TikTok recently launched a new kind of ad objective: TikTok Lead Generation. This new feature, which works very similarly to Facebook Lead Ads, allows marketers advertising on TikTok to have a seamless and frictionless interaction with their potential customers directly on the TikTok platform.
Curious to know more about it? Then keep reading.
In this article, you will gather an overall understanding of TikTok Lead Generation ads: what they are, how they work, and their benefits for all businesses. Then, you will learn how to set up a TikTok Lead Generation campaign and generate TikTok leads thanks to a step-by-step process overview.
If you’d like to search for a specific integration between TikTok Lead Generation and your favorite marketing tool, you can easily do so yourself by typing in your desired destination below.
- Why is lead generation on TikTok the new marketer’s dream?
- How to generate more TikTok leads with TikTok Lead Ads
- The benefits of TikTok Lead Generation Ads
- Does TikTok work with a pixel?
- Use case scenarios for different industries
- How to set up TikTok Lead Generation
- Sync TikTok Lead Generation with your CRM through our integrations
- Final thoughts
Why is lead generation on TikTok the new marketer’s dream?
Despite its great success, a lot of marketers are still skeptical about TikTok, thinking “Is it really where the cool kids are at?”. To answer this question: yeah, mostly. Over the past few years it has evolved from being the place where kids used to go for funny dances and easy entertainment, to a literal goldmine for marketers in all fields.
But let’s make the numbers speak for themselves. Here are a few TikTok business statistics that you should know in 2022.
TikTok ranks as the 6th most popular social platform in the world
TikTok is amongst the most used social media platforms in the world. In terms of monthly active users, it ranks just behind Facebook, YouTube, WhatsApp, Instagram, and WeChat. Since 2021, it surpassed Facebook Messenger to move into 6th place on a worldwide scale.
TikTok was the most downloaded app of 2021 with 656M downloads
In comparison, Instagram only counted 545 million downloads last year, a 100 million downloads less than TikTok. That’s not all! This is the third year in a row that TikTok has ranked 1st place in this category: in 2019 it was downloaded 693 million times and 850 million times in 2020.
TikTok generates greater audience engagement
We’ve all fallen under its spell at least once. You just can’t stop scrolling! But TikTok’s addictive nature can actually be a great advantage for businesses, allowing them to gain the attention of a younger audience with a specific psychographic interest.
It’s been shown that TikTok creates a pleasurable experience for viewers, so much so that it makes them more receptive to brand messaging and calls-to-action. TikTok In-Feed Ads achieved 23% higher detail memory than TV ads, while TikTok TopView ads outperformed TV by 40%. As you can see, it’s never been a better time to crack the platform; if you want to rest safe knowing that the content you create will do your brand justice, you can always use TikTok templates.
So, whether you’re selling services or products, investing in TikTok Lead Ads can be a great way for your brand to reach a highly engaged group of users and easily turn them into paying customers with your offer. And this is where TikTok Lead Generation comes in: to make this process even easier, for both you and your potential customers. Let’s learn how.
How to generate more TikTok leads with TikTok Lead Ads
TikTok Ads can be made through immersive, vertical, short-form videos and now – with TikTok Lead Generation Ads – TikTok offers a new first-party solution, that can help businesses reach more leads and drive conversions effortlessly.
TikTok is by nature an immersive, highly engaging platform, where it’s extremely easy to generate interest and create connections. With TikTok Lead Ads, TikTok has come up with an original way for businesses to connect with their target audiences to grow their customer base and drive revenue.
TikTok Lead Generation Ads allow your potential customers to share their contact information with you directly on the TikTok platform, without having to go to a different landing page and wait for it to load. This way, you are able to publish an in-feed video ad that is connected with an Instant Form. This form is already pre-populated with some of the basic user’s info – that are gathered from their TikTok profile – and can also be fully customized according to your industry, marketing needs, and business scenario.
TikTok Lead Ads are a great solution for all businesses who are looking to expand their reach and learn more about their audience, by gathering lead data very quickly and easily, which allows them to act on their prospects immediately.
Here are some other tips to help you do lead generation on TikTok.
Add a clickable link to your bio
This is a best practice for all social media platforms, and TikTok is no less. When a user sees your content by chance and finds it interesting, the first thing they do is check your bio.
Use your bio as a business card and add a clickable link to help you drive your TikTok traffic to your own domain or landing page. When used effectively, clickable links in your bio can help generate new leads, generate subscribers for your email newsletters, invite users to your brand events, and much more.
Note: This feature is still in beta and not available for all TikTok accounts. However, you might get access to this feature by joining TikTok’s Testers Program.
Take advantage of TikTok challenges
Another great way to increase awareness and generate TikTok leads is to join both organic and sponsored TikTok challenges.
A TikTok challenge going viral can really put your brand in front of thousands of potential customers. If you want to target a younger audience, you should definitely add TikTok challenges to your lead generation strategy on TikTok.
You can either participate in an existing popular TikTok challenge or launch your own TikTok branded challenge.
Partner with TikTok influencers
If you don’t believe in the power of influencing, think again. Creating a partnership with TikTok influencers can help you reach a larger audience, generate high-quality leads, and increase the ROI of your marketing efforts. As a matter of fact, reports show that influencer marketing has an 11% higher ROI than traditional marketing channels.
However – when it comes to lead generation on TikTok – it’s best to work with micro-influencers. This is because they usually have a better engagement rate than influencers with millions of followers.
Micro-influencers will reach a smaller audience, but – since they are in fact fewer in number – can build more personal relationships with their fans. Their followers are more authentic and present a better opportunity for generating quality leads.
The benefits of TikTok Lead Generation Ads
Essentially, with Ads becoming more and more competitive – not to mention, expensive – on all social media platforms, TikTok Lead Generation qualifies as an additional and extremely valuable way to generate more leads and sales.
TikTok Lead Generation is offering a cheaper alternative that proves to be extremely beneficial from many points of view.
1. Mobile-optimized solution
The great majority of TikTok users go to the app from a mobile device. So, having an Instant Form within the TikTok app allows your potential customers to learn about your brand and answer to your questions directly on TikTok – which takes away the frustration of being redirected to an outside landing page that takes a while to load and is probably not mobile-optimized.
TikTok Lead Generation Ads make the process of sharing information – for your leads – and gathering information – for you – a lot smoother. Hands down a WIN-WIN.
2. Pre-populated fields
When creating an Instant Form, you can choose for certain fields to be pre-populated with the users’ basic information (like Name, Email, and Phone Number). This information is gathered directly from the users’ profiles, which they have previously provided to TikTok with consent.
This feature guarantees a safe and efficient experience between your business and your leads, making it easier for them to share their information.
3. Customizable forms
You are free to choose which questions you want to ask your audience inside the form. This feature allows you to focus on the information that is most relevant to your business.
4. Access your lead data right away
The fact that leads share information so easily allows you to collect it quick and easy as well, which means you get to act on it immediately. Now, you have two ways: you can either download your lead data from TikTok and upload it into your CRM manually; or you can sync TikTok Lead Generation to your CRM through LeadsBridge and automate lead data transfer.
That’s right: LeadsBridge is an official TikTok partner, providing a seamless lead generation experience to all marketers advertising on TikTok. Our integrations allow you to connect TikTok Lead Generation to your CRM, email marketing software, autoresponder, or any other marketing tool of your choice, so that lead data gets synched from one platform to another automatically, safely, and in real-time.
Having lead data always synced and updated inside your marketing stack allows you to:
- Act on your prospects immediately, by nurturing them with your offer;
- Forget about manual downloads and uploads of CSV files;
- Streamline your marketing and sales automation.
Here are a few of our most popular integrations for TikTok Lead Generation.
That’s a no-brainer.
Explore all our integrations for TikTok Lead Generation!
Does TikTok work with a pixel?
Yes, you do need to install a TikTok pixel in order to run targeted ads and effectively track conversions on TikTok.
What is a TikTok pixel?
Just as the Facebook pixel, the TikTok pixel is an HTML code snippet that tracks users’ actions and behaviors across your website. It’s added to your site through your backend dashboard and uses data and cookies to track users and serve them relevant ads on TikTok based on how they interacted with your content.
Is TikTok pixel free?
Again, yes. The TikTok pixel is free and can be installed by anyone who has a TikTok Ads account. If you’d like to learn more about the TikTok pixel, you can take a look at this article: How to use TikTok Pixel: TikTok conversions tracking.
Use case scenarios for different industries
Now that you know what TikTok Lead Generation is, how it works and why it’s so beneficial, you might be interested in learning exactly how it could benefit a specific industry. Here are some practical ways in which different businesses could use TikTok Lead Ads.
You can use TikTok Leads Ads to ask interested potential buyers to schedule an appointment for a test drive at your car dealership. Or, you can showcase a new car model with the video ad and use the instant form to invite the users to visit your website. See all our automotive integrations here.
TikTok Lead Generation Ads can help you share information about your institute’s programs and courses with prospective students and encourage them to visit your website after they submit your form. See all our integrations for the Education industry.
You can use TikTok Lead Generation to advertise to your potential customers the advantages of submitting to your loyalty program and then create a form where people can easily sign up. See all our integrations for the Retail industry.
How to set up TikTok Lead Generation
Now that we’ve covered all the basics, let’s take a closer look at how to set up TikTok Lead Generation with a step by step guide.
1. Start a Lead Generation Campaign
To get started on TikTok Lead Generation, you have to log into your TikTok Ads Manager. If you don’t have a business profile yet, you can easily create one. And no, you don’t need to have a TikTok profile to use TikTok Ads.
Once you’re logged in, go to Campaign and click Create. Then, select Lead Generation as your Advertising Objective and click Continue.
2. Build an Ad Group
Under Targeting you can only select audiences over 18 years old. Then, use a Custom Audience to reach potential customers who have interacted with your brand in the past or exclude current customers.
Under Bidding & Optimization enter a bid price for your cost per lead. Here, and you can also set a daily Ad Group budget, that is at least 10x your bid amount.
3. Create the Ad
Once this is set up, you can start creating your Ad following these steps:
- Add your video by clicking +Upload, + From Library or + Create;
- Enter your Ad Details, which include Display Name, Text, Call to Action and Profile Image.
4. Create an Instant Form
Go under Instant Form and click Create. Here you can choose a template for your form: select Advanced Form if your goal is to highlight your products; or select Classic Form if you’re only interested in asking questions.
5. Prepare the Form
Choose a Name for your campaign by clicking the little edit sign. Click Settings and select your preferred language from the drop down menu. Then click Content to choose a form type: select More Volume to make it easier for users to complete and submit the form right away; or select Higher Intent if you want to give users the opportunity to review the information they enter.
6. Customize the form
Once your form template is ready, you can customize the following sections of your form according to your business needs:
- Under Brand Image upload the image that you want to appear in your form’s header;
- Under Form Style choose a color scheme for your form, which can be Light, Dark or Smart;
- The optional field called Introduction allows you to add some extra context about your form, such as Logo, Displayed Name, Headline, and Promotional Slogan;
- Under Question you are required to specify why you’re collecting users’ information, by typing in a Purpose Statement. Then, you can add up to 10 custom questions, choosing between Short Answer, Multiple Choice and Appointment Scheduling. Finally, under Personal Information, you can pick the fields you’d like to have already pre-populated on your form;
- The field Review Screen allows users to review the information they submit and is only required if you selected a High Intent form type at step 5;
- The field Thank You Screen allows you to tell users what will happen next. Include a Headline, Description, Button Text and Website URL. Advanced Forms support links to both app stores and websites.
You’re all set! Now preview your form and then click Complete.
7. Review and publish your form
Take a moment to go over your Ad and Instant Form one last time, just to make sure it all looks good. Then, when you’re ready, click Submit to publish your TikTok Lead Generation campaign.
And voilà, that’s how you set up TikTok Lead Ads like a pro!
Sync TikTok Lead Generation with your CRM through our integrations
There’s one more thing you have to do, to really generate sales from these leads: connect TikTok Lead Generation with your CRM or email marketing software through LeadsBridge and never have to worry about manual downloads and uploads of lead data. If you’d like to see an example on how to create a bridge between TikTok and a marketing tool of your choice, you can check out our guide on how to integrate TikTok Lead Generation with LeadsBridge.
Thanks to our integrations, lead data gets synched automatically, in real-time, at all times – while always remaining GDPR and CCPA compliant – which allows you to get in touch immediately with your prospects, therefore increasing your chances for conversion.
Learn more about our TikTok integrations!
With the TikTok Lead Generation ad objective, generating leads on TikTok has never been so easy. This new feature allows you to collect your prospects’ info directly on the platform, without redirecting them to an external landing page.
The Instant Forms are already pre-populated with the users’ basic info from their TikTok account, and you can customize them by adding whatever fields you wish.
This lets you reduce the time and friction associated with filling out a form on a different landing page, allowing you to increase your chances for a successful conversion.
TikTok Lead Generation can then be easily integrated with your favorite CRM or other marketing tool thanks to LeadsBridge. This way, your newly acquired leads will be sent to your CRM automatically and in real time, allowing you to work on them with your offer right away, before the competition.