CTA (Call to Action)

A CTA (call to action) is the specific, direct instruction at the end of a launch video or post telling the viewer what to do next. In the context of a product launch, the CTA is the bridge between watching the demo and becoming a user.

For early-stage products still in waitlist phase, the CTA is typically: "Join the waitlist at [URL]" or "Link in bio to sign up."

Effective CTAs are specific and direct. "Check it out if you want" is a weak CTA — it leaves the decision entirely to the viewer. "Sign up for the waitlist — link in bio" is direct and actionable.

For short-form video, the CTA appears in both the video and the caption. On TikTok and Reels, "link in bio" is the standard CTA because external links cannot be embedded in posts (except for TikTok advertising). On YouTube, the description link is the primary CTA destination.

The CTA should match the stage of the product: a waitlist CTA is appropriate for pre-launch; a "Start free" CTA is appropriate once the product is live.