Call to action (CTA)
Also called CTA, call-to-action
What is a call to action?
A call to action (CTA) is a short instruction that tells someone what to do next, such as Shop now, Book a table, Download the guide or Comment below. It appears in captions, at the end of videos, on buttons, in ads and on landing pages. A good CTA is specific, easy to follow and connected to the content.
CTAs come in two strengths. Soft CTAs ask for small actions like save, share, follow or comment, and suit organic posts meant to build an audience. Hard CTAs ask for a purchase, booking or sign-up and suit ads, offers and landing pages.
On social platforms, CTAs also take the form of built-in buttons, such as the Shop Now or Learn More buttons on ads, link stickers in Stories and the link in bio. Video CTAs usually appear in the last few seconds as on-screen text and narration.
Why a call to action matters
People rarely take an action they were not asked to take. Without a CTA, even a well-liked post leaves viewers with no next step, and the attention you earned goes nowhere.
A clear CTA also makes results measurable. When each post asks for one thing, you can tell which content drives clicks, sign-ups and sales, and track it as a conversion rate.
How to write a call to action
- Decide on one action per post or video. Several CTAs compete with each other.
- Start with a verb: book, shop, try, save, get, join.
- Say what the person gets, such as Get your free class or Save this for later.
- Make it easy: tell people where the link is or how to reply.
- Repeat it on screen and in the caption for videos.
Call to action example
Soft: "Save this post for your next weekend brunch." Hard: "Order your holiday cake by Friday from the link in our bio."
Call to action FAQ
What are examples of a call to action?
Shop now, Book a free consultation, Get the guide, Start your free trial, Comment your favorite, Save this post, Send this to a friend and Tap the link in our bio.
Where should a CTA go in a video?
Usually at the end, after the viewer has seen the value. Short videos can also include a quick CTA early or on screen throughout, as many people drop off before the end.
Related terms
A caption is the text that goes with a social media post. It adds context, tells a story, invites action and helps the post be found in search.
Link in bio is the single clickable link in a social profile, often pointing to a landing page that lists several links, offers or products.
A landing page is a web page built for one goal, like a signup or booking, that visitors reach from an ad, post or email.
Conversion rate is the percentage of people who take a desired action, like buying or signing up, out of everyone who could have.
Ad copy is the written text of an ad: the headline, primary text, description and call to action that persuade people to click or buy.
Copywriting is writing words meant to make people take an action: buy, sign up, click, book or remember a brand.