TikTok brings lead capture for businesses to its ad product
A while back we wrote about how you absolutely need to get your business on TikTok. Well I guess TikTok was listening to us too, because now they're making it easier for brands to engage with users.
Introducing: TikTok Lead Generation!
GIMME YOUR DATA
This new feature functions very similar to Facebook Lead Ads. Users of the platform see your ad which will now have a button called 'Register'. Once the users clicks on it, they're taken to a lead gen form that asks some questions about them, which is then punted over to you and your sales team (which also may just be you).
The information collected isn't onerous. It's your name, email and phone number. It should make it easy for potential customers to convert into a lead. Which is solid stuff because TikTok is growing significantly as a place where your customers might be hanging out
GETTING ATTENTION
TikTok has been around in its native Chinese version since 2016. It entered the North American market in 2017 with the purchase of Musical.ly, a short form video app that allowed users to create lip-syncing and comedy videos. And it's been on a roll ever since.
TikTok now has 800 million active users and is growing. While the audience is skewed to 56% male, and 41% of its users are between the ages of 16 and 24, marketers are starting to notice that TikTok ads are converting very well with females over the age of 35.
That's a market with rising disposable income. You should want to talk to those people.
Influencers are also flocking to TikTok. According to Insider, it is now the second most popular spot for influencers to push product raise awareness for brands. The app has also quickly become one of he most ROI positive advertising platforms you can use.
Much like our LinkedIn story on Monday, there's a simple formula at play here:
Lots of users X low overall ad count = cheap ads that convert
So, make sure you're still posting on TikTok. But now you have more homework to do. You should be looking into potentially advertising there as well. Head spinning yet? Isn't internetting fun???
WE ACTUALLY LIKE THIS CONCEPT
All kidding aside, and we could keep going with jokes all day about influencer stuff, we think this is a good idea. As a small business owner you should pay attention to how this rolls out.
Influencer marketing is notoriously effective at getting attention to your stuff. But you're admittedly wading into the weeds a bit trying to figure out what's what. It's very easy to be screwed over or get nowhere. So if there's something that centralizes it and makes it easier for businesses to more effectively market their products this way, we're all for it.
Stay tuned. Facebook and Instagram kinda suck sometimes at rolling out new features (by new we mean copied since they seem to have largely lost their creative side), but they are good at making options that monetize well. So this could be a game changer for smaller businesses, creators and influencers.
Now to dig out my Speedo...
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