The long definition
CTA stands for call to action. It is the instruction that turns a viewing moment into a next step: save the video, compare a detail, visit a product page, or ask a question. It can be spoken, written on screen, or included in the caption.
A useful CTA matches the promise and the viewer’s readiness. A product comparison may invite a visit to a sizing guide; a tutorial may invite a save. The action and destination must actually be available on the platform where the video is published.
Anatomy: CTA
Choose one next step and make its value clear.
- 01ObjectiveDecide which action supports the video’s purpose.
- 02VerbUse a specific instruction such as save or compare.
- 03ReasonExplain what the viewer gains from taking that step.
- 04DestinationCheck that the link or resource matches the instruction.
A concrete example
Illustrative example · clothing size guide
“Compare your measurements with the size guide before choosing.”Show where the guide is available using the actual publishing setup.
The CTA answers a purchase hesitation raised by the video and points to a resource that helps resolve it.
Do
- Use one main action.
- Connect it to the video’s subject.
- Verify the destination.
Don't
- Ask for several competing actions.
- Invent urgency or scarcity.
- Point to a missing link.
How Reacast uses this concept
Include the intended CTA in your Reacast brief and storyboard so the final shot, on-screen text, and caption all lead to the same next step.