TikTok is giving businesses more flexibility in how they manage potential customers by expanding its lead generation capabilities beyond the platform itself. 

The app has introduced a new goal for its Promote ads that allows brands to direct message inquiries to third-party messaging apps, rather than being limited to its native inbox.

This strategic update to TikTok’s version of Meta’s “Boost” option gives marketers more flexibility in how they manage customer communications. Now, businesses can funnel potential leads directly to messaging platforms where they’re already active, including WhatsApp, Facebook Messenger, Line, and Zalo.

The mechanics are straightforward: instead of selecting the “More TikTok messages” goal in Promote campaigns, advertisers can opt to drive message traffic to these alternative platforms. 

This cross-platform approach addresses a common pain point for businesses—managing customer inquiries across multiple platforms. By consolidating communications into a preferred messaging app, brands can streamline their response process and potentially improve conversion rates by meeting customers in their preferred communication channels.

For businesses already juggling communications across multiple platforms, this could be a game-changer; allowing them to maintain a consistent presence on TikTok while managing actual customer conversations in a single, familiar inbox.

You can read more here.