Find out how to Generate Leads on TikTok, Based on TikTok’s World Head of Product Partnerships

Welcome to HubSpot’s Knowledgeable Edge Collection, the place we interview high execs at main manufacturers to discover their views on the most recent developments, challenges, and alternatives shaping the trade.

Ahh – TikTok. It is just like the cool youthful cousin you desperately need approval from.

In 2024, virtually 1 / 4 of entrepreneurs (24%) say TikTok yields the very best ROI, inserting it proper behind YouTube. Which is smart: With over one billion customers, TikTok is a viable platform for growing model consciousness and reaching new audiences.

Plus, HubSpot Weblog Analysis discovered 14% of companies rank TikTok because the platform with the very best ROI — and we’ll probably see this quantity develop within the 12 months forward.

However the million-dollar query stays: Certain, TikTok is implausible at showcasing entertaining movies, however can you actually generate robust leads from the platform?

The quick reply? Sure. If you need the longer reply — together with how to generate leads — preserve studying for knowledgeable ideas from Lorry Destainville, TikTok’s World Head of Product Partnerships.

TikTok Can Do Extra Than Drive Model Consciousness 

For starters, I needed to know whether or not Destainville actually believes TikTok is a viable platform for producing leads. As a result of loads of platforms are implausible for model consciousness, however much less highly effective for lead-generation.

Happily, Destainville informed me loads of TikTok’s viewers presently makes use of the platform to attach with new companies and uncover new merchandise. In actual fact, Millennial TikTok customers are 1.7X extra prone to uncover/store merchandise from creators they observe (vs. non-TikTok customers).

As he places it, “Producing leads on Tiktok is a chance for companies to drive that interplay with their new clients in a method that is actually attending to the purpose the place they’ll create that dialog, synchronize contacts and data from the consumer, after which interact in that dialog and drive to the sale.”

I‘ll admit — I’ve seen the ability of B2C promoting on TikTok: Simply final week I bought a much-raved about face sunscreen after seeing movies about it popping up throughout TikTok.

Finally, TikTok is a full-funnel promoting platform with built-in analytics instruments to allow entrepreneurs to look at metrics like views, likes, feedback, distinctive guests, engagement, and attain.

Plus, TikTok integrates with HubSpot, so in the event you’re a HubSpot buyer, you are in luck: Now you can sync the leads you have gained through TikTok along with your HubSpot CRM in real-time.

Destainville additionally believes TikTok is viable for each B2B and B2C manufacturers: “There’s area for everybody. We now have shoppers, however we even have enterprise house owners on the platform, too. 69% of TikTok Month-to-month Energetic Customers truly adopted by with what they signed-up for on a lead technology advert — and inside one billion lively customers, that is a really massive portion of our consumer base. So there are completely B2B decision-makers inside that viewers.”

6 Ideas for Producing Leads on TikTok, Based on TikTok’s World Head of Product Partnerships

1. Mix Your Natural and Paid Methods

At HubSpot, we‘ve discovered that polished, high-quality content material oftentimes would not carry out in addition to extra genuine, pure iPhone content material on social platforms.

Destainville says the identical is true of TikTok, and he encourages companies to lean into their natural content material after they’re seeking to generate leads.

As he places it, “What’s attention-grabbing is that for lead technology, natural and paid work smarter collectively. Having some nice natural content material that may be helpful in producing adverts will be very empowering for manufacturers.”

He provides, “The power to mix or optimize artistic together with a lead gen call-to-action will drive to a a lot greater model buy. Put one other method: It truly is concerning the amplification of natural content material by paid, which is able to then drive to earned media.”

That is implausible information for SMBs with minimal promoting budgets: It means an organic-first technique will truly yield stronger returns than making a brand-new, flashy promoting marketing campaign for TikTok.

2. When In Doubt – Go Pure, Not Polished

As Destainville informed me, “There is a need or an ambition from companies who’re promoting with TikTok for the primary time to have essentially the most polished content material, however that is not essentially the precedence, neither is it the last word greatest follow.”

He continues, “We now have some ideas and methods with regards to artistic, however we do not have the right method to succeed on the platform. What I can inform you is that the primary precedence is to be genuine. That is the true nature of the connection between any creator and TikTok’s consumer base. Authenticity is the secret, notably as a result of it results in quite a lot of belief.”

Destainville believes a 20-second video created at the back of a automotive will probably work higher than an advert that was shot in a studio. And that is nice information for all of us: Much less time spent producing and modifying means extra time to experiment on the platform.

3. Be a Person First, and a Marketer Second

Destainville acknowledges that it may be daunting if you start creating content material on TikTok, notably if you acknowledge a number of the extra viral, partaking, artistic content material you’ll find on the platform. TikTok creators’ are formidable: How can companies compete?

To get began on the platform, Destainville encourages enterprise house owners to look at TikTok content material earlier than they start creating their very own.

He says, “If I am a enterprise proprietor and I am occurring TikTok for the primary time, I’ll need to take note of what the dialog in my trade is about. What do my rivals’ submit about? What are the methods they interact with the group?”

I see his level: Final week, I attempted creating my very own TikTok account. And I watched precisely zero TikTok movies earlier than creating my very own. How did it repay?

11 views to-date.

In different phrases: You need to see what resonates most with TikTok’s viewers, in addition to the kind of content material that goes viral, earlier than creating your individual.

As Destainville places it, “As a marketer, it is exhausting to fail – you need to go for metrics and exhibit the influence of your selections with regards to artistic course … However I feel holding some room for innovation pays off, and it is okay to fail as a result of it is a studying alternative. And also you need to be taught these platforms as a consumer first – and a marketer second.”

You need to see what resonates most with TikTok’s viewers, in addition to the kind of content material that goes viral, earlier than creating your individual. On the similar time, your content material comes all the way down to authenticity: If it is not genuine in your model to be part of a sure dialog or pattern, do not power it. Reasonably than posting one-off movies with the hopes of going viral, persistently submit content material on a weekly foundation to domesticate a way of group.

Destainville says, “The one factor I feel companies are likely to get mistaken is to attempt to create a viral second or anticipate that it’s going to occur as a main KPI. I’d a lot reasonably think about a gradual quantity of engagement with content material on the platform to be successful, reasonably than a one-off second.”

4. Do not Simply Copy-Paste from One other Platform – Lean Into TikTok’s Uniqueness

Lastly, Destainville encourages entrepreneurs to make sure they’re making content material for TikTok’s viewers, first.

As he informed me, “When approaching a brand new platform — whether or not it is TikTok or one thing else — I feel having an open thoughts to studying what is going on to be distinctive on that platform and actually leaning into that’s going to be key. So do not simply copy-paste an advert marketing campaign that is been created for various platforms and carry it over to TikTok. Give attention to TikTok’s viewers first.”

This is smart: A TikTok consumer’s expectations differ considerably in comparison with what they may anticipate to see on LinkedIn and even Instagram. Earlier than contemplating how one can flip your viewers into clients, you need to interact with them and entertain them — and that may solely occur in the event you take the time to really be taught the platform.

When requested what units TikTok aside, Destainville had one phrase: Creativity.

He says, “TikTok is the very best platform to exhibit creativity, and it solely takes opening up the app to see what I imply. One instance that involves thoughts is how a subset of creators overview sure songs produced up to now and add their very own two cents – the creativity that comes out of that’s completely mind-blowing.”

To succeed on the platform, you‘ll need to lean into creativity, novelty, and playfulness. And, like several platform, the extra you take a look at, the higher you will get at understanding what works greatest in your viewers.

5. Give attention to Your Kind

Past high-level technique, Destainville has just a few tactical ideas for producing leads by TikTok. 

His solutions embody: 

• Visuals assist. In your profile, be sure to create custom-made logos, in addition to header and footer photographs.
• In your lead varieties, take heed to the variety of questions – set a most of six questions.
• Use logic settings and customized questions with the superior type to change up questions primarily based on how somebody responded to your first query.
• Leverage robust lead qualifying inquiries to shortly discern between certified and unqualified leads.  
• Hyperlink to your privateness coverage to ensure any private data is safe in accordance to native rules.
• Embody a overview display screen to make sure all data is appropriate.
• Do not forget to say thanks!

6. Set Up Your Marketing campaign for Success

As you’re getting began along with your Lead Gen campaigns, set your every day price range at 10x your anticipated CPA. Use the dayparting characteristic if you wish to launch on a selected schedule (i.e. Not weekends).

When getting began, you will need to use broad focusing on to grasp who your viewers is on TikTok; broad focusing on additionally helps you acquire the quantity wanted to construct retargeting lists primarily based on interactions along with your type throughout peak seasonal moments, which contributes to greater conversion charges.

Moreover, think about leveraging spark adverts to show high-performing natural content material into adverts immediately. And at last, combine your CRM with TikTok to seamlessly and effectively prospect and handle leads.

As a Marketer, Get Good at Embracing Change

“Over the previous few years I’ve spoken to enterprise leaders and entrepreneurs concerning the alternative to achieve success on TikTok, and you would be stunned by the quantity of people that reply, ‘Oh, I am going to ask my daughter to indicate me’”, Destainville informed me.

He provides, “I all the time assume … Nicely, would you ask your daughter to indicate you the right way to spend multi-million greenback budgets on social media?”

Finally, he encourages entrepreneurs and enterprise house owners to get snug with stepping exterior the consolation zone and giving your self the grace and endurance to really be taught the platform and take a look at several types of content material.

“Embrace the change,” Destainville says. “The manufacturers who’re essentially the most profitable on TikTok are those who take a leap of religion.”

Able to get began? Click on right here to start out operating lead-gen adverts on TikTok and enhance your content material to new, high-intent audiences instantly.