If you’re using video to get leads, but just slapping a link in the description, you’re leaving money on the table. Calls to action (CTAs) inside your videos—buttons, forms, or even simple messages—can turn a passive viewer into a real prospect. This guide is for marketers, sales folks, and honestly anyone who’s tired of videos that get “views” but not results.
We’re talking specifically about Vidyard, because it’s built for business video and has solid lead-generation features. You don’t need to be a video pro or a developer, but you do need to know what actually works (and what’s a waste of time). Let’s get into it.
Why CTAs in Video Actually Matter
Before we dive into the how-to, let’s be clear about why you should care:
- Passive viewing gets you nowhere. People zone out fast. If you don’t give them a next step, they’ll move on.
- CTAs let you capture intent. Someone who clicks, fills a form, or books a call from your video is way more valuable than a random viewer.
- Vidyard’s built-in tools save you hassle. No need to mess with code or hacky overlays.
But don’t expect magic. CTAs don’t guarantee leads—bad offers, confusing wording, or just the wrong timing will all tank your results. The key is to make it dead simple and relevant.
Step 1: Know What Kind of CTA You Actually Need
Not all CTAs are created equal. Vidyard offers a few main types:
- Text CTA: Just some on-screen text (e.g., “Want a demo? Click below.”)
- Button CTA: A clickable button that links anywhere you want.
- Email Capture Form: Collects names, emails, etc., right in the video.
- Calendar Booking: If you’re on a higher Vidyard plan, you can drop in a calendar link.
Pro tip: Don’t overthink it. If you’re just starting out, a simple button or form is enough.
What to ignore: Don’t use multiple CTAs in one short video. It’s confusing and people tune out. Pick one clear next step.
Step 2: Plan Where and When Your CTA Should Appear
Timing matters more than most people realize. You’ve got three main options:
- Pre-roll (start): Shows before the video plays. Good for “gated” content, but beware—most people just want to watch the video.
- Mid-roll (middle): Pops up during the video. Risky unless your video is long or you have a truly compelling offer.
- Post-roll (end): Shows after the video finishes. Safe, but many viewers won’t stick around.
What works best? For lead gen, end-of-video CTAs usually perform best—you’ve earned their attention. If you’re gating premium content (like a webinar or whitepaper), a start-of-video form can work.
Pitfall to avoid: Don’t slap the CTA on too early, or you’ll annoy people and lose trust.
Step 3: Set Up Your Vidyard Video and CTA
Here’s the nitty-gritty. I’ll assume you’ve already recorded or uploaded your video to Vidyard.
3.1 Go to Your Video in Vidyard
- Log in.
- Find the video you want to add a CTA to.
- Click the video to open its details page.
3.2 Add a CTA (Vidyard calls these “Actions”)
- Look for the “Actions” or “Add CTA” button (usually in the video settings panel).
- Choose the type you want: Text, Button, or Form.
3.3 Customize Your CTA
Fill in the details:
- Text CTA: Write short, clear copy. Example: “Want a free trial? Click below.”
- Button CTA: Give the button a simple label (“Book a Demo,” “Download Guide”) and paste your link.
- Form CTA: Decide what info you really need. Every extra field drops conversions. Usually, just name and email is enough.
Design tips: - Keep it branded but don’t over-design. CTA should stand out, not blend in. - Use real, human language. Ditch the “Submit” button—try “Get My Guide” or “Book Now.”
3.4 Choose Timing and Placement
- Select if it should appear at the start, middle, or end.
- For mid-roll, you’ll pick the exact timestamp.
Heads up: If you gate the video (require an email before playback), expect fewer total views but better lead quality.
3.5 Save and Preview
- Always preview your video with the CTA to check for typos, weird placements, or broken links.
- Test on desktop and mobile—Vidyard’s player is responsive, but mistakes happen.
Step 4: Publish and Share Your Video
- Hit “Publish.”
- Embed the video on your site, landing page, or email. (Vidyard gives you the embed code.)
- You can also share a direct Vidyard link, but embedding usually looks more professional.
Don’t: Rely on social media uploads—they’ll strip out your CTA. Only Vidyard’s player supports these interactive features.
Step 5: Track Performance and Iterate
Vidyard gives you analytics—use them. Here’s what to actually pay attention to:
- Views: How many people started the video. (Not that helpful for lead gen.)
- Engagement: How far people get into your video.
- CTA Clicks/Submissions: The real metric. How many people took your intended action.
- Drop-off points: If everyone bails before your CTA, move it earlier or shorten your video.
Pro tip: Don’t obsess over conversion rates. Use your first few videos to get baseline data. Then tweak one thing at a time—CTA wording, placement, or video length.
What Works, What Doesn’t, and What to Ignore
Works: - Clear, specific CTAs (“Book a call” beats “Learn more” every time). - Short videos (60–120 seconds) with a strong close. - Forms with two fields, max.
Doesn’t Work: - Generic asks (“Contact us for more info”—nobody will). - Asking for too much info up front (kills conversion). - Multiple CTAs in one video.
Ignore: - Fancy animations or auto-play tricks. They add nothing for lead gen. - Overly detailed tracking—just focus on clicks and submissions.
Keep It Simple, Test, Repeat
There’s no secret formula. The best way to turn videos into leads is to keep your CTAs simple, offer something genuinely valuable, and tweak as you go. Don’t get sucked into “best practices” that don’t fit your audience. Try one thing, see if it works, then adjust. That’s how you actually get results.
Ready to add your first Vidyard CTA and see what happens? Don’t overthink it—just get your video out there and learn from real data.