With advertisers and users back on the platform, TikTok remains an essential tool for marketers. Now updated with details on the new TikTok One feature.
Why Use TikTok for B2B Marketing?
Traditionally seen as a B2C powerhouse, TikTok is now proving invaluable for B2B marketing as well. With an increasing number of decision-makers turning to the platform for industry insights and inspiration, businesses are finding new ways to leverage TikTok’s unique culture and engagement opportunities.
- Growing B2B Audience: The platform has expanded beyond Gen Z, attracting professionals and business leaders.
- High Engagement Rates: Short-form videos simplify complex topics, increasing engagement and brand recall.
- Cost-Effective Advertising: TikTok ads provide strong ROI, with brands reporting an average return of $2 for every $1 spent.
Key TikTok Demographics for B2B Marketers
- Gender Split: 54% male, 45% female.
- Age Breakdown: A growing number of professionals aged 25-34 use TikTok for content consumption.
- Geographic Reach: The U.S. leads with 148 million users, followed by Indonesia and Brazil.
- Small Business Influence: 52% of users exposed to SMB content on TikTok have made purchases.
Understanding TikTok’s Culture
Success on TikTok depends on adapting to its content style:
- Short-form, visually compelling videos perform best.
- Trend-driven engagement is crucial.
- The ‘For You’ Page (FYP) serves as the primary content discovery tool.
Leveraging TikTok’s Algorithm for B2B Success
TikTok’s algorithm prioritizes engagement signals such as:
- User interactions (likes, shares, and comments)
- Watch time and completion rates
- Hashtags and captions to target niche audiences
- Trending sounds and video styles
Optimisation Strategies:
- Post at peak engagement times.
- Use A/B testing to refine content.
- Encourage sharing and saving of videos.
- Maintain a consistent posting schedule.
B2B Use Cases for TikTok
Many B2B brands are finding innovative ways to use TikTok, including:
- Showcasing brand personality through behind-the-scenes content.
- Providing thought leadership with industry insights and expert interviews.
- Offering educational content on products and services.
- Running contests and giveaways to increase engagement.
- Collaborating with influencers to boost credibility.
- Highlighting customer testimonials to build trust.
12 Ways to Optimise Your B2B TikTok Content
- Keep videos between 15-30 seconds.
- Include a strong call to action (CTA).
- Optimise for mobile-first viewing.
- Experiment with creative features.
- Maintain a consistent brand voice.
- Be authentic, clever, and relatable.
- Showcase new product updates innovatively.
- Feature real customers and employees.
- Create a mix of educational and entertaining content.
- Use personal brands, such as founders or employees.
- Make industry news engaging and relevant.
- Use product demonstrations effectively.
How B2B Brands Are Succeeding on TikTok
Several brands have successfully leveraged TikTok for B2B marketing:
- Adobe engages creatives through storytelling and time-lapse videos.
- HubSpot shares social media marketing tips and relatable industry content.
- Salesforce targets business owners with CRM success stories.
- Notion collaborates with influencers to highlight product use cases.
- Semrush uses humour and industry trends to drive engagement.
The Future of TikTok for B2B Marketers
With ongoing regulatory scrutiny in the U.S., TikTok’s future remains uncertain. However, for now, the platform continues to grow, with businesses increasing their ad spend despite potential legal challenges.
TikTok One: The New Creator Marketplace
TikTok has introduced TikTok One, replacing its Creator Marketplace. This new platform integrates features for:
- Brand-creator collaborations
- Trend research tools
- Inspiration for native-looking ad content
TikTok remains an evolving yet powerful tool for B2B marketing, offering businesses an opportunity to connect with audiences in a highly engaging, authentic way. By understanding the platform’s culture, algorithm, and best practices, B2B marketers can build a strong presence and drive meaningful engagement on TikTok.
source;https://martech.org/b2b-marketing-on-tiktok-what-you-need-to-know/
