Your startup explainer video should be short (a typical explainer video is 60-90 seconds long), and should not incorporate a lot of fluff; that is, content that is not directly related to the point of the video. Stay direct and on-point. A typical rule for most explainer videos is to focus on the three most powerful features of your company, product, or service. Any more than that may be overkill, and any less could be inadequate. However, this does depend on the type of company, product or service, as well as the complexity of describing your startup, etc. Simple is good. Google has made billions by keeping a simple, easy-to-use interface that links directly to a powerful service. That’s all it took for that company to explode, so you can see just how important video can be to a company’s success.