5 Call-to-Action Features Facebook Created to Help You Increase Engagement

Posted by Chelsea Hejny on 15 Apr 2015 / 0 Comment

It’s been proven time and time again that calls to action (CTAs) work. Marketers know this, and the folks at Facebook know this.

This is one of the reasons Facebook’s team, in the last few years especially, has built several features with the sole purpose of helping brands plug their important calls to action in posts and on their page.

All these features, Facebook believes and some studies prove, help brands get more engagement and conversions from their efforts on the platform.

In today’s blog article, I’m going to cover all of the call-to-action features Facebook has to offer (with the exception of the platform’s ads CTA features), as well as tips to make the most of them.

Let’s get to it, shall we?

1. Call-to-Action Button

This is one of Facebook’s newest CTA features. When the feature was released on a broad scale, you may of picked up on all of the positive chatter that was circling the blogosphere.

According to Facebook, they created the CTA button to “bring a business’s most important objective to the forefront of its Facebook presence.”

The CTA button lives front and (almost) center on a brand’s Facebook profile.

To create a CTA button on your Facebook page, select the “Create Call-to-Action” button to the left of the “Like button” on your brand’s page. Next, choose one of the seven button options Facebook gives you.

The options include:

• Book Now

• Contact Us

• Use App

• Play Game

• Shop Now

• Sign Up

• Watch Video

After selecting your CTA button, choose your website and mobile website URL. Once you’ve selected your URL, click “Save & Close.” And boom, you’re done.

One of the biggest reasons we like this new feature is because it allows brands to easily track conversions directly from their Facebook page. For one company, the Dollar Shave Club, it was reported that over a three-week test, their “Sign Up” call-to-action button delivered a 2.5x higher conversion rate versus other comparable social platforms aimed to drive new user acquisition.

Keep in mind, this little case study came from Facebook’s blog … so they’re definitely biased. But nonetheless, we still think the CTA button is promising and good for business.

To make the most of your CTA button, here are a couple tips we recommend:

Make the URL you use for your CTA button a tracking link. Sure, Facebook gives you some analytics in Insights, like your button’s views and interactions, but if you want to go deeper, create a tracking like using Google’s URL builder or a tool like Improvely. These kinds of tracking links will allow you to track the monetary value of the conversions your button produces.

Use your cover photo in tandem with your CTA button. Your call to action button should reflect whatever it is you’re using your cover photo to promote. So if your company is promoting an upcoming webinar, then you should update our CTA button to be a “Sign Up” button which links to your webinar’s sign-up page.

As you may have noticed, we’ve taken our own advice. If you check out ShortStack’s Facebook page, you’ll notice that currently we’re using our cover photo to promote our new and improved (and totally awesome) analytics. When we made this cover photo update, we then updated our CTA button, which links to a video we made for our new analytics.


2. End-of-Video Call to Action

Video is killing it right now on Facebook. (We’re sure you’ve heard this a lot lately, but it’s true!)

We didn’t trust all the hype at first so we did some testing on ShortStack’s Facebook page. In the last two weeks, we’ve tripled the number of video posts we normally share and the results we’ve seen have been nothing short of amazing.

Compared to our normal posts, which get an average reach of 450, our video posts are getting an average of 9,700 views. Major difference right?

To leverage the massive reach that video posts often produce, Facebook created their end-of-video CTA feature. This feature allows you to add a clickable link at the end of your video. Here’s an example of what it looks like: 

How to Set up a Call To Action On Facebook Video

To learn how to create a call-to-action button at the end of your Facebook video, check out this tutorial-style post we shared.

Now that you know how to add a CTA at the end of your video, here’s a tip for making the most of the feature:

Upload your video natively. This is absolutely key for getting that boost in reach you’re looking for.

Why? Natively uploaded videos get more views than links to YouTube videos on Facebook — like 52 times more(!) according to a blog post from GetResponse.

To upload and share a video natively to Facebook, you will need your video’s raw file. Facebook accepts many different video file types (you can check out their list here), but .mov and .mp4 are the most commonly used. Once you have your video’s raw file, you can drag and drop it into your page’s status update box or upload it as you would a regular photo/video. 

3. Featured Video

The featured video is a new design addition Facebook has made available to brand pages. The video stands as a subtle call to action to anyone who visits your brand’s page. We like to think the overlayed play button graphic shouts “watchh me!”

To set your featured video, go to your “Videos” tab on your brand’s profile. At the top of the tab, find the edit pencil icon to set or change your featured video.

After you’ve set your featured video, here’s a tip: 

Include a CTA in the copy that lives directly below your featured video. This should lead to more video plays. Social Media Examiner provides a great example of what to do. Their copy underneath their video clearly states, “Watch this video for more on the Social Media Marketing Society.”

Screen Shot 2015-04-15 at 9.08.33 AM

4. Featured Apps

Another call-to-action feature Facebook includes in its brand page design are app thumbnails. Savvy brands, like the premier apparel and accessories company Cuyana, use their app thumbnails to insert smart calls to action. Take their “Email Sign-up” app, for example. 

Screen Shot 2015-04-15 at 9.06.22 AM

When a visitor discovers Cuyana’s page and decides they like what they see, they can click on their email app and sign up for Cuyana’s email list directly from Facebook. By the way, you can use ShortStack to quickly and easily create your own email sign-up Facebook app. 

Here’s a tip: We recommend you take a note from Cuyana and use your app’s thumbnail graphic to include a CTA. To shine an even brighter spotlight on your app’s thumbnail, consider also using bold colors and/or promoting an incentive.

5. Pinned Post

There are some posts you want your Facebook fans to pay extra attention to. When this is the case, use Facebook’s trusty pin feature. To pin a post to the top of your profile, click on the down arrow located in the upper-right corner of your published post. In the drop-down menu, select “Pin to Top.”

When you pin a post, it lets your fans and page visitors know what message is most important and/or time sensitive.

This week, J.Crew pinned the below post at the top of their page (although we didn’t get a screenshot of it when it was pinned — you’ll notice it’s lacking the pin tag in the upper-right corner).

Why was this smart of J.Crew? They were promoting their limited-time-only exclusive Facebook sale event. For three days, this was the most important message they needed to promote. They knew pinning their post would allow them maximize the amount of exposure their post got.

Keep in mind these tips: Messages that is urgent and timely, you’ll want to pin. Also, keep your pinned posts fresh — don’t let them sit too long or they’ll lose their effect.

Screen Shot 2015-04-15 at 9.28.52 AM

Readers, how many of Facebook’s call-to-action features do you use? Let us know in the comment section below.