TikTok is recognised as being one of the most popular social media platforms of the 2020’s - leaning on the viral potential of dance challenges, trending soundbites, popular songs, and more.

But while private users and creators have been dipping their toes in TikTok’s popularity for years now, one corner of the platform which is still relatively new is the rise of brands and businesses using TikTok for visibility and growth.

In fact, TikTok has become one of the most valuable social platforms for brand marketing, positioned after YouTube as being not just engaging but good for tangible, measurable business.

For this article, we sat down with our social media team to talk about TikTok for business and how to generate leads via the social app - using user-generated content alongside direct marketing, inspiration videos, and more.

The Benefits of TikTok for Brand Awareness

Before we dive into the benefits of TikTok for lead generation and business growth, it’s first important to recognise how TikTok promotes brand awareness.

The design of TikTok means that it is built to recommend content that it thinks users will like. The default page for users opening the app, and the first place they land on TikTok, is a For You page that’s packed with content that the app thinks they will like.

This puts discovery at the heart of TikTok, making it a prime source of brand awareness building for all those who use their profile to generate interest among potential followers and customers.

A great deal of this comes from creators and creator partnerships. When a creator that we follow and respect recommends something, or is shown using a particular product, we are much more likely to take an interest in that product ourselves. If that then means we check out the brand’s own page, and see that they engage regularly and post often, our desire to become a part of their community grows exponentially.

And that’s all before we really start focussing on lead generation.

How Does TikTok Boost Lead Generation?

TikTok doesn’t just create a platform through which users are primed to discover new products and solutions. It also gives business users a full dashboard of metrics and options that they can uncover and learn more about in order to frame future content to engage, inspire, and convert.

When business users can see who is drawn towards their content, where they come from, and what they engage with (and how they choose to engage), they can position future content to maximise the reach and success of every campaign and release.

Data that can be tracked, can then be used to inform future releases - taking a template that works and multiplying it.

Tips for Boosting Lead Generation Through TikTok

But while all of this tells us that lead generation and sales are possible with the help of TikTok as a prime marketing tool, most of the brands and clients that we work with still need a little advice.

Our first and most important tip is to keep it natural. TikTok became famous for its dance challenges, which use real footage and lean heavily into bloopers, and comedy clips and sketches that go viral within minutes for their fresh take on something extraordinarily normal. Sharing TikTok posts that add personality to your marketing and that showcase the people at the heart of your brand is one of the best ways to make your brand and business relatable.

Another piece of advice which follows the previous tip nicely is to be a user as well as a marketer. Comment on videos that are relevant to your industry and that you find entertaining or inspiring, and always respond to comments on your own TikTok. If you try to distance yourself from competitors, for example, you are only doing yourself a disservice as a brand looking to build a community.

Finally, be consistent with your posting. TikTok fame is fleeting and every time a user refreshes the For You feed, the reels of content on their screen changes. Because of this, consistency is key, and you need to be posting regularly and engaging often in order to stay at the forefront of potential customers’ minds. Some of the best ways of doing this include jumping onto fun trends which appeal to your target audience, and using customer videos and user-generated content as part of your own TikTok creations.

Social Loop: TikTok Pros

Here at Social Loop, we specialise in social media management for businesses - making these powerful marketing tools more accessible for organisations across all industries. If you want to get to grips with TikTok and need our advice and support as you grow your social presence, don’t hesitate to get in touch with the team.