This is an excerpt from our new e-book:

“The Animation Video Workbook”

Jane E-Book

This chapter contains information on your target audience.

Click here for Chapter 02


Humans tend to have short attention spans that are only getting shorter.

Videos up to 2 minutes get tons of engagement on all platforms.

Insurance Animation

But saying that, the length is also determined by content.

Some forms of content require a long-form solution.

If this is the case, studies have shown videos anywhere between 6 to 12 minutes show no major drop off in engagement compared to the drop off you see between a 2 and a 3-minute video.

“6 out of 10 people would rather watch online videos than television” 

– Google


By this point, you already have a rough idea of who your audience is.

This, in turn, helps to inform you of where they are.

What are they viewing your video on and what situation has this put them in.

Thinking ahead to the platform your video will live on dictates how long it will be.

Someone viewing a video on their mobile on a social media platform is much more likely to engage better with a short video under 2 minutes.


Human attention span over the last 18 years has decreased from 12 seconds down to 8 seconds.

But the key thing to remember is that this doesn’t mean that you need to start only producing short-form content.

The key to creating quality content is using enough of the viewers time to relay the correct information and not a second longer.

Every length of content has its audience.

This links back to knowing your audience, where they are & what they want.

“Marketing is no longer about the stuff that you make, but about the stories you tell” 

– Seth Godin


Animation In Education , university animation

Identifying the key message you are conveying is a follow on from your video objectives.

They define what your video is trying to accomplish.

The key message pertains to the main content and messages your video is going to revolve around.


60 seconds is not a lot of time.

Especially when you have to a lot to get across to your audience.

With such a short time limit, you have to maximise every second.

digital out of home advertising

Telling a story is a great way to emotionally connect with your audience in a short space of time.

This can be through a 60-second video ad, or a short video to be used within other areas of your marketing strategy.


Creating a concise video allows your audience to have in their mind the messages you were trying to get across once it’s finished.

This is usually distilled down to 3 individual things.

Depending on the type of video they have watched this could be things like; your company’s culture, the new product you have, the comedic parts of the animation.

You want to ensure that the things the audience remembers about your video are the ones you want.

If you enjoyed the third chapter of our new Animation Video Workbook why not click below to download the entire thing?

If not, feel free to wait until Chapter 4, where we will be talking about the marketing funnel!