The secret to reaching a B2B audience with TikTok

What was once thought of as a novelty app is now one of the biggest platforms in the world, with over 1 billion active users globally. That’s right, we’re talking TikTok.  

TikTok has transformed the way brands interact with their customers and is now the number-one app for consumer spend – with a hashtag even being created about the irresistible nature of a TikTok purchase (#TikTokMadeMeBuyIt). So, can the same success be found in the world of TikTok B2B advertising?

Why TikTok is good for B2B marketing  

Just like B2C marketing, B2B marketing is all about creating connections with your audience – and in both cases, this relies on treating people like people. TikTok is the ideal place to build human connections with other business leaders, because it’s an app that values authenticity above all else. Here are some other ways TikTok helps businesses 

It gives you the chance to get creative Take a look at any of the biggest trends on TikTok right now, and you’ll see that these videos are all engaging, experimental, and creative. Getting creative with your B2B marketing strategy doesn’t need to mean changing your brand’s personality. It’s a chance to show off the relatable side of your business – and stand out from your competitors.  

It’s an opportunity to repurpose other content Written a blog that’s performed well? Maybe you want to show off your company video again? Giving your audience tidbits and explainers through short-form videos can encourage them to check out your resources in full, and it’s a way to get your name out there on a growing platform.  

You can grow your community  The best B2B brands on TikTok are those that are growing their community through interaction. Some use hashtags to drive engagement, while others make use of the Q&A comments function on TikTok, giving you the chance to speak directly to other businesses. Whichever route you favour, the key to TikTok for commercial use is being active.  

The B2B brands getting TikTok right  

In the world of B2B, the best TikTok examples have been those that have focused on being authentic within their own niche, opting for awareness-driven campaigns to build a community of like-minded consumers. One brand dominating in B2B TikTok advertising is Sage, who had 5.2 billion video views in the first week of their #Bossit2021 campaign – a challenge where they asked people to share how they were thriving despite economic uncertainty. 

Another great example is Shopify – the brand on a mission to make small business ecommerce easy. Shopify’s B2B TikTok strategy is sharing productivity and business tips in the form of quickfire, often humorous videos, as well as product demonstrations from real people. The brand now has a following of over 100,000, and regularly posts relatable content to keep their community engaged.  

When it comes to sharing product demos, Canva is a brand that gets it. With the ideal length of a TikTok video coming in at between 30 and 60 seconds, it can be hard to show all the best parts of a product in a relatively short time. But videos like this one from Canva showcase the design platform’s new features in an eye-catching and snappy way, accompanied by a trending song to really nail the ideal TikTok formula.  

Entering the world of B2B TikTok  

Still asking yourself “should I get TikTok for my business?” Here are our quick tips for building an effective B2B brand on TikTok: 

  • Show personality 
    Now more than ever people want to hear about the real side of the brands they work with. Don’t be afraid to show other business owners the more human side of your brand by sharing your story, mission, and values. 
  • Post regularly 
    If you want to see success on TikTok, you can’t just post once and wait to see what happens. Regular posting is the key to building and growing a community. 
  • Hop on the trends 
    Trending sounds, hashtags, and videos are all over TikTok, so if you spot one that you can get involved in, and that feels right for your brand, you can often reach wider audiences by using your content this way. 
  • Show people using your product or service 
    It may seem obvious to suggest showing the thing you’re trying to sell, but many B2B brands on TikTok have had real success in showing other businesses using their product – it’s win-win for everyone involved.   

If you’re ready to explore the formula for successful TikTok B2B advertising in more detail, talk to the team at Delineo to see how this growing platform can work for your business.