How can you use video editing to create calls-to-action that convert your audience into customers?

Video editing is not just about making your content look good. It's also about making your audience take action. Whether you want them to subscribe, buy, or sign up, you need to use video editing techniques that persuade them to do so. In this article, you'll learn how to use video editing to create calls-to-action that convert your audience into customers.

1 What is a call-to-action?

A call-to-action (CTA) is a phrase or a button that tells your audience what you want them to do next. It can be as simple as "Watch now" or as specific as "Get 50% off today". A CTA is essential for any video marketing strategy, because it guides your audience to the next step in your funnel. Without a CTA, your audience might lose interest, forget, or go elsewhere.

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Craig Rowe

Founder of independent podcast production house Applaudable Media, specializing in locally flavored content that celebrates unique Australians and their perspectives.
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One of the biggest mistakes content creators make is failing to have a clear call to action. This should be considered as part of the planning process before making video content. It is often best to keep the CTA to one simple ask, so as not to confuse. Limiting choice reduces decision making and leads your audience in the right direction as to what to do next. It is the what to do next that is often missing in video content. I often refer to this to the 'neglected CTA' as it is often an afterthought. But I also have witnessed this in other forms of content too. Your key to creating content that resonates should be to answer 2 core questions. 1) What is in it for you, why are you doing it? and 2) What's in it for them? Why would they watch?

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2 How to create a CTA with video editing

Creating a CTA with video editing can be done in various ways; however, some of the most effective ones are using text overlays, graphics and animations, and sound effects and music. Text overlays can highlight a benefit, create urgency, or show a discount code. Graphics and animations can draw attention to the CTA and make it more engaging. Sound effects and music can enhance the CTA, emphasize key points, create a contrast, trigger an emotion, set the mood, create a rhythm, or match the brand voice. All of these elements help make the CTA more memorable and effective.

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Yolanda Valery MCIM

Head of Digital, Content & Social Media
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As much as I love the use of text/graphic design, I would still advocate for faces, especially when it comes to video. Nothing better than another, hopefully smiling, human being, when it comes to compelling other human beings to take action.

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3 How to place your CTA in your video

The placement of your CTA in your video can make a big difference in your conversion rate. Therefore, you should consider using multiple CTAs throughout your video, including different types of CTAs such as soft, medium, and hard CTAs. Additionally, you should pay attention to the size and position of your CTA. It should be visible and clear, but not too distracting or annoying. Moreover, it should be aligned with your video content and your audience's eye movement. For example, a large and central CTA can work for a short and direct video, while a small and lower CTA can be suitable for a long and informative video.

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Craig Rowe

Founder of independent podcast production house Applaudable Media, specializing in locally flavored content that celebrates unique Australians and their perspectives.
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Placement of a CTA is always tricky because different positioning may yield different results. If a video is long, having an early CTA may result in higher engagement, depending upon what the request is. However someone who has watched all the way through a long video is invested in it, and may provide a higher converting consumer. The goal should be to make the CTA not too salesy, and it should flow or be seamless in execution. Else you may lose your audience. Short videos can have a strong CTA where your audience is clearly defined and you are clear on the benefits of taking the action.

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4 How to test and optimize your CTA

The final step in creating a CTA with video editing is to test and optimize it. You need to measure the performance of your CTA and see how it affects your conversion rate. To do this, you can use analytics tools to track and analyze the data of your video and CTA, such as YouTube Analytics, Google Analytics, or Wistia. Additionally, you can conduct A/B testing to compare different versions of your CTA and see which one performs better. Finally, you can use feedback and surveys to get insights from your audience and see how they perceive your CTA. Tools like SurveyMonkey, Typeform, or Hotjar can be used to ask questions about what they liked or disliked about your CTA, what motivated them to take action, or what prevented them from taking action.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Craig Rowe

Founder of independent podcast production house Applaudable Media, specializing in locally flavored content that celebrates unique Australians and their perspectives.
Report contribution
Don't neglect the importance of adding a call to action in your content. Too often people neglect it. Make sure you plan your CTA as part of your planning to ensure your goal for creating the content in the first place is clear and achieved.

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How can you use video editing to create calls-to-action that convert your audience into customers?

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1 What is a call-to-action?

2 How to create a CTA with video editing

3 How to place your CTA in your video

4 How to test and optimize your CTA

5 Here’s what else to consider

Content Marketing

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How can you use video editing to create calls-to-action that convert your audience into customers?

1

2

3

4

5

1 What is a call-to-action?

2 How to create a CTA with video editing

3 How to place your CTA in your video

4 How to test and optimize your CTA

5 Here’s what else to consider

Content Marketing

Rate this article

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