Including a call to action in your branded video is essential if you want to maximize your sales or downloads.
But how to do it in such a way that you do not turn off viewers can be a fine art.
Too salesy and they will get annoyed and perhaps even skip over the content.
Too discrete and they won’t know what to do to buy your product or download your app if the content worked and they are interested in finding out more about you.
Having facilitated hundreds of successful branded videos, we’ve come up with a checklist to ensure your call to action is the most effective.
5 tricks to an effective call to action
Your call to action should be present both in the video and in the video description.
In the video the creator should mention your brand/product/app and inform their viewers how to purchase or download if they want.
Ideally the creator should mention the call to action twice, once near the beginning of the video to ensure it gets the most views and another time near the end to remind viewers of how to get to the next stage in the customer journey.
The call to action should also feature as text in the description of the video with a link through to your page.
Make sure the link is a tracking link so you can measure exactly how successful the branded video has been.
And it is critical the link is visible without the viewer having to open the description box, it’s one less click that might make all the difference to your final results.
To do this it has to be in the first three lines of the description.
But above all the call to action should not be complicated.
Something as simple as “click the link in the description if you want to know more” tends to work most effectively.
And you want to direct people to your tracking link as opposed to finding you organically as it is easier to measure.
Calls to action are least effective when there is more than one, for example, creators asking their viewers to comment on aspects covered in the video. This is because their attention is divided, they have multiple ways to engage with the content they have just watched and only one of those ways determines your click through rate.
One clear, concise instruction to tell viewers to click on the tracking link returns the best ROI.
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Original article published here