Google Creator Playbook Version 4 - Manual (Page 12)

10
Calls to Action
Watching video online is an interactive and social
experience. Content creators rely on the actions of
their audience to help them succeed - but many
viewers won’t act unless you prompt them. Your
videos should have specific Calls to Action (CTAs).
CTAs should be minimal and simple; too many
prompts can cause confusion. Make it as easy as
possible for viewers to act.
Types of Action
• Subscribe. Invite viewers to subscribe to your
channel and give them good reasons to do it!
• Watch more. Direct viewers to the next episode, a
new video or a playlist.
• Likes/share. Ask viewers to like or share a video – it
gets broadcast to the community and will bring
new viewers to your work.
• Comments. Ask for comments! Posing specific
questions will boost participation.
How to include CTAs
• Direct Host-Mentions. Talk directly to the camera
to get your audience to listen and act.
• Annotations. Annotations – clickable text overlaid
on your video – are one of the most versatile ways
to engage with your viewers.
• In-video graphics. Eye-catching graphics can
encourage subscribing, commenting or sharing.
Use the spotlight annotation to make these
graphics clickable once the video is published.
• End-cards. Create an end-card that directs viewers
to act. Create a template that builds consistency
into the end of your videos.
• Video Descriptions. Put in-depth descriptions
about your videos (and links to your site and social
media) here.
Depending on your message, place CTAs at the
beginning, middle or end of the video.
Remember that it is a violation of YouTube Terms of Service and Community
Guidelines to incentivize clicks on video features in any way (i.e. give-aways or
prizes for liking or favoriting a video).
Specific prompts are a great way to
guide the conversation that will take place in the
comments.