The power of words – How to write an actionable video CTA that commands attention
Like any marketing element, the effectiveness of a video depends on its call to action (CTA). Even the most captivating and memorable video can miss its purpose if it fails to guide viewers on the next steps. A thoughtfully created video CTA can convert viewers into customers. Follow these steps to create a compelling call to action for your upcoming project.
Step 1: Define the Objective of Your Video CTA
Every video is created with a specific goal in mind, and your call to action should align with that objective. Identify the singular action you desire viewers to take. Narrow it down to a concise action verb. The average adult makes around 35,000 daily decisions. Avoid overwhelming your audience with too many choices. Provide clear and decisive instructions, such as “Watch our tutorial.”
Here’s a list to help you get started:
Effective CTAs utilize straightforward and compelling verbs that direct viewers to the next steps. For instance, if your video promotes a software-as-a-service (SaaS) offering with the goal of encouraging sign-ups for a free trial, your chosen verb could be “click.”
Avoid Overloading Your Video CTA with Excessive Requests
CTAs don’t always have to sell a product immediately. People are more likely to take a small step, such as downloading an ebook than to make a significant financial commitment. Downloading the ebook is the initial step in the journey. Avoid using a CTA that demands too much.
Ensure that whatever action you ask viewers to take appears as the logical next step. Consider your video CTA as an invitation for viewers to enter your sales funnel. It’s the start of a relationship, not a final attempt. For instance, this CTA “Visit our website to view a presentation.” doesn’t overwhelm viewers with information or prompt them to sign up for a mailing list; instead, it makes a specific request.
Step 2: Identify an Issue and Provide a Solution
Every effective video CTA should include both the problem and the solution. Typically, this involves highlighting a problem and positioning your CTA as the solution. For instance, “Transform your marketing strategy with our video solutions. Click to explore how we can boost your brand presence” conveys how you’ll address their problem and then prompt them to act on the CTA.
Establish the Appropriate Tone for Your Video CTA
A poorly toned CTA can have negative effects. If your approach is overly aggressive or focuses on the wrong problem, viewers may distrust you. If they sense pressure or a lack of understanding, they are likely to disregard your request. CTAs should be honest and provide value to potential leads.
It’s not only about obtaining their email address. It’s about offering access to crucial information they require. Your CTA should emphasize the benefits of engaging with your business. Maintaining a customer-centric focus is key. When creating a CTA, consider:
Is this a real problem the customer may encounter?
What other factors could impact the customer?
Are there political or social considerations?
Have we built sufficient trust to make this request?
Step 3: Stimulate a Sense of Urgency
Compelling video CTAs prompt immediate action, creating a sense of urgency that demands attention. Delaying the response decreases the effectiveness of the CTA. Integrate time-sensitive elements into your offer to evoke a quicker response. Consider adding a time-bound usage cycle, such as “Double your revenue in 90 days,” implying quick and impactful results.
Additionally, introducing scarcity can motivate viewers to take immediate action. For instance, “This surge in demand won’t last long; seize the opportunity now.” Fear of missing out (FOMO) is a powerful motivator. Utilize limited-time offers, exclusive deals, or scarcity notifications to drive action.
Step 4: Tailor CTA to Video’s Style
Harmony between your CTA and video style is crucial. The chosen format should seamlessly integrate with the overall video narrative.
Select from three common video marketing CTA formats:
Experiment with each to identify the most effective approach for your audience, and consider combining formats for a more significant impact.
Voiceover Style CTA
If your video features a trusted narrator, maintain consistency by using the same voice for the CTA. For instance, in PG&E’s explainer video, the soothing voice reassures viewers of their support. The CTA includes language like “us” and “help,” urging viewers to take the next step toward energy efficiency financing.
Text-Based Video CTA
Make your CTA visible without distracting from the video’s main content. Avoid intrusive pop-ups at the center of the screen, ensuring they don’t cover essential scenes or product features.
Clickable Video CTA
Hyperlinked text or clickable buttons can be potent tools, providing viewers with a direct link to your offering. When implementing clickable links, ensure they are functional.
Step 5: Optimize CTA Timing
Timing is critical for effective video CTAs. Viewer engagement usually drops in the last 15 seconds of a video. Consider introducing earlier to avoid presenting your CTA to a disinterested audience.
However, balance is key. Asking too early might not resonate with viewers who need more time to familiarize themselves with your content. Ensure you’ve provided enough reasons before the CTA.
Step 6: A/B Testing for Success
Uncertainty can be eliminated in video CTAs through A/B testing. Experiment with various calls to action, such as “Download the guide” versus “Click here to get the guide.” While these may seem similar, one could resonate more with your particular audience.
Explore different CTA styles, wording, tones, or urgency indicators to discern what prompts your audience to take action. If a video successfully meets its set goal, consider testing alternative CTA elements for further optimization.
Step 7: Fulfill Your Commitment
The concluding step is simple yet crucial. Ensure you fulfill your promise. Your CTAs must captivate attention, but it’s imperative not to let viewers down. Set accurate expectations and then live up to them.
Strike a balance between promotion and avoiding over-promising. If you uphold your commitment, viewers are more likely to become advocates for your brand. Be sure to deliver on what you pledge.
By addressing real issues and offering genuine value, your CTA becomes a bridge to meaningful interaction. Understanding the customer’s challenges and tailoring your CTA enhances its impact, fostering a connection that goes beyond a mere transaction.
Unleash business growth by connecting with Grey Sky Films. We are a seasoned Video Production Agency situated in Northern New Jersey. With a remarkable experience of 20+ years crafting captivating branded, commercial, and corporate video content, we commit to delivering top-tier quality that deeply connects with your audience. Let’s collaborate to create videos that resonate and leave a lasting impact. Call us at (973) 625-6911 or email us at email@example.com. Your next video journey starts here!
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Mark Serao, Co-founder and Director of Production at Grey Sky Films, has had an eye on brand building from an early age. Inspired by the music industry and how record companies use a grassroots marketing strategy to build their artists/brands, Mark set out to apply those same fundamentals to the business community. Since 2001, Grey Sky Films has worked with businesses, both large and small, to increase market share by producing compelling video that evokes emotion and subsequently creates more sales opportunities.