With an average of 52 minutes spent on the platform per user per day, TikTok content has rapidly risen to the top of the list of most-used platforms.
TikTok is a vital platform for millennials and Generation Z, becoming an ideal digital place for entertainment, commerce and community. What about lead generation for your business? Is your target audience on this social network? Then it’s time to create high-impact conversion campaigns! In this article, we give you our experts’ tips for successful lead generation campaigns on TikTok!
Tip #1: Add variety to your campaigns
For best results, create at least three ad groups with different targeting and creative to see what works best. When you diversify your advertising campaigns, you can better target your audience and evaluate which ads work best. Ads that don’t work as well as others can then be improved or removed.
Tip #2: Find your ideal audience
To obtain quality leads, it’s important to find your ideal audience. TikTok offers advanced targeting options, such as automatic targeting, personalised audiences and targeting expansion. These options allow you to display your ads to people who are more likely to become customers.
Tip #3: Which targeting option should I choose?
Use automatic targeting to optimise your targeting and delivery parameters according to your objective, your location, your past campaign data, etc. Use personalised audiences to prospect new users, retarget users familiar with your ads or exclude users who have already submitted a lead generation form. Extend your reach with targeting expansion and attract interested audiences based on your preferences.
Tip #4: Set the right budget
We recommend that you define a daily budget for each ad group, which is around 20 to 30 times the amount of the bid. This means that if your bid is €1, your daily budget should be between €20 and €30.
You should also avoid changing your bid and your budget too often. When you constantly adjust these parameters, it can have an impact on the positioning of your ads and disrupt your advertising strategy. It is therefore preferable to change them only when necessary, such as when your cost per action (CPA) is consistently lower than your bid. By optimising your budget, you can maximise your return on investment (ROI) while minimising costs.
Tip #5: Be inventive with your creations
Creativity is key to the success of your lead generation campaign on TikTok. Use a range of creative options (3 to 5 per ad group) and make sure your ads are in portrait mode with sound, contain subtitles and a clear call to action. Update your creative every 5-7 days to avoid ad fatigue. Even a small change of music, text or call to action can help! Display different ads to the same target audience or the same ads to different target audiences to give you insights into what performs.
You can also experiment with different ad formats, such as full-screen ads, ads natively integrated into the video stream, branded ads and augmented reality ads. Experiment with these different formats to see what works best for your business. Want to learn more about the different types of formats? Then this article is for you!
Tip #6: Analyse the data from your campaigns
TikTok offers a wealth of data for tracking the performance of your advertising campaigns, including cost per action (CPA), conversion rate and return on investment (ROI). Analyse this data in detail to find out what’s working and what’s not in your campaigns, and make the necessary adjustments accordingly.
Tip #7: Use best practice for TikTok videos
TikTok videos have a specific format and it’s important to follow certain best practices to grab your audience’s attention and maximise engagement. Don’t skimp on the quality of your visual content, use interesting effects and transitions and make sure your content is entertaining and engaging. You can also use the latest trends and music to surf on the most viewed content on the platform.
Tip #8: Don’t forget to include UGC at the heart of your marketing strategy
Above all, it’s essential for your brand to develop an engaged community around your brand. And on Tiktok, content created by your own customers is king! UGC is essential on TikTok because it creates authenticity, commitment, trust, creativity and diversity, and helps build your community around your products. By encouraging users to participate and create content, your brand can quickly take advantage of these benefits to strengthen their presence on TikTok and reach a wider audience.
In a nutshell …
By following these tips, you’ll become an expert at generating leads on TikTok in no time. Don’t forget to regularly monitor the performance of your advertising campaigns, keep experimenting with different advertising formats and be consistent in your overall marketing strategy. Good luck!
