Google YouTube Creator Playbook Guide Version 2 - Manual (Page 22)

How-To Steps
1. Determine desired actions
Decide what actions you want your viewers to take for each video.
Prompts for key community actions such as subscribing and watching
more content should be included in most videos, but assess the right
actions for your content and overall objectives.
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3. Include / add call to actions to the video
Videos should have a call to action. Keep these important elements in
mind when shooting the video, creating packaging, writing the video
description, and when adding annotations.
2. Choose the right method and placement
Depending on your content, decide if talking to camera, host mentions,
use of graphics, and/or using annotations is the right method to get
your audience to perform actions.
Decide where in the video each CTA should appear to be most
effective, without distracting the viewer. Keep in mind that you don’t
want to direct the viewers away from the video before they finish
watching.
Calls to Action Programming & Producing
Use the Subscription graph and Community Engagement graphs in
Analytics to track changes in viewer actions in response to your CTAs.
Including CTAs in your video should lead to increased community actions
taken by viewers including subscribing to your channel, ‘favoriting’, ‘liking’,
and commenting.
Remember that it is a violation of YouTube Terms of Service and Community Guidelines to incentivize
clicks on video features in any way (i.e give-aways or prizes for liking or favoriting a video)