Explicit vs. Implicit CTAs in Explainer Videos
An effective CTA is all you need for that final push toward conversions. Learn how to choose the best one.
Every great explainer video has a purpose.
Some are designed to drive sign-ups, while others aim to boost sales or educate viewers.
Whatever your goal, you need a Call to Action (CTA) that guides your audience to the next step.
The way you present your CTA can make a big difference in how viewers respond.
Some brands take a direct approach, spelling out exactly what they want their audience to do.
Others opt for a subtle, indirect nudge that feels more natural and less promotional.
So, which approach is right for your explainer video?
We’ll help you break down explicit vs. implicit CTAs, including their strengths and when to use one to maximize results.
Explicit vs. Implicit CTAs
There are two ways to include a CTA: explicitly (direct and obvious) or implicitly (subtle and indirect). Let’s get to know each other.
Explicit CTAs
These are clear and direct, telling viewers exactly what to do.
They’re common in explainer videos that serve as a company’s main introduction because if you have only one video, you need to make it count.
Some examples of explicit CTAs are:
- “Sign up now to get started!”
- “Visit our website to learn more.”
- “Click the link below to book a free demo.”
- “Buy now and get 20% off!”
Implicit CTAs
These often appear in educational explainer videos, which focus on providing value rather than selling.
The CTA is woven naturally into the content to make it feel more organic.
This works well in marketing campaigns with multiple videos, as educational content is often shared on social media.
A few examples of implicit CTAs are:
- “Discover how this solution can improve your workflow.”
- “Stay ahead of the competition with the right strategy.”
- “Many businesses are already using this approach successfully.”
Read More: 5 Best Call-to-Action (CTA) Designs [Infographic]
Choosing The Right One for Your Explainer Video
Before choosing the right CTA for your explainer video, you should understand that each type has distinct pros and cons.
Let’s briefly discuss what benefits and disadvantages explicit and implicit CTAs bring to your content.
Pros and Cons of Explicit CTAs:
✅Clear and direct, leaving no room for confusion.
✅More effective for driving immediate action (e.g., sign-ups, sales).
✅Works well for short-term campaigns or single explainer videos.
❌Can feel too pushy or “salesy” if not executed well.
❌May turn off viewers who prefer a softer approach.
Pros and Cons of Implicit CTAs:
✅Feels more natural and engaging, blending seamlessly with the content.
✅Works well for educational videos and long-term brand-building.
✅Encourages organic audience interaction and sharing.
❌Less immediate action, viewers may not realize the next step.
❌Requires a well-crafted message to be effective.
Now, it’s time for you to choose which type of CTA works best for your content and campaign. Here are things you must consider:
#1. Your Marketing Goal
The first thing to consider is what you want to achieve with your explainer video.
An explicit CTA is the best choice if your goal is to drive immediate action, such as sign-ups, purchases, or demo requests.
It directly tells your viewers what to do next, leaving no room for hesitation.
On the other hand, if you focus on building brand awareness, nurturing trust, or sparking curiosity, we recommend using an implicit CTA.
It guides viewers subtly toward engagement without feeling pushy.
#2. The Type of Explainer Video
The style and purpose of your explainer video also influence the type of CTA you should use.
After creating countless explainers, we can conclude that product demos, promotional videos, and sales-driven explainers work best with explicit CTAs, as they are designed to convert viewers into customers.
Meanwhile, educational videos, thought-leadership content, and awareness-driven explainers are better suited for implicit CTAs.
These videos aim to provide value first, so it naturally leads the audience to take the next step without an overt push.
#3. The Stage of the Customer Journey
Another factor to consider is your audience’s readiness to take action.
If you’re targeting new viewers who are still exploring your brand, an implicit CTA can help establish trust without overwhelming them with a direct sales pitch.
However, if your audience is already familiar with your brand and close to making a decision, an explicit CTA is more effective in guiding them toward conversion.
Matching your CTA style to your audience’s position in the customer journey gives a smoother and more impactful experience.
If you’re having trouble deciding which CTA is best, consulting with an expert can help you make the right decision.
Breadnbeyond specializes in crafting explainer videos with strategically placed CTAs that align with your objectives.
Whether you need a clear-cut directive or a more organic approach, we’re ready to help!
Let’s create a video that works for your business!
