As a marketer, I can attest to the importance and power of TikTok. The social media platform has over 1 billion monthly active users and is the most downloaded app globally.
Additionally, the video-based social app is top-rated among Gen-Z and Millennials.
While TikTok usage among marketers has grown 15% year-over-year, some marketers are still figuring out how to generate leads on the platform.
Luckily, as a social media fanatic and marketer I have plenty of experience using TikTok. Here’s everything you need to know about lead generation on TikTok. But first – why use TikTok for lead generation?
Why Use TikTok for Lead Generation?
There are some good reasons why TikTok can be a great platform for generating new leads:
1. It allows for mobile-first campaigns.
TikTok prioritizes short-form videos, although users can upload and watch videos up to 10 minutes long.
This makes the platform an excellent channel for mobile-first campaigns as short-form video is expected to represent 80% of all mobile data traffic in North America.
The platform allows users to scroll through hours of videos from their phones and subscribe to their favorite TikTok accounts.
Additionally, from an operations perspective, the mobile format is relevant. You can run a business straight from your phone, so investing in a mobile-based application like TikTok can fit into your mobile-first campaigns.
2. It’s great for brands targeting the youth market.
According to YPulse, more than 75% of Gen Zers use TikTok, and nearly two-thirds use it daily. Additionally, thanks to apps, many Gen Zers are curious about products or make purchasing decisions.
For example, a study shows that after viewing a Dynamic Showcase ad (a type of video ad on the platform) on TikTok, 74% of Gen Z weekly TikTok users want more information about the advertised product.
What’s even better is that 46% of Gen Z TikTok users have purchased a product because they saw it on TikTok in the last year.
This information is essential for business owners trying to reach a younger audience. After all, Gen Z will be the market with the most purchasing power in the future.
According to Bloomberg, the younger generation already has $360 billion in purchasing power, compared to $143 billion just four years ago.
3. It enables your brand to create authentic content.
Authenticity matters, especially for Gen Z. In a recent study, 92% of Gen Zers indicated that being authentic and real to themselves is extremely or very important.
Keeping things real is key to convincing buyers that your business does more than just inspire consumers to buy a product.
This can be hard to do, but focusing on storytelling is a great place to start. Focusing on narrative shows that your business goes beyond money and emphasizes the human element of things.
In short? Authentic brands attract quality leaders. And with TikTok paving the way for original brand building – especially for content creators with immense influencer power – the platform is the perfect place.
Tools and Resources
Below are some tools and resources available for increasing leads through TikTok.
internal tiktok analysis
TikTok’s built-in analytics tools allow creators and marketers to observe important metrics like profile views, likes, comments, unique visitors, engagement, and reach.
I also use it to track video playtime, average watch time, and viewer demographics. Other metrics that can be tracked are:
- Statistics on your latest live videos, viewing rankings and replays
- Number of followers, such as total followers, lost followers and net followers
- trending videos of the week
HubSpot’s TikTok integration
You can now automatically sync leads you receive through TikTok with your HubSpot CRM in real time.
Just make sure you have a HubSpot account, have at least one quick form on TikTok’s Ads Manager, and have admin access to the ad account you’ll use for the integration.
Follow these steps to get started:
- Go to the Tools section in your TikTok Ads Manager account and click Leads in the dropdown menu. Click the Connect CRM button at the top of the page.
- Find HubSpot and click Connect directly.
- Select Apply to get permission to manage leads from your TikTok account. From there, click Sign in to HubSpot, connect your HubSpot CRM, then select Next.
- Select the form you want to sync leads from.
- Map the fields from your TikTok Instant Form to your HubSpot property and click Submit.
- Click Confirm, and you’re all set!
If you want to make sure your integration is set up properly, select the Send test data button.
Ahead, let’s explore five ways to generate leads on TikTok:
1. Create an attractive and trustworthy profile.
Your TikTok profile should prove the validity of your brand and help you stand out from the sea of accounts. So, use your brand’s unique logo as your TikTok profile photo.
If you don’t have a logo, create one or use a relevant, aesthetically pleasing image or video.
Yes, you can use videos as your TikTok profile image.
You also need to create a concise and compelling biography that tells the audience what your company is about. When writing my TikTok bio, I think of it as the world’s short and most impressive elevator pitch.
Feel free to add a little humor as well. For example, the language learning Duolingo biography reads:
“Free language education for the world. Just a booby-trapped environment.”
The bio reflects Duolingo’s mission and the humorous and playful energy of the account’s videos.
Links are also important to your profile as they direct traffic to your website, products and services. So, make sure to include a relevant link in your bio.
Ultimately, it helps to get verified on TikTok. The TikTok verification badge confirms that your account is your brand’s official account, not a fan account, scam, or parody.
Click here to know about the verification process.
2. Create valuable, engaging, and entertaining content that requires action.
Before creating a TikTok video, think about your organization’s buyer persona. Who is your target audience? What type of content do they find valuable? How can you show value to your target consumers on TikTok?
These questions help inform the tone, style, and content of your video. You should also consider where your audience is in your buyer’s journey.
Are you looking to attract leads who are just learning about your business or leads who are ready to make a purchasing decision?
Additionally, you should create content that inspires your audience to take action, such as:
- “Read my blog for more!”
- “Click the link in our bio for more deals!”
- “Sign up for our newsletter to learn more.”
TikTok also allows creators to include product links in their videos, so take advantage of that feature to generate leads directly from your videos.
Another element I found useful is the use of relevant hashtags. TikTok allows users to type a hashtag while uploading and tells you how many views a hashtag has received.
When uploading content, see which relevant tags get the most views and include them in your video’s caption. You should also keep an eye on trending topics and challenges to find ways to incorporate them into your content.
3. Take advantage of TikTok ads.
Without a doubt, the most profitable strategy you can implement is to take advantage of TikTok ads – specifically TikTok lead generation ads. I mean, it’s in the name.
TikTok lead generation ads are a type of advertising that the platform offers specifically to develop leads and collect lead information for your website.
These ads come with a CTA button.
Once users click on the button, they can access a quick form that provides more information about your business and provides you with the contact details of said users and their interest in your product or service.
Ads can also redirect users directly to your website and their information.
Lead generation ads aren’t the only ad type offered by TikTok. The platform has many other marketers that can be chosen to generate leads and identities. Click here to learn more about these ad types and whether they are worth investing in.
4. Collaborate with influential people.
Influencers will help your brand connect with your audience in an authentic and relatable way. Even better, influencers on the platform have an engagement rate of 15.86%, which is three times that of the average user.
Connect with influencers whose image and content matches your brand.
You can incorporate influencer marketing into your lead generation strategy by posting content of an influencer using your product or service and offering a discount code to the creator’s followers.
5. Track your results.
Keep an eye on your videos to see what type of content gets the most engagement or leads so you can take stock of the most effective methods for your brand.
Investing in TikTok ads allows you to track your ad metrics and performance.
TikTok is more than just an app for fun, short-form videos. If leveraged correctly, it can be an excellent platform for lead generation. Just be sure to follow the strategies above to maximize your success.