Google YouTube Creator Playbook Guide Version 2 - Manual (Page 20)

To Camera Host-Mentions
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Talking directly to the camera in a genuine manner can get the
audience to listen and act. Having the talent of the video, the host or
a character talking to their audience and prompting them to take
some action is important to include in videos.
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In-Video Graphics and ‘End-Cards’
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You can use graphical overlays and other graphics in your videos to
prompt for specific CTAs.
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Build in graphics for your videos to encourage subscribes,
commenting, or shares. You can use the ‘spotlight’ annotation to
make these graphics clickable once the video is uploaded.
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Create a video ‘end-card’ to appear at the end of your videos that
directs the viewer to more content, encourages them to subscribe,
or to visit your channel page. You can create a template that builds
consistency for the end of your videos that directs the audience to
take specific actions.
There are many ways to communicate with your audience and include Calls to Action in
your videos. In many cases, talking to the audience can be the most powerful but there are
many effective ways to prompt your viewers to take some action.
Calls to Action
Annotations
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See the ‘Annotations’ section for more details. (pg. 47)
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Use annotations when you don’t want to have your characters ‘break
the fourth wall’ of your video.
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Annotations are a great way to include CTAs in your video when
they aren’t part of the video’s content.
•
Use annotations to update and add new CTAs to older videos.
Video Descriptions
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See ‘Metadata’ section for more details. (pg. 39)
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Use space available in the video’s description to include messaging
and links for your viewers to act on.
•
Use links to get your audience to subscribe, go to your channel
page, start a playlist, or visit your site and social media.
Methods and Types of Call to Actions in Your Videos
Programming & Producing
Annotations can optimize repurposed content to
include important CTAs.