By esantiago@hubspot.com (Erica Santiago)

As a marketer, I can attest to the importance and power of TikTok. The social media platform has over 1 billion monthly active users and is the most downloaded app globally.

Furthermore, the video-based social app is top-rated among Gen-Z and millennials.

While TikTok’s usage among marketers has increased by 15% YoY, some marketers are still figuring out how to generate leads on the platform.

Fortunately, I have much experience using TikTok as a social media fanatic and marketer. Here’s everything you need to know about lead generation on TikTok. But first — why use TikTok for lead generation at all?

Why use TikTok for lead generation?

There are a few good reasons TikTok can be a great platform to generate new leads:

1. It allows for mobile-first campaigns.

TikTok prioritizes short-form videos, though users can upload and view videos for 10 minutes.

This makes the platform an excellent channel for mobile-first campaigns because short-form videos are expected to represent 80% of all mobile data traffic in North America.

The platform allows users to scroll through videos for hours on end from their phones and subscribe to their favorite TikTok accounts.

Additionally, from an operations standpoint, the mobile format is relevant. You can run a business right from your phone, so investing in a mobile-based application like TikTok can fit right into your mobile-first campaigns.

2. It’s great for brands targeting a younger market.

According to YPulse, over 75% of Gen Zers use TikTok, and nearly two-thirds use it daily. Furthermore, thanks to the app, many Gen Zers are curious about products or make buying decisions.

For instance, a study shows after viewing a Dynamic Showcase Ad on TikTok ( a type of video ad on the platform), 74% of Gen Z weekly TikTok users would seek more information on the advertised product.

Even better, 46% of Gen Z TikTok users have bought a product because they saw it on TikTok in the past year.

This information is essential for business owners trying to reach a younger audience. After all, Gen Z will be the market with the most purchasing power in the future.

According to Bloomberg, the younger generation already has $360 billion in buying power, compared to $143 billion just four years ago.

3. It enables your brand to produce authentic content.

Authenticity matters, especially to Gen Z. In a recent study, 92% of Gen Zers indicated that being authentic and genuine to oneself is extremely or very important.

Keeping things genuine is key to getting buyers to believe your business does more than just get consumers to buy products.

Doing this can be difficult, but focusing on storytelling is a great place to start. Focusing on narrative shows your business goes beyond money and emphasizes the human element of things.

In a nutshell? Authentic brands attract quality leads. And with TikTok paving the way for original brand building — especially with content creators with immense influencing power — …read more

Source:: HubSpot Blog

Author: Aaron