March 7, 2014

Everything You Need to Know About Facebook’s Call-To-Action Buttons

Posted by Janna Leyde Category IconConversions & UX Category IconSocial Media

The new Facebook's CTA. #Calls-To-Action
The new Facebook’s CTA. #Calls-To-Action

Facebook just created five more call-to-action (CTA) buttons. Entries Shop NowLearn MoreSign UpBook Now, and Download may soon become new best friends of brands and businesses looking to engage existing customers and drive traffic on the world’s largest social platform. These new buttons (found on the drop-down menu, under create post) are part of a new update to Power Editor (Google Chrome’s free Facebook application). Those currently familiar with publishing “unpublished posts” (posts that only appear with a direct link) in Power Editor will find this update to be right up their alley. These call-to-action (CTA) options serve as a more advanced (and easier) way to implement a CTA within a Facebook post or Facebook ad.

They may just a few new buttons, but there’s a lot for social media marketers to get excited about. Here are a few of the goodies that this new update brings to the table.

Facebook's Calls to Action button is designed to bring business's most important objective to the forefront of its Facebook's page
Facebook’s Calls to Action button is designed to bring business’s most important objective to the forefront of its Facebook’s page

Organic Posts Included

The new CTA options are available for both sponsored (paid) Facebook ads and for organic (free) posts. As advertising becomes increasingly richer in content, Facebook is looking for ways to reach its users in real-time, across any and all devices. So rather than worrying about how a brand can make its newest product into a captivating Facebook ad, the new update makes adding a CTA a snap. Bonus: organic posts can also use this new option to boost up engagement without paying for click-throughs. But remember the benefit of paid versus organic posts — paid will reach anyone on Facebook, whereas organic posts reach only users who have liked a particular brand’s page.

Streamlined Engagement Options

As it were, every time a user clicked through once (maybe twice) on a Facebook ad, the host had to pay for each click-through. It didn’t matter if the click landed the user on the brand’s desired URL or if the user engaged in a negative or positive way toward the promoted content. Facebook claims that this new update and its CTAs will increase click-through rates and the number of happily directed customers. One or two-word CTA buttons introduce a seamless path to engagement and encourage more people to book the trip nowshop now for the band’s tickets, or learn more about Samsung’s $20 million selfie stunt with the Galaxy 3.

Better Real Estate

There’s a stark difference between the amount of newsfeed real estate taken up by a post in Power Editor — be it an organic post or an ad — compared to a regular Facebook post or ad. You get more space with Power Editor. The team at Facebook has taken the click-through patterns of its users into consideration. With these five buttons, users will first see the link (or video or coupon or image) and are immediately given direction on how to engage. It’s less effort. It’s less text. It’s less time. These five buttons combat the challenge of how a brand must engage or link-up a user within the first 20 percent of a post. One button. One click. One and done.