there is no disputing the impact of video marketing - it's an outstanding component of today's digital landscape. one crucial aspect often making the difference between viewer engagement and viewer indifference is the implementation of a powerful call to action (CTA) at the conclusion of the video.
A CTA is more than a mere closing statement; it's a directional sign, guiding viewers to your desired outcome, and it is the bridge between passive viewing and active engagement.
Whether that's subscribing, purchasing, sharing, or simply liking - a strong CTA can dictate video ROMI, and not only build intimate brand relationships, but also propel viewer action.
statistics prove the undeniable efficacy of CTAs in videos:
a recent study revealed that videos with CTAs have a 65% higher engagement rate compared to videos without any. case in point - dropbox's introductory video, with a simple yet compelling CTA to "try dropbox for free," led to a 10% increase in their conversion rates.
effective CTAs stem from clarity in purpose, relevance to viewer needs, and a sense of urgency.
this last one plays with one of the strongest behavioural science tactics employed in marketing…
CTAs that induce the Fear Of Missing Out (FOMO) often use phrases such as "don't miss out" or "limited time offer" to urge viewers to act immediately.
according to an article published on NCBI, FOMO has psychological implications, including anxiety, interrupted sleep, lack of concentration, and reliance on social media for gratification (yep- right in the uncomfortables)
as creepy and underhand at this is, this heightened level of anxiety to keep up with themes in anticipation of rewards can be leveraged in CTAs to improve user engagement
in a kind of antidote to FOMO; the phenomenon of social proof is another trigger commonly used in CTAs, it's worth mentioning that social proof is a powerful marketing strategy used to ease the minds of worried customers
in the examples below, you can see how different behavioural economic levers are pulled to steer the viewer in a certain direction:
"shop now and save 20% off your first purchase!"
this CTA generates urgency and offers a discount for first-time buyers.
"join our vip club for exclusive deals and rewards!"
this CTA appeals to customers seeking additional perks and inspires loyalty.
"limited time offer: buy one, get one free while supplies last!"
this CTA creates a sense of urgency with the limited-time offer and entices buyers with the promotion.
"subscribe to our newsletter for the latest sales and trends!"
this CTA encourages customers to stay informed and up-to-date on your brand's offerings.
"complete your look with free accessories! offer ends soon!"
the time-sensitive CTA combined with free accessories attracts customers to make a purchase.
"add to cart now and enjoy free shipping on orders over £50!"
this CTA encourages customers to meet the minimum purchase amount to receive free shipping.
"claim your 10% off coupon now and use it on your favorite items!"
this personalised CTA rewards customers with a discount on the items they love the most.
a strong call-to-action should be clear, concise, and create a sense of urgency, while also aligning with your target audience's needs and interests.
one standout example of effective CTA placement is old spice’s “the man your man could smell like” campaign.
the video concluded with a funny yet firm cta to “smell like a man, man," leading to a 55% increase in sales. they struck a balance between maintaining the video’s humorous tone and making a clear, authoritative request of their viewers.
this psychological exploitation (done ethically of course, you cold-hearted cynics) can significantly increase user engagement, and ultimately, improve the effectiveness of video content.
a potent cta serves as your video's climax - the decisive moment that transforms viewers into customers, followers, advocates, leads, fans, users, enjoyers….
CTAs tap into human psychological triggers like FOMO, social proof, loss aversion, and anchoring, activating behaviours like frequent checking of social channels and other platforms, and conforming to other users' behaviours
they nudge your viewer to take some sort of action: move further down a funnel or along a journey
research and case studies underline that a well-crafted CTA is not simply a nice-to-have; it is an essential tool that can significantly enhance your video marketing results.
are you ready to take your video content strategy to the next level?
do you have any questions about crafting CTAs or leveraging behavioural science in your marketing?
head to www.promise.video
Get in touch with us to see how we can help you get the most out of your video projects
