Once dismissed as a platform for viral dance challenges and Gen Z trends, TikTok has evolved into a dynamic space for brands—including those in the B2B sector—to engage with audiences in innovative ways. With advertisers returning to the platform in droves, TikTok remains a crucial tool for businesses looking to foster direct customer relationships.
While traditionally associated with consumer-facing brands, TikTok’s reach now extends to professional and decision-making audiences. Research by Meltwater reveals that TikTok ads can reach nearly half (48.8%) of adults in the US. More significantly, as Gen Z moves into decision-making roles within businesses, the potential for B2B marketers to capitalise on TikTok’s engagement-driven ecosystem has never been greater.
The Case for B2B Marketing on TikTok
B2B marketing is often synonymous with LinkedIn, trade shows, and white papers, but TikTok offers an entirely different approach. With short-form videos, in-app shopping, and live streaming capabilities, the platform enables brands to humanise their messaging, showcase expertise, and build communities in a more interactive way.
Moreover, TikTok’s algorithm prioritises content over follower count, meaning even niche B2B brands can gain visibility and reach key decision-makers without an established presence. For many businesses, the shift towards video-led marketing makes TikTok an essential component of a well-rounded digital strategy.
Understanding TikTok’s Audience: Beyond Gen Z
The misconception that TikTok is solely a Gen Z playground is quickly being debunked. Recent data highlights a more diverse user base:
- Gender split: 54% male, 45% female.
- Age breakdown: While younger users dominate, older demographics are growing. Millennials (25-34) make up 21.7% of the US audience, while nearly 40% of global TikTok users are between 25 and 44.
- Geographical reach: The US leads with 148 million monthly users, followed by Indonesia (126.8 million) and Brazil (98.6 million).
- Business influence: Over half (52%) of TikTok users exposed to small business content have made a purchase, illustrating the platform’s commercial potential.
For B2B brands, this presents an opportunity to connect with younger professionals who are actively influencing or making purchasing decisions.
TikTok’s Culture: What B2B Marketers Need to Know
TikTok operates on an engagement-driven, trend-focused culture where authenticity and creativity win over polished, corporate content. The platform’s features encourage brands to be experimental, interactive, and community-driven. Key elements include:
- Short-form video dominance: Quick, compelling content performs best.
- Trend-driven engagement: Success often hinges on participating in viral challenges and memes.
- The “For You” Page (FYP): TikTok’s powerful algorithm curates a highly personalised experience, enabling content to reach vast audiences regardless of follower count.
B2B marketers must embrace these elements, adapting traditional content strategies to fit the TikTok format.
Cracking the TikTok Algorithm
TikTok’s secret sauce is its algorithm, which determines content visibility on the FYP. Key factors influencing reach include:
- User interactions: Likes, comments, shares, and follows shape content distribution.
- Video information: Hashtags, captions, and sounds help categorise content.
- Watch time: Higher completion rates boost a video’s visibility.
- Shares and saves: These signal high-quality content to TikTok, enhancing discoverability.
To optimise content for the algorithm, B2B marketers should:
- Engage actively with followers by responding to comments.
- Use a mix of trending and industry-specific hashtags.
- Post at peak times using TikTok analytics for guidance.
- Hook viewers in the first three seconds to maximise watch time.
- Incorporate trending sounds to boost discoverability.
How B2B Brands Are Winning on TikTok
Several B2B brands are already leveraging TikTok to great effect:
- Adobe: Uses creative skits and collaborations to highlight its design software in action.
- HubSpot: Combines trending formats, relatable skits, and educational clips tailored for marketers.
- Notion: Partners with content creators to showcase unique productivity hacks.
- Salesforce: Engages audiences with behind-the-scenes content and thought leadership insights.
- Zendesk: Taps into influencer collaborations to highlight customer service innovations.
These brands demonstrate that B2B content doesn’t have to be dry or overly corporate—relatable, educational, and humorous content resonates best.
12 Tips for Effective B2B Content on TikTok
- Keep videos short (15-30 seconds).
- Incorporate a clear call to action (CTA).
- Optimise for mobile viewing.
- Experiment with TikTok’s creative tools.
- Maintain a consistent but engaging brand voice.
- Be authentic, witty, and relatable.
- Highlight product features in a visually engaging way.
- Feature employees and customers to humanise the brand.
- Mix educational and entertaining content.
- Leverage company founders or executives as personal brands.
- Relate industry news to trending TikTok topics.
- Use “show, don’t tell” storytelling techniques in product demos.
The Future of TikTok for B2B Brands
Despite regulatory scrutiny in the US and other markets, TikTok’s influence in digital marketing remains strong. In 2024 alone, brands spent $4.8 billion on TikTok ads—a 27% increase from the previous year—demonstrating its value as a marketing channel.
While political uncertainties loom over its long-term availability in some regions, TikTok continues to drive high engagement levels. With 170 million active users in the US, B2B marketers should seize the opportunity now to establish their presence before competitors do.
Final Thoughts
TikTok is no longer just a platform for viral dances and comedy skits—it’s an essential tool for modern B2B marketing. By embracing short-form storytelling, trend-driven content, and an engaging brand presence, businesses can unlock new opportunities for connection, thought leadership, and conversion.
For brands willing to experiment, TikTok offers a level playing field where creativity trumps budget. The question isn’t whether B2B brands should be on TikTok—it’s how quickly they can adapt to maximise their potential on the platform.
Source: https://martech.org/b2b-marketing-on-tiktok-what-you-need-to-know/
