The short-format mobile video platform TikTok is unstoppable: it has just launched its own lead generation solution. An initiative from which companies will benefit by gaining easier access to customers, favouring conversion. With this new solution, with a few simple touches, companies will be able to share information about the products and services that are most appealing to their customers.
TikTok’s lead generation tool will mean that any business, regardless of size, will be able to interact with their audience more seamlessly, increasing the chances that they will convert into potential customers.
How does the TikTok lead capture tool work?
The user is asked to fill in a form where they provide their details, indicating their interest in the specific product or service. This basic information provided to TikTok can also be automatically filled in to create a more dynamic interaction between the company and the user.
Companies will also be able to create personalised messages based on different customer segments. Leads can be downloaded manually, or activated immediately in the case of integration with the company’s CRM.
The information provided through these forms will make it easier for companies to ensure that they are accessing their leads in a respectful way.
TikTok is well aware of the opportunity it provides for businesses to connect in a unique way with their target audiences. In a recent statement, the platform describes itself as “a place where businesses can grow their customer base and drive revenue impact through an immersive, vertical, short-form video format”.
Now, with the lead generation tool, when the user submits their information to TikTok, they will be shown a Privacy Notice to alert them that TikTok is collecting the information for advertisers. And both TikTok’s Privacy Policy and the advertisers’ Privacy Policy will be linked on the form. As far as the personal information collected in this lead generation tool is concerned, only the advertiser will have access to it. The user can at any time edit their information on the form, as well as exit the form by clicking on it, if they wish to do so.
Some success stories
The lucky company was Nina Ricci, which tested TikTok’s new lead generation tool in Spain to promote its latest fragrance. To do so, it used an unboxing presented under the In-Feed Ad format on the Para Ti page. The ad featured a famous Spanish creator wearing the fragrance and the brand’s T-shirt. The call to action “Sign up” led to a form that collected the user’s basic information, all set to a clever choice of music: “Do My Thing” by Lucian.
This dynamic process allowed the TikTok user to request a free sample of the fragrance.
During the first 24 hours that the campaign was active, Nina Ricci achieved a 41.85% conversion rate, a CTR of 1.5%. And an 83% lower cost per lead compared to previous lead generation campaigns run outside of TikTok. The figures say it all: what more can be added?