TikTok is a powerful tool for B2C marketing. Nearly half of TikTok users have purchased a product after seeing it on the platform.
But does it work as well for B2B marketing?
That’s what we’ll investigate in this guide to TikTok for B2B marketing. You’ll also learn the best practices with three examples of B2B brands succeeding on TikTok.
Can TikTok Be Used for B2B Marketing?
The short answer: Yes, sometimes.
TikTok can be a good way for some B2B brands to reach a large audience and promote their products and services.
There’s a huge growing audience on TikTok. The platform was the most downloaded app worldwide in Q1 2022. It’s also the most engaging social media app. On average, users spend 10.85 minutes on the platform per session. That’s more than double the average session duration on Facebook.
Here are the most popular mobile social networking apps in the United States as of September 2019, by average session duration:
TikTok is not suitable for every B2B brand. But there is potential for businesses with the right products and TikTok strategy.
You don’t have to limit your video marketing to TikTok. Once you’ve created a video, you can easily repurpose it for LinkedIn, YouTube, and other platforms.
For more tips on what to do with your video content, check out our guide to video marketing.
How to Use TikTok for B2B Marketing
So how does TikTok work for B2B marketing? Let’s take a closer look at how three B2B brands get engagement and clicks on TikTok.
Product and Service Updates
Short and snappy video content generally performs best on TikTok. Short videos are great for making punchy product announcements and updates.
It’s also super-easy to make these videos.
You can use your smartphone to record a video and edit the footage using TikTok’s built-in features. In a couple of clicks, you can add text overlays, music, and effects.
Here’s an example from the communications company, Zoom.
This simple type of video explainer can be an effective way to promote the best features of your product. According to Wyzowl, 94% of video marketers say video has helped increase user understanding of their product or service.
When your audience understands the benefits you can provide, they’re more likely to make a purchase.
Partner with Influencers
TikTok has a growing community of business owners and entrepreneurs. Videos using the SmallBusinessOwner hashtag have been viewed over 7 billion times.
Many of these business influencer accounts have built up a large following of professionals and other business owners in their niches.
You can partner with these accounts to increase brand awareness and reach a bigger audience of potential customers.
Here’s an example from Xero Accounting Software:
You can get influencers to review your product, create tutorials, or share their experience working with your business.
This type of video marketing also works well on LinkedIn. You can repurpose your TikTok videos for organic posts and ads on the platform.
Want to learn more about lead generation on LinkedIn? Read our LinkedIn for B2B Marketing guide for more tips.
Be More Authentic with User-Generated Content
User-generated content is an effective way to make your TikTok B2B marketing more relatable and authentic. Nearly half of marketers believe that content created by customers humanizes their marketing.
There are lots of ways to bring UGC into your strategy. For example, you can encourage customers to share how your business helps them achieve their goals and overcome challenges.
Here’s an example from Shopify:
This type of TikTok for B2B marketing can be a great way to boost conversions and sales. According to a study by marketing software firm Nosto, 79% of people believe UGC highly impacts their purchasing decisions.
To motivate your customers to submit content, consider running a prize giveaway or rewards scheme for those who participate.
Should You Try TikTok for B2B Marketing
Is TikTok the best platform for B2B marketing? No.
LinkedIn should still be your priority platform. It’s the best place to connect with potential clients and build relationships with leads.
But you can freshen up your B2B marketing strategy with engaging, short videos.
There’s no harm in trying out TikTok and seeing if it can help you meet your business goals. And you can repurpose the content you create on other platforms and on your website.
