Q: Does the exact wording of my 'buy' call-to-action in the caption change clicks much?

Q: Does the exact wording of my 'buy' call-to-action in the caption change clicks much?

A: More than you'd think. A pet-supply seller tested three captions on rotated identical videos. 'Shop now' tap-through: 1.7%. 'Link in bio': 1.2%. 'Tap the product tag above to grab yours' tap-through: 3.0%.

The winner named the exact action and the exact thing to tap. 'Shop now' is vague, and 'link in bio' sends people hunting. Telling them precisely where to tap removed the guesswork. Call-to-action = the instruction telling the viewer what to do next.

Also worth knowing: the winning line referenced the on-screen UI ('the product tag above'), so people knew what to look for. Specificity beat punchiness.

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