With almost two billion users worldwide, TikTok has seen a phenomenal rise in popularity over the last few years.
Perhaps the best thing about TikTok (where brands are concerned) is that many of its users are happy to engage and interact with brands on the platform – making it an excellent place to find new customers.
Even better, TikTok for business offers some specific tools to help businesses generate leads. One of the most useful tools is the instant form, which you can use to gather important customer details should they click on a call to action (CTA) link in your ad.
In this guide, we’ll explore some strategies that are most likely to lead you to potential customers on TikTok – especially if you enlist a bit of help from Brandwatch’s industry-leading tools.
We'll discuss why TikTok lead generation is vital, how to set up campaigns and optimize your ad spend, and the latest techniques for engaging potential customers.
Whatever kind of campaigns you're running, the tactics you learn here will help you generate leads, nurture prospects, and drive valuable website traffic.
Understanding TikTok lead generation
TikTok lead generation is the process of capturing potential customers’ information through strategically designed campaigns on TikTok.
It’s about encouraging TikTok users to engage with your content, fill out lead forms, and take the first step toward becoming a customer. These days, the best lead generation campaigns use a bit of creativity to get as many people as possible interested.
What is lead generation on TikTok?
At its core, lead generation on TikTok involves creating campaigns that capture the attention of the platform’s predominantly young and dynamic audience. Remember, TikTok has a huge audience – and many of them are under 30 years old.
Marketers can use a variety of techniques – from in-feed ads and instant forms to interactive challenges – to capture contact info and nurture leads.
Ideally, every element of your ad – from the creative to the call to action – needs to be designed to drive engagement and reduce friction so that customers are more likely to stop and pay attention.
The importance of TikTok for lead generation
Several factors make TikTok an ideal platform for lead generation.
First of all, it's known for its massive reach and engagement. TikTok’s algorithm could potentially get your content in front of millions of users, meaning that both small and large businesses have the opportunity to create campaigns that generate leads at scale.
The app is also well known for its many interactive content formats. If you learn how to make the most of dynamic features like in-feed ads or participate in relevant challenges and trends, you're more likely to captivate TikTok users, driving them to engage with lead forms and clickable links.
TikTok can also be a really cost-effective form of advertising. In particular, making the most of TikTok lead generation ads and customizable forms will help you reach your target audience while keeping costs manageable. Learn more about social media advertising cost here.
Finally, TikTok is able to offer a vast amount of data about the performance of your posts. You can use these advanced analytics to track everything from website traffic to how many people have filled in your form. Staying on top of this data will help you fine-tune your strategies over time.
Benefits of TikTok lead generation
Using TikTok to boost lead generation has a lot of advantages. To start with, TikTok offers access to a vast audience, which means you're more likely to reach people who haven't encountered your brand elsewhere.
If you get really specific and target TikTok users that fit a specific custom audience profile, you're more likely to attract customers who are interested in your products or services.
Your customer base is also more likely to grow consistently if you're running a well-crafted lead generation campaign, while you're more likely to stay top-of-mind among your target audience.
Brands that invest in creative TikTok ads and tactics like influencer collaborations are also well-placed to build trust and authority. This engaging content increases website traffic and makes potential customers more receptive to follow-up communications.
The goal is to reach a natural blend of entertainment and marketing that helps lower the cost of acquisition while nurturing leads over time.
Of course, TikTok lead generation campaigns also give you some really clear metrics. You'll be able to track your ad performance, which allows you to see how your TikTok ads are doing in real-time.
You can also track conversion rates on instant forms and lead forms. On top of this, CRM integration can help you seamlessly integrate lead capture with your customer relationship management system to nurture leads and qualify prospects.
Finally, let’s talk about cost advantages. TikTok offers flexible advertising solutions that can suit any budget, making it ideal for businesses ranging from small startups to enterprises.
With features like customizable forms and pre-populated contact info, a TikTok lead generation campaign offers built-in ways to minimize friction and quickly gather essential lead data.
Setting up your TikTok lead generation campaign
Creating a successful TikTok lead generation campaign requires a clear plan and a strategic approach.
Below are the essential steps to get it all set up.
Step 1: Define your campaign objectives
Before diving into creative execution, clearly define what you want to achieve.
Start with clarifying your goals. Are you looking to generate leads, drive traffic to your website, or increase brand awareness?
Then, when setting up your TikTok ad, choose the “select lead generation” advertising objective to make sure that your campaign is set to bring in those higher-quality leads.
Clearly identify the target audience, considering demographics, interests, and previous engagement data – this is vital to make sure that your TikTok lead generation ads reach the right people.
Step 2: Develop compelling ad creative
The success of your TikTok lead generation campaign heavily depends on the creative approach.
Beyond anything else, the content should be visually appealing. The aim is to create engaging in-feed ads that immediately capture your audience’s interest.
From there, craft some concise messaging. TikTok users scroll quickly, so ensure your messaging lands within the first few seconds.
Don't forget a strong call to action. Guide your audience to click through, fill out a form with their details, or test drive your service. Use actionable language such as “Try a free trial” or “Sign up now.”
Instant forms can be useful, too. Bonus points if these are easy to complete, which is likely to get you more leads.
If you're unsure which ad creative or messaging works best, A/B testing can help you try different variations to determine which version resonates best with your target audience.
Step 3: Optimize your lead generation form
High conversion rates often begin with an effective form for gathering contact details. There are a few simple rules on this front.
For starters, just try to keep it straightforward. Too many fields can be off-putting for users, so ask only for the most relevant contact info, such as email and phone number. Ensure that instructions are simple and field labels are easy to understand.
On that note, always go for the option to create customizable forms that pre-populate contact info if it's available. Thismakes everything easier for your potential customers, meaning it's more likely that they'll end up hitting “Submit.”
CRM integration can help with this, too – especially if you can connect your lead generation form directly to your CRM to follow up with potential leads immediately. This kind of integration helps in qualifying prospects and is a great way to nurture leads.
Step 4: Try TikTok lead generation ads
TikTok lead generation ads are a core element of a successful campaign since they help you reach a wider audience and capture data efficiently.
You'll need to structure your ad groups by segmenting your audience based on interest, behavior, and engagement. Then, tailor your content to speak directly to each segment’s needs.
As for cost, start with a test budget to measure the effectiveness of different creatives and lead generation forms. After that, gradually increase your spending on the most successful ad sets.
Finally, sit back and see how it's all going.
Track key metrics such as click-through rates, cost per lead, and form conversion rates. Use these insights to optimize ad performance, reduce friction, and hopefully generate even more leads in the future.
Step 5: Analyze and optimize campaign performance
Once your TikTok lead generation campaign is live, it's all about keeping a close eye on it and making changes where necessary.
Start by tracking lead generation form submissions, then use analytics platforms to evaluate how many leads are capturedand the quality of those leads.
From there, you can implement a follow-up process to nurture leads via email or retargeting campaigns. Remember, timely follow-ups can make new leads more likely to convert.
Look at the performance of your instant forms, measuring metrics like the rate at which TikTok users complete their lead generation form.
Remember, using platforms such as Brandwatch Consumer Research allows you to monitor TikTok users’ behavior, interests, and engagement, so you can be sure that your campaigns are data-driven and continually optimized.
Creative strategies for TikTok lead generation
Beyond the basics of campaign setup, creative strategies can give your TikTok lead generation campaign a competitive edge.
Here are several innovative approaches to consider.
Using TikTok challenges to generate leads
TikTok challenges are an excellent way to engage a large audience while generating leads. Challenges encourage user participation and create organic buzz about your brand.
For example, you could design a challenge that aligns with your brand’s messaging and invite anyone with a TikTok account to participate. Using tactics like this can get you more views and, ultimately, more leads.
You could also try to drive more user-generated content by encouraging participants to create content using branded hashtags. This kind of content can extend your campaign’s reach.
To take things up a notch, you could try incentivizing engagement. You could even offer a reward or a chance to win a prize for users who complete your lead form so people are more likely to engage.
Collaborating with TikTok influencers
TikTok influencers and micro-influencers have the power to sway their audience’s opinions and encourage engagement.
For this reason, working with influencers is a great way to boost your campaign’s credibility.
To get started, you'll need to identify a few TikTok influencers who are popular with your target audience. A tool like Influence can help here. An influencer’s endorsement can help generate leads on TikTok by presenting your service or product in an extremely valuable, relatable way.
Once you’ve found them, reach out to see if they'd be interested in co-creating some engaging content.
And when it comes to that content, make sure you allow them some creative freedom to produce content that feels natural and suits your brand as well as their own. Authenticity is key – content that feels organic tends to resonate more with TikTok users.
As always, make sure you track the performance of influencer-driven campaigns through metrics such as website traffic, ad conversion rates, and CRM integration results. Influencer marketing offers a unique way to create leads on TikTok while making your marketing efforts feel personable and trustworthy.
Harnessing TikTok ad formats creatively
There are two primary ad formats to consider when generating leads on TikTok: in-feed ads and branded effects.
In-feed ads appear as native content in a user’s feed. They’re ideal for showcasing your campaign without disrupting the viewer’s experience. These ads work best if you use compelling visuals and concise messaging while generating leads with a clickable link.
Branded effects can also take your brand presence up a notch. A beauty brand, for example, could use this feature to offer customers a chance to 'try on' make-up or change hair color.
With both ad formats, you can use instant forms to make submitting contact info seamless – or link to an external landing page.
Just remember that your form should be optimized for mobile use, as the majority of TikTok users access the platform via their smartphones.
Targeting the right audience on TikTok
Generating quality leads on TikTok begins with targeting the right audience. This involves thinking about the needs of your potential customers and how you can meet them. Targeting isn’t too difficult so long as you have the right tools.
After all, TikTok is home to a diverse user group, with many Gen Z and Millennials on the platform. They provide an awful lot of data that analytics tools can use to help brands align their content to the right audience.
Of course, your target audience will depend on your business’s niche. Start by thinking about the demographics of your audience and their interests. Use TikTok’s robust targeting options to refine your ad groups. Consider location, age, interests, and behaviors.
Next, consider how to use engagement trends to grab their attention. Sources such as Brandwatch Consumer Research will help you understand TikTok users’ interests and how they engage with content on the platform.
A successful lead generation campaign taps into a carefully segmented audience, so building your ideal profile is important.
You can use tools like TikTok’s advertising manager to build custom audiences based on user activity and previous interactions. Brandwatch Audience is an even more powerful option. This segmentation helps you create groups that target users with a high likelihood of converting.
It’s also worth considering lookalike audiences, which can help you identify similar users more likely to be interested in your service or product.
>> Want to know more about audience targeting on TikTok? Read our guide on TikTok for Business!
How to integrate Brandwatch solutions in your TikTok campaigns
If managing campaigns across the TikTok app is getting a bit overwhelming, there are tools that can help.
Brandwatch offers a suite of tools that can help you gain a deeper understanding of TikTok users’ behavior while streamlining your lead generation efforts.
Using Brandwatch Consumer Research
Brandwatch Consumer Research can provide valuable insights into TikTok trends, audience behavior, and engagement patterns.
You can monitor TikTok conversations and track social sentiment and interests among TikTok users to inform your ad creative and messaging.
It's also a good way to discover trending topics so that you can tailor your content around what potential customers are engaging with.
The goal is to use insights like these to create more relevant content. This will not only generate leads but also drive website traffic and get you more customer engagement.
Enhancing campaign management with Brandwatch Social Media Management
Managing multiple campaigns across platforms can be challenging. If the juggling is getting a bit too much, it might be time to try a social media management tool.
Brandwatch Social Media Management gives you access to real-time analytics and customizable dashboards that are integrated with your other marketing channels.
This makes it easier to monitor ad performance in real-time and allows you to manage your social media content from one place. It's also great for ensuring consistent follow-up and nurturing of leads.
Case study: How Glossier used TikTok to find new fans
After the skincare brand Glossier implemented and launched their first TikTok celebrity partnership, they saw a 1,002% increase in new fans across their social channels. That’s a great return!
In this case study, we'll look at how they used Brandwatch tools to achieve success.
The challenge
As a leading beauty brand with a young target demographic, Glossier knew that they should be able to find new leads and build brand awareness through social media. However, it wasn't always easy to get their content in front of the people who would be most interested.
In addition, they had the challenge of being a global company, so Glossier's social media and customer experience teams work worldwide across multiple time zones. They had to make sure that everyone could work together when needed and collaborate effectively, and they required accountability for which team members completed actions across their channels.
All this led Glossier to Brandwatch. They'd already been using the tools for years but realized they could benefit from the launch of Brandwatch's TikTok integration.
The strategy
To tackle these challenges, Glossier adopted a multi-step strategy.
They launched a celebrity partnership on TikTok, with the goal of getting more engagement and increasing their follower count. This was an immediate success. Their numbers soon began to skyrocket, and the comments also started rolling in.
This is where the Brandwatch Social Media Management tool came in handy, allowing Glossier’s Customer Experience team to nurture those potential leads by responding through the Brandwatch platform – making sure no important questions were missed.
The Brandwatch tools also allowed Glossier to monitor the number of engagements per video and measure the growth of fans correlated to the partnership. Equally, they could track their key SLAs with more accuracy.
The results
Over the course of several weeks, Glossier observed impressive results.
They saw the highest spike in new fans they'd ever experienced by the brand – a massive 1,002% increase in net new fans across all their social channels.
By carefully managing the influx of interactions on the campaign’s videos, Glossier was able to connect with the celebrity’s fans and convert them into Glossier TikTok followers. Their Customer Experience team was able to handle an incredible amount of interactions through Brandwatch Engage, which allowed them to turn new leads into followers.
After the campaign, Glossier used Brandwatch's Measure reporting capabilities to figure out exactly which videos led to the most new followers, allowing them to understand which piece of content resonated most with new fans. This allowed them to do more of what worked, to see even better results.
Overcoming common challenges in TikTok lead generation
While TikTok presents some great opportunities, you might stumble across a few issues when running a lead generation campaign.
Here are some common pitfalls and how to overcome them.
Challenge 1: Low conversion rates on lead forms
If you've set up a lead form but you're not getting many submissions, try simplifying the form and trying again. Reduce the number of required fields and make sure that everything is clear.
Using pre-populated fields can also make it easier for users on the TikTok platform to complete the form.
You could also try some A/B testing to figure out which approaches lead to the best results.
Challenge 2: Identifying and reaching the right target audience
If you're not seeing the results you were hoping for, it might be that you're not reaching the right people.
To fix this, start by refining your targeting. Use TikTok’s targeting options, including interest-based targeting and custom audiences, to focus on users who are likely to qualify as high-quality leads.
Then, use analytics tools to track the performance of your ad groups and adjust the target audience as needed.
Challenge 3: Maintaining quality while scaling campaigns
As you start to expand your campaign, you might find you're capturing TikTok users who are less likely to convert.
Remember to focus on quality leads. This might mean incorporating some qualification questions within your lead form to filter out prospects with lower potential.
Once you are gathering a lot of leads, it's always useful to have some integration with your CRM software so that you can follow up on those leads.
Measuring success and optimizing campaigns
In order to find as many leads as possible on TikTok, you'll need to continuously analyze your campaign performance and then use that data to improve your content and campaigns in the future.
Key performance indicators to track
There are a few metrics that will give you an idea of success.
First of all, there are specific lead generation metrics. You can track the number of leads generated, the cost per lead, and the conversion rate from lead form submissions.
Then, analyze the engagement on your TikTok ads – likes, shares, and comments – to understand which creative elements are hitting the spot.
Website traffic is important, too. This will help you measure the amount of website traffic driven from TikTok to your online shop or website. This metric gives you an idea of the overall interest and potential quality leads.
Finally, don't forget to check that your lead information has been successfully captured and nurtured through your CRM integration.
Tools for continuous improvement
Analytical tools can help you make changes that boost results in the future.
For example, you could use a tool like Brandwatch Social Media Management to create custom dashboards that bring all of those key metrics together, allowing you to track your performance in real-time.
Regular performance reviews can also help you figure out what’s working and what's not.
Taking the next steps
By offering specific lead generation tools, TikTok has made it easier than ever for brands and businesses to find new customers through the app.
The secret to success lies in understanding how to use these tools and ensuring your ads are specifically set up to generate leads, nurture potential customers, and create lasting engagement.
This guide provides step-by-step strategies, actionable insights, and best practices for making the most of the lead generation features on TikTok. If you work through these steps – from getting clarity on your objectives and creating simple lead forms to choosing the right ad formats and setting up influencer partnerships – you’ll be well on your way to gathering top-quality leads.
Remember, your TikTok lead generation efforts are more likely to be successful if you focus on continuous learning and optimization. So, don't forget to study that data and use it to make sure every campaign is better than the last. With this approach, you can transform your marketing efforts and drive lasting business growth.
Ready to take your lead generation campaign to the next level? Discover more insights and begin your journey to generating more leads on TikTok by exploring how Brandwatch Consumer Research and Brandwatch Social Media Management can empower your marketing efforts.
Request a demo today to learn how our solutions can drive your marketing success.
