Glossary / Marketing

Industry terms

Call to action

A call to action (CTA) is the one specific thing you ask people to do next, like "Pre-save now" or "Comment RECIPE".

Also called: CTA

By Aulto · Last reviewed

What makes a strong CTA?

One action, in plain words, that's easy to do from where the person is. "Comment SONG" works inside Instagram; "visit our website" asks them to leave.

How many CTAs per post?

One. Two asks split attention and usually lower both.

Example

"Comment PRICE and we'll DM you the link" beats "Shop now, follow us, and tag a friend".

  • Keyword comment

    A keyword comment is a single word you ask people to comment on a post, like SONG or RECIPE, which triggers a reply sent to their DMs.

  • Conversion rate

    Conversion rate is the share of people who did the thing you wanted, like pre-saving, signing up or buying, out of everyone who reached the page.

  • Link in bio

    "Link in bio" means the clickable link on your Instagram profile, which is the main place a post can send people since captions don't have clickable links.

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