In the process of planning for that amazing new video you want Adelie Studios to produce for you (I know shameless plug), have you thought about where that video is going to live? What I mean is, the call to action at the end of a video on your home page should be a natural progression to somewhere else on your site. Whether that is to download a whitepaper, signup for a free trial or webinar demo. Maybe that signup form is built right on the page next to the video or even right into the video player. A seamless way to start the viewer’s path down your sales pipeline. Whatever it might be, you want to keep that viewer on your site and engaged. Now what if that same video were on YouTube? Chances are, you do not own YouTube unless you are Google, in which case…”Howdy, thanks for reading my blog!” So the call to action is different, you’re trying to get them to your site where you can control their experience and keep them from clicking away (hopefully). What if it’s on Facebook? What if it’s on a distributor’s site? So what is the answer? Simple…customization.
When your video is living in multiple places, you need to customize the call to action at the end to optimize the results of how well your video will perform for you on that specific site.
Here’s a unique example of customization we recently did for a client. Discount Drug Network was launching a campaign in over 10,000 doctor’s offices on a special broadcast network that included an integrated brochure card holder beneath the television. They were running both 30 and 60 second spots on the network but also wanted to have a slightly longer version for their own website. They still wanted to keep the online version of the video short but obviously wanted to customize the call to action at the end and also take advantage of being able to weave a deeper story and character profile at the beginning with a bit more time.
Here is the 30 second broadcast network video:
It’s very quick. It get’s the point across of what the prescription discount card is, what it does, and how it works. Knowing that their brochure was always going to be in the first slot on the left of the brochure holder kiosk allowed us to customize the call to action at two points. The first was where the main character reaches down and grabs the brochure from that exact spot in the brochure holder. The kiosk design featured in the video was designed to look exactly like what the viewer would be seeing in the actual doctors office. The second point of customization was at the very end where there is an arrow pointing down exactly above where the brochure would have been held in the brochure holder beneath the screen with a reinforcing image of the brochure on screen. Now let’s take a look at the 60 second broadcast version:
See the differences? It starts in the very beginning. There is an introduction to the main character of Sarah. A simple step but then it identifies the person to you. Sort of like a virtual handshake with the character which can help the viewer identify with them. You also get a deeper dive into how this card can help the viewer with the introduction to the web app to find the lowest price for prescriptions. You still get the same call to action at the end but with just 30 more seconds you can introduce more topics and add a layer of personality to the character.
Finally here is the website version which is just under 90 seconds:
Here we get a real understanding of who the main character “Sarah” really is. We developed this persona for the video using the demographic profile fitting the primary Discount Drug Network card user. Working with the client’s team we identified and zeroed in on who their primary target was so we could add in layers of who Sarah really is. There is a bit more humor added in and the video is allowed to “breathe” a bit by developing the character a little more before we dive into how the card helps her. On this version the call to action is different because we’re driving to signup on the site or to download the mobile app. We also consulted with their team to make sure the landing page was built in a way to make that signup or mobile app download intuitive.
With some very simple edits we were able to tweak the content so it was customized to the audience that it was intended to be viewed by. It’s a fairly simple process which all starts with a couple simple questions “Where are people going to view this video?” and “What action do we want them to take from there?” Once you answer these questions, you know whether you need one or twenty different alternate versions of the video. Sometimes it’s a simple edit to the graphics or maybe a different voice over for each. The simplest way to augment your results is to customize your video to where it will be viewed and design the next step you want the viewer to take from there, no matter where they are.
How about you? Have you experimented with customizing your video content?