Think Tik Tok is only meant for B2C brands that appeal to Millennial and Gen Z audiences?
Consider this: Tik Tok has over one billion active monthly users. Twenty-two percent are between the ages of 20-29 and another 22% are 30-39. According to the B2B Institute, 74% of 21 to 40-year-olds are involved in buying decisions for their companies. So wouldn’t that make TikTok a potentially valuable platform to connect with your B2B audience?
With a focus on short-form videos that entertain, B2B brands like Adobe and Canva are leveraging TikTok as an avenue to reach their audience in a fun, casual way, while networking and boosting brand awareness. It can be a powerful tool for B2B marketers — if you know how to use it.
What works…and what doesn’t
As with any social media platform, B2B brands need a well-thought-out strategy to build and sustain a digital audience. But remember, Tik Tok isn’t like every other social media platform.
Here are a few tips to keep in mind:
Keep it real. How does Tik Tok work for B2Bs? Well, businesses are made of people too, right? And people want to be entertained, informed and engaged, before they even think about making a purchase or establishing a partnership. Tik Tok gives you an opportunity to share a different side of your products and services in a way that humanizes your brand and makes it more relatable. Instead of a hard sale, you can highlight your company culture, spotlight employee experiences or take a a behind-the-scenes look at production.
Post regularly…and casually. A Hubspot survey reported that most marketers post on Tik Tok between four to six times a week. Tik Tok actually recommends that brands post one to four times a day to test how well your content is received. While there’s no hard and fast rule, it’s safe to say that if you’re posting once a week, you’re probably not moving the needle on engagement.
Stay on trend. We’re not saying your products or services need to be trendy; we mean it’s important to be up to speed with what’s trending on the platform. That’s why many brands utilize popular hashtags, viral song clips and relevant social influencers to expose their content to a larger audience.
Don’t be late to the party
A Gartner study predicts that by 2025, 80% of B2B engagement will occur via digital channels. If you’re ready to pull back the curtain, create unique content and get real with your audience, your B2B brand might just have what it takes to be the next Tik Tok star.