26th April 2023 •
TikTok has been the catalyst in a dramatic content shift, with statistics showing 90% of the internet’s traffic as being short-form content and an estimated 1.6 billion people using short-form videos to communicate.
This shift in content has forced other social platforms to create their own version – Instagram with reels and YouTube with YouTube shorts. Short-form, rapid, easily digestible content is now king and TikTok has finally given the top social media platform, Meta, some competition and in a BIG way.
TikTok has a wide range of audiences – there’s something for everyone on there. It boasts a whopping 44 million active daily users, with an average time spent of 95 minutes a day.
This shows the loyalty of its users and the reputation the app has developed. Many users comment on the authenticity they feel it has over other apps. With such a large user base, TikTok covers many topics/industries and there seems to be no limit in what gains traction. Let’s dive into that user base some more…
TikTok is filled with content. Funny, sad, educational, dramatic, the list goes on and on. The key to this content is the real people making it.
Cold corporations churning out brochure after brochure aren’t going to get shared and go viral. People. Faces. That’s what makes content so engaging. It’s that element of community and authenticity that all humans gravitate towards.
The user-generated content (UGC) industry is a perfect example of showing what having a frontman can do for a business. UGC created by names and faces, on social platforms that businesses can use to sell their products, reached $4.4 billion in 2022 and is set to expand by 29.4% from 2023 to 2030.
It’s clear to see that relatable, humanised content is the proven path to trust, authenticity, and engagement. With a solid strategy, there’s no reason why B2B can’t leverage that as successfully as B2C.
We’ve heard forever and a day how tailoring our content to the metrics cannot be wrong. Our audience will tell us what to post by the engagement they show us! But that confines us to our own content.
TikTok has changed the game, allowing us to see what content does well at a global level. Using the highly intuitive search, users can access all the content they want, find out what gets views and what goes viral.
TikTok enables B2B marketers to learn what content works for them, and what their audiences are interested in. It gives us access to metrics, stats, and more importantly, people.
TikTok is a community-first app and revolves around engagement and conversation. It can be used in many ways, but for businesses, its advantages really come into their own when used as part of an overall awareness and brand building piece.
Using TikTok will allow your business to control the narrative around you and be a part of the conversation in your expertise. Creating strong and goal-driven content, that’s easily digestible.
While TikTok is primarily known for its popularity among Gen Z and millennial audiences, it’s also becoming a powerful tool for B2B marketing. Here are some trends, best use cases, and strategies for using TikTok in B2B marketing:
While TikTok may not be the go-to platform for all B2B marketers, it’s ideal for finding niche audiences. B2B companies can use the platform to reach a specific target market, such as entrepreneurs or small business owners, building a ‘community’of like-minded people. In this example, Sage are targeting rugby fans with key insights into Six Nations games.
TikTok is all about short-form, engaging content. B2B marketers should already be focusing on creating videos that are not only informative but also concise, entertaining, and engaging. So, whether it’s telling a story or promoting a product, why wouldn’t you also use this content on TikTok – the perfect platform for this kind of material?
B2B companies can use TikTok to showcase their products and services in a creative way. They can create short videos highlighting the benefits of their offerings and how they can solve specific pain points for their target audience.
Partnering with TikTok influencers who have a strong following in your industry can help your B2B brand reach new audiences. Influencers can create content that promotes your products or services, which can help to build brand awareness and drive traffic to your website.
Adobe do this by partnering with designers and creatives who create content on how to use Adobe’s products, you can see how they do it here.
Hashtags are an essential part of TikTok, and B2B marketers can use them to help their content reach a wider audience, take advantage of topical conversations, or drive viral conversations of their own. By using relevant hashtags in their videos like the Sage #Bossit example below that received 27.2 million views, B2B companies can increase their visibility and attract more followers.
TikTok offers a variety of advertising options, including in-feed ads, brand takeovers, and sponsored hashtag challenges. B2B marketers can use these ads to reach a wider audience and promote their products and services.
B2B companies can use TikTok to share educational content that helps their target audience solve specific challenges or learn new skills. Educational content can help to establish your B2B brand as a thought leader in your industry, which can lead to increased brand loyalty and customer retention.
A good example of this is Grammarly, who share writing tips in a fun and engaging way –
TikTok may not be the first platform that comes to mind for B2B marketing, but it’s an effective tool for reaching niche audiences, showcasing products and services, collaborating and finding influencers, leveraging hashtags and TikTok Ads, and sharing educational content. By following these trends, best use cases, and strategies, B2B companies can use TikTok to reach new audiences and grow their brand even further.