In this post, we’ll show you how to optimize for social media video conversions with strategies that are effective regardless of what type of action you want your users to take. Build Up to Your CTA It goes without saying that your video should have a clearly defined CTA. You need to tell users why they should convert if you want them to, and prioritizing this within the video will significantly increase conversions. Place a Clickable Link in The Video’s Post The best way to optimize for conversions is to make it easy for users to convert. YouTube, for example, lets you add clickable YouTube cards, which will send users right to the landing page of your choice. Facebook Ads allows you to place links in your CTA, and you’ll see the CTA available on the video’s screen when the video is paused. One way to get around this is to use textual cues in the description and video, like “go to our blog and see today’s latest post!” You can create a shoppable Instagram through your profile’s bio link, and tell users to click there after watching your video. Videos created to accomplish the same objectives and drive the same type of conversions can be organized into playlists to increase the impact they have, turning single videos into an entire campaign. Since the CTA for these conversions is often placed at the end of the video where its most effective, you need to do everything you can to increase the likelihood that users will actually make it there. Which tactics have worked best for you?
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In today’s world, where we increasingly have an attention span that can’t even rival a goldfish and more distractions than ever, it’s hard to keep users engaged, focused, and on track. This means that it’s more difficult to get users to move through our “what” and get to our “why,” making it harder than ever to get users to convert. This even applies to videos, which users are more likely to consume than other types of content.
If you want to get conversions on your social media videos, you need to know how to optimize for them. In this post, we’ll show you how to optimize for social media video conversions with strategies that are effective regardless of what type of action you want your users to take.
Build Up to Your CTA
It goes without saying that your video should have a clearly defined CTA. Whether that CTA is “click to our page to learn more” or “shop our latest collection here!” you should know what your CTA will be before you even start creating the video. By working backwards, you’ll be able to make a laser-sharp focused video that is designed to answer one question: why.
How does it benefit or impact them? You need to tell users why they should convert if you want them to, and prioritizing this within the video will significantly increase conversions. You can build up to your CTA so that it feels like a natural conclusion to the video and users are ready to click, instead of it feeling like a tacked-on after thought that isn’t really all that relevant.
Place a Clickable Link in The Video’s Post
The best way to optimize for conversions is to make it easy for users to convert. Convenience will benefit you greatly. Whenever possible, place clickable links or CTAs in the video’s post.
In some cases, you’ll be able to add these directly to the video. YouTube, for example, lets you add clickable YouTube cards, which will send users right to the landing page of your choice.
On Twitter, place a shortened link above the video in the same tweet so that users will click to your site. Similarly, share links within your Facebook Post. Facebook Ads allows you to place links in your CTA, and you’ll see the CTA available on the video’s screen when the video is paused. The screenshot below is the Hootsuite video from the section above paused on Facebook, with a “Learn More” CTA available to viewers.
Instagram is a little trickier since regular posts can’t have links attached to them. One way to get around this is to use textual cues in the description and video, like “go to our blog and see today’s latest post!” You can create a shoppable Instagram through your profile’s bio link, and tell users to click there after watching your video. If you have more than 10,000 followers on Instagram, you can also…
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