Digital marketing practices focus on promoting brands, services, and products through digital channels all over the world. Vlogs (video blogs) and making videos are among the most common marketing practices used by businesses to reach and engage their target audience. Video marketing is an effective way to generate conversions, improve engagement, create brand awareness, and boost sales. Ending a video with a call to action is crucial; without the proper call to action, the ending may seem abrupt to the audience. It helps the audience identify the next steps they can take after watching a brand’s video.
Importance of CTA
Ending a video with a well-crafted CTA gives closure to the audience by giving directions about what to do next. It can be anything like visiting a brand’s website, signing up for a newsletter, dropping a query on a business WhatsApp number, sharing or saving a video, signing up for a free trial, etc. The main purpose of the CTA in a video is to get conversions or convert a passive user into an active customer or participant. A CTA video is definitely more engaging than a video lacking a call to action.
Well-crafted CTA Tips
How to end a video can be a tricky question for video editors. A well-crafted CTA is the perfect way to end a video. A call to action aims to provide conversion; therefore, the following tips can be helpful for brands to create an effective CTA:
CTA at Right Time
Although call to action can be added anytime in the video, depending on the brand’s desired result, it’s very important to add it at the right time. Nowadays, the most common practice is adding a CTA at the end of the video. This gives a sense of closure to the audience, and they can easily remember what action they need to take. Start or mid-video CTAs are also used, but they are less effective as the audience may get distracted by the time the video ends.
Be Clear and Concise
The message of the CTA should be self-explanatory; the user must understand instantly what action they need to take. Imagine watching a video that demonstrates you can enjoy a 1-month free trial of a service, but it doesn’t demonstrate how you can avail this free trial. Do you need to sign up? Or download an app from the Play Store.
For example, a clear and concise CTA can be “Sign Up Now to Enjoy Our 14-Day Free Trial.”
Use a Cliffhanger
Brands can engage their audience by simply adding a cliffhanger; they can talk about the next topic of the upcoming video. This might encourage the viewer to subscribe to their business channel.
Add Sense of Urgency
Businesses use the CTAs with urgency when they are offering time-bound offers, which can be an ongoing sale or discount.
For example, “Buy Now, Last Two Days of Sale” ,”Get 20% discount today only”, “Limited Stock”, “Hurry Up, Sale Ends in 24 Hours.”
This encourages the audience to act immediately rather than later.
Know the Audience
Brands can perform online behavior studies of their targeted audience to get a better understanding of their preferences.
What is their preferred language? Which colors appeal to them? Would they be more comfortable signing up for the brand’s newsletter? Or would they like to receive promotion on the brand’s social media pages?
Once the brand understands their audience, they can tailor their call to action to align with their audience interests.
Interactive CTAs
Creating interactive CTAs improves engagement rates and helps users take the desired action immediately. It can be in video links, clickable logos, buttons, etc. The most important benefit of an interactive CTA is that the user doesn’t have to leave the video screen or window to perform the action.
Keep Testing and Improving
Brands should keep testing what works best for them and evolve accordingly. Consistent testing can help brands improve and boost their sales by gaining a better understanding of their audience and getting a hold of the best CTA that can generate more conversions.
Types of Call to Actions
Different types of CTA can be used as per the brand’s goal; each type serving a different purpose. Here are some effective types of CTAs: direct, informative, sales-generating, lead-generating, social media and interactive call to action.
Direct CTA
Direct CTAs are used where direct action from the user is required instantly. The key to a direct CTA is providing a complete and relevant video; otherwise, users might feel lost and confused. This type of CTA is usually used in product or service demo videos and promotional offers.
Examples of direct CTAs: Download Now, Shop Now, Sign Up Today, etc.
Informative CTA
Informative CTAs are used to educate and provide reliable information about a product or service. It can increase users’ knowledge and provide relevant information about the product or service; it can also build a brand’s image as a source of reliable information.
Call to action presentation examples for information are: Learn More, Download our Guide for more tips, Read Our Blog, etc.
Sales Generating CTA
CTAs can also generate sales; their primary focus is to drive conversions or boost sales. The tip for using these CTAs is to directly land the user on the checkout or sales page to save them from the unnecessary hustle of finding the product again on the website.
Call to action presentation examples for sales generation are Add to Cart, Buy Now, Request a Quote, Claim Your Discount, etc.
Lead Generating CTA
As the name suggests, these CTAs are used by brands to generate leads. Brands can collect relevant data about their target audience using them. While using these CTAs, brands need to be careful and conscious about the data security and privacy of their audience, as they are sharing their personal information by trusting the brand.
Call to action presentation examples for lead generation are: Subscribe Now, Register Now, Sign Up for the Webinar, etc.
Social Media CTA
Social media CTAs are really common and are mostly used by all types of brands. They are used to increase social interaction and engagement with the content.
Call to action presentation examples for social media are Like, Share, Save, Follow Us, etc.
Also Read: Role of Video Content in Social Media Marketing
Interactive CTA
Interactive CTAs are usually in video links or clickable buttons used in the video player. The aim of using these CTAs is to engage users without leaving the video screen.
Examples of interactive CTAs are Signup Here, Download Here, etc.
Conclusion
To make the video more engaging and effective, the video must not end abruptly. It should have a proper call to action that helps users understand what action they need to take after watching a video. Ending a video with a well-crafted call to action increases brand awareness, improves the user experience, improves engagement rates, and drives better conversions. The CTA must be clear and relevant to the video to avoid confusion for the audience. Video call to action can be used with the voiceover for better impact. Brands can enhance the impact of their video content and marketing strategies by using the correct type of CTAs.
