TikTok publishes lead generation best practice guide

The Lead Generation Playbook offers advice on how to create effective forms, hooks, messaging and calls to action.

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TikTok published a new guide offering best practices for lead generation on the platform.

The comprehensive 25-page document, which was released in partnership with Hubspot, provides actionable tips on:

  • Lead generation forms.
  • Hooks.
  • Messaging.
  • Calls to action.

Why we care. Even if feel confident in your lead generation abilities, this document could shed light on areas you may have overlooked. Additionally, receiving best practice guidance about TikTok directly from TikTok is clearly more reliable and trustworthy than other sources.

Lead gen forms. TikTok provides a variety of tips for boosting lead generation through forms on your website or app, such as:

  • Visual help: TikTok suggests adding a logo, header image, and footer image to showcase your business and products and/or services more effectively.
  • Be conscious of number of questions: If youʼre looking to generate more lead volume, set a maximum of 6 questions.
  • Use logic settings and custom questions: With the advanced form, use logic settings to switch up questions based on how someone responded to the first question
  • Link to your privacy policy: Link to your privacy policy in your form to guarantee users that any personal information collected is secure and in accordance with local laws.
  • Include a review screen: This could potentially help with higher intent.
  • Don’t forget to say thank you: Include a thank you message and specify what the next steps are and how/when you’ll get back to them.

Hooks. Educational videos covering finance, real estate, and career services are highly effective, according to TikTok. So the platform recommends starting by highlighting your product or service’s benefits to attract viewers. Showcase how it can enhance their lives and solve their problems, offering a glimpse into an aspirational lifestyle. By proactively addressing viewers’ challenges, TikTok claim you will engage them and increase their likelihood of purchasing your offering.

Messaging. After hooking your audience, TikTok suggests establishing trust by delivering your main message clearly and memorably. This section should encapsulate your product or service’s selling points, core narrative, and key highlights. Build credibility by emphasizing the value and benefits of your brand, compelling viewers to become interested in your offering.

Calls to action. TikTok advises concluding with a clear and compelling Call to Action, urging viewers to take the next step. Wrap up with memorable closing remarks delivered through text, voice-over, or graphics, leaving a lasting impression on your audience.

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Deep dive. Download TikTok’s lead generation playbook for more information. In order to access this document, you will be required to share some first-party data.

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About the author

Nicola Agius
Nicola Agius was Paid Media Editor of Search Engine Land from 2023-2024. She covered paid media, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company's editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.

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