Production - Do you add a call to action?
4/23/2012 1:31 PM by
Without a call to action prompting viewers to do something at the end of a video, the purpose of the video is lost. As such, make sure you include the call to action at the end.
Common objectives are to:
- Get them to the company's Facebook page
- Obtain the viewer's email address
- Get the viewer to provide info and request a service from the company
A good 'call to action' should:
- Be short (around 30 seconds).
- Not have too many options. A visitor is much more likely to do a task if he's not confused by being given 24 social media options.
- (Optionally) Tell them they get value eg. if they comment they will make a difference.
- If you have a paid subscription offering or a free one like YouTube) give incentives to subscribe now, along with the benefits subscribed users get.
- Remember that people have different preferences for social media. You pretty much need to cover your bases. Have a Twitter page, Facebook page, Linked-in account, YouTube channel etc. Of course don't have all these in the 'call to action', but make sure that those options are easily accessible.
- If you are using YouTube or another service that provides the option to have annotations, use annotations that prompt the viewer to comment or subscribe. A 'subscribe' link in the annotation gets more subscribers
Thanks Guys, have a good one!
Figure: Bad example – no call to action
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Figure: Bad example - too many options breeds choice paralysis
Figure: Fairly Good example (skip to the end) – a simple task to email firstname.lastname@example.org, plus links to social media are present, however there is too much on screen and he has used a graphic instead of live action.
Figure: Good Example – very clear call to action that asks for an email address. Only asks for one thing at a time and uses zooming effects. In addition, gives a twitter option to engage and uses live action.