Many different elements come together to create a great short-form video including adding a Hook at the start of your video. However, one of the most critical is your CTA - a Call To Action.

When putting together a video marketing strategy, you’ll have an ultimate objective for each video, right? The only way to get there is with an effective CTA in place.

Below, we’ll explain everything you need to know about CTAs, their importance, and some great CTAs you can use in your next short-form video.

What is a CTA?

CTA stands for Call To Action. This is a marketing term that references the next step you want the reader or audience to take.

Why is your CTA important?

Your CTA lets the viewer know what you want them to do next, whether this is sign-up for your newsletter, watch another video, or purchase a product. If you don’t have a clear CTA, the user may not know what to do next, and they may leave your website or social media page without completing the next task in the process.

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20 great CTAs for your short-form video

Set the mood with your CTA - Consider the direction and placement of your CTA in the video’s larger context and the overall mood. We suggest you add words to the screen with your CTA.
Direct viewers to another piece of content - Whether it’s a webpage or a video, keep those viewers engaged and moving through your content.
Inspirational CTAs - Use someone’s own desires to motivate them to take the next step. For example, “Want this for your own business, click here for more”
Seductive CTA - Tap into someone’s needs. For example, “Do you want to feel better about X, click here for more”
Include the word ‘free’ - Whether it’s a free trial or a free perk, the word ‘free’ always generates interest.
What’s next? - This creates an air of mystery and compels the user to click. For example, “Follow to find out what happened next.”
Ask viewers to get in touch - Don’t leave your viewer wondering how to contact you.
Request a demo - Short-form videos always leave something to be desired, so give the option of a demo for more in-depth viewing. For example, “Click here to learn how to do it.”:
Upsell - You can use your CTA to encourage an upsell, such as ‘go premium.’
‘Continue’ - You’ve got them hooked, so keep them engaged. For example, “I’ll be back for part two tomorrow, make sure to follow”.
Ask a question - Posing a question gives the viewer time to reflect and make the right decision. For example, “Tell me in the comments what you found when this happened to you.”
Go on the journey together - This creates a feeling of being part of something. For example, “Share if this happened to you in the comments'.”
One-word - Keep it simple with one word, such as ‘join’ or ‘subscribe’.
Guilt trip - This is a heavily emotional route, but it works in some cases. For example. “I really don’t wanrt you to make the mistakes I made, sign up for X”.
Go on, make a purchase - Ultimately, we all want more purchases. So, if the logical next step is to purchase an item, make it easy for viewers to do so.
Sign up and save! - People love feeling like they’re getting something for less.
The ‘explicit’ CTA - This is the direct approach. No fluff. You tell your viewers exactly what you want them to do. For example, “Follow for more”.
An offer they can’t refuse - Make the viewer an offer they can’t say no to, such as something free.
Ask views to share and like your video - Engagement is key, and a like or share doesn’t seem too much to ask.
Be subtle - Sometimes, a subtle CTA is more appropriate.

Visual CTA tips

Be legible, large text is a must
Keep it short
Colours matter
Try interesting button shapes

Crafting an impactful video with a strong CTA

So there you have it: everything you need to know about the importance of CTAs and how to craft a strong and powerful one for your next video. We hope that this helps you to create an excellent short-form video.

Want more help with TikTok and other short-form videos? Here are four ways to work with us: