# Social media call to action examples by goal > Write a clear CTA and prepare the journey. Includes a HeyMark example: comment, DM and a button leading to a template. **A call to action (CTA) tells people what they can do after seeing your post and what they will get by doing it.** “Comment SCRIPT and we’ll send you the template by DM” names an action and a resource. To use that ending, you also need to prepare the reply and check that the link reaches the template. ## Choose an action that follows from the post If your post teaches a preparation someone may want to repeat, you can ask them to save it. If it introduces a template, make it easy to open. If it presents a workshop, lead to a page with dates, terms and a booking form. The ending should follow from what you have just explained. Choose one main CTA. Asking people to save, share, comment, follow and buy in the same line gives them several competing tasks. Write the most useful next step for that piece first, then check that it can be completed. ## A HeyMark example: from a comment to the template We’ll use the [HeyMark Reel script template](/en/guides/reel-script-template/). The article brings together voice, shots and on-screen text; its TXT download lets you prepare another video. The following is **proposed copy for a Reel**, not a published campaign or a measured result: > Before recording your next Reel, put each line beside the shot that goes with it. We’ve prepared a full script and a template to help you write yours. Comment SCRIPT and we’ll send you the link by DM. The request makes sense because the post has explained what the resource is for. The comment starts the journey, and the DM leads to the article where the template can be downloaded. In HeyMark, you can configure a keyword for comments on an Instagram post, a public reply and a DM with a link button. For this example, the copy looks like this: **Keyword:** `SCRIPT` **Reply to the comment:** > We sent you the template by DM. **Direct message:** > Here’s the script with the scenes and shots. Open the guide and download the text template. **Button:** `View script`, linking to [the Reel script article](/en/guides/reel-script-template/). Each part has a job: the CTA asks for the keyword, the reply tells people where to look and the DM explains what the button opens. If the download lives inside an article, say so; the reader will reach that page first. You can prepare the rule on a draft, a scheduled post or a post that is already live. For a draft, replies begin once the post is published and the rule is active. Follow the [guide to sending a link by DM with a keyword](/en/guides/keyword-dm-automation-heymark/) to set it up from Calendar or Board and test it from another account. Include a fallback reply for when the DM cannot be sent. ## More CTA examples for different goals The keyword approach is useful when you have a resource to deliver. Other goals need different endings: - **Collect a question:** “What is hardest about preparing a Reel: the first line, the shots or the ending? Tell us in the comments.” Use this if someone will read the replies and use them to prepare content. - **Save an explanation:** “Save this preparation so you have the steps handy when you try it.” The post should include the steps needed to repeat it. - **Open an article:** “Read the full script and download the text template.” Put the link where that format lets people open it, and name its location if needed. - **Request a booking:** “Check the workshop dates and request a place through the form.” The page needs current terms, and the team needs to be able to handle the request. In the HeyMark example, “View script” works as a button label because it identifies what opens. For web links, [WCAG explains that their purpose should be understandable from the text or its context](https://www.w3.org/WAI/WCAG22/Understanding/link-purpose-in-context.html). Apply that criterion to the button; “Click here” gives less information about the destination. ## Before using the CTA Follow the route on a phone: post, comment, reply, DM, button and template. Check the language and that the resource opens without your session. If the DM does not arrive, review the rule and the fallback reply; delivery also depends on Instagram’s messaging conditions. When reviewing the result, distinguish the actions. Comments containing the keyword show requests for the resource. Testing the DM confirms the journey for that account. To count link opens, you need measurement that records that interaction. None of those steps proves a sale on its own; check bookings or purchases in the system that receives them. The [CTA worksheet as a CSV](/blogs/social-media-call-to-action-examples/matrix-en.csv) includes the full example, its destination and the pending test. A second row lets you prepare the ending for your own post. #### Write the ending for my post ```text Post: [full draft] Resource or next step: [what the person will receive or be able to do] Actual destination: [URL and where it will open] Format and channel: [where it will be published] Write one main CTA that follows from the content and explains what the person will find. If we use a keyword, propose the ending, public reply, DM and button label with that same keyword and destination. Do not invent availability or results. Flag what we need to check before using it. ``` ## Plan your next post in HeyMark. Keep the idea, review the draft with your team, and see how it performed in the accounts you connected. [Start free](https://app.heymark.ai) · [See how it works](https://heymark.ai/en/#product) ## Developer and agent resources - [HeyMark MCP documentation](https://heymark.ai/en/mcp/) - [llms.txt](https://heymark.ai/llms.txt) - [Full site content for language models](https://heymark.ai/llms-full.txt) - MCP protocol endpoint: `POST https://mcp.heymark.ai` - OAuth protected-resource metadata: [/.well-known/oauth-protected-resource](https://mcp.heymark.ai/.well-known/oauth-protected-resource) - MCP server card: [/server-card](https://mcp.heymark.ai/server-card)