Call to Action (CTA)
The explicit prompt that tells a viewer what to do next, such as 'Shop now', 'Learn more', or 'Sign up'.
Definition
A call to action (CTA) is the instruction that asks the audience to take a specific next step. In ads it can be spoken in the script, shown as on-screen text, and reinforced by the platform's clickable button (like 'Shop Now'). A clear CTA leaves no doubt about what to do.
Why it matters
Even a compelling ad underperforms if it doesn't ask for the action. A specific, well-timed CTA tends to convert better than a vague one, and matching the CTA to where the viewer is in their journey is a basic principle of direct-response advertising.
How it applies to UGC ads
Most UGC ads end on a clear spoken and on-screen CTA. With UGCABC you control the script, so you can write the exact call to action — and test different CTAs across variants to see which drives more clicks and conversions.
Related terms
Conversion Rate
The percentage of people who take a desired action — like buying or signing up — out of everyone who had the chance to.
ReadCTR (Click-Through Rate)
The percentage of people who click an ad out of everyone who saw it — clicks divided by impressions.
ReadHook
The opening few seconds of a video ad, designed to grab attention and stop the viewer from scrolling past.
ReadUGC Ad
A paid advertisement made in the casual, authentic style of user-generated content rather than as a polished brand commercial.
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