It’s time for B2B to embrace TikTok. (Yes, really.)

B2B marketing is boring.

That’s right. I've said it before , and I’ll say it again. Because no matter how many years pass, it’s the one thing we can rely on. The over-serious brands, the jargon-filled homepages, the utter sameness of every competitor’s messaging…they’re still going strong.

B2B is going to make us pry those bad practices from its cold, dead hands.

And we are here to do it. Grab your crowbar. Because B2B can be just as dynamic, emotional, and compelling as B2C. If only marketers will embrace B2C practices and platforms.?

Which brings us to TikTok.

Since the dawn of all things digital, no platform has seen quite as meteoric a rise as this video-clip giant. We’re talking big numbers. Big like 1 billion monthly active users . Big like only five years to get that kind of traction (faster than both Facebook and Instagram).

And with numbers like those, it’s not just B2C target audiences who are hanging out there. And it’s not just Gen Z anymore (in fact, estimates say that 50%+ of TikTok users are over 30).

Which means B2B needs to get in on the action. And the big question we’re getting is simply this:

How?

The answer: first, ditch traditional strategies. TikTok doesn’t lend itself to ads. It lends itself to beauty , humor, tips and education , heart, and even bloopers .

What content related to your business might make your target audience laugh or feel seen? Help them solve their problems? Or connect with them on a deeper level? Those are the things you want to explore on TikTok. A traditional sales pitch will make people scroll on by.

Second, recognize there’s more than one way to get traction on TikTok. The most obvious strategy—perhaps—is to have your own TikTok account and create your own content. But that’s not the only way in.

Other entry points include: getting your content placed on an influencer’s TikTok; having that influencer create their own content around your brand or product; running a video contest like Chobani did (in a campaign that garnered more than 2.6 billion views!); creating your own influencers through a contest like Alaska Airlines did ; or running paid ads.

And if you’re still on the fence about whether TikTok can work for your brand? It’s probably a good time to remind you that B2B customers are actually more emotionally invested in their vendors than B2C . So emotional, fun, funny, or heartfelt messages can land particularly well with a B2B audience—if B2B marketers are willing to take the chance.

And if you need a little help? We’d love to talk strategically about how to get your brand rolling on TikTok (and beyond). Let’s talk .