You’ve made a great decision by making a video for your customers. Making videos is a must for any business. Where do we go from here?

Do you need to know about how to make videos? Of course not. That’s why you are working with us. But there are fundamentals you need to know before we work together. The first thing you need to know is your call-to-action in your video content.

What You Need to Know About Video CTAs

“Call-to-Action” is the behavior you want the viewer to take after they’ve watched your video. Including a CTA can be tricky, but there are simple steps you can take to have one ready in no time. The first step you need to do is to determine what type of CTA you want to include.

If your video content is on Youtube, then the process is straightforward. Most content producers on Youtube have one goal: to drive traffic to their website. In many cases, what they will do is include a link to a landing page. If your content is for a more formal occasion, then coming up with a CTA may be challenging.

Here’s how to create great CTAs:

  • Make sure they are short and simple. This is the most important rule to keep in mind. CTAs that are short and are actionable with a click or two will beat longer ones. The rule of thumb is that the length of the average video should be between 60-180 seconds. In many cases, under a minute is better if possible.
  • Words need to be time-sensitive. As with any other content format, using words that invoke urgency is a good strategy. Phrases such as: “Upgrade Now!,” “Instant Acess,” or “Get yours free if you order today” are examples of time-sensitive CTAs.
  • Be specific. Above all, a CTA should evoke emotion. To do this, be as specific as possible. This will go a long way toward building a bond with your audience.  Try phrases such as, “Buy right and save 50%” along with an exclamation mark to add punch.
  • When in doubt, use numbers. Consumers will look for promotions, discounts, incentives, or prices. Why? They feel reassured because numbers are specific and can’t be fudged the way words sometimes can. If a user clicks on your content after seeing the pricing information, that means they are interested in what you have to offer even if they don’t end up buying. They may not purchase today, but if you capture their email address or connect on social media, you’ve brought them into your audience and can continue to market toward them.

Once you sort out what you want in your CTA, you need to concentrate on which audience it’s meant to reach.

Who Is the Video Intended For?

When you get to this stage, the main question you need to ask is if this messaging is intended for laymen (b to c marketing) or a business audience (b to b marketing). Knowing this will help you and the Dept. of Media decide the creative direction.  Above all, don’t assume anything. We recommend always doing some target market research. Look at what your competition is doing and figure out what works and what your approach will be.

Ask yourself questions such as: “Who would pay for my product?” and “Who has already bought from me?” Create your customer persona for the video project and your CTA, and engineer you’re messaging toward that person. Ask colleagues and associates for feedback, and be prepared to adjust your preconceptions based on what you hear.

A great video with a compelling CTA can move the needle on your business’ sales pipeline. Dept. of Media will be glad to work with you on this and help you ideate powerful messaging that makes an impact.  The next step from here is deciding how what emotions the audience should experience.

How Do You Want Your Audience to Feel?

What emotion do you want your audience to feel once they have watched your video? Thinking about your audience will feel, and the video’s emotional context will go along in determining your success. Emotions help us decide how we perceive good or bad. Just or unjust. In short, they guide us through a noisy world. The best way to play to your audience’s emotions is through engaging in a dialog with them. Once you have done that, then persuade them. You do this by invoking persuasive feelings such as warmth, attachment, or love.

To get the most out of your dialog, make sure to weave it with storytelling about your products and services. Here are some emotional triggers that you can include in your stories:

  • discovery and adventure
  • nourishment
  • curiosity
  • self-achievement and ambition
  • power
  • the desire to belong

It’s up to you to choose which trigger is right for the intended audience of your video. Tapping into your audience’s psychological triggers will get them invested in your content and services.  That will likely lead to a purchasing decision down the road. The Dept. of Media is well-placed to help you make content that resonates with our audience.


Video is taking the world by storm. It’s entertaining, engaging. And it offers a massive ROI for companies that use it correctly. Dept. of Media will walk you through every step of the process. We have the expertise and will to do so. Making a video is so much more than filming. It requires elaborate storytelling that resonates with your audience. Before we work together I want to go through the fundamentals of what good videos consist of.