Running TikTok campaigns with impact — missed opportunities that make all the difference
TikTok’s global head of product marketing highlights missed opportunities in lead generation campaigns, emphasizing quality signals over reach and advocating for integrated, funnel-aligned strategies.
TikTok’s Anny Havercroft argues that marketers often overlook TikTok’s potential as a demand engine rather than just a discovery platform. She notes that campaigns like Invisalign’s Smile Quiz, which pre-qualified leads within the ad, achieved a 28% higher form submission rate and an 11% lower cost per acquisition by focusing on user actions and signals rather than impressions. The approach prioritizes engagement depth over superficial metrics like likes.
Havercroft advises using TikTok’s tools—such as instant forms, messaging ads, and call ads—to match ad formats with specific funnel stages. Spot Pet Insurance tracked quote requests and payments, resulting in a 23% increase in qualified leads and a 19% reduction in cost per lead. Toyota Germany similarly aligned its TikTok strategy with the customer journey, reducing its cost per acquisition by 38% by integrating leads into its CRM nurture programs.
The integration between TikTok and HubSpot enables bidirectional data syncing, allowing campaign insights to flow into HubSpot while customer lifecycle data informs TikTok’s optimization. This loop helps target audiences more likely to convert rather than just those likely to click. Havercroft emphasizes the importance of nurturing leads based on their lifecycle stage to prevent them from going cold.
Havercroft also underscores the role of creators in driving conversions, as their content often garners higher engagement due to its organic feel. Gana Energia tested creator-led content against brand-produced assets and found that creator content drove a 632% increase in lead volume and reduced cost per lead by 64.5%. She recommends leveraging creators earlier in campaigns to enhance relevancy and connectivity with audiences.