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You’ve hooked them. They watched to the end. Now comes the most important moment: The Ask.
A "Call to Action" (CTA) is the reason you made the video. Unless you're purely building brand awareness, you want the viewer to go somewhere or do something.
If you don't ask, they probably won't do it.
The best CTAs don't look like work.
Generic buttons like "Sign Up" or "Submit" feel like administrative tasks. Instead, describe the value they get by clicking.
Don't ask them to "Like, share, subscribe, and visit our website." They will do none of them. Pick the single most important action and focus on that.
You can customise these, but here are the classics that work:
The "Soft" Ask (Low commitment)
The "Hard" Ask (High commitment)
Social platforms (Facebook, LinkedIn, Instagram) are smart. Their algorithms will actively punish your post if you use "Engagement Bait" - artificially forcing engagement.
Avoid phrases like:
Focus on making content good enough that people want to share it, rather than tricking them into it.
To cut through the noise, your video must: amuse, anger, energise, educate, or surprise. Learn how to spark real emotion.
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A video without a Call to Action (CTA) is a missed opportunity. We explain why you need to ask your audience to do something, provides a list of high-performing examples, and explains the golden rule of conversion: describe the value of clicking, not just the action.
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