If no one clicks after the second reminder, should the next campaign change the resource or the CTA?

If no one clicks your link after a second reminder, you should first diagnose whether the problem is the resource you're offering or the call-to-action (CTA) you're using.

The most common mistake creators make is immediately assuming their freebie or guide is the problem, but a weak or unclear CTA is often the real reason for a low click-through rate. When a campaign fails to convert, your first job is to become a detective and figure out where your audience lost interest. By looking at the engagement pattern, you can decide what to change for your next campaign.

Did the Initial Post Get Engagement?

Start by looking at the very first step: your Reel or post. Did it get a lot of comments from people requesting the link?

• High Engagement, No Clicks: If you received many comments and the initial DMs were sent, but nobody clicked the link, the problem is likely inside your direct message. Your audience was interested enough to comment, but something about the message itself—the description of the resource or the CTA button—failed to convince them to take the final step. In this case, your resource is probably fine, but you need to change your CTA.

• Low Engagement, No Clicks: If the initial post received very few comments, the issue is likely the resource itself. This signals a fundamental mismatch between what you offered and what your audience actually wants. No amount of clever CTA wording can fix a resource that your followers don't find valuable.

How to Decide What to Change

Based on your diagnosis, here’s how to move forward:

1. Change the Resource if… the initial interest was low. Your topic simply didn't resonate. Before creating your next lead magnet, poll your audience or review your most popular content to find a topic they are genuinely excited about. Don't waste time optimizing a CTA for an offer nobody wants.

2. Change the CTA if… the initial interest was high. Your audience wants what you have, but your ask isn't working. Instead of a generic "Click here," try creating more urgency or highlighting a key benefit. For example, change "Download the Guide" to "Get My 5-Step Formula Now."

To test this effectively, you can use a tool like StarLovin to refine your messaging. For instance, when setting up your next automation, you can program different wording in your follow-ups. StarLovin's Smart Follow-Up Messages can send a reminder with a revised CTA to anyone who didn't click the first link, helping you see which phrasing converts best without having to launch a whole new campaign.