Goals come in a wide range, but ultimately, the point of your video is not to just simply provide information. You usually want to move or encourage your audience to do something after they are done watching. Whether you want them to make a donation, send you an email, or visit a landing page, you want them to take action. That encouragement that you provide to your viewer is called a “call to action,” or CTA, and every video needs some sort of call, some sort of goal.
Planning Your Video
While you plan your video, you most likely discussed some sort of goal with your team. What do you want to accomplish with your video content? What do you hope your viewers will take away from the video? What do you want them to do after watching? These are the questions you should be asking yourself, and these are the questions that will ultimately determine what your call to action is. As you work on planning your video production, think about what you want to encourage viewers to do during or after your video has been viewed. The CTA is a way to encourage consumers, clients, and potential customers to engage and interact with your brand.
During Video Production
As you are planning and creating your video, you need to consider the best ways to place your call to action in the video. You do not want your CTA to seem forced, so you will need to think about how you want to insert your call to action and where you want to insert it. You don’t want to end up with a stiff or stuffy call to action, so try and keep it simple and fun rather than overdone.
Ways to Use Calls to Action
There are traditionally two ways for you to place your CTA: audibly and visually. When you insert your CTA audibly into the video, you have the most potential to actually reach your viewer because sometimes those watching videos will browse other sites while listening to the video. When you only have your CTA inserted into the video graphically, you run the risk of the viewer (or listener) missing that call to action and failing to act on it. This means your video can be a wasted effort.
Where to Place Your Call to Action
As you are working on your video, you may notice a natural place within the video to put a call to action, and that is perfectly fine. Sure, most videos choose to put the call to action at the end, but there are justifiable reasons to place that CTA in the middle of the video, or if you have a particularly long video, you might think about breaking it up by placing multiple calls to action. It would be better to place that CTA in an organic place during the video rather than risk someone not watching until the very end to see the CTA.
It’s important as you plan out the video to think about your call to action. Have some fun with it, and try not get too hung up on being too clever. Your call to action needs to be moving, and simple. When your call to action becomes overly complicated, then you are less likely to get viewers to actually follow through.
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