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.

​@GabbyEsposito 

Appreciate you sharing that — I hadn’t seen that webinar recap, will check it out. Case studies like EZ Bombs are interesting because they show what’s possible when the creative + offer really click with TikTok’s audience.

One thing I’ve been noticing alongside this is how much behavioral context matters depending on where the traffic is coming from. For example, traffic coming from more entertainment-heavy or alternative discovery channels (even outside mainstream TikTok, like some of the variants people access via platforms such as protik18) tends to behave even more passively — meaning they need a stronger hook after the click as well, not just in the video.

So yeah, definitely going to dig into that example — especially curious how much of their success came from the offer vs the creative angle.

​@zacfromson 

This lines up a lot with what I’ve been seeing too, especially around the “lower-intent” nature of TikTok traffic.

Sending users straight to a standard Klaviyo popup hasn’t worked well for me either. The biggest improvement came when I switched to more of a pre-sell step (quiz or simple product matcher), like you mentioned — it filters out low-quality clicks and warms people up a bit before asking for the signup.

Also agree on segmentation — treating TikTok leads the same as Meta/Google is where things usually fall apart. Their behavior post-signup is just different.

One interesting thing I’ve noticed: traffic quality can vary quite a bit depending on how users are consuming TikTok content. For example, users coming from more unfiltered or mod-style environments (I’ve seen some of this via sources connected to protik18) tend to scroll more impulsively and convert even worse unless the funnel is really dialed in. So matching intent at every step becomes even more important.

Overall though, your point about aligning the landing experience with the creative is probably the biggest lever. When that’s off, nothing else really saves the funnel.