CTA (Call To Action)
An explicit instruction to the viewer for what to do next.
Every post should have one CTA — exactly one. More than one and people do none. Common CTAs: 'Comment your favorite below', 'Save for later', 'Tap link in bio', 'DM us the word X to get Y'. The best CTAs feel low-effort to perform (asking for a save < asking for a follow < asking for a click out). On Instagram, the CTA goes in the last sentence of the caption. On TikTok, in the on-screen text at the end. On LinkedIn, in the final paragraph. CTAs that mention a benefit ('Save this for your next launch') outperform pure asks ('Save this').