What is call to action?

A call to action, or CTA, is a short prompt that tells people what to do next, such as "Shop now," "Comment below" or "Book a call."

People are more likely to act when you tell them what to do. A clear call to action turns a passing viewer into a commenter, a website visitor or a customer. Without one, even a great post may get a quick like and nothing more.

CTAs can appear in captions, in videos, on images, in your bio and as buttons on ads or business profiles. On networks where links in captions are not clickable, such as Instagram feed posts, you might point people to your link in bio or ask them to send a message instead.

Use one main call to action per post so people are not confused. Make it specific and easy, and match it to the goal of the post. Try different wording over time and see which version gets more people to take action.

Example

A local cooking school ends each recipe video with "Save this for dinner tonight and tap the link in our bio to book a class."