90 second explainer videos to inspire inform clarify pitch enlighten convert sell

Since 2011, Gisteo has crafted best-in-class 90 second explainer videos using diverse styles. No matter what you do, sell or offer, we’ll make sure your audience gets the gist in just 30 seconds!


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90 seconds: the classic elevator pitch

30 seconds explainer videos are great if you want something super succint. 60 second explainer videos are perfect if you want to strike a balance between concise and informative.   But if you’re looking for a more classic elevator pitch length informative and still brief enough, you want a 90 second explainer. 

90 second explainer videos are one of our specialties here at Gisteo and we’ve produced thousands of 90 second videos over the years.

How many words are in a 90 second explainer video?

In the world of video production, a minute and a half is plenty of time. That doesn’t mean you can fit an entire white paper or sales deck into the script though.  It’s easy than you might think to underestimate just how many words fit into a 90 second explainer video, and one of our most common tasks at Gisteo streamlining a dense script down to the basics.

When writing a 90 second script, you should plan for a total of about 220-230 words. For comparison, 30 second explainer videos are around 75 words while 60 second explainers are approximately 150 words. 

220-230 words is comfortably length that ensures you have plenty of time to introduce the topic, explain it in time, and wrap it up with a swift conclusion that gives your audience its next steps.

90 second explainer videos

Keys to creating compelling 90 second explainer videos

Here a few tips to creating a video people will want to watch

Stick to the thesis: set a single goal for your video, and make sure everything in your video leads and is connected to that goal. Otherwise, you’ll be surprised how fast 90 seconds fly by before you can make your point. Don’t try to do too much!

Build strong visuals: if you want to make sure your audience stays and watches, you better make them. Build compelling visuals, from digital avatars to diverse motion graphics, that keep them glued to the screen.

Get the right voiceover: you’d be surprised how much difference a great voiceover artist can make. That standard radio voice may be great for a short spot, but gets boring quickly. The right voice is engaging, conversational, and speaks directly to your audience.

Insert some humor: of course, this isn’t appropriate for all brands, but when you can, make sure your script builds in some fun and unexpected mentions that jolt your audience out of the lull of watching yet another video

Tell a story. Ninety seconds is plenty of time to follow the basic problem-journey-resolution story path. That grabs your audience from the beginning and helps carry them through the entire video.

Find the right partner: The do-it-yourself route can be treacherous. Partnering with pros like us here at Gisteo helps ensure you get your money’s worth and the results you deserve.Ω

Watch: a recent 90 second production for PetCentric, a pet healthcare plan for pet parents 


30 second video production examples

Below are just a few of the 90 second animated explainer videos that we’ve done over the years here at Gisteo. Make sure you check out of Portfolio page for a more comprehensive review our work across different style, sectors, uses and lengths. If you’re curious about pricing, we’ve got you covered there too. Just visit the Pricing page for our transparent, all-included fixed fees.

3rd Plus

Explainer for a firm specialized in the senior market


Part of a series of videos for this logistics technology platform

Better Braces

Website explainer for company that sells athletic braces


Explainer for an agile innovation management suite software


Explainer video for their MSP product for this IT services company


Kinetic type explainer for an ordering app for hotels

Strengths of 90 second explainer videos

As you can probably imagine, the strength of a 90 second video compared to shorter videos is its depth. Unlike its 30 second or 60 second counterparts, a 90 second video length gives you the opportunity to dig a little deeper into the problem as well as the solution.  Want to clarify a complex topic, draw connections with other products and services, maybe even bring in an expert for a quick quote?  All of that is possible with 90 second explainer videos.

If you can get all this right, your 90 second explainer will keep your audience’s attention of your audience for its entire duration and then richness of the content will pay dividends. As we’ve talked about before, there’s no single “best length” for online videos–it all depends on the subject, audience, and context.  If your content is engaging and you post it on the right channels, 90 second explainer videos can be powerful marketing tools.

Watch: a classic 90 second problem-solution explainer for an app that gathers private customer feedback

When 90 seconds might not be right for you

There are situations in which 90 seconds might not be ideal. Let’s dig into some of the potential pitfalls:

  • Your audience might lose attention: if you don’t make every second of the on-screen experience information and exciting, it’s easy to tune out and hit that little red “x.”
  • You might struggle to build the visual content: writing a 225-word script is one thing. Can you produce the graphics to keep it interesting? Long stretches without engaging visual content to complement your audio could hinder you video’s overall performance.
  • The channel might not be right: you’ve got to be realistic: few will watch your 90 second explainer video on social media channels like say TikTok. A 90-second explainer only works in very specific contexts such as a website, landing page, Youtube channel etc.
  • You might not have the budget: if you’re hiring a studio to produce your video, longer videos entail more labor, take more time to produce and cost more…so budget accordingly.
  • 90 seconds might not be enough:  what if you need to do a complex sales or training video? 90 seconds is excellent for a pitch but likely too brief to explore the type of depth you need for certain types of video content.

Other types of videos to consider

There are countless styles and uses for Gisteo videos beyond explainer videos and regardless of the length. Explore this infographic to learn more about the top 20 video types you can leverage to enhance your marketing or branding efforts.

Ready to discuss your 90 second video project?

Let’s talk!  Schedule a free consultation using the calendar below or contact us at info@gisteo.com to further discuss your video needs.

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