As outlined in the official announcement, TikTok has introduced a new integration with the Salesforce Marketing Cloud solution. This option enables TikTok advertisers to seamlessly transfer data about their leads, obtained from TikTok Lead Gen campaigns, into Salesforce CRM in real-time, and convert them into paying customers.

TikTok, the fastest-growing social network, reached one billion users worldwide in just four years, from 2017 to 2021. By 2023, TikTok boasts more than 1.5 billion registered users, with 1.1 billion being monthly active users.

The secret to its success lies in TikTok creators harnessing the power of a short, attractive video format, redefining how people, especially young individuals, consume internet content. In today’s era of shrinking attention spans, TikTok adeptly adapts to new user preferences by delivering short, attention-grabbing content. This innovative approach has also prompted advertisers to shift metrics from counting likes to tracking video views and seconds of attention.

Today, dynamic video content proves to be the most attractive medium for capturing audience attention and eliciting reactions, especially content whose lenght is measured in seconds rather than minutes.

Advertisers swiftly recognized the advantages of the short video format, as evidenced by recent statistics. After exposure to a Lead Gen ad on the TikTok network, 57% of viewers express a likelihood to purchase the featured product. A significant 69% believe the ad effectively captured their attention, with 58% highlighting that TikTok video ads are more enjoyable compared to similar content on other platforms (source: TikTok Marketing Science Global Shopping Ad Products Study 2022 conducted by Material).

TikTok’s video content not only captures user attention but also sustains it, making this network an increasingly vital component of marketing strategies.

This new Lead Gen integration empowers companies to convert leads into customers. After lead data is transferred to the Salesforce Marketing Cloud in real-time, advertisers can promptly react, take appropriate actions, and enhance the likelihood of prospects converting into paying customers

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