Making content
Call to action
A call to action, or CTA, is the line in a post that tells the audience the one thing to do next, such as follow, comment a keyword, save the post, or tap the link in bio.
Also called CTA.
One post, one call to action. Asking someone to like, comment, share, follow, and visit a link at once spreads attention so thin that none of it happens. Pick the action that matters for this post and ask for it plainly.
In a sponsored post the call to action is usually the brand's measurable goal: use a promo code, tap a tracked link, or visit a product page. Agreeing which CTA the post carries is part of the brief, because it decides how the result will be judged.
Related terms
- Hook
- A hook is the first line, first second, or first frame of a post, written to make someone who is scrolling stop and keep watching or reading.
- Link in bio
- A link in bio is a single landing page a creator puts in their social profile, holding the several links they want to send followers to, because most platforms allow only one clickable link in a profile.
- Conversion tracking
- Conversion tracking is how a brand ties a sale back to the creator who drove it, usually through a unique discount code, a tracked link, or a survey at checkout asking how the customer found the brand.
- Campaign brief
- A campaign brief is the document a brand gives a creator setting out the goal, the deliverables, the key messages, the dos and don'ts, the timeline, and the disclosure requirements.
Distinct is the workspace where brands and creators run the work behind these terms. For brands, for creators, or back to the full glossary.