Guide
A CTA is where the video asks the viewer to do one thing
Updated
A CTA, or call to action, is the moment a video asks the viewer to do one thing next, like visit, buy or follow. In an ad, what you say, the text on screen and the button should all ask for the same thing.
In short
- A CTA, or call to action, is the moment a video asks viewers to do one thing next, like visit or buy.
- A good CTA is one clear instruction with a verb, like 'Take the quiz' or 'Get the starter kit'.
- Ask for one action only, because a list of requests splits the viewer's attention.
- In an ad, what you say, the text on screen and the platform's button should all name the same action.
- The CTA usually goes at the end, after you have shown why it is worth doing.
What makes a good CTA?
A good CTA is one instruction with a verb that names what the viewer does and what they get.
- Ask people who do not know you yet for a small step, like taking a quiz or visiting a page.
- Ask people who already know you for the bigger step, like buying or booking.
- Add a reason if you have a true one, like a deadline or limited stock.
Weak and strong CTAs
Made-up examples, to show the difference.
| Weak | Strong | Why the strong one works |
|---|---|---|
| Check us out | Get the starter kit | It names the thing and the next step |
| Follow, comment and visit the site | Take the quiz | It asks for one thing, not three |
| The video just ends | Get yours today, the offer ends Sunday | It asks clearly and gives a reason |
Weak: Check us out
- Strong
- Get the starter kit
- Why the strong one works
- It names the thing and the next step
Weak: Follow, comment and visit the site
- Strong
- Take the quiz
- Why the strong one works
- It asks for one thing, not three
Weak: The video just ends
- Strong
- Get yours today, the offer ends Sunday
- Why the strong one works
- It asks clearly and gives a reason
Where should the CTA go?
At the end, after you have shown why it is worth doing. Asking before that gives viewers no reason to act yet.
- Keep your face on screen while you ask, and do not cover the CTA with other footage.
- In a longer video you can say it more than once, as long as you ask for the same thing each time.
Where to put the CTA
| Video | Where to put the CTA | Why |
|---|---|---|
| About 30 seconds | At the end | Viewers have heard your reasons by then |
| Longer than about 45 seconds | A short mention early on, and the full request at the end | People who leave early still know what to do |
| An ad to people who do not know you | Not in the first sentence | They have no reason to act yet |
Video: About 30 seconds
- Where to put the CTA
- At the end
- Why
- Viewers have heard your reasons by then
Video: Longer than about 45 seconds
- Where to put the CTA
- A short mention early on, and the full request at the end
- Why
- People who leave early still know what to do
Video: An ad to people who do not know you
- Where to put the CTA
- Not in the first sentence
- Why
- They have no reason to act yet
This is the whole editor
Highlight a phrase and a clip lands on those exact words. No timeline, no keyframes, no layers.
What are the three parts of a CTA in an ad?
In a social media ad, your request reaches viewers in three ways at once, and each one reaches different people.
- All three should name the same action. If you say 'take the quiz' over a Shop Now button, viewers have to stop and work out what you mean.
- The page people land on after the tap should offer the same thing the video promised.
The three parts of a CTA in an ad
| Part | Who it reaches | Example |
|---|---|---|
| What you say | People watching with the sound on | "Take the quiz below" |
| Text on screen | People watching with the sound off | Take the quiz |
| The platform's button | Anyone ready to act, because it is the only part they can tap | Learn More |
Part: What you say
- Who it reaches
- People watching with the sound on
- Example
- "Take the quiz below"
Part: Text on screen
- Who it reaches
- People watching with the sound off
- Example
- Take the quiz
Part: The platform's button
- Who it reaches
- Anyone ready to act, because it is the only part they can tap
- Example
- Learn More
Common CTA mistakes
Most weak CTAs come from not asking clearly, or from asking for too much.
- Asking for three things at once, like follow, comment and visit the site.
- Ending the video with no request, so viewers have to guess the next step.
- Promising one thing in the video while the button or the page offers another.
- Asking strangers to buy in the very first sentence.
- Using a vague line like 'check us out' that names nothing.
What are examples of CTAs in video?
Each of these is one action with a verb. The first three suit ads, and the last two suit normal posts.
CTA examples and where they fit
| CTA | Where it fits |
|---|---|
| Get yours today | Ads for a product |
| Take the quiz | Ads to people who do not know you yet |
| Book a free call | Ads for a service |
| Follow for part two | Normal posts that are part of a series |
| Tell me in the comments | Normal posts that invite answers |
CTA: Get yours today
- Where it fits
- Ads for a product
CTA: Take the quiz
- Where it fits
- Ads to people who do not know you yet
CTA: Book a free call
- Where it fits
- Ads for a service
CTA: Follow for part two
- Where it fits
- Normal posts that are part of a series
CTA: Tell me in the comments
- Where it fits
- Normal posts that invite answers
Where Cutroom fits
In Cutroom, the CTA is part of your own clip. You say it to the camera, and it also appears in the captions.
- Write the CTA into your script and say it straight to the lens.
- Cutroom adds captions timed to your voice, so viewers with the sound off see the request too.
- You upload one clip of up to 3 minutes and get a finished 9:16 video back. Your first video is free.
Questions people ask
- What does CTA mean in a video?
- Call to action. It is the moment a video asks the viewer to do one specific thing next, like visit a page, take a quiz, buy or follow.
- Where should the CTA go in a short video?
- At the end, after you have shown why it is worth doing, with your face on screen. In videos longer than about 45 seconds, a short early mention helps people who leave early.
- Can a video have more than one CTA?
- It can repeat one CTA, but it should not ask for different things. Saying the same request in the middle and at the end is fine. Asking for several different actions splits attention, and usually fewer people do any of them.
- Does an organic video need a CTA?
- Yes, a smaller one, like 'follow for part two' or 'tell me in the comments'. It works the same way as in an ad. Only the size of the request changes.
- What is a good CTA for a video ad?
- One short line with a verb that names what the viewer gets, like 'Get the starter kit' or 'Book a free call'. It should match the ad's button and the page people land on.
Make your case, then ask for one thing, clearly, while looking at the camera. Cutroom puts your words in the captions. Your first video is free.