Social media has become a crucial tool for lead generation, paving the ways businesses can connect with customers in unique and deeper ways. For marketers and business owners aiming to take their online efforts to the next level, it’s crucial to explore the new subcultures and technologies that are emerging. We’ll delve into the current trends and future outlooks on three of the most influential platforms, Facebook, Instagram, and TikTok. If you don’t want to play catch up, keep reading.

 

Take a look at some fascinating statistics that show their dominance and the necessity for businesses to invest into strategies that involve these apps

• 74% of social media users prefer to see 1-2 posts per day from brands they follow
• Facebook and Instagram are the most popular platforms for marketers for ROI, with 29% of business preferring both, followed closely by YouTube at 26%, and by Tik Tok at 24%
• Facebook is the primary source of web traffic referrals. It accounts for 65% of online traffic routed to third-party websites via clicks or taps on platform links. 
• In February 2024, from TikTok in-app purchases revenue resulted in $165 million for that month alone
• Around 90% of all TikTok users around the globe access it every day. The 90% who are active on it are all highly engaged

Through understanding and leveraging these trends,  businesses can enhance their lead generation strategies and drive growth in an increasingly competitive market.

 

Current Lead GenerationTrends on Facebook

AI-Powered Chatbots for Instant Engagement

Businesses are leveraging AI-powered chatbots to engage with potential leads instantly, addressing a critical need highlighted by the fact that 41% of companies struggle to follow up with leads promptly (Verse). These chatbots are designed to answer common questions, provide personalised recommendations, and guide users looking for help in regards to a product or service. They can even direct the user to the appropriate sales representative for further assistance.

 

Benefits of using AI-Powered Chatbots For Lead Generation

• 24/7 Availability: Chatbots can engage with leads at any time, increasing the chances of capturing interest outside of regular business hours.
• Personalisation: AI allows for tailored interactions based on user behavior and preferences, making the engagement feel more personal and relevant.
• Efficiency: Automating initial interactions frees up human resources, allowing sales teams to focus on more complex tasks and high-potential leads.

Example of how to use an AI-powered chatbot – A local fitness center could uses an AI chatbot to engage with website visitors by offering personalised workout plans, nutrition plans and scheduling free trial classes.

 

Interactive Lead Ads with Gamification Elements

Marketers are integrating gamification elements into Facebook Lead Ads to make the lead generation process more engaging and fun. This strategy involves creating interactive ads that include quizzes, polls, and mini-games designed to capture user interest and gather lead information. 

Given that 84% of marketers use form submissions for conversions, these gamified elements build on the proven success of forms in capturing valuable data, making the process more engaging and enjoyable for users, ultimately leading to higher conversion rates.

An interactive ad might feature a quiz related to the business’s products or services. Users are prompted to participate, and upon completion, they are asked to provide their contact information to see their results or to enter a prize drawing.

Benefits

• Increased Engagement: Interactive content is more engaging than traditional ads, encouraging users to spend more time interacting with the brand
• Better Data Collection: Quizzes and polls can gather valuable data about user preferences and behaviors, which can be used for targeted marketing
• Higher Conversion Rates: The fun and engaging nature of gamified ads can lead to higher conversion rates as users are more likely to share their information in exchange for the interactive experience

 

Suggestion for how to use an interactive ad with gamification – A beauty brand could creates a quiz titled “Find Your Perfect Skincare Routine & The Product You Really Need.” Users answer questions about their skin type and concerns, and to see their personalised results, they provide their email address. 

This not only generates leads but also provides the brand with detailed information about potential customers and what they’re truly interested in. This data could also be fed back to the product design team to tailoring better formulations.

 

Current Lead Generation Trends on Instagram

Shoppable Live Streams with Influencer Collaborations

Marketers are combining the power of live streaming with influencer marketing to create interactive shopping experiences on Instagram. 37% of social media users find live video content the most engaging type of in-feed content. Businesses can drive immediate engagement and sales through real-time influencer endorsements and product demonstrations.Influencers host live sessions on their Instagram profiles or the brand’s account, demonstrating the use of products and sharing personal experiences. Viewers can ask questions in the comments, and influencers can address them instantly. Products featured in the live stream are tagged with shoppable links, allowing viewers to purchase directly without leaving the app.

 

Benefits

• Real-Time Engagement: Live interactions create a sense of urgency and excitement, encouraging viewers to make quick purchasing decisions
• Authenticity: Influencers’ genuine endorsements build trust and credibility with their followers, leading to higher conversion rates
• Exclusive Offers: Special discounts and offers available only during the live stream can incentivise immediate action from viewers

 

Suggestion of how to host a shoppable live stream – A fashion brand partners with a popular Instagram influencer to host a live stream where the influencer tries on different outfits and answers style-related questions from viewers. Each item is tagged with a direct purchase link, and viewers are offered a 10% discount for purchases made during the live session.

 

Current Trends on Tik Tok

Businesses are creating branded hashtag challenges to engage TikTok users and encourage them to create and share content. 

By participating, users can win prizes, receive discounts, or gain other incentives, driving engagement and generating leads among TikTok’s vast audience of over 1 billion monthly active users. A business launches a hashtag challenge that invites users to create and share videos using a specific branded hashtag. The challenge usually involves a fun activity, dance, or creative task related to the brand’s products or services. To incentivise participation, the business offers rewards such as discounts, free products, or a chance to be featured on the brand’s official TikTok account.

 

Benefits

• Viral Potential: Hashtag challenges can quickly go viral, significantly increasing brand visibility and reach
• User Engagement: Encouraging users to create and share content fosters active engagement and builds a community around the brand.
• Lead Generation: By offering incentives, businesses can collect user data (e.g., email addresses for prize eligibility) and convert participants into leads

 

Suggestion of how to use a branded hashtag: A beauty brand launches the #GlowUpChallenge, inviting users to share their skincare routines using the brand’s products. Participants who use the hashtag and follow the brand’s account are entered into a contest to win a year’s supply of skincare products

 

Here are 3 more inspiring examples of great TikTok hashtag ad campaigns

1. #WhatsYourPower (Netflix promoting their movie Project Power)
2. #PerfectAsIAm (Marc Jacobs promoting their fragrance)
3. #PajamaJam (Amazon promoting Amazon Fashion)

 

Educational and Value-Driven Content with Lead Magnets

Marketers are using educational and value-driven content to attract potential leads on TikTok. By providing valuable tips, tutorials, and insights related to their industry, businesses can capture the interest of their target audience and drive them to take action, such as signing up for a newsletter or downloading a free resource.

A business creates short, informative TikTok videos that offer valuable content related to their products or services. At the end of each video, viewers are prompted to visit a link in the bio to access a lead magnet, such as a free eBook, checklist, or webinar. To access the lead magnet, users provide their contact information, turning them into leads.

 

Benefits

• Building Trust and Authority: Providing valuable content positions the brand as an authority in its industry, building trust with potential customers
• Targeted Lead Generation: The educational content attracts users who are genuinely interested in the topic, leading to higher-quality leads
• Cost-Effective: Creating educational content is often more cost-effective than traditional advertising and can yield long-term benefits

 

An example of educational content for lead generation – a digital marketing agency creates a series of TikTok videos sharing tips on improving social media engagement. At the end of each video, viewers are encouraged to visit the agency’s bio link to download a free “Social Media Strategy Guide” in exchange for their email address.

 

Wrap Up – Stay Ahead, Innovate & Thrive

Embracing the latest trends in social media for lead generation opens up a world of rewarding opportunities for businesses. With a staggering 44% of sales reps too busy to follow up with leads, daring to innovate and connect with your target audience in fresh, engaging ways becomes even more crucial. In exploring the advanced strategies above, you can decrease lost leads and maximise sales potential. Keep ahead of the competition and ensure your business thrives in this era of online opportunities, taking full advantage of untapped lead generation and conversion potential.