TikTok Lead Ads


By Matt John

Lead Ads are not a new format to social media and have been a staple of many marketing campaigns for years.

However, they have their limitations – this is usually a result of the channel they appear on, the native audience of that channel and the manner they are presented to the user.

This in general leads to their usage being further down the funnel and reserved for slightly older audiences.

TikTok have been experimenting with this format recently and have now opened it up to Beta, meaning clients can run campaigns on an approval basis.

But what does this mean for us and their usage on TikTok?

Reaching younger demographics

Whilst TikTok has a growing range of audiences on the platform, the channel was incepted for use by a younger audience with a lot of the content being focused on an under 25 demographic.

This provides a route to offering a younger audience a format that will have not been as prevalently used for them before.

It’s not just the format but also the channel and content it will appear with. Video use on Lead Ads is available on other platforms but is underused as people tend to go for static simple images.

It will be interesting to see how this content lines up with lead forms and will offer a new route for advertisers to interact with this audience in a lower-funnel capacity.

Mobile-first approach

Most social channels were born in the period between a home desktop > personal laptop > phone transition and as such are a bit of a mixture between where they are viewed.

There has been a general slide towards mobile over the years but as TikTok was created in the mobile age, the platform is mobile centric with its very core essence being based around a roll of never-ending short videos.

By having this format to the channel, it ensures that content is more relevant to the audience and increases chance of interaction with advertisement.

Lead Ads but with Authentic Content

When you look at key content drivers by age, you see an incredibly strong call for authenticity for the under 25 demographic.

This fits in well with TikTok where corporate or over-stylised creative tends to sink.

By keeping things real and authentic, it allows potential applications to believe the institution has more to it than being just a degree or job position.

Storytelling is a huge aspect of TikTok which allows brands to create trust which in turn helps with lead generation.