If there is just one thing that every content creator should do in every video, it’s a call to action, or CTA, as it’s sometimes known. But while everyone is encouraged to ask for likes, subscribers and bell ringing, how can you do so in a way that seems natural and not pushy or, worse still, desperate? In this guide, we explore the subtle art of the CTA and how it can help to grow your channel.

What exactly is a CTA?

A CTA is simply an instruction that encourages a viewer to take an action. On YouTube, that might typically mean asking them to subscribe, like your video, leave a comment or hit the notification bell. It could also just be a recommendation to watch another video or stay watching the current one till the end. If you have a membership page such as Patreon or Buy me a coffee you may want to direct viewers to sign up, or if you are selling any physical products then mentioning them in your content could boost sales.

And CTA’s are not unique to YouTube, either. Whatever platform you are on, if there is an opportunity to grow and expand your profile through a CTA, you should embrace it. The important thing with any CTA is that you’re giving your audience a clear next step rather than simply hoping they’ll take one.

Why are CTAs so important?

Even if someone loves your video, they may not automatically subscribe or watch another one. Sometimes they simply need a little nudge to trigger that action.

This is where a really good CTA can turn a casual viewer who may have just come across your content into a regular watcher and eventual fan. By encouraging them to take an action such as subscribing, commenting, or watching another video, they enter your world and form a connection. Over time, these small actions can help you build a much more engaged audience.

The algorithm will pick up on the fact that you clicked and watched a video for an extended period, and this could potentially lead to it showing more recommendations from your channel. But without a call to action, this is the most you can expect.

Deciding on what action to call for

It’s tempting to finish a video with “Like, subscribe, hit the bell, leave a comment, and don’t forget I have a Patreon” That’s a lot of instructions for one viewer to take in at once and can feel overwhelming.

Instead, think about the actions that matter most for this particular video.

For example, if you’ve made a tutorial, then subscribing and ringing the notification bell might make sense. If you’ve asked an interesting question, a comment could be more valuable. If you’ve just finished part one of a series, directing viewers to part two may be your priority.

If you plan on having multiple calls to action, it’s a good idea to pace them and spread them out throughout the video, mentioning them when most appropriate.

Where should you put your CTA?

There are no hard-and-fast rules about where to place your calls to action. While the end of a video is perhaps the most common location, a CTA can work almost anywhere, depending on the content and where it feels most natural.

An early CTA can be effective if you quickly explain how subscribing will benefit the viewer. This can be particularly useful for returning viewers, who may already be familiar with your content and feel more motivated to take action at the start. It also means you’ve requested before there’s any risk of them clicking away.

End-of-video CTAs are popular because you’ve already delivered the value, making it feel like a natural time to ask for something in return. This could be encouraging viewers to subscribe, join a membership or watch another video. However, remember that some viewers won’t make it to the end, while others may see the sign-off as a cue to leave. For this reason, don’t rely solely on an end-of-video CTA.

The best CTAs don’t even feel like CTAs; they should feel like a natural extension of your normal presentation. With this in mind, look for opportunities to introduce them naturally within the content itself. If you’re discussing a subject that relates directly to another video you’ve made, mention it and add a link at that point. If you’re demonstrating something that will be covered in a future episode, let viewers know. If something naturally invites a response, ask people to share their thoughts in the comments.

You may also have content that had to be edited out of the final video. If your membership includes unedited versions, use this as another opportunity to promote it. For example, if you recorded a longer, unedited conversation with a guest, let viewers know they can watch the full interview as part of their membership.

Visual CTAs

Your CTA doesn’t always need to be verbal. Visual CTAs can be just as effective, and because they don’t interrupt your narration and the videos flow, they can be a much more subtle way of encouraging an action.

A graphic appearing briefly on screen can remind viewers to subscribe, like, comment or follow you. You can couple a graphic with a YouTube Card to direct viewers towards another video, piece of content or download. Even a simple arrow, icon or animated prompt can draw attention to the action you want someone to take without stopping the flow of your video.

You can get more creative with your CTA too. Think about the objects that regularly appear in your videos. A mug with “Buy Me a Coffee” printed on it, or maybe a sign in the background with the address of your website, can all act as passive CTAs. Your audience might not consciously register them every time, but the subliminal message is still there.

The advantage is that these visual CTAs can get to work while you’re delivering the content. Just don’t overdo them. If the screen is constantly covered with subscribe buttons and animated arrows, your CTA will loose there subtlety.

How to make your CTA persuasive but not pushy

This is where the subtle art creeps in. There are countless ways to deliver a call to action. Some are immensely effective while others fall flat, and much of that comes down to adapting your approach to the audience you’re trying to convince. Adopt your CTA to the style of messaging you think your viewers will respond too?

Once you have established your audience type the next thing you need to do is give them a reason to act rather than simply telling them what to do. “Please subscribe” is functional, but “Subscribe if you want more weekly editing tips” gives the viewer a benefit.

Think about the formula: action + reason + benefit.

Good vs Bad CTA

Whatever the action, try to make the CTA feel like part of the conversation. Instead of demanding that viewers comment, ask them a genuine question. Instead of telling them to watch another video, explain why it’s useful. The more naturally your CTA fits into what you’re already saying, the less it feels like an interruption.

A bad YouTube CTA often interrupts the content and asks for too much: “Before we start, smash the like button, subscribe, ring the bell, follow me on Instagram and…”

A better approach would be to wait until you have offered value and then mention something like: “If you’re finding this useful, subscribe because I’ll be covering more of these tips next week.”

The difference is simple: one asks for attention; the other gives the viewer a reason to respond.

Tone of voice

The tone you use can also make a fundamental difference. Even huge YouTubers (without mentioning any names) can sometimes sound too needy, particularly when asking viewers to subscribe. Audiences make up their own minds, and if your content has provided enough value, it may already be enough to earn a subscription. Therefore, a gentle reminder that a subscription would be appreciated is all that’s needed.

And while everyone responds differently, people naturally become wary when something is pushed too hard, which can make a CTA feel suspicious or even desperate. Be natural and, if appropriate, explain how subscribing helps you build the channel and produce better content. Ultimately, the viewer needs to connect with you and your content first as this should do most of the heavy lifting. If you haven’t bonded or provided the viewer value, it will be much harder to persuade them to take action.

Try an incentivised CTA

Sometimes you need something a little more attention-grabbing. An incentivised CTA gives your audience a reason to take action by offering a reward or promising something of value when you reach a target.

It could be as simple as, “When we reach 25,000 subscribers, I’ll make a video where I face one of my fears.” Or, ” We will randomly select a new subscriber this month to win a prize.”

Often, a content creator will ask for future video ideas in the comments, with the best idea being turned into a video. This is a double-win strategy as it creates both engagement and good new content ideas.

Just make sure the incentive is genuine and that you can deliver on your promise.

Sponsorship CTAs

Not all calls to action are to directly benefit you and your channel.

Sponsored content requires a different approach. You need to explain what the product is, why it is relevant and where viewers can find it, while still keeping the promotion feel natural.

Rather than simply reading a sponsor’s sales copy, explain how you might use the product and why your audience might find it useful. Follow the sponsor’s requirements, but remember that you’re still talking to your viewers. The main thing to remember when taking on a sponsorship endorsement it should be something that you genuinely believe in or your CTA will come across as inauthentic. A poorly judged sponsorship endorsement, if not handled well, can actually do more harm to your channel than good.

Summary

The best CTAs don’t feel like sales pitches. They feel like a natural next step in the relationship you’re building with your audience. If you’ve earned their attention and delivered something they value, you don’t need to use high-pressure persuasion tactics. Give them a clear reason, make the action easy and let your personality do the rest.

So experiment, pay attention to how your audience responds and don’t be afraid to keep things simple. A good CTA doesn’t demand attention. It earns a response.

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