Default CTAs on TikTok submission forms are really... un-engaging for social media influencers

Default CTAs on TikTok submission forms are really… un-engaging for social media influencers

TikTok form CTA are not so...appealing
TikTok form default CTAs are not so…appealing

Have you seen all the articles claiming (and claiming, and claiming, and claiming…. there are lots of them) that “tiktok is testing a NEW call-to-action ad.” Look at the above (taken from Tiktok website help section), and let’s observe what the Tiktok team is offering its advertisers and SMI (social media influencers) for their new ads default CTA (“call-to-action”):

“Download Now”

“Learn More”

“Shop Now”

“Sign Up”

“Apply Now”

“Contact Us”*

Tiktok CTA “submit” wordings

It seems like at least 5 out of the 6* of those CTAs are going against common wisdom of SMEI (social media engagement for influencers).

Why? That’s because nobody wants to “submit”… To make us submit, a special effort is needed in the wording, language, color, emotions… And yet still most of us are using wrong language around the “submit” button.

Tiktok team made two classic mistakes here:

Mistake 1: non-descriptive

Avoid this type of vague, non-descriptive call-to-action!
Avoid this type of vague, non-descriptive call-to-action!

All but one* of the default “submit” words are non-descriptive. People usually don’t like those words and are very hesitant to engage (=click) on them, because THEY DON’T KNOW WHAT ARE THEY CLICKING FOR.

*”Contact Us” is pretty clear although if you – the advertiser – describe what they are contacting you for, it might be better.

Now let’s change that, here are some suggestions, and I would LOVE to hear yours too:

💁‍♂️”Learn More” ===> “Let us know your interest”
💁‍♂️”Learn More”===> “Learn my unique dancing approach”
💁‍♂️“Download Now” ===> “Get the song lyrics”
💁‍♂️ “Apply Now” ===> “Add Your Name to the Hall of Fame”

Mistake 2: sense of finality

Furthermore, action words such as “Download Now,” “Shop Now,” and “Apply Now” have a sense of finality to them which can discourage Tiktok users, especially the younger generation who by nature are more suspicious of brands.

Those have a sense of finality to them which can discourage engagement.
CTAs that have a sense of finality to them which can discourage engagement.

More ideas…:
💁‍♂️ “DOWNLOAD” – download WHAT?
💁‍♂️”Get your membership”—>Find your gym & get membership
💁‍♂️”BUY NOW”–>Add Funneyy shoes to your cart

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That’s it for today – it’s time to start your CTA optimizing. Remember – always be testing. Engagement is everything in your social presence, so make it right.

Good luck heroes!



Sincerely yours,

#DearMishuDad

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DearMishuDad

N.G. Gordon is an acclaimed author, speaker, educator, and business consultant on social media and influencer marketing. His expertise in the field draws on his experience as a former tennis player, Silicon Valley entrepreneur and brand owner, and on his work as the creator of a popular influencer character DearMishu, Advice Column (based on his dog, Mishu). Contact N.G. to have him advise your company on your social media brand or speak at your conference soon, or to sign up for his Branded Social Media Profile program, a targeted, one-on-one advising program that helps brands improve their social media profiles.