B2B Marketing on TikTok: A New Frontier

With over 1 billion active users globally, TikTok has revolutionized the social media and marketing landscapes. According to Oberlo, from 2020 to 2024, TikTok grew its global user base by 435 million—an increase of 93.4% and an average annual growth rate of 18.6%. TikTok’s success is attributed to several factors, including its highly intelligent algorithm, which ensures a personalized ‘For You Page’ (aka feed). Users can scroll for hours, with the average user spending 52 minutes daily on the app, totaling 316.33 hours a year. It has been voted the most addictive social media platform.

According to Forrester, younger buyers are changing the business buying landscape, with 64% of buyers now falling within the millennial and Gen Z demographic, and Millennials making up more than half of all business buyers. These buyers are active information seekers, and TikTok is growing as an informative and search engine site. Studies show that users are now turning to TikTok as their search engine of choice.

Is TikTok the Future for B2B Marketing Ventures?

Although typically associated with dancing trends (anyone for an Astro-slide), discounting TikTok for B2B marketing could be a missed opportunity. Here’s why:

Engaging Content Format

TikTok’s engaging format isn’t just for B2C marketing; studies show that customers retain 95% of information from videos. B2B marketers can utilize TikTok’s short-form video content to highlight product features, showcase case studies, and demonstrate industry expertise in digestible and engaging formats. The platform allows for creative storytelling that can simplify complex B2B concepts and make them more accessible.

TikTok also allows for interaction, boosting engagement through polls, Q&A sessions, and live-streaming events like product launches or panel discussions. These interactive features can provide valuable insights and foster a two-way dialogue.

Creative and Educational Content

Engaging and educational content such as tutorials, how-tos, and industry insights can effectively capture the attention of a professional audience. By addressing common industry challenges and sharing valuable tips and trends, brands can establish themselves as thought leaders.

Salesforce recently shared a creative video where a young boy interviews Salesforce employees, asking them to explain the company to a 7-year-old. This innovative and playful approach not only promotes Salesforce but also communicates their mission and services in an engaging and memorable way. It showcases how brands can build awareness and connect with their audience through creative storytelling on platforms like TikTok.

Leveraging Trends

By participating in relevant trends, B2B brands can increase visibility and engagement. Hashtag challenges and trending content can foster community and drive brand awareness within specific industries.

Shopify utilized the ‘Day in the Life’ format to showcase how people are packing orders, running their businesses, and shipping their products. This not only satisfies audience curiosity but humanizes the brand and boosts the connection with its products.

Targeted Advertising

TikTok’s advertising platform offers advanced targeting options that can reach specific professional demographics and industries. Sponsored content promoting webinars, whitepapers, and other B2B resources can effectively generate leads.

Data Point: According to a study by Influencer Marketing Hub, TikTok ads can reach 17.9% of all internet users aged 18 and above, providing a significant opportunity for targeted B2B advertising.

Employer Brand

TikTok also offers an excellent platform for employer brand content. Brands can showcase their employees, their career journeys, and what they love about working at their companies.?

HubSpot created a video showing employees calling their parents and asking them to describe their job roles. This funny video humanizes HubSpot, shows a sense of authenticity, and highlights the diversity of roles within the company. These types of videos are memorable and boost brand awareness.

LinkedIn’s Influence

It seems other social media networks are following TikTok’s lead. Instagram introduced Reels in 2020, seeing a 57.4% year-on-year increase in usage. LinkedIn is also working on introducing similar short-form videos, especially with career-related content performing well on TikTok (see my previous LinkedIn post for recommended creators to check out).

Conclusion

While TikTok is traditionally seen as a platform for B2C marketing, its unique features and growing user base make it a viable and powerful tool for B2B marketing as well. By leveraging TikTok's short-form video content, engaging with trends, and utilizing interactive features, B2B brands can increase visibility, build strong connections with their audience, and drive meaningful engagement. The key to success lies in creating relevant, educational, and engaging content that resonates with a professional audience.