Optimising Video For Business Results 🎥

Are your videos underperforming? Do they fail to move the needle for your business 🤷🏻‍♂️

Driving action with your video is the ultimate measure of your success. It's what turns passive views into tangible business results. What I call “conversion” So, optimise ruthlessly for that action. Make it the focal point of your video and reinforce it at every touchpoint…without seeming like you’re on some all CAPS DO THIS NOW mission of course 😂

#kentstoptips = Drive a Feeling, Action, or Behavior With Your Video

If your video doesn't motivate the viewer to take a meaningful next step, it will not deliver results for your business. YES! It’s literally that simple. And how do I know that? After creating over 100+ videos for small to global companies I’ve tested this over and over again! A great video needs an end-goal action to yield tangible results! So, you need to be SUPER intentional about the action you want people to take.

An action could be experiencing a feeling. For example, if you're a nonprofit organisation, your video might aim to evoke empathy and inspiration to tickle those heartstrings!

The action could also be a thought, like seeing your product as a solution to customers’ problems. If you sell a productivity tool, your video might highlight the pain points of a disorganised workflow and position your tool as the answer ⚒️

Or, the action could be a direct behavior, like clicking through to your website or making a purchase. This is the most tangible type of action, often the ultimate goal for businesses.

Create Your CTA 🫵🏻

As you define the action for your video, be clear on whether you want the call to action (CTA) to be soft or hard.

A soft CTA is a low-barrier action that signals interest. It is about building engagement and capturing leads. Soft CTAs are a good fit for top-of-funnel videos where the viewer may not be ready to buy but you want to capture them for future marketing conversions. You might ask the viewer to like the video, leave a comment, subscribe to your channel, follow you on social media, or sign up for your newsletter.

A hard CTA, on the other hand, is much more direct. Hard CTAs are appropriate for bottom-of-funnel videos when you've primed the viewer to act. The key is ensuring your video content has built enough knowledge, likes, and trust to earn that level of commitment. It's about driving a specific, high-commitment action. Hard CTAs include things like "buy now," "call today for a no-cost consultation," "click here to get 50% off," "sign up for our paid membership," or "donate to our cause."

3 Ways to Optimize Your Video for Driving Action 📈

Once you've defined the action for your video, you can optimize it in a few key ways:

🗣️ What You Say: The words you use, especially at the end of the video, are crucial for driving action. Verbally tell people precisely what you want them to do next. Make the ask crystal clear and actionable. For example, instead of a vague "Check out our website," say, "Click the link in the description to get your no-cost trial now!" Use strong, direct language that compels people to act.

🎥 Video Elements: Reinforce your CTA with visual cues within the video itself to help the action stand out and give people an extra nudge. This could include:

• Text overlays that reiterate the next step

• Arrows or other graphics that point to key information

• Clickable links in the video player

• End screens that display your website URL or special offer

• Verbal and text-based reminders to comment, like, and subscribe

👀 Surrounding Elements: Think beyond the video player and use all the real estate you have to drive action. Depending on the platform, you might have:

• Video titles and descriptions

• Buttons or forms beneath the player

• Comment sections

• Pop-ups or email captures

• Related recommended videos (YouTube for example)

For example, pin a comment with your unique offer link or add an eye-catching button below the video 🎥

The key is to align everything toward that end action. I ALWAYS say to everyone I work with (hence my results show for themselves) that you must create with this or an end goal in mind. Also, think through the entire user experience and remove any friction. If you want people to sign up for your webinar, make that the only CTA. Don't clutter the experience with mixed messages or competing offers. You want to be almost like “Go here, do this” as your action point. Simples! 😉

Instagram Pro Video Top Tip 🤫

Do you spend valuable time creating Instagram Reels and Carousels only to be disappointed by how they look after you upload them on your mobile device 🤬 Could low-quality resolution be impacting your performance 🤷🏻‍♂️

No one likes looking at a fuzzy video, image, or graphic. Uploading your content at the highest quality can improve the performance of your Instagram marketing assets. I know it sounds like a NO BRAINER but sometimes we’re only human and all miss things!

Check Your Instagram Settings

Open your Instagram app and navigate to “Data usage and media quality.” If “Upload at highest quality” is turned off, turn it on! This option is usually automatically off because when you upload high-quality video, it uses more mobile data, but when it comes to using core feed features, like Reels and Carousels for marketing, quality is key!

Next, open your camera settings to ensure you are also filming in 4K. You’re camera settings again, are usually defaulted on your mobile to lower resolution so if you’re using a new device within the last 1-3 years, make sure you use 4K 60FPS to get that SMOOTH AS BUTTER footage!

Now, your Instagram content is ready for top-quality filming #yourwelcome 🙌🏻

Q&A

• So, are you ready to harness the power of using video strategy to drive results for your business?

• Do you have any video pain points I can help you with smoothing out?

• What do you think you could utilize for video and how would it impact your business visually using CTA’s?

Whenever you’re ready, here’s how I can help you:

1. Book a {10 MINUTE} Business Power Call with me, to arrange working together to make your social media videos stand out online as I tweak your approach, and analyse how to improve your current video, business strategy, or marketing.

2. Don’t have time to create great videos yourself? Focus on your business, whilst we focus on creating the videos that you’ve always dreamed of. Get in touch to find out more.

Until next Friday, love to you all!

My Partner Services
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