Have you recorded a video ad but are not achieving the desired ROI? Is your content not bringing in sufficient conversions? If that’s the case, we think there are two possible reasons for that — your ad is not good enough, or you don’t have an actionable CTA! Now let’s say that the former is not the case, so what do you do? How do you make a more compelling CTA for videos? That, among other things, is what we’re going to teach you today! Here’s a quick overview of what we’ll cover:
Now let’s get straight to it!
A CTA (call to action) is a term used in marketing to denote the act of encouraging viewers to take a specific action. Some of the simplest examples of CTAs would be inviting readers to follow a link, subscribe to a newsletter, buy a product, fill a poll, etc. Sounds pretty straightforward, right? After all, people should be more likely to do something if you ask them to, shouldn’t they?
Yes, that is true. But you’d be surprised how many businesses don’t include a CTA in their videos! By doing so, they miss out on a lot of potential. And let’s not even mention those that put their CTAs in the sidebar or annotations — so few people pay attention to those that they’re almost irrelevant. Research has shown that if you incorporate a CTA into your video, you will get 380% more clicks than putting it in the sidebar!
Essentially, you have nothing to lose by incorporating a CTA into your content but a lot of potential for gain. Effective CTAs for videos are, for example, excellent opportunities to increase sales with little to no extra effort.
This question is a tough one, as it will most often depend on your business needs and goals. In most cases, though, you will be choosing between two options — pre-roll CTA and post-roll CTA. Let’s check out the benefits and downsides to each of these positions.
As you can see, both of these options have different positive and negative aspects, so, depending on your business needs, you’ll have to settle for one. Also, depending on the type of CTA for videos you use, either of these could end up being more suitable. For example, if your marketing video’s goal is to collect customer testimonials or survey your audience, including a CTA at the beginning would be an excellent idea. But if your business is looking to sell a niche product, the better call would be to settle for the post-roll CTA. That would focus on converting only your most valuable prospects.
When it comes to creating the right CTA for your piece of content, you have plenty of options. Generally, there are three major types of CTAs for videos you could consider — informational, lead generation, and transactional. Here is a brief overview of and a few examples for each of the three:
You use this type of call to action when you want to entice your audience to look for or gain additional information. Here are a few examples:
These CTAs pique the users’ curiosity, which makes them particularly useful for marketing campaigns focused on increasing brand awareness.
Lead generation CTAs are most effective when you’re looking to collect data on your user base, such as name, last name, address, email, etc. Here are some examples:
These CTAs invite the users to participate in an event, purchase something, or just leave their info to get something in return. Marketers can later use that information to enhance their consumer targeting or collect an extensive user database, which they can then use for things like creating an email campaign.
These CTAs focus primarily on driving as many sales as possible. That is why they are framed to encourage consumers to make a purchase. Take a look at the following few examples:
These CTAs encourage users to purchase your products and services, meaning that they are more direct than our previous two types. These usually represent the final step in the video sales funnel and are some of the most common CTAs for videos out there.
Your CTAs don’t necessarily have to fit in any of these three categories. There are many other types that focus on a variety of different outcomes, so here are a few examples:
Overall, you will have to experiment a little to see which type of video calls to action works best for you, so don’t hesitate to do that!
Now, let’s share some tips on how to come up with highly actionable CTAs for videos yourselves.
If you haven’t been including CTAs in your videos, you’ve been missing out on a lot of potential prospects. Did our article make you reconsider incorporating some in your videos? If so, get to it as soon as possible. Oh, and let us know how it went! Feel free to message us on Twitter or other social media.
Until next time!