In one embodiment, a method includes, sending, to a client device of a user of an online social network for presentation to the user, one or more references corresponding to one or more content items of the online social network, respectively. Each reference is presented with one or more call-to-action elements. Each call-to-action element is a user-interface element that prompts an action from the user to initiate a particular function or process related to the content item via the online social network. The call-to-action elements for each content item are presented in ranked order based on a suitability of the call-to-action element to the content item. The method includes receiving a selection of a call-to-action element presented with a reference corresponding to a particular content item. The method includes executing the function or process related to the content item on the online social network prompted by the selected call-to-action element.