How To Create CTAs For Persuading Viewers To Take Action
VIDEO SCRIPTING
4 min read
Meaning
CTA (Call To Action) refers to a specific prompt or instruction given to the audience at the end of a video. It encourages viewers to take a particular action, such as subscribing, liking, sharing, commenting, or visiting a website. The CTA is designed to persuade the audience to engage further with the content or the brand.
Importance
CTA is a critical component of video scripting as it guides viewers towards the desired outcome and helps convert passive viewers into active participants. A well-crafted CTA can significantly impact audience engagement, brand awareness, and the overall success of the video’s objectives.
Best Strategies & Tips (Step-By-Step)
(1) Be Clear & Direct: Make the CTA clear and easy to understand, providing explicit instructions to the audience.
(2) Align with Video Objectives: Ensure that the CTA is in line with the video’s purpose and aligns with the goals you want to achieve.
(3) Create A Sense Of Urgency: Use persuasive language to create a sense of urgency, encouraging immediate action from the viewers.
(4) Offer Value: Highlight the benefits or value the audience will gain by following the CTA, making it more enticing.
(5) Keep It Concise: Keep the CTA concise and straightforward, avoiding any unnecessary distractions or complexities.
(6) Place it Strategically: Position the CTA at a logical point in the video, ideally towards the end, when the audience is most engaged.
(7) Utilize Visual Cues: Boost the CTA with on-screen visual cues like texts, images and graphics to draw attention.
(8) Personalize The Language: Tailor the CTA to resonate with the audience and use language that feels relatable and personable.
(9) Test & Iterate: Experiment with different CTAs and analyze their effectiveness. Continuously refine and improve based on feedback and results.
(10) Link To Landing Pages: If applicable, direct viewers to dedicated landing pages that provide more information or facilitate the desired action.
(11) Consider Multiple Platforms: Adapt the CTA to suit different platforms where the video will be shared, ensuring it remains effective across various channels.
(12) Track & Measure: Use analytics tools to track the performance of your CTA and measure the conversion rate and audience engagement.
(13) Transition Method: Using this method is the perfect way to end your videos so as to get your viewers to watch another one. You can do this by the following ways:
(A) Don’t Close: Don’t make it sound or look like you are closing out the video. Don’t say "finally”, "for this last tip", etc., as this will make people think that you’re ending the video, and they are going to click out.
(B) Your Last Tip: Make your end card your last tip of the video. You can give a bonus tip that will direct your viewers directly to another video.
(C) Viewers’ Next Step: Make the end card your viewers next step. This could be a Part-2 to a Part-1 video, or just the logical next step that they should take.
(D) Introduce A New Problem: End your video by introducing a new problem.
(E) Must-Watch Method: At the end of your video, it is important to emphasize to your viewers the value they can gain from watching the next video in order to further enhance the knowledge and understanding gained from the content they have just invested their time in.
(14) Types Of Most Effective CTAs:
(A) FOMO (Fear Of Missing Out): Let people know what they’re missing out on if they don’t subscribe to your channel. Provide an incentive that really benefits them.
Example: “Don’t miss out on the next fashion update. Subscribe and get your hands on the latest trends before the rest.”
(B) Exclusivity: Make people feel like they’re worthy to join your community. They must feel the pride of being special.
Example: “If you’re watching this video, it already means that you’re elegant. Do subscribe and join your community of elegant women.”
(C) Urgency: Give people a short deadline before which they must subscribe to your channel. Pair this up with a valuable promotion or offer.
Example: “I’m giving away iPads to those who are subscribed to my channel in the next 24 hours. Subscribe now.”
(D) Actionable Solutions: Present a problem and then provide actionable solutions to it. Let people know that if they subscribe to your channel, it will help them cope with the problem.
Example: “Struggling to lose weight? Subscribe to my channel and get fit with me.”
(E) Emotions: Words that tug on the emotional strings leave a deep impact on people. Change the way people feel, cheer them up or give them a reason to smile.
Example: “Subscribe if you want to have a good laugh every day and beat the weekday blues.”
(15) Optimize Engagement: You can always use a combination of these CTAs or experiment with each one until you hit the CTA that gives you the most subscribers.
(16) Tailor Your Approach: Add your own creative spins to the CTAs and make them more catchy to drive the results you want.
(17) Utilize AI Tools: Use AI-powered tools to craft engaging and effective CTAs in your videos, leveraging machine learning to generate compelling messages that encourage viewer interaction and drive desired actions. Some of the best AI tools are as follows:
(A) ChatGPT
(B) Gemini
(C) Perplexity