YouTube End Screens for Business: Send Viewers to the Next Video, Then to a Call
The last 20 seconds of a video are where most business channels lose the viewer for good. The end screen is the bridge to the next video, and the next video is the bridge to a call. Here's how we set up end screens, which video to show and what to say out loud while they're on screen.
By Evgeny Maximov·7 min read·
Why does the end screen matter so much on a business channel?
Because trust is built over several videos, not one. A buyer rarely books a call after the first video. They watch three, five, ten. Every end screen is a chance to keep that chain going, or to lose the person to someone else's recommendation.
In my course I call this part of the system the bridge: every video should lead to the next step. For a viewer who's just discovered you, that's another video. For someone who's watched ten, it's a call.
What are the rules for YouTube end screens?
From YouTube Help:
- The video must be at least 25 seconds long.
- The end screen appears in the last 5–20 seconds.
- Up to four elements on a 16:9 video: a video (latest, best for viewer or a specific one), a playlist, subscribe, another channel, a link.
- Links to your website need the YouTube Partner Program.
- Not available on videos marked made for kids.
Which video should you put on the end screen?
| This video is… | End screen video |
|---|---|
| Part of a series | the next part |
| A broad topic (a "mistakes" or "myths" video) | a deeper how-to on the same problem |
| A how-to | a case study where you did it for a client |
| A case study | a video about how you work, or your channel trailer |
| Not sure | "Best for viewer", YouTube picks for each person |
We usually use two elements: one video and subscribe. Four choices split the clicks. One clear choice gets them.
What should you say while the end screen is on?
The end screen without words is a silent menu. Write the outro into the script, 10–20 seconds, with a reason to click:
If you want to see how we did exactly this for a client, step by step, watch this video next. And if you're already thinking "I want this for my business", the link to book a call with me is in the description.
That's the two-branch ending we use: a next video for people who aren't ready, a call for people who are. Here's how the whole outro fits in our script template.
What are good end screen ideas for a business channel?
- The series chain. Part 1 → part 2 → part 3. Easiest to click, because the viewer already wants the next part.
- Problem → proof. A video about a problem ends with a case study where you solved it.
- The trailer as a VSL. For viewers who watched several videos, end with your channel trailer that explains who you help and how. More in channel trailers for business.
- The lead magnet video. A short video that explains a free document or tool, with the link in its description.
- A playlist "Start here". Good for broad videos that bring new viewers.
How do you design the last 20 seconds?
- Keep the last 20 seconds visually calm: you talking, or a simple branded background.
- Leave space where the elements will sit. Nothing important behind them.
- Custom images for elements at least 300 × 300 pixels.
- Use the same layout on every video, so regular viewers know where to click.
What about Shorts?
Shorts don't have end screens the same way. Use Related video, a clickable link under the Short to a video on your channel, and pick it by the context of the Short. The rules are in our upload checklist.
Planning series, end screens and the path to your calendar is part of our channel management.
FAQ
What is a YouTube end screen?
An end screen is a set of clickable elements in the last 5–20 seconds of a video: a video or playlist, a subscribe button, another channel or a link. It sends viewers to their next step instead of letting them leave.
How long should a YouTube end screen be?
An end screen can appear in the last 5 to 20 seconds of a video, and the video must be at least 25 seconds long. Plan a short spoken outro for those seconds so the screen isn't empty or silent.
How many elements can a YouTube end screen have?
Up to four elements on a standard 16:9 video. Evgeny Maximov's team usually uses two: one next video and a subscribe button, because one clear choice gets more clicks than four.
Can I link my website in a YouTube end screen?
Only if your channel is in the YouTube Partner Program. Otherwise, link a video that explains your offer, and put the website link in the description and channel header.
Which video should I put in the end screen?
The next part of a series, or the video that answers the question this viewer will have next. For buyers close to a decision, a case study or a short video about how you work. "Best for viewer" is a good default when you have nothing better.
What end screen size should I use?
Design the last 20 seconds of the video for a 16:9 frame and leave space for the elements; custom images for elements should be at least 300 × 300 pixels.
Do end screens work on made-for-kids videos?
No. End screens aren't available for videos set as made for kids, so business videos should be marked as not made for kids.
What should I say during the end screen?
Tell viewers exactly why to watch the next video: "If you want to see how we did this for a client, watch this one next." A specific reason gets more clicks than "check out my other videos".
Should a business video end with a call to book a call?
Yes, as one of two branches: a next video for people who aren't ready, and a call for people who are. The call link goes in the description and pinned comment, the next video goes on the end screen.
Do end screens work on Shorts?
Shorts use Related video instead: a clickable link under the Short to a video on your channel. Choose it by the context of the Short.
Founder of a done-for-you YouTube agency for high-ticket founders. Making content since 2014. More about me
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