Analysing Call-to-Action (CTA) design in sign language content on social media in Malaysia

This study explores the effectiveness of Call to Action (CTA) design in Malaysian Sign Language (MSL) content on social media platforms, focusing on accessibility for the Deaf and hard-of-hearing (DHH) community. Many sign language campaigns in Malaysia still rely heavily on plain text-based CTAs, which limits their ability to engage DHH audiences effectively. In a digital era where social media plays a key role in education and public outreach, the absence of visually accessible CTAs presents a significant barrier to inclusion. To address this issue, this study employed a qualitative content analysis of ten purposively selected social media posts—five from TikTok and five from Instagram—featuring sign language content related to awareness and education. The analysis was guided by five core CTA principles: intuitiveness, aesthetic appeal, attention-grabbing features, low design friction, and clarity. The results revealed that posts with visually integrated CTAs, such as QR codes and direct phrases like “Register here” were more effective in prompting user action. TikTok posts demonstrated stronger engagement due to dynamic visual elements, while Instagram posts often lacked visual cues and emotional tone. Although most posts followed a clean visual structure, few utilized storytelling or motion graphics to improve clarity. The study concludes that incorporating intentional visual design in CTA elements can significantly enhance inclusivity and interaction, helping sign language content resonate more effectively with both DHH individuals and the public.