How Are B2B Brands Using TikTok to Generate Leads?
Traditionally, TikTok has been associated with Gen Z consumers, viral dance challenges, and B2C (Business to Consumer) marketing. However, in recent years, B2B (Business to Business) brands have started exploring TikTok's potential to generate leads. As TikTok’s user base expands, so does its ability to help brands from all sectors, including B2B, engage with new audiences, build brand awareness, and, yes, generate leads. But how exactly are B2B brands doing this? At RooCruit, we looked into how B2B brands are using TikTok to generate leads and why it’s working.
Why TikTok is Relevant for B2B Marketing
TikTok has over 1 billion active users globally, and its algorithm is highly effective at surfacing content that matches user interests. While the platform initially gained popularity with a younger demographic, its audience has matured, with a growing number of professionals and decision-makers now actively engaging on TikTok.
B2B brands have realized they can capitalize on TikTok’s organic reach and engagement to:
“TikTok’s rapid growth presents unique opportunities for brands to connect with audiences in ways that traditional platforms cannot match.” (Source: Content Beta)
1. Educational Content as a Lead Generation Tool
B2B buyers are known for performing extensive research before making decisions. TikTok allows B2B brands to create short, engaging videos that answer common questions, demonstrate industry expertise, and showcase how their products or services solve business problems.
For example, SaaS companies can create quick tutorials or product demos that offer a bite-sized overview of their software’s capabilities. Educational videos that break down complex topics into digestible pieces of information can position your brand as a thought leader, drawing potential leads into your sales funnel.
Educational content is highly effective on TikTok because users are often searching for informative, actionable videos that can help them make more informed decisions. “54% of consumers want to see more video content from brands they support, and TikTok offers an ideal platform for B2B brands to deliver these insights.” (Source: Hubspot)
2. Leveraging TikTok Influencers for Lead Generation
Influencer marketing isn’t just for B2C brands. B2B companies are increasingly partnering with industry influencers to reach niche audiences. TikTok influencers can amplify a brand’s message by demonstrating a product or service in action, reviewing its performance, or explaining its value.
For instance, a cloud computing company might collaborate with a tech influencer to discuss the advantages of their software solution, potentially reaching hundreds of thousands of targeted viewers. By choosing influencers with credibility in their respective fields, B2B brands can build trust with prospective leads.
“Influencer marketing campaigns on TikTok have a 93% engagement rate.” (Source: Mason Digital) This shows that this tactic is particularly valuable for B2B brands looking to boost visibility and drive qualified leads.
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3. TikTok Ads for B2B Lead Generation
TikTok’s paid advertising options provide B2B brands with another way to generate leads. TikTok’s ad formats include in-feed ads, branded hashtag challenges, and branded effects. More importantly, TikTok’s advanced targeting features help brands reach specific professional audiences based on their interests, behaviors, and demographics.
Through TikTok’s Lead Generation Ads, brands can create an in-app form that users can fill out without leaving the platform. These ads are particularly effective for gathering information from potential clients and guiding them into a sales pipeline.
“TikTok's lead generation ads have shown to be 58% more cost-effective in comparison to other platforms like Instagram and Facebook.” (Source: Lead Sync) This makes TikTok a highly competitive platform for B2B lead generation campaigns.
4. Showcasing Company Culture to Build Trust
Another way B2B companies are generating leads on TikTok is by showcasing their company culture and values. Buyers want to do business with companies they trust, and TikTok offers an excellent opportunity to humanize your brand. Behind-the-scenes videos, employee spotlights, and company event recaps can give potential leads a deeper insight into what it’s like to work with your company.
For example, sharing videos of your team working on product development, attending industry conferences, or celebrating achievements can help establish credibility and foster relationships with your audience.
“82% of B2B buyers believe a brand’s social content directly impacts their decision to engage.” (Source: Harvard Business Review) This highlights that showcasing a strong company culture on TikTok, businesses can build the trust necessary to convert viewers into leads.
5. Evolving Demographics
Initially thought of as a platform for teenagers, TikTok’s user base has significantly evolved. A growing percentage of users are over the age of 25, including professionals, business leaders, and decision-makers. According to data from Pew Research Center, most news consumers on TikTok (82%) are under age 50, and more are women (58%) than men (39%), a prime audience for B2B businesses. The increasing diversity of TikTok’s demographic makes it an attractive platform for brands targeting professionals and organizations.
6. Engaging Format
The short-form video content on TikTok is designed for high engagement. The platform’s algorithm surfaces content based on users’ preferences, giving brands an opportunity to reach not only their followers but also a much wider audience. With TikTok’s For You Page (FYP), businesses can make content that gets in front of decision-makers who may not have otherwise come across their brand.
“TikTok's engagement rate is 5.96% on accounts with fewer than 100,000 followers” (Source: Marketing Charts) This shows us how TikTok far exceeds the engagement rate of platforms like Instagram and Twitter, making it a compelling option for B2B brands looking to capture attention quickly.
While TikTok might still be an unconventional choice for some B2B brands, the platform's ability to generate leads through engaging, creative content is undeniable. From sharing educational content and partnering with influencers to utilizing TikTok’s targeted ad features, B2B brands can effectively tap into new markets and create meaningful connections with potential clients.
However, it's important to note that success on TikTok requires consistency, creativity, and a clear understanding of your target audience. B2B companies must approach TikTok strategically, ensuring that their content aligns with the preferences of the platform’s users while remaining true to their brand values.
Are you looking for top-tier talent to meet your company's evolving lead generation needs?
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