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You have invested in high-quality video content, SEO, and ad campaigns. Yet, your conversion rates are not satisfying enough. Could your ineffective video CTA strategy be the reason? Explainer videos increase landing page conversions when you combine them with effective conversion optimization strategies like strong CTAs.
For a B2B marketer, CTA videos serve as the bridge between engaging content and actionable outcomes. It turns passive viewers into active participants in your sales funnel.
When it comes to Video Calls-to-Action, these are a few points you should keep in mind:
According to a 2019 study by Saleslion, video CTAs can increase conversion rates by up to 80%. Integrating a video CTA strategy is a necessity for maximizing conversions and engagement.
This blog provides actionable insights for your video CTAs, ensuring customer engagement and conversions.
We help B2B, SaaS and AI product teams ship on-brand videos without fresh hiring, for launches, campaigns and sales.
A Video Call to Action (CTA) encourages viewers to take a specific action. It could be clicking a link, signing up for a newsletter, or purchasing. In B2B video marketing, a well-placed Call to action is important to convert viewers into leads.
CTA videos leverage visual and auditory elements to engage viewers and guide them toward the next step in the conversion funnel.
Below are a few reasons why video CTAs are better than Text-based CTAs:
| Feature | Video CTAs | Text-based CTAs |
|---|---|---|
| Engagement Level | High (Visual + Auditory) | Moderate (Visual only) |
| Interactivity | Can include clickable buttons within the video | Usually, a hyperlink or button |
| Emotional Impact | Strong (due to visuals and sound) | Moderate |
| Versatility | It can be embedded in video platforms, websites, and social media | Mostly used on websites and emails |
| Cost | Generally higher due to video production | Lower |
| Conversion Potential | Generally higher due to increased engagement | Varies, but generally lower than Video CTAs |
| SEO Benefits | Can improve video SEO when used effectively | Can improve page SEO |
Take inspiration from these call to action ideas from the list of 15 compelling video CTAs examples:
Action Phrase: “Subscribe”
CTA Type: Customer Engagement
Video Type: Podcast video
Strategy: The contrast color button subtly hints to subscribe without voicing it out. It sounds less pushy, and the gif which is used creates a subtle message to subscribe—the use of sound effects to induce ASMR.
In video CTA examples, brands cleverly place the call to action within the first 30 seconds, like in this video.
Action Phrase: “Get Unlimited Downloads”
CTA Type: Lead Generation CTA
Video Type: User-generated Video Ad
Strategy: At the end of the video, a bold button shows the value proposition of getting unlimited downloads.
Incorporating a customer-oriented marketing call to action can increase engagement and conversion as the needs and interests of the customer are directly addressed.
Action Phrase: “View plans and pricing”
CTA Type: Simple button embedded in a video on the website
Video Type: Website video
Strategy: This is a website video call to action example. It has high-quality videos playing in the background with the button encouraging visitors to the sales funnel.
Action Phrase: “Subscribe to get more Sauce.”
CTA Type: Bold CTA button after the video.
Video Type: Podcast
Strategy: The subscribe button is MOST used in YouTube call to action. In this video podcast episode “Boost sauce”, they added a CTA that aligns with their branding and adds more humor than plain old “subscribe”.
Action Phrase: “Find out more at Specialty training.hee.nhs.UK”
CTA Type: Informational
Video Type: Animated video
Strategy: One of the most commonly used video CTA examples information sites use is asking viewers to “Click the link below to learn more.”. In this video, the Website address is in bold text and provides information on what the page contains.
Action Phrase: “Download Grammarly”
CTA Type: Direct conversion
Video Type: Video ad
Strategy: Directly leads to their purchase plan, which has a free program. The two taglines come one after the other, reinforcing the CTA. The taglines help to communicate their value proposition clearly and concisely.
Action Phrase: “Let’s Connect”
CTA Type: Lead Generation
Video Type: Explainer video
Strategy: Unlike general video CTA examples like “Contact us”, this video encourages the audience to contact them with a reassuring line: “We are here for you”.
We help B2B, SaaS and AI product teams ship on-brand videos without fresh hiring, for launches, campaigns and sales.
Action Phrase: “Search Now”
CTA Type: Direct Conversion
Video type: Video ad
Strategy: One convincing call to action example in a marketing video is using a tagline to clarify the value proposition. Cengage used a bold and contrast “search now” text with the sentence “Buy Direct, Pay Less”, which hints at savings.
Action Phrase: “Get Started Today”
CTA Type: Direct conversion
Video Type: Explainer video
Strategy: Attractive button text with the tagline “work global. feel local” enhances the value proposition.
Action Phrase: “Subscribe”
CTA Type: Relationship building
Video Type: Tutorial video
Strategy: Verbal CTA with an invitation to maximize the viewer’s website potential. It is a subtle invitation in a casual and friendly manner.
Some relationship-building Video CTA examples can also encourage micro-interactions, like asking viewers to “like” or “Leave a comment below.”
Action Phrase: “Try it now”
CTA Type: Direct Conversion
Video Type: Explainer video
Strategy: Directs to their pricing page with a free version of the offering. Uses the word “try” to make it sound less intimidating and uses “now” to create urgency.
Action Phrase: “Explore More”
CTA Type: Informational
Video Type: Product Launch
Strategy: Encourages people to know more about the new features of AI. This type of marketing call to action informs potential customers of the audience. It is mainly used at the top of the sales funnel.
Action Phrase: “Ready to keep going?”
CTA Type: Verbal and subtle CTA
Video type: Product Demo
Strategy: Video CTA examples can also be non-obvious; some videos use hints in the voiceover to make their point.
Canva welcomes the audience as if they have already signed up; it builds a relationship with the viewer and then subtly asks for “ready to keep going” to drive them to the website.
Action Phrase: “Find your productivity happy place.”
CTA Type: Direct conversion
Video type: A product demo
Strategy: Communicates an emotion and assures their app is for productivity.
Action Phrase: “View Services”
CTA Type: Direct Conversion
Video type: Animated website video
Strategy: An interactive button redirecting to the landing page. The text, along with the button, enhances the value proposition.
These call to action ideas in the video CTA examples can help you identify which resonates most with your audience and can help you improve conversion rates. Incorporating a CTA video into your marketing strategy can provide a dynamic touchpoint and a memorable way to guide users towards conversion.
Below is a table on some Video CTA words and phrases.
Note: Most of these CTAs can overlap in more than one category.
| Category | CTAs | User Intent |
|---|---|---|
| Action |
| These CTAs are designed to prompt users to take immediate action. |
| KISS Approach (Keep It Simple Stupid) |
| The intent here is to offer straightforward and easy-to-understand calls to action. |
| Educational Content |
| These CTAs aim to promote knowledge and understanding among users. |
| Confirmshaming |
| The goal is to nudge users towards a decision by highlighting the negative outcomes of inaction. |
| Freebies |
| These CTAs attract users with offers that have no cost. |
| Fear Of Missing Out |
| The intent is to create a sense of urgency and exclusivity for the user. |
| Event Promotion |
| Encourages users to register and participate in events or webinars. |
| Product Showcasing |
| The aim is to highlight the benefits of products to the user. |
| Alternate Engagement |
| These CTAs offer alternative ways for users to engage with the product or service. |
| Community Building |
| These CTAs are designed to encourage a sense of community and belonging among users. |
| Feedback and Surveys |
| The intent is to ask for opinions and suggestions from users. |
| Social Sharing |
| These CTAs encourage users to share content and follow on social platforms. |
| Promotional Offers |
| The aim is to attract users with special deals and offers. |
| Brand Engagement |
| These CTAs promote brand awareness and loyalty among users. |
Including a CTA video into your marketing strategy increases your conversion rates. Marketers primarily use three types of video CTAs to convince their audience: Verbal CTAs, Text CTAs, and Button CTAs.
Video CTA are not one-size-fits-all. They should be created to fit the brand’s voice and message. Here are some best practices to write a good CTA.
In the ever-competitive B2B industry, mastering the art of Video CTAs is no longer optional; it’s a necessity. From the type of CTA to its placement, every detail matters in converting a viewer into a lead and, eventually, a customer.
As we’ve seen, the most effective CTAs speak directly to the customer’s needs, minimize friction, and offer immediate value. Marketers can gather insights to craft effective calls to action by examining various video CTA examples.
Whether you’re using verbal, text, or button CTAs, the key is to align them with your brand’s voice and your audience’s pain points. Whether you want to improve customer engagement or drive sales, a well-designed call to action video can make all the difference in your conversion rates.
CTA is important in video content because:
You can have multiple CTAs, but consider the following points:
Here are the points for how long your CTAs should last on the screen:
Video CTAs are more engaging than text or images. They offer complex storytelling in concise messages and make the CTAs more compelling.
Common mistakes to avoid when creating a video CTA are:
We help B2B, SaaS and AI product teams ship on-brand videos without fresh hiring, for launches, campaigns and sales.
Rishabh Pugalia, CMO/Co-founder, ContentBeta. He advises B2B SaaS companies on brand visibility & product adoption through video & design. He believes in AI-assisted, human-in-the-loop workflows for scaling marketing ops.
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