From the perspective of a marketing professional, the influence of TikTok cannot be overstated. This social media giant boasts over a billion active users each month and has climbed to the top of the app download charts worldwide.
Moreover, the app, known for its engaging video content, is exceedingly popular among younger demographics such as Gen-Z and millennials.
With marketing usage on TikTok increasing by 15% year-over-year, certain marketers still find themselves learning how to harness the platform for lead generation effectively.
As someone deeply entrenched in the realms of social media and marketing, I bring a wealth of knowledge on using TikTok for lead generation—which begs the question, why even consider TikTok for lead generation?
Reasons to consider TikTok for lead generation:
Several compelling arguments make TikTok a prime candidate for sourcing new leads:
1. Mobile-first approach to campaigns.
With its emphasis on brief, snappy videos, which can extend up to 10 minutes, TikTok is tailored for mobile campaigns. Forecasted to constitute nearly 80% of mobile data traffic in North America, short-form videos make for an ideal campaign medium.
TikTok users often find themselves endlessly scrolling through content on their mobile devices, even subscribing to favourite creators on the platform.
From an operational perspective, the mobile-first nature is significant; managing business operations directly from a smartphone meshes well with TikTok’s ethos, making it a smart addition to your digital strategies.
2. Prime territory for a younger audience.
Studies from sources like YPulse reveal that over three-quarters of Gen Z are on TikTok, with a significant portion logging in daily. The app significantly shapes Gen Z’s curiosity and purchase decisions around products.
For instance, reports indicate that after engaging with a Dynamic Showcase Ad on TikTok, a striking 74% of Gen Z TikTok devotees would actively seek additional product information.
More persuasively, 46% of Gen Z users on TikTok have been swayed by the platform to purchase a product over the past year.
These insights are invaluable for businesses aiming to captivate a young audience, especially as Gen Z’s purchasing power, already standing at a whopping $360 billion according to Bloomberg, continues to surge from a mere $143 billion four years prior.
3. The fostering of genuine content creation.
Authenticity is paramount for Gen Z, with an overwhelming 92% rating genuineness and truthfulness as highly important virtues.
Such authenticity is what leads consumers to trust that a brand stands for more than just revenue—it stands for its values. Engaging narratives and storytelling can powerfully illustrate this aspect, emphasizing the human experience behind the brand.
So why does authenticity matter? It attracts quality leads. And with TikTok leading the charge in authentic brand narratives—thanks in part to influential content creators—this platform is invaluable for genuine brand promotion.
Instrumental Tools and Resources
The following are key resources and tools that can enhance lead generation via TikTok:
TikTok’s Internal Analytics
Armed with TikTok’s analytics suite, creators and marketers can gain insights into vital metrics such as profile engagement, likes, comments, visitor metrics, and overall reach.
I find these tools incredibly useful for analyzing watch times, viewer demographics, and a plethora of other significant metrics. These include:
- Performance stats for the latest live videos, including viewership rankings and replays
- Follower analysis, detailing total, gained, and lost followers
- Weekly trending video reports
HubSpot and TikTok Integration
Now it’s possible to synchronize your TikTok leads with HubSpot CRM instantaneously.
All you need is a HubSpot account, one instant form from TikTok’s Ad Manager, and administrative access to the associated ad account.
Just proceed with these steps:
- In TikTok Ads Manager, navigate to Tools, select Leads, and click Connect CRM.
- Choose HubSpot and initiate a direct connection.
- Apply for lead management permissions, sign into HubSpot, connect your CRM, and click Next.
- Select the form whose leads you wish to sync.
- Map your TikTok Instant Form fields to your HubSpot properties and submit.
- Confirm the setup and voilà—integration complete!
To verify the setup, simply opt to send test data.
Let’s delve into five strategic approaches to generate leads on TikTok:
1. Craft a compelling and credible profile.
Ensure your TikTok profile showcases your brand’s authenticity and distinguishes it within the vast network of user accounts. A distinctive brand logo should adorn your profile, or if not available, an engaging image or video that resonates with your brand identity would suffice.
In a realm where brevity reigns, the TikTok bio serves as a concise pitch of your brand’s essence. Humor can also be beneficial; consider Duolingo’s playful bio “Free language education for the world. Just an owl tryna vibe,” capturing both their mission and brand personality.
Links are also paramount in leading traffic to your website. A TikTok verification badge further enhances credibility, serving as proof of authenticity amidst potentially fake or fan accounts.
For details on acquiring a verification badge, click here.
2. Generate content that entertains, engages, and calls to action.
When devising TikTok content, consider personas fitting your target demographic—what content resonates with them, and how can you exhibit your brand’s value in a way that prompts action?
Content should not only engage but prompt a response like, “Read our blog for more info!” or “Click our bio link for hot deals!”
Use TikTok’s ability to add product links within videos, as well as popular hashtags and trending content, to maximize reach and catalyze action.
3. Harness TikTok Ads.
A most direct approach involves utilizing TikTok Lead Generation Ads. They come with a built-in CTA button that, once engaged by the user, displays a form revealing more about your business while capturing user details.
With varied ad types at your disposal, it’s worth exploring other advertising options on the platform to expand recognition and leads. More info is available here.
4. Engage with influencers.
Influencers bridge the gap between your brand and audience in a unique and effective way, boasting engagement rates that are staggering compared to the average user.
Find influencers whose values and content mirror your brand’s image and ethos, then integrate them into your marketing narrative, perhaps through promotional content with associated discounts for their followers.
5. Monitor and optimize based on insights.
Keep an eye on your content’s performance and adjust your strategy accordingly, focusing on tactics that yield tangible results.
Pursuing TikTok ads also lets you delve into specific ad performance metrics with great precision.
In essence, TikTok is more than a mirrored hall of memes and dances—it’s a robust engine for lead generation when harnessed effectively. Employ the strategies outlined here to tap into its potential and see your brand flourish.
