Contrary to popular belief, End Cards and outros aren’t the same.
From increasing conversion rates and engagement to lowering bounce rates, video plays a powerful role in any digital marketing strategy. But it’s important to get it right, and one area where businesses commonly get it wrong is with End Cards and outros.
A lot of people use End Cards and outros interchangeably, and that has led to the popular belief that they’re the exact same thing. But, while they’re similar — and the purposes they serve are also very similar — they aren’t the same.
The most important thing you need to know is that, while all End Cards are outros, some outros aren’t End Cards at all. Just like how all squares are rectangles, but some rectangles aren’t squares.
While they’re very similar and are used to accomplish very similar goals, outros and End Cards aren’t the same thing, and in order to make the most out of video in your content marketing strategy, you need to be able to identify the difference and know how and when to use them.
Think of an Outro as the conclusion to your video. Most outros contain the brand’s URL or phone number, a call to action (CTA), and a logo. They’re also a great place to add your social media handles.
Outros are what builds awareness of your brand and drive your viewers to take the next step, whether that be to subscribe to your channel, visit your website, or purchase a product.
Here are a few best practices to keep in mind when creating your outro template:
- Choose relevant CTAs – You can direct your viewers to take any action (even to take more than one action if you so desire), but regardless of whether you’re including a link to a blog post, another video, or a product, it should be relevant to the content in your video.
- Be consistent – When you use the same few outro templates consistently, it can help to reinforce your brand and build trust in it.
- Maximize it with white space – The goal with your outro is to direct people to your CTA, but when there’s a lot of clutter around it, it can end up hurting the effectiveness of your CTA.
Understanding End Cards
Like outros, End Cards are round at the end of videos and are used to compel your viewers to take some sort of action. However, what makes End Cards unique is that they’re only used on YouTube and are designed to fit YouTube’s End Card elements.
In addition to the URL or phone number and the logo, End Cards also have a subscribe button, as well as place holders for other videos. Rather than the typical CTA found in an outro, End Cards offer viewers multiple ways to engage with a business. Think of them as a sort of digital business card.
Because End Cards are specific to YouTube, they have some requirements that other outros do not. Here’s a breakdown of those requirements:
- They can only be used on YouTube.
- They have to be at least seven seconds long.
- They can’t start earlier than 25 seconds into the video.
- The maximum length they can be is 15 seconds long.
Let us help you make the most out of video marketing for your brand.
End Cards and outros are just one very important element of video marketing. If you’re unsure about how to maximize this or any other part of the process, know that we can help. From filming to editing and everything in between, our production team has what it takes to help you create videos that convert. Learn more today!