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How to Generate Leads on TikTok

Published by Spinutech on June 24, 2024

TikTok is tailor-made for generating leads. Here's how.

If your goal is to generate leads, you need to know where to find your target audience.

The good news: They’re probably on TikTok.

The social media platform boasts more than 1 billion monthly active users globally and over 150 million in the United States. If you’re looking for leads, look no further.

In fact, TikTok features a specific type of ad objective — TikTok Lead Generation — with the goal of enabling marketers to convert users into customers directly on the platform.

If you haven’t already dug into it, now is the perfect time.

TikTok Marketing is Tailor-Made for Lead Generation

The appeal of TikTok for lead generation is about more than the volume of users. TikTok Lead Generation offers an efficient and effective means of driving in-app conversions.

Most TikTok users access the app via mobile, making Instant Forms within TikTok essential for seamless customer interaction. These forms eliminate the frustration of being redirected to non-optimized pages and simplify the process of sharing and gathering information.

TikTok lead forms can also pre-fill fields with users' profile information — such as Name, Email, and Phone — ensuring a smooth and convenient experience for your leads. This feature, along with the ability to customize questions to gather the most relevant information, makes it easier for leads to share their details with your business. Collecting lead information becomes quick and efficient, allowing for immediate action. You can download lead data from TikTok and upload it into your CRM or use automated solutions for real-time syncing.

If you’re not yet convinced, don’t worry. Skepticism is healthy. Which is why we decided to see for ourselves what TikTok Lead Generation can do for our clients.

The Spinutech Lead-Gen Challenge: TikTok vs. Meta

We launched an in-app lead generation campaign on TikTok for a B2B SaaS client, seeking to compare its performance against Meta, our other main social media marketing channel. Using the same audiences, creative, and in-app form questions for both platforms, our social media strategists sought to maintain as even of a playing field as possible.

The results from the two-month test trial were eye-opening.

TikTok was able to drive in-app leads at a cost of $376 per lead, compared to Meta’s price tag of $486 per lead.  More importantly, the leads from TikTok were higher quality and recorded a better conversion rate at the next step of the sales process. On TikTok, 49% of leads received an acceptable quality rating. On Meta, the percentage was only 41%.

Based on the consistent results that were comparable or even better than our other main paid social channels, TikTok was incorporated into our regular monthly social strategy.

So What Are You Waiting for?

If you’re not sure TikTok is the right social media platform for your lead generation needs, you can always do what we did: Test it out. The results may surprise you.

Or you can connect with our team of social media strategists and let us be your trusted guides through the wide world of TikTok.