TikTok for Brands

January 20, 2022

Last update


09 MIN.

6 Ways to Generate Leads on TikTok

These days, TikTok is way more than a viral video platform where teenagers upload funny videos and challenges. The reality is that it's a place for business.



6 Ways to Generate Leads on TikTok

Need to generate leads on TikTok?

Popular social media apps like LinkedIn, Facebook, and Twitter are the go-to platforms for lead generation via social media. But there is a new kid on the block – TikTok.

The viral social media app has been downloaded over 1.5 billion times and has 800 million active users worldwide. When it comes to the daily time spent on the platform, TikTok users spend an average of 52 minutes per day on the app.

The reality is that TikTok is now more than a viral video platform where teenagers upload funny videos and challenges. Brands who are serious about generating leads and increasing their sales should add TikTok marketing to their overall strategy.

How can you get started with lead generation on TikTok?

Don’t worry, I got you covered. I have written this article on 6 ways you can generate leads on TikTok.

Let’s get started.

Use TikTok ads

This is the quickest way to generate leads on TikTok. TikTok ads are designed to help brands reach their target audience with ease.

No matter how big or small your business is, TikTok ads will help you increase lead generation and sales.

With these ads, you can increase your brand awareness, learn more about your customers, collect customer information, and also direct TikTok users to a landing page.

A good example of a brand using TikTok for lead generation is Bibit.

Bibit is an Automatic Mutual Fund Investment app from Indonesia that helps young retail investors invest their money.

Bibit had the objective of driving new installations and user registrations on their mobile app. To achieve this, Bibit ran an ad campaign optimized for mobile app user registrations.

At the end of the three-month ad campaign, the number of user registrations on the app increased by 414%.

This value shows the effectiveness of TikTok ads when done right.

To create ads on TikTok, you will need a TikTok business account.

Tip: When creating your ads, ensure that you choose the right advertising objective. The advertising objective you choose should match the goal of your lead generation campaign.

There are three advertising objectives you can choose from:

  • Traffic,
  • Conversions, and
  • App Installs
tiktok ads advertising objectives min 768x410

If your goal is to direct TikTok users to a specific landing page, then your advertising objective should be “Traffic”.

If your goal is sales-lead related, then the “Conversions” ad objective will be a better fit. For a positive ROI, It is important that you choose the right advertising objective.

To help you get started, we have written this complete guide to TikTok Ads. Check it out!

Add a clickable link in your bio

When a user finds your content interesting, the first thing they check is your TikTok bio. Take advantage of this by adding a clickable link in your bio.

A clickable link in your bio allows you to drive your TikTok traffic to your own domain or landing page. If you advertise a product on your TikTok feed, you can use a call-to-action in your post captions to direct viewers to the link in your bio. This way, you can easily turn your TikTok viewers into leads and eventually customers.

For example, Kylie Cosmetics uses the clickable link in their bio to drive traffic to their online store.

Screenshot 20200909 175307

When used effectively, clickable links in your bio can help generate a ton of leads. With clickable links, you can direct traffic to your domain, generate subscribers for your email newsletters, invite users to your brand events, and much more.

Note:  This feature is not available to all TikTok accounts. TikTok is still beta testing the feature. But you might get the feature if you join TikTok’s Testers program.

Here is how you can apply for the program:

The first step is to click on the three dots in the profile section.

Screenshot 20200909 185945

Next, click on join TikTok Testers.

Screenshot 20200909 190021

A new window will open where you will be asked to sign in with your email address. After you have successfully signed in, you are good to go.

Screenshot 20200909 190144

Next, you will receive an update on your TikTok app. After you have updated the app, you will be able to add a clickable link in your bio.

Note: Not all TikTok users will be able to join the program. The program might not be available because of your country or follower count.

If you don’t have the option to join the program, do not worry. TikTok is gradually rolling out the feature to all of its users. With time, every user will have access to this feature.

Optimize your landing pages for conversion

When a user clicks on the link in your ads or bio, they are redirected to your landing page. It’s important that you optimize your landing pages for conversions.

It will be a waste of effort if you are directing a ton of traffic to landing pages that are not converting. Landing pages are a crucial part of your lead generation strategy, so it’s important that you get it right.

Here are some tips to help you optimize your landing pages:

Make your value proposition clear:

Your visitors should know what your offer is immediately when they land on the page. Remove any unnecessary clutter and focus on your value proposition.

Here is a good example:

launch an online business

In this landing page, the value proposition is very clear. If a visitor signs up for a masterclass, they will learn how to start an online business in 30 days.

Tip: Ensure that the call-to-action offer in your TikTok ad is the same as your landing page. You should never redirect a visitor to a landing page with a different offer to the one your call-to-action promises.

Make your CTA buttons pop:

It is a best practice to make your CTA button stand out. The reader should not have a hard time locating your CTA button. Use a contrasting color from the landing page background on the CTA button to make it visible.

This is a great example:

headlines that work

The green CTA button is in contrast with the dark background. When a visitor lands on the landing page, their eyes are immediately drawn to the CTA button.

Make your CTA buttons descriptive:

Avoid using cliché CTA buttons like “Sign Up” and “Join Now”. Instead of using “Sign Up”, use “Sign Up For Your Free Masterclass”. The more descriptive the CTA, the higher the chances of the reader clicking.

Take advantage of TikTok challenges

TikTok challenges, both organic or sponsored, are a great way to increase brand awareness and generate leads on the platform.

A viral challenge can put your brand in front of thousands of potential customers. Brands that want to appeal to a younger audience should add TikTok challenges to their lead generation strategy.

Here are some ways you can get started with TikTok challenges:

Participate in an existing popular TikTok challenge

TikTok challenges are one of the most popular activities on the platform. There are several unbranded TikTok challenges that you can jump on.

To take advantage of these challenges, it is important that you participate when they are still trending on the platform.

Here are some ways you can find popular challenges on TikTok:

Check out the “For You” page: On TikTok’s “For You” page, you will find suggestions for content you will like. As you follow more accounts on the platform, the content of the page will change to fit your preference.

Screenshot 20200910 142231

Tip: Follow popular influencers in your target market. This will help you easily identify the popular challenges your target audience engages with.

Look at the trending songs on the platform:

Screenshot 20200910 142332

You can find trending challenges by going to the sound section of the TikTok app. When you click on a popular sound on the list, you will see all the videos that have been created with the sound.

Launch your own TikTok branded challenge

When creating your own branded challenge, ensure that it fits the goal of your lead generation campaign. For example, if you are promoting your female makeup brand, consider creating a challenge that involves people using makeup in creative ways.

Tip: When creating your challenge, consider your main objective. Are you trying to use the challenge to create awareness for your brand? Do you want to use the challenge to increase leads and sales for a particular product?

With a clear campaign objective, you will be able to measure the success of the campaign.

Here are some ways you can promote your TikTok challenge:

  • Use TikTok ads to promote your TikTok challenge.
  • Use popular influencers in your target market to promote the challenge.
  • Turn your TikTok challenge into a competition. Offer prizes to participants in the challenge who follow your entry rules. A good entry rule could be to ask participants to sign up for a newsletter.

Tip: Offer prizes that your target audience will be interested in. This will increase the amount of engagement you receive. For example, if you are promoting software, you can offer 2 free months as the prize.

Make sure you read TikTok’s promotion guidelines before running a competition on the platform

Partner with TikTok influencers

Influencers are individuals with a large following that trusts their recommendations. This means that they can help you reach a larger audience, generate high-quality leads, and increase the ROI of your marketing efforts. In fact, reports show that Influencer marketing has an 11% higher ROI than traditional marketing channels.

Here are some ways you can use TikTok influencers for lead generation:

Focus on micro-influencers:

When it comes to lead generation on TikTok, it’s best to work with micro-influencers. Micro-influencers usually have a better engagement rate than influencers with millions of followers. According to Experticity, 82% of consumers are more likely to act on the recommendations of a micro-influencer.

While macro-influencers can help you reach a larger audience due to their large following, they aren’t the best option for lead generation. Due to their already large audience, it is more difficult for them to build a loyal following.

Micro-influencers on the other hand can build personal relationships with their fans because they are fewer in number. Their followers are more authentic and present a better opportunity for generating quality leads.

To sum up: if your goal is brand awareness, you can work with macro-influencers. If your goal is lead generation, you’d do better to partner with micro-influencers.

Work with relevant micro-influencers

For a positive ROI, you need to work with relevant micro-influencers in your industry. Choose influencers who align with your brand’s values and aesthetics. Ensure that the influencer is an expert in their niche. You want to work with an influencer that makes content for your target audience.

Leverage reviews from influencers

Reviews from influencers are a great way to build brand credibility and generate leads.  Give a discount code to every influencer you’re working with. The discount code will serve as an incentive and encourage their followers to check out your products. This makes it great for lead generation.

When their followers use their discount code to make a purchase, the influencer gets a commission on the sale. Not only is this strategy great for lead generation, but it also helps you build personal relationships with influencers.

Develop a TikTok content strategy

You need a solid TikTok content strategy to increase customer engagement with your brand.  Great TikTok content can attract leads on its own.

Here are some strategies you can use in creating great content:

Choose your core topics

TikTok is a short-form video platform. Take advantage of this and find creative ways to show off your industry, brand, and products using videos. If you don’t know what kind of content your target audience will love, check out your competitors to see the kind of videos they create.

Here are some ideas of topics brands might post about:

  • User-generated content
  • Behind the scenes content
  • Customer stories
  • Company culture

Establish a posting schedule

You should post regularly on TikTok to get the most out of TikTok’s lead generation capabilities. You should post at least once or twice a day. The more content you upload, the more engagement you will receive.

Go TikTok live

TikTok live offers brands an additional opportunity for engagement. Before you go live, ensure that you have a solid plan of action. At the end of every live session, always add a call to action. For effective lead generation using TikTok, go live at least once a week.

Engage with your audience

This is a simple yet effective way to generate leads on TikTok. TikTok is a social media app so you need to take the “social” part seriously. When you engage with your audience they will also engage with you in return.

One of the easiest ways to engage with your audience is by responding to their comments.

Engaging with your audience is easy and also fun to do. Here are some ways you can do engage with their comments:

  • Use emojis
  • Reply with a funny GIF
  • Ask a follow-up question
  • Give their comments a like


TikTok is one of the fastest-growing social media apps in the world. When used right, TikTok is a great platform for generating leads and increasing brand awareness. From TikTok ads to partnering with influencers, they are a ton of opportunities for lead generation.

The key is to create awesome content that captures the attention of your target prospects. Also, remember to work with influencers that are the right fit for your brand.

This article will help you get started with lead generation on TikTok.

the writer


Copywriter @Iconosquare

Hi! I'm Marvellous, huge fan of Iconosquare as a product, and determined to help experienced social media marketers thrive in the various aspects of their career.


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