Everything you need to know about TikTok’s new lead generation tool
TikTok is a vital platform to watch in 2023. The app has 30.8 million daily iOS active users as of December 2021 and 14.43 million daily Android users. The business case for joining TikTok is clear. It’s one of the biggest social media apps and has experienced massive growth, considering it was only launched in 2016.
Most people think TikTok is just for kids, teenagers, and Gen-Zs, but all different age groups enjoy the app. TikTok is so appealing that even Instagram has begun mimicking its short, snappy, addictive videos. The format of the videos and its For You Page (FYP) make the platform truly unique.
Signing up your business means having better visibility of trends and reaching a wide age range. There’s no denying TikTok is the social media platform to be on in 2023. The best part is you can do business on TikTok too. Recently, the platform introduced its new lead generation tool. Let’s discuss this more in-depth below!
What is TikTok’s new lead generation tool?
TikTok’s lead generation is a kind of advertising goal that enables customers to share their information with you directly on the platform. You simply click Lead Generation as your advertising goal. Then, you can publish an in-feed video ad with an instant form connected. This form will gather information from potential customers interested in your products and services. It provides a simple way to transform potential customers into customers on the app.
Your video will include a call to action, which is the instant form. You can download the data and follow up with your customers when the leads are captured. The tool has multiple uses across different industries. For example, you can use the form to get people to sign up for your loyalty program. Suppose you are working within the education sector; you can share information about your courses and encourage prospective customers to visit your website once they have submitted the form showing their interest.
Nina Ricci, a brand famous for its fragrances, is one business that has found tremendous success using TikTok’s new lead generation tool. The business saw a 1.5% click-through rate, an 83% drop in cost per lead (CPL) and a 42% conversion rate in their campaign to increase awareness of their new fragrance. They did this by offering those who sign-up a free sample of the new perfume, Nina Rose.
Why is the lead generation tool important?
Now that you have better insight into TikTok’s new lead generation tool let’s explore its value for businesses. A tool like this has many advantages for companies on social media. The most significant benefit of the lead generation tool on TikTok is that it enables brands to connect with people interested in their products and services.
It generates leads in a mobile-first experience and enhances sign-up rates by pre-populating forms with the customer’s information. Additionally, by optimising ad delivery specifically for receiving quality leads. Moreover, you achieve higher interest prospects by leveraging TikTok Ads Manager’s targeting abilities and your Custom Audiences.
The tool also customises your forms to suit your precise needs and the industry you are working within. Loading the TikTok instant form is approximately ten times quicker than it is to load a website. It’s important to note how slow speeds can cause people to bounce. As you can tell, there are many ways the lead generation tool can help you, and it is definitely superior since it reaches people where they are: the TikTok app!
How to set up TikTok lead generation
To set up the lead generation tool on TikTok, you will need to go into the Ads Manager. From here, follow the below steps:
Create a campaign
Build your Instant Form
Publish your ad
From this point, you transform leads into results. You will receive all the lead data, and you can begin following up with each of your customers. Below we’ll talk a bit about what you should include on your instant form!
What to include on your instant form
So you understand TikTok’s lead generation tool, why it is essential and how to set it up. The final thing to discuss is what to include on your instant form. You may not think this is that important, but it definitely is. The instant form is also an opportunity to improve brand awareness and express gratitude to prospective customers.
There are a few best practices concerning what you should include on your instant form. These include brand identity materials like your logo, brand colours, details, and your tagline. The form should also have an image to make it more eye-catching but ensure the image relates to the form. For example, if you are selling a new perfume, include a picture of the new scent.
You should also highlight promotional offerings and consider using a slogan to do this. Slogans fare very well in the advertising world since they create interest among people and entice them to fill out the form. Your form can have a maximum of ten questions, but that does not mean you should include ten questions.
Think about it from your customer’s point of view. They have a busy life, and perhaps answering ten questions is a dealbreaker. Therefore, it is best to refine the questionnaire. Consider including 5 or 6 questions. Remember to include a call-to-action button on the Thank You page so potential customers can discover more about your services and products.
Not ready to spend on TikTok?
If you are not in a position to put money behind social media platforms like TikTok, you can still use their lead generation tool without the ads for free. The only requirement is that you must have 1000 followers on the platform. Still, if you do, it's worth looking into this tool as it will help you better collect leads and connect with potential customers. Simply follow the same steps as above to set it up but without doing the ad part. You'll be able to easily manage leads from the manager section on the app.
Summary
As mentioned previously, TikTok is one of the biggest social media platforms right now. It’s not just a place for the cool kids to hang out; it also has vast potential for business growth. The new lead generation tool means you can better connect with prospective customers where they are spending their time: TikTok.
Moreover, it couldn’t be easier to get started using this tool. If you have any questions about how to grow and take full advantage of TikTok, get in touch with our team. We would love to speak with you and share how we can help your business become industry-leading on social media.