TikTok has rolled out a new option within its Promote ad tool, allowing advertisers to direct user engagement to third-party messaging platforms rather than keeping conversations confined to TikTok’s own inbox. The update marks a shift in TikTok’s approach to lead generation by acknowledging how brands prefer to centralize customer interactions across different messaging apps.
The new feature enables advertisers to choose alternative messaging platforms – currently limited to WhatsApp, Facebook Messenger, LINE, and Zalo – as the target destination for leads. This is an extension of TikTok’s Promote feature, which functions similarly to Meta’s Boost, helping brands increase visibility and engagement through paid posts.
Instead of selecting the traditional “More TikTok messages” goal within Promote, advertisers can now guide potential customers to initiate direct conversations through the messaging app they already use, provided that app is installed on the user’s device. The move reflects a broader trend in digital marketing, where direct messaging is increasingly seen as a powerful channel for building customer relationships.
The feature is part of TikTok’s effort to strengthen its performance marketing tools and appeal to advertisers looking for greater flexibility in how they manage leads and customer service workflows. It also recognizes that for many businesses, particularly those in markets where WhatsApp or LINE are dominant, third-party apps may be more effective for customer communication than TikTok’s native chat. While still limited in terms of supported apps, the option could prove useful for brands seeking to integrate TikTok campaigns into their broader messaging strategies.
