THE BLOG
11/02/2015 09:45 am ET Updated Dec 06, 2017

3 Ways to Make Your Video Content More Actionable

2015-10-29-1446157644-4474608-Parveen_Panwar.pngParveen Panwar is passionate about online advertising and ad technology. He has created digital strategy for various video branding campaigns and made them successful through distribution strategies in the digital landscape. Learn more about what he does through his company, Vidaptiv.

Creating videos is one of the top strategies you can implement to make lasting impressions on potential customers. But how can you keep your potential customers engaged for longer and keep them coming back for more?

With the emergence of new strategies in content marketing, such as interactive videos, many are asking these types of questions. Adding a few simple steps to keep the user engaged are key. Based on my experience as CEO of PMI 5 Media, this is what I've learned will make your videos more actionable.

1. Add a Strong Call-To-Action


 

"Call-to-action" is a marketing term used to describe the action of a simple request from a person or business. It tells your audience what they should be doing when they click on your ad, whether you are asking them to purchase, fill out simple questions or find out more information about you or your company. Adding a strong call-to-action will give the audience a clear understanding of what to expect when they click through your site. Your message should provide direct instructions in as few words as possible. In addition, a call-to-action that garners positive emotions will result in happy users. For example, "Give it a try, the first 60 days are on us," is a great way to get customers intrigued since getting free access to something is always awesome.

You can incorporate this into the initial phase of planning your video by creating a storyboard. You can use pencil and paper or storyboard software online, like this one here. A storyboard can be detailed with illustrations of scenes and dialogue. The script should be easy to follow and clear enough that your message is remembered.

Use the storyboard to strategize the entire video, as well as what you are asking of viewers at the end. During the video editing phase, keep in mind exactly what you want to tell users. Inserting graphics can help highlight what to expect from the video, which will make the call-to-action stronger. The clearer the message is, the better your click-through rate will be.

2. Take Advantage of Device-Specific Capabilities


 

Knowing how your video works on different devices is important for how you can target each user. When your video is being accessed through a mobile device, it's a good time to take advantage of features that let the user call and text.

Other advantages of a mobile platform can include giving the user access to add an event to their calendar, like a sales promotion, or donating simply by texting "YES."

On a desktop, you can play with heavier bandwidth, which allows for bigger file sizes. This leaves room for larger graphics and interactivity with longer ads. Re-marketing can be done across platforms through social media. For example, if your video has a display of three different types of shoes, you can re-market the display based on the user's preference of shoe. That shoe, along with similar styles, will appear in ads across a user's social platforms due to saved cookies.

3. Tailoring to Specific Audiences


 

Just like device-specific capabilities, your content can be customized in other ways that target a larger audience. You can amp up your video content by tailoring it to several niches, such as geographic areas, weather or time of day. It's a great way to appeal to different audiences while still getting your call-to-action across. For example, if your ad is being played in different regions, you could feature elements that coordinate with that particular time zone -- like the sun setting or rising. When it comes to food, like Dunkin' Donuts, the video can feature a morning coffee at the start of the day. Likewise, it could feature an iced coffee if temperatures are high in the area.

Passive videos are easy to avoid if you take advantage of creating a strong message and a clear call-to-action. With these three steps you can optimize your click-through rate and connect users to your brand.