As of 2024, TikTok has been downloaded more than 4.1 billion times and has 1.58 billion monthly active users globally. It is the fastest-growing platform that has invited users of all ages and every walk of life. Businesses can use the platform to launch their marketing campaigns to capitalize on growing popularity. Furthermore, it is easier to build a following on TikTok compared to other platforms.
After witnessing the popularity of TikTok, several brands have joined the platform. Businesses that are not on TikTok are missing out on the opportunities to effectively market their services and products. Let’s take a look at Why should B2B companies consider using TikTok? What can be done to effectively market the services and products in the B2B industry.
Why should B2B companies consider using TikTok?
According to Wallaroo Media: people spend an average of a WHOPPING 95 minutes per day (over 1.5 hours) on TikTok. It allows brands to connect with their customers and market their services and products to them. The benefits of B2C marketing are clear but does it have the same potential as B2B marketing? TikTok offers exciting potential for both B2C and B2B marketing, but they function differently.
For B2B enterprises, connecting with other businesses presents unique challenges compared to direct-to-consumer marketing. Despite initial reservations, social media has proven to be a successful platform for B2B engagement. A well-curated business account on platforms like TikTok can capture the attention of decision-makers at prospective client companies. Utilizing TikTok videos is an effective strategy to lift-up brand visibility and facilitate B2B marketing efforts, as these visual narratives can clearly convey a brand's value proposition to a corporate audience.
But the question is why TikTok? Why not some other social media platform? Well, there are quite a few reasons. Let’s take a look at them.
Reason #1: Fastest-Growing Platform
TikTok is the fastest-growing platform with 5th rank among social media platforms in the entire world. The application has more than four billion downloads and more than one billion active users. Furthermore, the growth of the platform is expected to rise even further because of the new features that it keeps adding regularly. Brands, be it B2B or B2C cannot afford to not capitalize on such a high popularity of the platform.
You can spread the awareness of the brand to potential customers, tease customers with new product launches and even direct traffic from TikTok to the businesses’ websites. Just one viral video on the platform will establish the brand which is not possible with other social networking websites. However, if you don’t have prospects for growth. Don’t fret. We at Social Followers facilitate clients with social media marketing services. That means you can easily buy TikTok followers in the UK. Likewise, when it comes to likes, you are facilitated with services where you can buy TikTok likes UK too.
Reason #2: Easier To Produce Content
Video marketing is one of the most effective marketing strategies but it takes effort and investment into gear to produce a quality video. TikTok has made it simpler by offering a suite of tools to users which can be used to make even half a decent video look appealing. It still takes an effort but that is nothing to what users have to put in for videos on YouTube and Instagram reels.
You do not have to purchase expensive cameras, video editing tools, or other gear that is involved in videography. Just a decent phone camera can help in creating a decent video with numerous built in editing tools in TikTok.
Reason #3: Networking
While LinkedIn remains the go-to platform for B2B networking, TikTok's rise as a multifaceted tool for business engagement is undeniable. B2B companies can harness TikTok's dynamic environment to forge new business relationships and expand their customer base.
On TikTok, strategic use of niche-specific hashtags can significantly boost a company's visibility. By consistently posting content under these hashtags, businesses ensure that their videos appear in the feeds of potential clients. For instance, a New York-based B2B stationery supplier might leverage hashtags like #StationeryInNewYork, #SmallBusinessNewYork, and #StationeryForBusinesses to target local enterprises.
Employing intuitive and easily searchable hashtags is key. Many such tags already enjoy widespread popularity on TikTok, garnering millions of views. If your offerings align with an existing TikTok trend, leveraging these hashtags can simplify the task of reaching your desired audience.
Reason #4: Does Not Overwhelm The Followers
Unlike some other platforms, TikTok's algorithm rewards consistent content creation. Posting frequently allows you to experiment, stay top-of-mind, and potentially reach a wider audience. However, it's crucial to maintain quality. Aim for a strategic posting schedule that delivers valuable content without overwhelming your followers. Analyze your results and adjust your frequency as needed.
Reason #5: Inspire New Marketing Ideas
TikTok has sustained its growth because of the challenges and trends that pop up every day. Several businesses launch sponsored trends with the help of influencers and they spread like wildfire. Everyone on the platform starts following the footsteps of influencers which results in the effective marketing of a product or service. There are no better means to increase brand awareness on the platform.
These challenges inspire the marketing teams which consequently results in the launch of their challenges and trends. All the other social media platforms are rather generic when it comes to trends and there is not much inspiration to take from them.
Reason #6: Multiple Advertisement Options
TikTok offers several types of advertisement including brand takeover, in-stream ads, banners, and many others. These ads can be used to target specific demographics which is a most basic requirement of B2B businesses. You can target a population of a specific age group in a specific location based on information about potential customers. The targeted ads will ensure that the message reaches the right people which will ultimately drive the sales of the products and services.
Tips To Create Successful B2B Marketing Strategies On TikTok
According to Search Engine Journal, the potential of TikTok as a B2B marketing tool. Despite its reputation as a B2C platform, TikTok's authenticity and visual appeal can be leveraged for B2B marketing. The platform allows businesses to connect with audiences emotionally, which is often more effective than rational marketing. Networking through locally specific hashtags and participating in audio trends relevant to the brand can increase visibility and lead generation.
Related: How to Use Social Media for Lead Generation
B2B companies should consider TikTok for its networking potential, emotional appeal, and ability to add a creative, human touch to their marketing strategies. There is no single tip will work for all but the combination of multiple tips can help with the objectives. You have to experiment with each of them to find the combination that works for the brand.
Let’s take a look at these tips:
Tip #1: Switch to Business Account
In 2024, TikTok's dynamic platform boasts over a billion monthly active users, with a diverse age range extending beyond Gen Z to include a significant portion of the professional demographic. With a Business Account, you unlock unparalleled engagement rates and the viral potential of trending topics, tapping into niche communities that mirror your target audience.
The account provides access to in-depth analytics, allowing you to tailor content strategies with precision, and offers affordable advertising options to maximize your reach. You can also attribute your business app or website directly in your profile. By converting to a TikTok Business Account, you position your brand at the forefront of digital marketing innovation, leveraging the platform's robust features to drive brand awareness and achieve your business goals with efficiency and creativity.
Tip #2: Establish a Target Audience and Niche
The audience for B2B is far less than B2C businesses which makes it extremely important to identify the population. Understanding the audience will enable you to create tailored content for them which will drive them toward the business. Once you have established an audience, try to experiment with several niches and find which one is most liked by them. As the niche is identified, keep uploading content on it to keep the audience connected with you.
You can experiment with different filters, music, sound effects, and challenges to find what works for the audience.
Tip #3: Create Catchy Hashtags
When other businesses look for potential partners on TikTok, the “For You” section is not where they go. Most B2B businesses do not have the capacity or the content to go viral on the platform. Thus, businesses that are looking for new partners will go to the hashtag and search for the relevant brands. Now if you are adding relevant hashtags to the videos, it will make it easier to find you and vice versa.
Hence, it is important to come up with catchy hashtags that are not just interesting but easy to read and search as well. You can also post videos with hashtags that are already trending in the niches to increase the reach of content.
Tip #4: Capitalize on Trending Challenges and Sounds
TikTok thrives on challenges and different sounds which can be used to the advantage of B2B business. You can add trending music in the background of the video and post it. Even if the verbal message in the video is important, background music can be added. You can optimize the sounds to make the message audible while the music plays in the background.
Users on TikTok scroll through all the videos with the same background if it appeals to them. So, when a professional from another industry sees your content in the same section, it will let them know about the brand which opens opportunities for new collaborations.
Similarly, TikTok challenges can also be used to market your brand. You do not necessarily have to follow all the guidelines of the challenges. Just pick the part which suits the business the most and even do some quirky modifications to it if possible. And while you are at it, do not forget to add hashtags with the video. It will increase the reach of posts even more.
Tip #5: Create Quality Content
The content uploaded on the business's account is the representation of the quality of services they offer. It must be appealing and unique to ignite interest in the viewers. Although it does not require as much effort as other platforms, there is still a need for some professional equipment. You should invest in the right gear to produce quality content and even hire professionals for important product or service launches. With the help of content, you can get more leads and sales and earn better with the help of TikTok marketing
Tip #6: Keep Your Audience Engaged Consistently
Aim for a regular schedule that fits your resources and audience preferences. Quality over quantity is key! Analyze your analytics to see when your audience is most active and adjust your posting times accordingly.
TikTok prioritizes videos based on engagement metrics. Regular posting allows you to experiment with different content formats and discover what resonates best with your followers. This data-driven approach helps you refine your strategy and reach a wider audience over time.
Originality is crucial for brand credibility. Replicating content isn't effective. Instead, find inspiration in trends and challenges, but add your unique twist. This keeps your content engaging while showcasing your brand personality.
Tip #7: Use TikTok Paid Advertising
Like most social media platforms, TikTok offers paid advertisements in many forms. You can market the brands with Brand Takeover, In-Feed Ads, Branded Effects, and Hashtag challenges. The effectiveness of each type of advertisement varies for different brands. Hence, it is important to experiment with all of them to find which works for you the best.
While creating an advertisement ensure that it targets the right audience and is captivating enough for the customers. If the ad appears causal to the wrong population, it would not help with the marketing objectives and goals.
Tip #8: Buy Third-Party TikTok Services
If and when you opt for third-party services like us the chances of getting better traction, engagement rate, and boost in the profile get higher. What and how can you bring a considerable change to your profile? The answer is “Buy TikTok Followers UK” as well as “likes”. This is indeed specified for the targeted audience that leaves an impact on your dead or sluggish TikTok profile.
Examples of successful B2B Companies on TikTok
As we discussed earlier there is no tried and tested technique for B2B companies to market on TikTok. But several indicators can be taken from companies that have established themselves on the platform. These are:
1. Adobe
Adobe has mastered the art of B2B marketing on TikTok, boasting nearly 7 million likes as of May 23, 2024. Their secret sauce? Empowering their audience. They create informative "how-to" videos that showcase the capabilities of their tools, specifically targeted towards B2B needs. But it's not just product pitches; they actively support the creative community on TikTok, fostering a genuine connection that resonates with their target audience. This approach positions Adobe as a thought leader and a valuable resource, not just a software company.
2. Shopify
Shopify's B2B marketing success with 263K+ followers on TikTok is a testament to their understanding of the platform's culture. They've crafted content that speaks directly to entrepreneurs, providing valuable insights into e-commerce strategies. By focusing on educational content, Shopify has positioned itself as a thought leader, offering tutorials and success stories that inspire and inform. Their use of TikTok's features, like trending sounds and challenges, has made their advice relatable and accessible, leading to increased engagement and a stronger community of Shopify users. This approach has not only driven brand awareness but also solidified Shopify's reputation as an essential resource for businesses on TikTok.
3. Morning Brew
Morning Brew isn't your typical B2B company, but they've mastered the art of grabbing young professionals' attention on TikTok. Their secret sauce? Bite-sized news updates, delivered in a fun and engaging format.
Morning Brew's TikTok strategy exemplifies how B2B marketing can thrive on the platform. By launching a paid TikTok campaign, they leveraged organic creatives and strategic targeting to engage a professional audience. Partnering with popular creators, Morning Brew produced content that blended native TikTok style with their brand message, resulting in a significant boost in newsletter subscriptions.
Their use of Spark Ads and precise targeting led to 70,000 new subscribers and 23 million impressions, showcasing the power of authentic content and smart advertising in driving successful B2B marketing outcomes on TikTok.
4. Square
Square ditched traditional B2B marketing on TikTok and embraced the power of community. Their strategy revolves around user-generated content (UGC). They actively source and repost videos from small businesses using Square, creating a win-win situation. Small businesses gain exposure, and Square showcases the value it brings to real-world customers. This fosters a sense of belonging for small business owners on TikTok, positioning Square as their trusted partner.
5. Canva
Canva's winning formula on TikTok is all about empowering creators. They don't just promote their design platform; they provide valuable tutorials and design hacks specifically tailored for B2B needs. This approach positions them as a partner in creative success, not just a software solution. They leverage trending formats and sounds to showcase the power of their tools in action, making even complex design tasks seem approachable. By catering to both existing users and potential customers, Canva fosters a community of creators on TikTok, building brand loyalty and driving platform adoption.
Key Takeaway
TikTok's unprecedented growth and diverse user base present a fertile ground for B2B marketing, offering unique opportunities to connect with a broad audience. The platform's culture of creativity and engagement makes it an ideal space for businesses to showcase their brand, educate potential clients, and build community through user-generated content and participation in trends.
Successful B2B strategies on TikTok hinge on authenticity, consistent engagement, and leveraging the platform's tools for content creation and analytics. Brands like Adobe, Shopify, and Canva exemplify this approach, using TikTok to provide value, foster connections, and establish themselves as industry leaders. By embracing TikTok's dynamic environment, B2B companies can enhance their digital marketing efforts, reach decision-makers, and drive meaningful business outcomes.
The key takeaway is that TikTok is not just a B2C playground but a strategic asset for B2B marketing, where originality, consistency, and a deep understanding of the platform's capabilities can lead to significant brand growth and success.
