TikTok only for B2C? I don’t think so (anymore)

Is TikTok only for young users with playful content? Is there no chance that a B2B business can grow there?

I don’t think so (anymore)

VILPE , an industrial B2B company, gained 100K followers, 2M likes, and turned an employee into a famous influencer by creating short videos on TikTok.?

This makes no sense, right? I thought so at first as well.

• Why would anyone like to watch what goes on in a factory?
• And even IF someone watched, why would that be beneficial for business?

Marketing Designer Maria Erikslund and CEO Tuomas Saikkonen thought differently. And it paid off!

Because of their TikTok content they have connected to new partners for "free" -compared to the traditional method, which cost them €1M in trade show costs for only one new partner in 10 years.

The story of VIPLE is one reason I decided to look at authentic content from the B2B perspective seriously. I got a chance to talk with Maria Erikslund , Marketing Marketing Designer at VILPE at the time, about their TikTok journey. I was especially interested in how they managed to pull off their amazing results.

What was their authentic content method?

The concept is simple.?

• One person going around to ask other employees basic questions on camera.?In the office and on the factory floor.
• Videos are usually 1-2 minutes and do not have to be related to the company or products.?
• Generally lightly edited, keeping the authentic feeling.
• Production is done in somewhat high volume (3-5 videos/week)
• Adjust questions, styles and topics depending on the trends and audience preferences.

One big reason this works is that:

1. Their partners and buyers ARE on TikTok, even if you would not guess it
2. VILPE is one of the only companies in their category that makes authentic content regularly.

Interested to learn more?`In the podcast, Maria also shares:?

• Why they decided to focus on TikTok instead of Linkedin, Facebook and Instagram.
• How they create authentic content.
• How they feature (and convince) their employees on camera.
• What they achieved from making authentic content (for example: partnership, product development, recruitment and even fan demand for merchandise).?
• Tips for industrial brands starting on TikTok.

So, if you want to know more about how to use TikTok for B2B businesses, this episode is what you need. You will discover the story behind Vilpe's success and gain valuable insights for your company.

Want to learn more about authentic content in a B2B context? Please subscribe here for the upcoming Linkedin newsletter every week!?

You may want to check out:

6 months until content success w. Saila Marin

Visualizing content as your storefront w Rasmus Basilier & Joe Lemon

What type of content B2B businesses should make w. Delfin Vassallo