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Call to action - Instagram Glossary

A call to action is the explicit instruction telling someone what to do next - comment a keyword, save the post, book a call, reply to the story. Content without one produces engagement; content with one produces outcomes.

The rule that changes results is one call to action per piece of content. Asking someone to like, save, share, comment, follow and check the link gives them six decisions, and the reliable response to six decisions is none of them.

The second rule is that the ask should match what the content earned. A post that taught something specific has earned 'save this'. A post that opened a question has earned 'comment the keyword and I'll send it'. An ask that does not follow from the content reads as a script, and audiences have learned to ignore scripts.

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