In corporate film the call to action could be considered the virtual handshake with the viewer, what action is required now that the information from the video has been communicated and how to bring this action into motion?
This leads the viewer on a journey to the ultimate goal of participating with a company or buying a product. According to KISSmetrics (2013) “CTA within a video generates about 380% more clicks than one placed in the sidebar of a web page” (retrieved from QuickSprout). A Call to Action can be:
- To visit a website
- To join a discussion
- To watch another video
- To purchase a product / service
- To reflect on a matter
However, what is more important than the actual CTA, is the way the message is communicated. It is important to match the CTA with the content of the video, the target audience and the action linked to the call. PR Manager Anastasia Melet categorises 10 different strategies for the Call to Action:
- The “Explicit”
Short, sweet and focussed on one goal. This works best when provided with a one-step action (click, share, watch, download, buy etc.).
- The “Mood Setter”
The placement and direction of the video are key when using the “Mood Setter” approach. The larger context of the video frames how the Call to Action will be set into motion. Look closely to the mood of the video; is it bold, sentimental or inspiring? The Mood Setter is all about exploiting this mood and building on the generated tone of voice.
- The “Hypnotic”
When the CTA takes more of an undercover approach but instead is more about giving subtle viewers direction, we speak of a “Hypnotic” approach. The CTA feels more like an organic part of the video story and less of a stand-alone statement.
- The “Casual”
Best for smaller businesses or those with a more authentic branding, would be the “Casual” approach to the CTA. When no specific action is thought out, but brand engagement is still called for a casual note to the video being part of something larger and a suggestive note to check out more could just do the trick.
- The “Inspirational”
The viewers desires are a clever starting point when looking for a more inspiring tone to the CTA. The “Inspirational” is really all about shifting the point of view to not look from the brands perspective but to really work from the audience’s goals and dreams, to then describe how the brand in question can be of meaning for achieving those.
- The “You can’t Resist”
A sense of urgency combined with power words is the perfect equation for a sense of “You can’t Resist”. This powerful CTA uses limited stock and time as its selling point, using discount codes and stressing what a good deal you might miss out if you do not engage.
- The “Seductive”
Another emotional approach would be the “Seductive” type, in which you appeal to your viewers core wants and desires. This approach leans on qualities such as beauty, a sense of belonging and engaging the senses with great charm.
- The “Guilt Trip”
“If you care, share!” is the “Guilt Trip’s” ultimate selling point. However, note that the use of such a technique requires a deep understanding of its target audience as well as a strong warm-up. Nobody likes to feel guilty, but if there is an easy and immediate way to get involved and “help”, the engagement can be an extremely powerful and lasting experience.
Animatron (2017) Retrieved from Animatron.
Graduation Report Roos M Jansen 