Every explainer video has a communication objective. A call to action (CTA) simply drives home that objective at the very end of the video. A call to action basically encourages the viewer to perform a certain action that contributes to the success of the explainer video and justifies the investment. After all, no business can afford to allocate resources without considering the return on investment (ROI). While simply having a call to action does not guarantee anything, excluding it is as good as pouring your money down the drain.
A call to action can be used for the following purposes:
- To raise funds for your idea or business
- To get people to buy more of your product or service
- To get more traction on social media
- To get people to sign up for updates
- To get people to call your office
- To get people to visit your website
A call to action is necessary to ensure that your explainer video has maximum impact and ultimately meets its communication objective. It could be as simple as asking the viewer to download an app or as complicated as getting them to make a purchase on your website. So it’s quite apparent that there is always some effort on the part of the viewer when it comes to any call to action. And hence, it becomes necessary to make your call to action as effective as possible. So how can you do that?
Here are a few things we would recommend.
Make an engaging video
The first and foremost thing to do is to make sure your video is engaging so the viewer actually reaches the end and therefore the call to action. A video that is not well made also doesn’t provide any impetus to follow up on a call to action.
It is imperative that the call to action be specific so the viewer doesn’t have to expend too much energy. If you provide too many options, there is a real possibility the viewer may get confused and end up abandon the thought of taking any action at all.
Keep it simple
A call to action that requires the viewer to fill out a long form, for instance, will not be effective. The best way to ensure success is to build call to actions that require as less effort and time as possible. So if you have a button that needs to be clicked, make it easily accessible.
Offer a carrot
Any customer always thinks in terms of benefits. Hence, the best way to get a viewer to complete a call to action is to offer a reward such as a discount. The key is to make sure the viewer perceives it as a great deal, something of value they would miss if they ignored the call to action.
Devote sufficient time
If the video rushes through the call to action segment, chances are the viewer will either miss it or simply not bother to return to it to get the details. Hence, it is necessary to devote proper space and sufficient duration to the call to action to increase the possibility of completion.
While it isn’t advisable to overly push a viewer to take action, creating a sense of urgency is necessary. If a person stumbles upon your video in all the Internet clutter, it only makes sense to use the opportunity to convert them into a lead.
As you can see, no explainer video is complete without a call to action. And if done well, it is a marketing tool that can go a long way in converting your viewers into paying customers.