Can TikTok be used for B2B Marketing? Absolutely! As one of the most robust social media platforms to date, the power of TikTok should not be underestimated. Businesses are seeing that TikTok can elevate their brand by showcasing their personality, building a community, or promoting their products and services.
If you don’t already have a TikTok B2B marketing plan, it’s not too late to start. Many B2B companies establish a strong brand presence on the platform. Plus, there are plenty of ways in which the platform can add value to your current business-to-business marketing strategy.
TikTok for B2B Marketing
The impacts of TikTok can be felt all around us, from the fashion trends we’re talking about to the music we listen to. While TikTok may seem more of a B2C channel, keeping up with social trends isn’t just a B2C priority. A study from the International Data Corporation found that 75% of senior and influential B2B buyers use online social networks throughout their purchase process.
Although TikTok is a recently newer platform, many statistics have shown that its fast and continuous growth has led to a much more significant impact than any other platform. In just a few years, TikTok reached 3 billion downloads globally and around 100 million active monthly users in the U.S. TikTok’s influence is increasing daily, and businesses should take advantage of these advertising opportunities.
“Isn’t TikTok just for young people and consumer brands?”
Wrong! While this is an easy assumption and TikTok has been extremely popular among Gen Z users, the average user age is slowly trending older. . According to a 2021 Statista report, people aged 10 to 29 account for 47% of users, while people aged 30 to 49 account for 42% of U.S. TikTok users.
Plus, since TikTok tends to retain users better than competing platforms, you can still expect an audience eager to watch your content and engage with your brand down the line.
81% of users use TikTok to discover product/service
Users are 1.5x more likely to buy something after discovering it on the platform
Users are 1.7x more likely to use TikTok for product discovery than other social media platforms
How can I use TikTok for my business?
- Increase brand awareness
- Build engaged communities
- Sell products and services
- Get feedback from customers and audiences
- Provide customer service
- Advertise products and services to target audiences
How do I begin targeting businesses on TikTok?
Unsure of where to start? We can help! Seventh Scout joined TikTok within the past few months and is learning to navigate this new platform as well. Here are seven tips we recommend implementing for the start of your Tik Tok journey.
Create a business account for your brand.
On TikTok, there are two different types of accounts. You can choose to have a Personal Account or a Business Account. Business Accounts are public profiles that allow brands and businesses to utilize TikTok marketing tools to create a cohesive marketing strategy on TikTok.
Become familiar with TikTok.
If you have never even been on this platform before, it can seem overwhelming. We recommend just starting on the “For You Page,” and scrolling through to see what content interests you. The sky is truly the limit here. Explore the different features available on the TikTok app, and note what filters, effects, and songs are trending.
Educate yourself on best video practices.
Test your lighting, be sure your face or subject is well-lit. Check your microphone and verify it is not on mute so you can ensure what you are filming is being heard. Lastly, don’t forget to shoot vertically, TikTok favors vertically filmed videos!
Define your target audience and set goals that align with your business objectives.
You can create TikToks just for fun, but it’s better to have goals in mind that can be tied to your overall business objectives. Keep your social media objectives focused on the “top of the funnel” using TikTok to increase awareness and interest in your business. For example, Seventh Scout’s goal is to showcase our team’s personality and highlight our work.
Start creating videos!
Posting organically will help to kickstart your account. TikTok is a platform where you can experiment with your creativity and post relatable content. Create content that showcases your brand’s personality, services, and values. Include everyone in your office to humanize your brand. Show off your employees and coworkers, so everyone is shown! Once you start to build a following, paid TikToks are always a great way to promote your business as well.
Connect with your audience by engaging with them.
Since TikTok is meant to be a platform for connecting with your audience, the focus should also be on your audience. Engage with other videos by liking and commenting, just like you engage with users on other social media platforms!
Utilize cross-platform promotion.
Users find and share popular videos on Twitter and Instagram, so post your videos there as well! Not only does this accelerate content views, but it also helps TikTok trends migrate onto other platforms and drive users to the app.
Take a peak behind the curtain! Show work in progress or behind-the-scenes glimpses of your business and process. This is an effective way to make your audience feel like a part of your company.
Share exciting news, such as new product announcements or service updates. You could share a quick video of the new product or feature along with some upbeat music to get viewers excited about it.
Use a trend that will highlight your business’ personality. We recommend using a trending sound but putting a twist on it for your audience and brand. TikTok is where you can show your creative side so take advantage of it!
What should I avoid?
Reposting from your other channels. Start fresh!
It would be wrong to approach TikTok marketing the same way you approach LinkedIn, Instagram, or Facebook marketing. TikTok is a different social network with unique trends, features, and user behaviors. If you want to repost, see if you can repurpose your content with a fresh take.
Hopping on the trend train. Stay true to your content!
Popular trends can be fun to experiment with, especially when they may align with your brand or product that you want to promote. However, we want to remind you that not all trends are worth following and posting on your social media. Make sure you stay aligned to your brand values.
Being boring and brandy. Humanize your brand!
The biggest backlash against B2B brands joining the platform has been that users want TikTok to stay a creative, authentic channel for human-to-human interaction. To avoid this backlash, place your employees front and center and not your webinar.
Impact of Short Form Videos
Sprout Social surveyed over 1,000 US consumers for the 2022 Sprout Social Index™ and found that consumers also find short-form video 2.5x more engaging than long-form video. On top of that, more than one-third of users want to see more authentic, less-produced videos from the brands they follow. Polished video production has its time and place, but research shows that consumers enjoy the quick and scrappy approach that is often taken on TikTok.
TikTok is also an excellent platform for repurposing content. If you have a high-performing blog post or video, TikTok is a great place to reshare your content and then reference back to the original content pieces. To learn more about short-form videos, check out our blog, “Youtube Marketing Best Practices in 2022”.
Seventh Scout has experience in growing and creating online presences on a variety of social media platforms. Although we just started our TikTok channel, we’ve already learned so much and love sharing our growth. If you find your business in this same position, reach out to us, and we can share some more in-depth tips and processes to begin your very own TikTok account!
Looking to add other social media channels to your business-to-business marketing strategy? Check out our other blogs: “What Social Channels Make Sense for Business-To-Business Marketing & Why?”. Or, take your social media strategy to the next level with a paid advertising strategy.
Ready to take social media management off your plate? Our team of scouts has you covered. Contact us today to get started on your B2B social media strategy.