Compel Your Audience with an Expert Video Call to Action
Spin Creative • September 17, 2020
Any time your brand creates a video, you do it with an end goal in mind—you want the viewer to do something after they watch. Although the bulk of your video should inherently push customers toward that desired action, it’s also a good idea to state that action plainly using a call to action.
Calls to action give your video purpose
Calls to action (CTAs) tell the customer what it is you want them to do and tell them how they can do it. For example, if your product video is designed to generate leads, you might direct interested customers to reach out with a simple, “Call us today!” and provide the number. Other CTAs might push customers to visit your website, check out your social media platforms or continue watching more content.
What CTAs ultimately do is give your video more of a purpose besides entertaining or informing the viewer. With a strong CTA, your video content becomes an integral part of the customer journey
and plays a much larger role in your overall marketing strategy.
Crafting the perfect CTA for your video
Because CTAs are so important, every video you make should include at least one. Here are a few tips for crafting top-notch CTAs that get your viewers ready to take action.
• Make it clear:
Whether you use one or more CTAs in your video, make sure they are simple and easy to understand. You don’t want to leave your audience confused—you want them to know exactly what they need to do next and why they should do it.
• Combine the verbal and visual:
Video gives you the unique opportunity to leverage multiple senses to deliver your CTAs. Make your video CTA part of the script and verbally instruct the viewer to take the next step while repeating the same CTA in text on the screen. These might occur at the same time or at different points of the video to reiterate what you’re asking.
• Change up their placement:
CTAs tend to come at the end of things—at the end of a speech, a blog post or a web page. But in video, they can be equally as effective at the beginning as they can at the end. Where you place your video CTAs might depend on what the particular action is and when it’s most likely that the viewers will follow it.
• Leverage your hosting platform:
If your video lives on a hosting platform
like YouTube, don’t be afraid to incorporate the native CTA options the platform offers. When your text and verbal CTA come up, you might also add a clickable icon embedded in the video. If nothing else, include a written CTA and link in your description to make the viewer’s next steps as simple as possible.
Adding a CTA into your video content solidifies the goals you set for the video
itself and makes it more likely that your audience will take action to engage with your brand. To learn more about how to create compelling, actionable video content, say hello
to the team at Spin Creative.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
At Spin Creative, we believe the most effective product stories go beyond features—they tap into a clear, emotionally resonant narrative that connects with real people. That’s the lens we brought to our collaboration with Microsoft Viva, where our challenge was clear: create a high-impact video that visually captures how Copilot AI empowers people at work.
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