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Explicit vs Implicit Call-To-Action in Explainer Videos

Originally published November 2, 2017  ·  Updated March 7, 2023
Explicit vs Implicit Call-To-Action in Explainer Videos

When you are creating an explainer video, you want your audience to do something — what you want them to do is called a “Call to action“. You can have the call to action mentioned in your explainer in two ways: implicitly and explicitly (means, in-your-face).

The strength of the call-to-action itself depends on the brand. If it’s too strong, it will appear as ‘too forceful’ and “too salesy”. If it’s not directly related to the video, it will confuse the audience.

Explicit video call-to-action is something that you would often see in explainers. Explicit means obvious, it spells out what they want you to do.

This approach is commonly used by companies that only create one explainer video to explain their business. If you only have one, you have to make it count, right? See a great example of an animated video with an explicit video call to action:



If you need more good ideas for explainers, check this article with 14 animated explainers we wrote a while ago.

Implicit call-to-action appears in the educational type of explainer video. It may be informational and educational, but a subtle call to action can be embedded smartly inside the video to make it easy to digest.

This approach is often used in a marketing campaign that allows more than three explainer clips to be produced.

Based on my experience, informational and educational videos are often shared on social media because they actually help others to solve something.

Since they are not blatantly advertising something, it’s good to have an educational explainer video working for your business.

This video is a good example of an implicit call to action:


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