Generating leads from social media can be tricky; each platform requires a slightly different approach that matches the user base and works with the algorithm. While Facebook is arguably the most popular option, there’s one social media platform that can yield much bigger returns for the same investment: TikTok.
With 1.04 billion active users, TikTok is one of the most effective lead-generating social media platforms out there, and if you’re not already using it, it’s time to get on board. But before diving into the details, let’s bust a common, pervasive myth that might be holding you back.
Status: Busted.
If you think TikTok is just for teens to perfect their dance moves and lip-sync to songs for attention, grab your business hat, because TikTok has quickly evolved from ‘teen sensation’ to ‘marketing domination.’ Believing TikTok is just an endless stream of lip-syncing videos is like thinking email is only good for sending cat GIFs to your grandma (although that’s a perfectly acceptable way to use email).
You might be surprised to learn that many businesses say TikTok yields the most conversions they’ve ever achieved on social media, and they consider TikTok to be a lead-generating machine.
But TikTok conversion rates aren’t just comparatively high.
They’re astronomical.
Where conversion rates are concerned, even the most popular platforms are lacking: Instagram averages 1.08%, YouTube crawls in at 1.4%, and Twitter barely qualifies for a mention with an average conversion rate of 0.77%.
Facebook’s average CVR is a little better at 9.21%, but many industries barely reach 2.82% (like travel). That’s higher than Google Ads, but it’s barely a blip on the radar compared to TikTok.
TikTok marketing blows everyone out of the water, and for good reason.
Many businesses are able to achieve a 20-40%+ conversion rate. Don’t believe it? Check out this case study about an e-commerce platform called Lazada that got a 47% conversion rate within the first week of their campaign. A whopping 47% of leads generated through TikTok became sellers on Lazada’s marketplace in just a week!
Another successful campaign using TikTok’s “Instant Form” brought fragrance maker, Nina Ricci, a 41.85% conversion rate and reduced the cost per lead by 83%.
If you ignore using TikTok for lead generation, you’re leaving serious cash on the table.
There’s more than one way to generate a lead, but not all methods are equal. Effective lead gen isn’t just about running an ad, getting a click, and having convincing copy that converts. Although that’s how it’s been done for years, TikTok simplifies this process and makes it even easier. They’ve also made the entire process more effective. According to TikTok’s own research data, 57% of TikTok users say they’re likely to buy from a business after viewing a lead generation ad.
When it comes to lead generation, TikTok’s method reigns supreme. Sure, other social media platforms can drum up leads – like how a kazoo can technically make music. But TikTok? TikTok is the orchestra that plays at Carnegie Hall.
Generating leads on other platforms is like tossing your ads into the digital void and praying users will be interested enough to click and visit your landing page. And then praying some more that your landing page is good enough to get them to sign up for your email list. Users might be initially excited when they see your ad, but instantly deflate when viewing your landing page.
TikTok’s in-app lead generation solution eliminates the need for users to navigate away from the app in order for you to get their contact information. They don’t have to visit your website at all. Instead, they provide contact information directly within the TikTok app. This alone plays a major role in TikTok’s higher conversion rate (CVR) compared to other platforms.
It’s an inconvenience to be taken off the app; people are more likely to sign up for your email list if they can enter their contact information immediately and go back to scrolling.
Getting leads inside of the TikTok app eliminates a host of common problems that cause users to bounce before they become leads, like:
· Copy that doesn’t convert
· An off-putting design
· A landing page that isn’t mobile-friendly
· Copy that isn’t clear
· A CTA that doesn’t make sense
· A “bait-and-switch,” where the lead magnet doesn’t match what the ad promised
· Users changing their mind after they click because they want to keep scrolling on TikTok
There are countless reasons users bounce before giving you their email address on an external landing page. Keeping lead gen on the TikTok app eliminates nearly all of those reasons.
As you probably know, generating leads begins with reaching your target market. On TikTok, that’s easy. Ads are easy to set up, and there are plenty of specific demographics you can target.
Many businesses say that TikTok does an excellent job at getting their content in front of the right market, even if they fail to select specific demographics. This makes sense. Since users spend more time interacting with content on TikTok compared to other platforms, user interests are dialed in more precisely. This works in your favor when you use the right keywords.
On TikTok, there are three lead gen methods available: organic reach, TikTok Ads, and TikTok Shop. Although many businesses create and grow their account organically, collecting followers and plenty of likes along the way, that’s not required to start generating leads. If you have even a small budget, you can start running ads and get leads right away.
Having your own content is great, but it takes time to build a reputation that will earn organic followers and a massive reach.
With TikTok Ads, you can reach a highly targeted market and start generating leads immediately while you work on developing your presence. In fact, you don’t need to create any content at all if all you do is run ads.
TikTok shop lets you set up a storefront right on TikTok where people can purchase from you directly within the TikTok app. If you have products that meet the requirements, this is an excellent way to earn trust, build your reputation, and grow your email list.
Now that you know why TikTok is great for lead gen and isn’t just for lip-syncing teens and cat videos, let’s get into some strategies you can start using right meow (I bet you saw that coming).
1. Use Instant Forms
Once you’ve been approved for TikTok Ads, you can start running lead generation campaigns that use the “Instant Form” feature. Here’s a breakdown of how to do this:
1. Inside your Ads Manager, create a “Lead Generation” campaign
2. Select “Instant Form” as the optimization location within the ad group settings
3. At the ad level, go to the “Destination” section and create your Instant Form (or use an existing one)
4. Customize your Instant Form for your intended ad
5. Publish your ad, track the results, and adjust as necessary
2. Create faceless ads using the native text overlay feature
Faceless marketing involves creating ads with stock photos and stock videos rather than using images and videos of real people. It seems less personal, but it can be incredibly successful when done right.
These faceless videos with text overlays have a sweet spot that rests between “I accidentally opened iMovie” and “Martin Scorsese directed my video.” The secret is creating videos that look well-made, but not so polished that they scream ‘corporate.’ Think of it as the equivalent to business casual – you want your videos to look good, but like you didn’t try too hard (because nothing says ‘keep scrolling’ like an ad that looks like it’s trying to win an Oscar).
Polished videos stand out as ads, which kill inspiration and attention. Making your faceless video within TikTok’s app and using the native text overlay feature will make your video blend in and appear just like any other piece of content.
3. Create highly entertaining, fun content
Take some time to watch some of the best performing videos on TikTok’s Creator Center to get an idea of what makes content entertaining and fun. It may not be what you think.
Videos that perform well on TikTok have a different vibe than successful videos on other platforms, and it’s not just that they’re short. They’re typically visually pleasing with a simple, concise message that is displayed as text over the video. Oh, and the music is usually upbeat and highly engaging.
4. Capture attention within 3 seconds
Since users are often scrolling through TikTok like there’s no tomorrow, you need to capture attention fast. Three seconds is about all you’ll get to make a user pause and watch your video. If you can master these first three seconds, you’ll have a greater chance at getting leads.
5. Make your text-based videos short on purpose
When people watch your videos in full, it tells the algorithm your content is worth sharing, and it will show up in more feeds.
One way business owners are getting people to watch a whole video is by displaying text that takes a little longer to read than the length of the video. For example, if a video lasts 5 seconds, and the text takes 8 seconds to read, most users will let the video repeat so they can read the whole text.
If your marketing strategy includes super short faceless videos, this little tidbit can help you boost your visibility within TikTok’s algorithm.
6. Use strong calls to action (CTAs)
Short calls to action win on TikTok, as long as they’re enticing. Phrases like:
· Hurry!
· Offer ends soon!
· Final Days!
· Final Hours!
· Get it now!
Of course, TikTok goes above and beyond yet again by recommending CTAs to businesses based on the content of their ad, industry, past ad performance, and competitor ads using similar objectives. There’s even an option to generate dynamic CTAs so you can test a variety of them.
7. Always use captions
Today’s users love closed captions and subtitles, and some people rely on them if they have a disability or turn the sound off. Never rely on your audio to capture your market’s attention.
8. Hire a TikTok marketing expert from Marketer.co
If you’re ready to take your lead generation to the next level, hiring a TikTok marketing expert can be your golden ticket to success. At Marketer.co, we’ve spent decades helping clients generate more leads effectively, efficiently, and affordably. We’d love to do the same for you!
Let’s face it, running paid ads for lead gen can be confusing. Even when the platform seems simple, there are always hang ups when you aren’t familiar with the process. If you don’t have the time, energy, or interest to become a marketing expert, there’s a good chance you’ll make some mistakes. With paid ads, mistakes can cost you quite a bit of money.
Instead of fumbling around, trying to figure it all out on your own, let us do all the hard work. We’d love to help you generate leads on TikTok.
Contact us right now – let’s join forces and make some marketing magic happen!
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