Taking Action on YouTube

YouTube is set to publicly launch the “Call-To-Action Overlay” feature.  This will allow users to place calls to action (messages and links) on top of videos.  This is huge news as it means a revolutionary shift in the video platform with the largest global audience.  The Call-To-Action Overlay means users will be prompting viewers to click away from YouTube (not exactly the action a platform like YouTube is after).

It won’t be everything nonprofits are looking for though.  There are two major qualifications for use:

• You can only place customized overlays on a video that you’ve entered into YouTube’s CPC Promoted Videos program.
• You have to be a paying YouTube advertiser, but do not have to pay extra for the Overlays.

You can include calls to action and links in the description of your videos, but moving those options literally on top of the video can mean a lot for getting results.  According to TechCrunch,

The feature has been in testing with select partners and non-profits for some time, and the results have been extremely positive. Last March, the organization charity:water managed to raise $10,000 in a single day by including an overlay on one of its videos. A handful of politicians have also been trying it out, using it to entice voters to sign their petitions. It’s worked well enough that politicians who haven’t had access to the feature are clamoring for it.

I’m really excited to see what happens tomorrow – but also interested in groups like Call2Action that are already focused on the combination of actionable opportunities and compelling video.