"CTA; Adding a CTA on all videos, does that affect negatively the native-ness, if not it would be the comms team
reco."
"CTA; Adding a CTA on all videos, does that affect negatively the native-ness, if not it would be the comms team
reco."
Glovo Context:
Glovo’s core brand strength lies in creating authentic, relatable, and engaging content. Adding CTAs must balance
driving consumer actions without compromising authenticity.
Recommended Approach:
Include subtle, native CTAs:
Embed CTAs organically within influencer narratives or content, aligning with audience expectations.
Keep language conversational, non-intrusive, and aligned to video tone.
Test contextual placement:
Evaluate various placements (mid-video, subtle graphic overlays, naturalverbal prompts) to maintain viewer
engagement and native feel.
Avoid intrusive, overtly commercial CTAs:
Strong sales-oriented messages may negatively affect content authenticity and consumer receptivity.
Conclusion: Integrate CTAs organically and respectfully within video content, maintaining authenticity, audience trust, and brand equity.