Why Your Motion Graphic Animated Explainer Should Be No More Than 90 Seconds

Attention is limited but impact matters more than ever. At Sliced Bread Lite, we’ve seen how the most effective explainers are brief, punchy, and focused. That’s why we firmly believe that 90 seconds is the sweet spot for delivering messages that engage, inform, and stick.

Keep your audience engaged

While it’s often quoted that attention spans are just eight seconds, that number depends heavily on context. In reality, attention varies with the task and interest level.

However, multiple sources confirm that viewers begin to disengage after around 90 seconds, even if the content is relevant. If your explainer is shorter than two minutes, your message is far more likely to reach its audience and leave an impression.

Packed into that timeframe, your video needs to follow an ‘SFI framework’ (Statement-Fact-Insight) to make every second count.

Begin with a clear headline statement. Back it with a statistic or example. Then deliver a smart takeaway that resonates. This structure keeps messaging tight, credible, and memorable.

Reduce overload, improve retention

We’re drowning in information some estimates put daily data consumption at 34GB, or the equivalent of 30 films back-to-back. Without focus, we struggle to process what truly matters.

Keeping explainers short helps employees remember more. Studies show animation boosts retention as high as 95%, but only when paired with concise delivery.

Used effectively, a 90-second video offers maximum impact at minimal cognitive load. It streamlines attention, avoids extra filler, and packs your point into a format that respects your viewers’ time and workload.

Optimised for mobile and bite-sized interactions

Whether learners are watching on a desktop in a call or a phone on the move, shorter videos are more digestible and flexible. Bitesize content is ideal for modern communications internal comms, quick training sessions, social channels, or email embeds.

If your topic exceeds 90 seconds, break it into a series of short, targeted videos. A modular, trilogy-style approach keeps each clip focused and easy to absorb, while a narrative arc or clear structure ties them together. It’s a smarter way to cover more without losing attention.

Why we recommend 90 seconds at Sliced Bread Lite

We prioritise speed and clarity. Our rapid-turnaround model is built to deliver content fast but fast doesn’t mean rushed. We shape scripts, visuals, and narratives to fit tight windows, ensuring every second contributes. And because our team has decades of experience, we know exactly what to remove, trim, and amplify to hit the mark.

This approach brings real benefits:

Faster production cycles - Shorter scripts mean quicker storyboard approvals, fewer revisions, and faster final delivery.

Better scalability - Modular content can be re-used across channels, creating multiple assets from one shoot.

Stronger engagement metrics - Shorter view times lead to better watch-completion stats and clearer ROI.

Best practices for 90-second explainers. To hit the right tone:

1. Script tightly - eliminate waffle. Open with a strong hook, cover your points, close with a clear call to action or key insight.

2. Visual clarity - simple, bold visuals reinforce your message quickly. Avoid clutter and over-animation.

3. Unified audio - clear narration, brief sound cues, and no unnecessary music help guide attention.

4. Test with your audience - run a snippet past a sample group. Do they “get it” within 30 seconds? If yes, you’re on track.

Final word

At Sliced Bread Lite, we believe less is more especially when it comes to explainers. A 90-second runtime delivers the perfect blend of impact, retention, and speed. It respects your audience’s time, enhances comprehension, and aligns beautifully with our fast, repeatable production workflows.

If you have a message that needs to land quickly, clearly, and memorably drop us a line. We’ll help you trim the noise and tell your story in a sharp, effective format that works.