Short-form concepts
Call to action: definition and examples
What is Call to action?
A call to action is a prompt, delivered through text, a button, or a spoken line, that directs the audience to take a specific next step, such as subscribing, clicking a link, commenting, or making a purchase. In short-form video, it typically appears at the end of a clip or in the caption to convert viewers into active participants.
When you'd use it
- 1When a video ends and you want viewers to take a specific next step.
- 2When you are running a paid campaign and need the click to go somewhere trackable.
- 3When organic content drives awareness but you need a path to a landing page or product.
- 4When audience engagement is high but conversions are flat.
- 5When a series or campaign needs viewers to move to the next piece of content.
Example
A skincare brand ends a 30-second before-and-after clip with the spoken line 'link in bio for the exact routine' paired with on-screen text showing the same words. The video drives a 14% link-in-bio click rate compared to a 3% rate on a version that ended without any CTA.
Use cases
- 1Placing a spoken line at the final two seconds directing viewers to a link in bio.
- 2Adding an on-screen text overlay with a follow prompt during the outro.
- 3Cutting to a product URL card at the moment a tutorial reaches its result.
FAQ
When should the CTA appear in a short-form video?
After the video's main value is delivered. Placing a CTA mid-video before the payoff causes viewers to drop off. The exception is a 'stay to the end' CTA in the opening, which can be used to prime the viewer when there is a clear reward for finishing.
Make on-brand short-form video from the footage you already have.