CTA

A Call-to-Action, or CTA, is a vital term in social media marketing. It is a word, phrase, or instruction that is crafted to elicit an immediate response or encourage a specific action from an audience. Generally, the purpose of a CTA is to increase engagement, drive clicks, or prompt conversions.

A CTA can take on many forms, from a simple text-based prompt to a well-designed button that begs to be clicked. The latest social media platforms, like TikTok, don't even allow URL links, forcing marketers to use more creative ways to funnel their fans. There’s no use in a CTA if it merely directs people to the next step of the process without any real sense of direction.

The CTA needs to serve a clear purpose and coax the audience into doing something that will set them on the path toward the completion of the marketing goal. CTAs that do not have a well-defined route, or the equivalent of a signpost, inside the audience’s brain, are utterly worthless.