Firstly I thought I'd look at a few examples of showreels from others; though these are further ahead in the field of animation then I am with professional clients, I can get an idea of how much work to include and what will keep people watching all the way through.
The first video in particular has a similar workload to what I have, showing a variety of character styles within the 3D medium. Though the quality of animation is good, the showreel could be more exciting; the clips they have used are possibly slightly too long, though it puts each animation and allows viewers to understand what's happening in each clip.
The beginning and ending have the name, contact details, a specific job title and a symbol (which is animated), which shows the animators personality and gives the showreel a creative spin to it. Having the job title stated directs the viewers attention to the areas of the clips that they have done - for example this is a character animator, so the focus is upon the character(s) of each animation.
This is a showreel from 'Lucky Fingers', a persona on youtube who could potentially be a freelance animator. It isn't specified in the reel who made these animations, which can be problematic for people who don't know the original source.
Though music can be enticing, a showreel up to or longer than two minutes can get slightly boring to watch, even if the quality of animation is good, so I would have to figure out a way to keep mine exciting and watchable if I were to create a reel this long.
My tutor also recommended looking on 'digital-tutors' to see the best advice for what to put (or not) in a showreel. It contains advice which is given pretty much anywhere, and professionals from the likes of Pixar and Dreamworks use this website so it is a reliable source.
http://www.digitaltutors.com/11/demoreel.php
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