One of the most common recommendations “experts” provide about video production and marketing is including a call to action. Some pundits push their recommendation a step further, suggesting don’t wait until a video’s end to reveal your call to action. They point out viewers sometimes don’t finish watching even the most compelling videos, and you should post your call to action early and often during videos.
We almost always ask video clients if they want to include a call to action. That’s especially important if a client is relaying a message or providing a service that heavily depends on viewers calling a number or visiting a website. But we’re the type of people who annoy the heck out of the zombies who follow the conventional wisdom without asking, “Why?” And we question the value of including a call to action in all cases. We’ve wondered if people are really more likely to hire you or purchase your service if you add words such as, “Call Now!” If people like what they see in your videos, won’t they call now whether you post those words or not? We don’t add calls to action during videos specifically about The Flip Side. Calls to action can sometimes seem cheesy especially if you plaster them early and often in videos.
A call to action is not always the only purpose of a video. Our approach is subtler. Experts often like to speak in certainties and people often want to hear one formula to apply. But one size does not fit all. Don’t be a zombie. Apply a call to action if the concept makes sense, not because someone insisted you must.