The Most Critical Thing Missing from Your Video
There are several elements that make up a quality video: great lighting, clear audio, a thoughtful script, tack-sharp focus, and a solid performance from those onscreen. And while these are absolutely essential, they don’t include one of the most important elements of all…a call-to-action.
The one thing we consistently see missing from most videos.
We can’t begin to count the number of videos we've seen (even the ones that are shot beautifully) that fail to instruct the viewer on what to do next.
Call-to-actions are wildly important because it’s the most powerful opportunity you have to accomplish the goal you set out to achieve with your video content. Whether that be to drive sales, gain email subscribers, get donations, increase enrollment, etc.
No matter how relatable, funny, or moving your message is, if you’re not informing your viewers on what the specific next step for them should be, they won’t take it upon themselves to figure it out. But you know what they will do? Keep scrolling, which doesn’t help you feed your bottom line.
How to craft a strong call-to-action
A powerful call-to-action is clear and concise. It ensures the viewer knows exactly what to do next with minimal steps that require little effort.
To craft a strong call-to-action start by asking yourself the following questions:
What do I want my viewers to do immediately after they watch my video?
This should always reflect back on your initial goal for your content.
What specific steps do they need to take to do this?
How would one accomplish the task you listed previously? Keep this simple. No one wants to be 5 links deep before they finally get to the page you want them to go.
Speaking of links, make sure you A) include the links or contact information necessary for viewers to complete these steps and B) ONLY include the contact information necessary for viewers to complete these steps.
There's no need to overload or confuse viewers by providing 6 different ways to contact you. One (or in some cases two) should do the trick.
How can I create an incentive so viewers are encouraged to take action?
Viewers are more likely to act when they have a sense of urgency to do so. If suitable, create an offer that provides an incentive for viewers to take action.
This could be a discount or a specific timeline in which they must take advantage of your offer (e.g. “The doors are closing in 7 days so sign up now to secure your spot”).
FOMO can prove to be a very persuasive tool in this instance.
Powerful videos combine strategy and creative.
Our team cares about crafting a beautiful image just as much as we care about making sure our client’s message is strategic and powerful.
If you want to produce the type of video content that moves the needle, then you need to ensure it includes all the makings necessary to do so, including a call-to-action.
Call-to-actions are the most critical opportunity you have to feed your bottom line. Your viewers will happily comply, they just need to be informed of when, where, and how to do so.
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