what is not just a joke, engagement hook (teaser), or advertisement that is under 60 seconds. Most explainers that I watch (like science shorts) run longer than 60 seconds to get to a point where they are actually saying something, even with the most skilled short-form communicators.