If you’ve already begun to use video production for marketing purposes and you feel that you’re creating some fairly high quality stuff yet you’re not seeing the results you expected, we know what the problem may be.
Your video(s) may not have the right call(s) to action, or CTA(s). You could be doing your part in terms of creating content that keeps the viewer immersed throughout only to be losing them at the very last second.
And the worst part is, that’s when you finally have them right where you want them. Take it from us as longtime NY / NJ video production vets, that’s not the time to loosen your grip but to tighten it and bring them in closer.
So, let’s take a look at how you can include CTAs in your video content that spoon feed the viewer their next step and render all the hard work you put into production worthwhile.
Keep your CTAs positive, simple, and specific.
As we all know, sometimes it’s not about what you ask someone to do but how you ask them to do it, and that doesn’t change when it comes to creating calls to action, whether it’s a corporate video production or a product commercial.
We’ve been in the NJ and NY video production business long enough to know that you don’t want to overwhelm the viewer with a wordy or confusing CTA after they’ve sat through your entire video. Instead, reward them with something simple and specific.
Narrow your CTAs down to one uncomplicated action and keep the language you use positive. Use short sentences and strong, compelling action words.
And don’t be too vague either. You need to have an idea of where the viewer will be in terms of the buying cycle when they watch your videos to know what, exactly, you should be directing them to do after the videos are through. Your goals need to be clearly defined.
For instance, if they’re just starting to do their research about a certain product or service, then you may want to direct them to additional, relevant video content or to a case studies page.
If they’re watching a how-to video and have likely already purchased a product, then you may want to send them to a customer review page. For more on using video at different stages of the buying cycle, check out this post: How Video Production Can Help at Every Stage of the Buying Cycle.
The point is, the last thing you want to do is to blow your opportunity at this stage by frustrating the viewer with confusing language or by sending them to a generic location that serves no specific purpose for them at that particular time.
Make your CTAs about them, not you.
While your CTAs should, of course, fit in with your company’s personality and voice, you still need to be more concerned with your target audience’s preferences and with what they can get out of their relationship with you.
So, don’t use generic phrases like BUY NOW or GET STARTED. First of all, these kinds of phrases are used far too much for far too large a variety of reasons, so they stand virtually no chance of standing out.
Secondly, phrases like BUY NOW signify the exchange of money and don’t provide any hint at what the viewer is going to get out of the deal.
You need to try and indicate how the viewer, specifically, will benefit from following through with the call to action rather than how your business or brand will benefit from their action.
We’ve been performing video production services in the NJ and NY area for a while, so trust us, if you’re too salesy with the viewer or if they feel you’re more concerned with your own success than theirs, they won’t feel too inclined to take further action.
Remember, you don’t have to wait until the end.
While the most standard method of using CTAs in video content is to provide a discount or some other kind of incentive at the end of video in a purely promotional sense, there are other options.
Sometimes, you may not want to take the chance of waiting to unleash your CTAs until the end of the video. After all, you’re bound to lose at least a few genuine leads in the process.
So, don’t be afraid to explore other options when it comes to deciding where and how to display your CTAs. You can use pop-ups or other reminders during the video or you can include CTA links in your video descriptions or use CTAs at the top of your videos, whether via text or verbally.
However, you need to be careful because, at least in our experience in NJ / NY video production, you can get in your own way by asking viewers to act too early.
After all, if they’re just starting to look into your brand and/or your products or services, then you haven’t given them any incentives yet to learn more, so you may lose them before they’ve even given your video a chance.
Your CTAs must fit your brand content, and from there it’s on you.
The bottom line is, no matter what kind of corporate or commercial video production you’re creating, whether it’s for crowdfunding purposes or to get people to support your non-profit’s cause, CTAs can help.
And it’s not just about giving your audience their next move but also about measuring the performance and, hopefully, the success of your video production strategy.
Just remember, your CTAs must fit in with your brand identity as well as the theme and tone of the video content that they’re being included in. If the video’s loud and abrupt, then you can make your CTAs have similar effects, but if it’s a little more quiet and restrained, then your CTAs should follow suit.
So, keep your CTAs positive, simple, specific, more focused on the potential for viewers to benefit than on how they can help you, and keep in mind that you have some options as far as where you put them.
From there, it’s all about your business and the quality of the products or services you provide as well as that of the video content you create. You can’t expect much action if you’ve done nothing to impress them in the first place.
About Us: KVibe Productions has been a leader in the NJ and NY video production industry for years. Whether it’s a corporate video, a product commercial, a music video, or a feature film, KVibe can take you all the way from development through distribution. At KVibe, we create to inspire.