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