Call to Action (CTA)
The explicit next step a post asks the reader to take, comment, save, click, reply, sign up, chosen to match the post's stage in the buyer journey.
Strong CTAs match intent. Top-of-funnel posts earn saves and comments; bottom-of-funnel posts earn clicks and replies. Generic 'follow for more' CTAs underperform because they ask for a low-value action that doesn't compound trust.