Glossary · Updated
What is call to action (CTA)?
Short answer
A call to action is a prompt telling viewers what to do next, such as follow, save, comment or buy. In video, it works best as one short request placed after the payoff. Asking for several things dilutes each one, and an early ask can hurt viewing time.
How is call to action (CTA) used in editing?
What mistakes do people make?
- Asking for too much
- Placing it before the value
- Being vague
How can the edit emphasise it?
A final emphasised word from Bold or a card from Layers can make the ask visible.
Frequently asked questions
Do I need a CTA?
Not always. Use a call to action when you want a specific next step, and skip it when the video's job is just to inform.
What is the best CTA?
The one that fits your goal.
Where does it go?
Place it after the payoff, once the viewer has received the value, so that it does not interrupt the main point.
Can I use text and voice?
Yes. Saying the request and showing it as short on-screen text can reinforce it, as long as you ask for only one thing.
Skills mentioned on this page
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