Anyone here using TikTok to grow Klaviyo email/SMS lists?

Hey ​@danielmartinhq, thanks for getting a convo going on this. Have you seen this post yet? It’s a recap from a community webinar we did last November with the director of marketing at EZ Bombs, which is a spice bomb company that is one of the top TikTok shops ever (I’m serious - I think they won an award for that at one point). 

Hi ​@danielmartinhq - I’ve seen TikTok work well for list growth, but typically only when the funnel is tailored to lower-intent traffic.

Sending TikTok users straight to a standard signup popup/landing page usually underperforms compared to Meta or Google because the traffic is much colder and more impulse-driven. TikTok is a younger audiences and typically lower AOV as well. What has worked better for me is using a stronger value exchange up front, like a quiz, educational lead magnet, bundle finder, or more compelling first-purchase offer.

A few things I’ve found effective:

1. Match the landing page/message closely to the TikTok creative so the transition feels seamless
2. Use a dedicated TikTok-specific signup experience/offer instead of your generic site popup
3. Segment TikTok-acquired leads separately in Klaviyo so you can tailor welcome flow messaging and monitor quality/LTV independently

In my experience, TikTok leads often convert at a lower AOV initially than Meta/Google, but can still be valuable if your welcome flow educates/nurtures more before pushing hard on conversion with support to create repeat purchases. 

Biggest mistake I see is brands treating TikTok leads exactly the same as higher-intent paid search or Meta leads.