Here’s where I land in the CTA debate.
Using a CTA (or Call to Action) has been widely accepted as a tool to boost engagement on social media content for the past few years.
While most IG experts still recommend using them, you might have heard recent talk going around that they aren’t as valuable as they used to be.
As you know oh-so-well, the world of social media sometimes feels like an ever changing labyrinth that can be way too easy to get sidetracked in or lost forever. (That description might be all the fantasy novels talking, but you get the point)
But don’t stress, I’ve got your back. And though I don’t pretend to have all the answers, I promise to do my best to get you the most updated and tested info to help you create a thriving bookish social strategy.
Is a CTA Still an Effective Tool?
Back to the CTA debate… There is a lot of talk about how many people are simply flooded with calls to action and are not as responsive to them. In general we see 2,745 CTA’s per day (more than enough to make our eyes glaze over).
With this in mind, I believe the main reason CTA’s are becoming less effective is mainly due to the way they are written and how they are plopped into content without thought given to their overall intention.
Using a call to action is not for everyone and may not be effective for certain types of content. So don’t feel like you have to use them if they don’t feel right to you. Many creators never use them and still meet their social media goals.
CTA Placement, Timing, and Quality Copy
In many cases, a well placed, well written, and well timed CTA can still be an effective way to increase engagement and the likelihood of your audience taking a specific and desired action. (And isn’t that the goal?)
So, despite the debate surrounding the effectiveness of CTAs, I don’t believe they are dead and still recommend them as an effective tool in your social strategy. (But guess what… if you are seeing success without them, then I’m jumping for joy because I care about your success regardless of the strategy you implement).
Keep Your CTA Specific, Clear, Relevant, and Valuable
The key to using a CTA is to make it as effective as possible. CTAs needs to be specific, clear, relevant to the content they’re connected with, and valuable to your audience.
My “CTA Don’ts”
Don’t use the same CTA over and over. You’ve most likely experienced the ick of pushy salespeople (pro tip: don’t be that guy). You don’t want your call to action to become “noise” to your audience so they don’t even see it anymore (or, worse, annoy them).
Don’t use a CTA that is unrelated to your content or brand. If you put a CTA on a piece of content that’s not related to that specific content or your brand, it can confuse your audience or even hinder their trust.
For example, not long ago, I shared a post of annotation style Taylor Swift lyrics. If I were to add a CTA that said “follow me for more,” that would be misleading since my usual content is not overtly Swifty related (though she sure does sneak in from time to time).
Or, if I posted a reel about how to audit your profile and used the CTA, “share with your bestie,” that would be an ineffective use, as there is no guarantee that my audience’s besties would find it useful or even fall within my target audience.
Don’t use multiple CTAs in one piece of content. Having too many CTAs can be overwhelming or repelling for your audience. You don’t want to be unclear or overwhelm them with too many asks. And more than one is simply too many. Make your CTA as clear, simple, and relevant as possible. Make it easy for your audience to connect with you, and give them a clear path for doing just that.
Don’t feel like you need to use a CTA in every post. Though I still believe in their usefulness, not every post needs to ask something of your audience. Sometimes, letting your content simply “be” is enough.
DM Automation CTAs
One CTA I’ve found to be the most effective in 2024 is the “comment ____ for ____” format, using a DM automation linked to a keyword.
I recently posted “comment dragon for a list of titles and where to get them.”
A few lessons learned from that reel and CTA:
- The reel hook and content need to be compelling and offer something of value inside it (aka the dragon book recs, because who doesn’t love dragon books?)
- The CTA using the keyword automation needs to offer your audience something they want, even if it is the same exact content in the reel. But my offering to write out the list of books, where exactly to purchase them, and deliver it straight to their DMs makes my audience’s lives easier.
- What you DM to your audience as a result of the CTA does not need to be a link or anything fancy. It only needs to be valuable to them and deliver on your promise.
Just remember, if you use this type of CTA, be sure that what you offer relates directly to your post, adds value to your community, and aligns with your brand.
The Cherry On Top
At the end of the day, the quality of your content and the value it provides is what inspires organic engagement. A great CTA is just the cherry on top of your content sundae and typically won’t make or break your content.
CTAs may not be dead, but how and when they are used can make or break their effectiveness. Be sure that when you use a CTA, it is clear, simple, and directly related to your content and brand. At the end of the day, the quality and value of your content wins.
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