How to generate leads on TikTok, according to TikTok’s Global Head of Product Partnerships

Welcome to HubSpot’s Expert Edge Series, where we interview top execs at major brands to explore their perspectives on the latest trends, challenges, and opportunities shaping the industry.

TikTok is the envy of social media sites. Between 2024 and 2025, we’ve seen many social networks rolling out their own vertical video feeds to become more like the viral video juggernaut.

And it’s no wonder that these networks are trying to lure away TikTok’s creators and audience. According to our 2025 State of Marketing and Trends report, almost 21% of marketers say that short-form video gives the highest ROI, and 17% say they’re increasing their investment in short-form videos in 2025.

But the million-dollar question remains: Sure, TikTok is great at cultivating trends and generating sales thanks to TikTok Shop, but can you really generate strong leads from the platform?

The short answer? Yes. If you want the long answer — including how to generate leads — keep reading for expert tips from Lorry Destainville, TikTok’s Global Head of Product Partnerships, and other experts.

And for even more insights, check out our latest TikTok Marketing Report as you embark on your lead gen journey.

TikTok Can Do More Than Drive Brand Awareness

For starters, I wanted to know whether Destainville truly believes TikTok is a viable platform for generating leads — because plenty of platforms are fantastic for brand awareness, but less powerful for lead generation.

Fortunately, Destainville told me plenty of TikTok’s audience currently uses the platform to connect with new businesses and discover new products. And the data supports this. Product discovery is the number one reason why users interact with brands on TikTok, according to Sprout Social’s 2024 Media Content Strategy Report. And this is especially true for Gen Z.

It’s no wonder #TikTokmademebuyit is so huge. Not only do I see endless videos tagged with that hashtag on…