The task of any storyteller, from any era of time and working in any medium, is to captivate the audience. Earning interest and gaining attention must always be the highest priorities.Over time, video production has become one of the most effective mediums for the modern storyteller to use to reach new audiences. Newer generations have grown accustomed to receiving information this way and, therefore, it’s become a priceless tool for businesses to use to connect with their target audience in the hopes of converting them into customers.
So, the question isn’t whether your company can benefit from a corporate or commercial video or not, but what you can do, immediately, with the interest and attention you earn by creating and displaying one.
This leads us to one of the most talked-about aspects of online video production: the call to action.
While every storyteller aims to grab ahold of the audience’s attention, marketing videos intended for online use are then supposed to turn that attention into something else. A proper corporate or commercial video should turn attention into action, and interest into profit.
What is a call to action and why do you need one?
A call to action usually comes towards the end of a marketing video production. It’s when the creators or companies pass down instructions on what the viewer should do after watching the video. Additionally, a quality video doesn’t just hint at what the audience should do, but what they need to do.
Calls to action come in different forms depending on the intentions of the company. Some are as simple as telling the audience to visit the company website for additional information, or to check out more videos.
Others ask viewers to share the content with friends to promote active engagement and a solid reputation.
The bottom line is, while increasing traffic to your company website and raising brand awareness through a solid web presence are critical factors in marketing videos, the ultimate goal is to generate more business.
Those other aspects can bring potential customers right up to your doorstep, but an effective call to action will give them that extra push that converts them into actual customers.
Calls to action come in many different shapes and sizes.
Now that we’re all agreed that calls to action are incredibly valuable, the question becomes: How do you seamlessly weave them into your otherwise engaging video without coming across as a shady used car salesman?
Well, there’s more than one way to skin a cat, and there’s more than one answer to that question.
First off, you need to establish what separates your business from its competitors. If you can manage to get across why it is you do what you do rather than just relaying your company’s services, you’ll stand a much better chance at converting.
Then, go through the kinds of things you can offer people that would encourage conversions right away, even performing test runs if need be.
They may come in the form of rewards, discounts, additional information, etc. The point is, hook the right audience the right way, and then give them what they want the way they want it based on your research.
Don’t just cat-call to action randomly, timing and display are key.
Now, once you know what you can say or ask of the viewer that will give you the best chance at getting their undivided attention, you must decide on how and when to present that information.
The call to action can just be included, organically, within the video production itself. That can mean a screen pops up at some point, usually at the end, which indicates what action the viewer should take next.
Of course, you can also just have the subject state or reinforce the message during the video or at its conclusion as well.
Also, many companies use their YouTube channels as a central part of their marketing strategy. If this is the case, calls to action through annotations can be extremely effective. These are those little bubbles of text that pop up during playback.
The biggest thing is, you want to craft the call to action so that it seems like something the viewers themselves would have thought of and done on their own. This can be supported with clever humor and simple, catchy wording like instantly or before it’s too late.
Like any marketing tool, it’s all about how you dress it up and, without a quality call to action, all you have is the hope that audiences will know what to do next, or will even remember to come back.
A CTA is too good of an opportunity to pass up.
By not crafting a call to action and failing to make it an integral part of your internet marketing strategy, you’re robbing yourself of priceless opportunities. You can use this as a chance to promote a free trial of services, a download, a discount, a demo, or to just push people towards additional content.
With the availability of better camera equipment and technology, many businesses put all their focus on the video production value. However, it’s not just about creating a video that keeps audiences immersed and on the edge of their seats, but one that compels them to get off those seats and do something.
KVibe Productions is a full-service video production company. Whether it’s a product video production, a corporate video, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.