Call "Action" if You Want a Call to Action
In Print
Call "Action" if You Want a Call to Action
December 6, 2019 11:05 AM
Erica Sikoski

As social media continues to be one of the most commonly utilized means to market your company online, it’s important to understand howto maximize your social media content to engage with your target audience.

If you scroll through your social media feed, you’ll notice more and more brands are implementing video marketing into their social media strategy. And for a good reason. Video shares and interactions have been on an upward trend across all social media platforms. According to HubSpot, 81 percent of businesses are currently using video as a marketing tool, which is up from only 63 percent the previous year. Plus, when a social media post has a video incorporated with it, the post receives 48 percent more views overall.What this means is that video marketing is not a trend that is going away anytime soon. So, it’s time to step up and start recording.

There are two main reasons to adopt video into your marketing strategy;

1. To build a relationship with your target audience

2. To be seen as an industry leading expert by educating and informing your audience on industry related matters


Video marketing is the perfect way to connect with your audience and show that there are real people behind the brand. On video you can showcase your personality and add in your own flare to the mix. This can immensely improve the overall trust factor you have with your audience, and new potential clients.People are more likely to work with someone when they can put a face to the brand. Video is also a great place to showcase the “behind the scenes”of your office space,to meet the team and to highlight important milestones you and/or your company have accomplished. Overall, video marketing must go beyond the traditional hard sell, as that just becomes noise to people scrolling through the endless pages of the internet and allows them to stop and get to know you for 20-120 seconds.


To gain credibility with your audience, both on an individual and company level, create educational videos. Highlight industry related news, updates, and common topics. It’s important when you are choosing topics to create video content your audience will find valuable and informative. The more you can educate and inform your target audience the more likely they will come back organically since they deem you and your company as experts in your industry. If you’re having trouble deciding on your first topic to cover, head to your FAQ’s page. Address the common questions people have about your industry and company. But remember to keep the videos short and informative. About 33 percent of viewers will stop watching a video after 30 seconds, 45 percent will stop watching after one minute and 60 percent of people will stop watching after two minutes cites Ad Age.

According to Hubspot, these are the recommended time-frames for videos on the different social media platforms to achieve the best results:

• Instagram: 26 seconds

• Twitter: 45 seconds

• Facebook: 1 minute

• YouTube: 2 minutes

Overall, producing video content on social media comes down to a couple simple items: having an informative and captivating message, a bit of humor and personality, and a call to action at the end of every video.

When creating a call to action for each video, it’s important to determine the objective or goal you are trying to achieve. For example, are you looking to drive traffic to your website? Then the call to action could be to “Learn More” and to direct people to your web page for more information on this topic. Another example is to have your audience reach out to you directly. For this create a call to action that clearly explains how people can reach you by phone and email.

The key is to create content on a regular basis, to keep touch points with your audience so they remember you are a resource for them. This will keep you top of mind with current and new potential customers.

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