Updated May 2017 to reflect Vimeo’s improved CTA design.
Today's tutorial will show you why it's worthwhile to add a Call to Action (CTA) link to a Vimeo video.
CTAs are an important way to get visitors to make a connection with you and take action. Videos can also be embedded by others. So, make sure your video takes your CTAs with it wherever it goes.
This video demonstrates the improved end screens available from Vimeo from the end of May 2017.
WHY DO YOU NEED A CTA ON A VIDEO?
Why do you create videos? Maybe to:
talk to your viewers face to face;
demonstrate a product; or
simplify a complex technique.
Whatever the reason, they're a valuable, long-term asset.
Video content is easy to embed in not only your own content, but other people’s too. It’s a great way to get in front of other people’s audiences and widen your reach. The problem? The video isn't being watched surrounded by your well-orchestrated series of opt ins, sign ups, menus, sidebars, copy, pop ups, etc.
If viewers loved your video enough to get to the end, they'll probably like other things you do. But, there's nothing to click on. They watch your video and just wander off elsewhere. An opportunity to connect is lost.
What if you could make it easy for viewers to find your blog? And not just your blog, but the exact post, opt-in, landing page, service page or product you want them to see?
Another website using your video content may include a credit and link to your site when they embed your video. But, that's not guaranteed. They just want to tap into the value your video gives their readers, not yours.
How can you get full value from your videos when they live on other people’s sites?
How can you leverage your videos and encourage people to take action when they’ve been interested enough to watch your video to the end?
Simple, just at a CTA to the end of the video.
ADDING A CTA ON VIMEO IS QUICK & EASY
The latest iteration of the end screens function on Vimeo is a huge improvement.
It gives you the option, among many others, to add a Call to Action. This includes a Title (40 characters), Description (140 characters) and up to two CTA buttons (URL plus 20 characters).
You can also go in and change the CTA in the future. This is a great way to make older videos relevant to your current-day promotions.
For example, I launched a free e-course for bloggers new to Photoshop. I've gone back to my Photoshop video tutorials on Vimeo and updated the CTA link to direct people to the sign-up page. If visitors are watching those particular videos, I know they're already interested in Photoshop. Editing the link makes the CTA specific to their needs and promotes my new course.
IF YOU ALREADY HAVE VIMEO OUTRO TEXT
Before the update, the way to add a CTA to a Vimeo video was to use Outro text.
If you have this in place on older videos, Vimeo will automatically transfer the first 140 characters of this text to the description field and add Click Here to the buttons.
I would recommend making the most of the new-style CTAs by going in and improving your heading, description and the button text. You can download a guide to creating Effective CTAs at the bottom of this blog post. It includes tips on design, using effective language and positioning your CTAs.
This video will show you how to:
navigate to the embed options;
select and populate a CTA end screen.
THE STEP BY STEP
Navigate to your video page and click on the three small buttons to the right of the video and select Settings.
On the right-hand menu, select Embed.
You will now see your video on the left and the Embed menu on the right.
Scroll down the menu until you see End Screens.
Select Call to action from the Show drop-down menu.
You will now see Title, Description, Primary button, and Secondary button input fields.
The only section you are required to complete is the Primary button. All the others are optional.
Type in your Title and Description, if using.
Add the URL and link text (button text) for your Primary button.
Add a second button, if using.
Make sure you press Save at the bottom of the menu.
If you come in and make any further changes, make sure you press Save, as this isn’t automatic.
HAVE A GO
There's a lot of work involved in creating, editing and uploading videos. Adding a button is such an easy and valuable additional step.
Your videos won't always be watched on your own blog. Make sure to include a CTA and invite them back to your place.