You’ve got your audience’s attention. They’re engaged, feeling all the right emotions, and fully invested in the story you’ve told. But now comes the moment that makes or breaks everything—what do you want them to do?

This brings us to the final question in our 5 Questions That Will Make or Break Your Video Projects series: What do you want them to do?

Why the Call to Action Is Crucial

A great video builds emotional momentum. It draws people in, keeps them hooked, and makes them feel something. But if you don’t guide them on what to do next, you’ve missed the mark. No matter how beautifully crafted your video is, if it doesn’t prompt action, it won’t create real results.

Think of your video like a story. Every story needs a conclusion, a resolution—and in your case, that resolution is a call to action (CTA). Whether it’s getting people to share your message, visit your website, sign up for a newsletter, or make a donation, the action must be clear, easy to follow, and timely.

The Power of the Right CTA

Take it from one of our nonprofit clients, who saw firsthand how a well-placed call to action can transform a video into a game-changer. Here’s what their Development Director had to say after a fundraising event where we helped them raise over $1.2 million:

“This video was played right before the auctioneer kicked off the paddle raise… it was a beautiful representation of our mission and made a compelling ask for people to contribute. People were moved to tears, pledged money, and the event raised more than ever before.”
– Camille Simpson

The success of this video wasn’t just about emotional storytelling—it was about placing the call to action at the right moment, while the audience was still feeling the impact of the story. The result? Record-breaking donations.

How to Craft a Clear Call to Action

So how do you make sure your call to action lands? Here are a few tips:

• Be Specific: Don’t leave room for interpretation. Clearly state what you want your audience to do. “Visit our website” or “Donate now” is much more effective than vague language like “Learn more.”
• Make It Easy: The simpler the action, the more likely people are to follow through. Provide a direct link or a button to click. Remove any obstacles between the emotion they’re feeling and the action you want them to take.
• Ask at the Right Time: The best time to ask for action is when your audience is still in the emotional zone. Whether it’s at the end of your video, in the middle of a powerful moment, or right after a key point, don’t wait too long. Act while the feeling is fresh.

The most successful videos are the ones that not only tell a great story but also prompt viewers to take the next step. The emotional impact of your story is just the beginning—what happens after they’ve felt something is where the magic happens.

Make your call to action clear, direct, and timed perfectly, and you’ll turn those emotions into meaningful action.

Bringing It All Together

Throughout this series, we’ve explored the five essential questions everyone planning video project must answer. By now, you should have a clear understanding of the importance of knowing your audience, the context in which they’ll watch your video, the key message they need to hear, the emotional impact you want to create, and, finally, the action you want them to take.

These questions aren’t just steps in a process—they’re the foundation for creating videos that resonate, inspire, and drive real results. When you ask the right questions, you’re not just making a video—you’re telling a story that matters.

Now that you’re equipped with these insights, it’s time to put them into action. Your next video project has the potential to connect deeply with your audience, and with the right approach, you’ll create something memorable, meaningful, and effective.

Because in the end, great videos aren’t just watched—they’re felt, shared, and acted upon.