Short-form growth · Updated
How to write a call to action for a short video
Short answer
A call to action asks the viewer to do one thing: follow, save, comment, click or buy. Choose the action that serves the video's goal, say it in one short sentence and place it after the payoff. Asking for several things at once dilutes all of them.
How do you choose the action?
Match it to the goal: reach, community or sales. A how-to video might ask viewers to save it; a launch might ask them to click.
How should it sound?
Specific and short, such as "Save this for your next edit." Avoid vague phrases. A final emphasised word from Bold can make the ask visible.
Where does it go?
After the value, not before. Never delay the point to ask.
Frequently asked questions
Do I need a CTA in every video?
No. Use one when you have a specific action you want, and skip it when the video's goal is simply to inform.
What is the best CTA?
The one that fits your goal.
Should I use text or voice?
Use whichever suits the video, or both. A spoken ask backed by short on-screen text is clear without being repetitive.
How often should I ask for a follow?
Occasionally. Asking in every video can feel repetitive, so ask when you have given real value or have a specific reason.
Can a CTA hurt retention?
If placed early, yes.
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