What are 'Lead Generation' ads designed to do on TikTok?

Lead Generation ads on TikTok are specifically designed to collect user information directly within the app, making it easy for marketers to engage with potential customers later. This format allows advertisers to create customized forms where users can submit their contact details, such as email addresses or phone numbers, without leaving the TikTok platform. The seamless nature of this process enhances user experience, as individuals can express interest in a product or service quickly and conveniently.

This approach to lead generation is particularly effective because it significantly reduces the barriers to user engagement. By allowing potential customers to provide their information directly in the app, it enhances the likelihood of capturing quality leads that can be followed up with targeted marketing efforts.

In contrast, the other options focus on different objectives. Increasing brand visibility through influencer partnerships is centered on brand awareness rather than direct lead capture. Promoting products using user-generated content seeks to create engagement and social proof rather than collect leads. Finally, driving traffic to external websites is more about directing users away from the platform to learn more, which differs from the lead generation objective of capturing user information within TikTok itself.