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The Call To Action Manifesto For Your Brand


While scrolling through Instagram or Facebook, when you come across an ad, what tells you whether it’s a shoppable ad, an informative one, or of some other use? It’s the Call to Action Button that guides you through.


A CTA can be integrated into most content pieces, ranging from social media posts, stories, emailers, blogs, and ads. The key role of a CTA is to tell the audience what to do with the content, i.e. whether to read further, shop from the site, sign-up or share with others. As for the creators, CTAs help them get the planned actions from the audience, in turn achieving goals set for the content piece. Moreover, calls to action improve engagement, direct decision-making, and increase traffic/sales/leads/conversions.


What should you remember when integrating CTAs into your content as a creator?

  • What should it say?

  • Where to place it?

  • Where should it take your audience?

  • What more should be kept in mind when creating a CTA?


Let’s begin by answering What Should It Say?

Some of the most common CTAs read ‘Sign-up’, ‘Shop Now’, ‘Check Out’, ‘Read More’, and ‘Book Now’. What your CTA says depends on the action you wish to derive from your audience after consuming the content. Another driving factor for your CTA’s copy is the goal behind the content piece.


So Where To Place It?

The key positions to place your CTA for good attention are - The image of the content, in the caption, make it part of the copy, and every spot that attracts attention. However, here’s the best position for it, as voted by our LinkedIn audience:




However, two factors determine the positioning of your CTA - the content’s format and the audience you are targeting. If you want a clickable CTA a reel’s call to action has to be placed in the caption, directing them to the link in the bio or a link on the story.


This brings us to the next question - Where Should It Take Your Audience?

Your CTA button should be linked to the page where you wish to take your audience. For a ‘Shop Now’ button redirect them to the e-commerce page, from a ‘learn more’ tab you should redirect them to another article with more information. When you are writing the CTA copy you need to be clear about what you wish to communicate, what goal you are trying to achieve, and what further result you want to drive from your audience.


Besides the above pointers, What More Should Be Kept In Mind When Creating A CTA?

  • Clarity on the aim behind adding the CTA

  • Crisp and catchy copy

  • A working link to be redirected to

  • Relevance to the supporting content

  • Positioning to be based on analysis

  • Keep it prominently visible


We are used to the regular ways of using a CTA, i.e. the clickable buttons, however that’s not all. Adding a ‘read more from the following answers to your Quora answer is as much a CTA, as a ‘subscribe to our mailing list’ message on your website is. The key is to make it prominent, clear and updated. These compelling little words make a huge difference in the growth of your brand and the way your audience interacts with your content. With all of the above tips and tricks in mind, go out there and make some fun CTAs!


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