Research from BreadNBeyond has found that online consumers are 180% more likely to complete a purchase after viewing an explainer video on a site. However, the study also found that there is a severe drop-off point of engagement when it came to the length of a video. Whilst videos below one minute had a retention rate of around 77%, that dropped suddenly to less than 57% for videos between one and two minutes. This means that, on average, a minute-long video will only hold a viewer's attention for around 47 seconds. It drops off even more, to as low as 40%, for three minute videos.