As a marketer, I can confirm 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, it is highly popular among Gen-Z and millennials. While TikTok’s usage among marketers has increased by 15% YoY, some are still trying to figure out how to generate leads on the platform. Luckily, as a social media fanatic and marketer, I have a lot of experience using TikTok. Here’s everything you need to know about lead generation on TikTok. But first, let’s discuss why you should use TikTok for lead generation.
Why use TikTok for lead generation?
There are several reasons why TikTok can be an excellent platform for generating new leads:
1. It allows for mobile-first campaigns. TikTok focuses on short-form videos, which are expected to represent 80% of all mobile data traffic in North America. This makes the platform ideal for mobile-first campaigns. Users can easily scroll through videos from their phones and subscribe to their favorite TikTok accounts. From an operations standpoint, the mobile format is relevant, as you can run a business right from your phone. Therefore, investing in a mobile-based application like TikTok can align perfectly with your mobile-first campaigns.
2. It’s great for targeting a younger market. Over 75% of Gen Zers use TikTok, with nearly two-thirds using it daily. Many Gen Zers are curious about products or make buying decisions based on what they see on the app. For example, after viewing a Dynamic Showcase Ad on TikTok, 74% of Gen Z weekly TikTok users would seek more information on the advertised product. Additionally, 46% of Gen Z TikTok users have purchased a product they saw on the platform in the past year. This information is crucial for businesses aiming to reach a younger audience, as Gen Z will have the most purchasing power in the future.
3. It enables your brand to produce authentic content. Authenticity is highly valued by Gen Z. In a recent study, 92% of Gen Zers indicated that being authentic and genuine is extremely or very important to them. Keeping things genuine is key to getting buyers to believe that your business does more than just sell products. Focusing on storytelling is a great way to showcase authenticity and emphasize the human element of your brand. Authentic brands attract quality leads, and TikTok provides a platform for original brand building, especially with content creators who have significant influencing power.
Tools and Resources
Here are some tools and resources available to boost leads via TikTok:
1. Internal TikTok analytics: TikTok’s built-in analytics tools allow creators and marketers to observe critical metrics such as profile views, likes, comments, engagement, and reach. You can also track video playtime, average watch time, and viewer demographics.
2. HubSpot’s TikTok Integration: You can sync the leads you’ve gained via TikTok with your HubSpot CRM in real-time. This integration allows for seamless lead management and tracking.
Now, let’s explore five ways to generate leads on TikTok:
1. Build an eye-catching and trustworthy profile: Use your brand’s unique logo as your TikTok profile photo and create a short and compelling bio that tells viewers what your company is about. Include relevant links to your website, products, and services. Being verified on TikTok adds credibility to your profile.
2. Create valuable, engaging, and entertaining content: Think about your target audience and what kind of content they find valuable. Consider where your audience is in their buyer’s journey and create content that calls for action. Utilize relevant hashtags and stay updated on trending topics and challenges to incorporate them into your content.
3. Leverage TikTok Ads: TikTok offers various ad types, including TikTok Lead Generation Ads, which are specifically designed to cultivate leads and collect lead information. These ads come with a CTA button and can redirect users to your website.
4. Collaborate with influencers: Influencers on TikTok have high engagement rates and can help your brand connect with your audience in an authentic and relatable way. Find influencers whose image and content align with your brand and incorporate influencer marketing into your lead generation strategy.
By implementing these strategies and utilizing the available tools and resources, you can effectively generate leads on TikTok and tap into its vast user base.
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