What's a Call to Action (CTA)?

A call-to-action (CTA) is a nudge toward a next step: visit your site, follow you, or check your pinned comment.

We don't tack one onto every reply. Reply200 reads the comment first and adds a CTA only when it genuinely fits — when there's real interest or a natural opening, like answering a buying question or pointing someone to an offer. If it wouldn't feel natural, the reply just stands on its own.

You choose which CTAs are available, per page.

The CTAs you can turn on

CTAs are set separately for Posts and Ads. Toggle any on or off. When more than one fits a comment, the highest in your list wins (drag to reorder).

• Post content — uses the CTA already in your post.
• Pinned comment — points people to your pinned comment.
• Route user to website / bio — uses the link from your About/bio, the way each network allows. On Facebook, where comment links are clickable, the reply shares the actual link. On Instagram and TikTok, where they aren't, it points people to your bio instead. Either way it only turns on once we detect a link — green Link pill if we found one, red if not (add a link to your About/bio and hit Check again).
• Suggest follow — invites people to follow you.
• Suggest DM — invites people to message you.

• Ad CTA button — points to your ad's button ("Learn more", "Shop now"…).
• Ad creative — uses the CTA in the ad itself.
• Pinned comment — points to the comment you pinned on the ad.

Add custom CTA

Hit Add custom CTA and write a rule as "If [trigger], do [action]". The action has to be something concrete a reply can carry out: a specific link, coupon, or code.

• If someone comments "WIN", send link nova.fit/win
• If someone asks for a discount, send code SAVE15
• "We're open 9–6 weekdays" — that's a fact, not an action. It belongs in the Context library.

When a comment matches the trigger, we weave the action into a natural reply. You can add several per content type.

Set per page

CTAs are configured per page, so each one fits its own audience.