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TikTok might be the next essential ingredient in your B2B marketing strategy.

With its vast number of users TikTok certainly has a lot of potential but is it the right space for B2B marketing?

TikTok is where users share short form videos with mostly one goal in mind – to go viral. That is what made YouTube and Instagram so popular, but as those platforms seem to be slowing down, TikTok is only speeding up. With over 2 billion downloads, TikTok is a massively growing platform.

There’s no doubt that TikTok has the possibility of giving marketers amazing reach. Yet, the real question remains: Is it a good platform for B2B marketing?

That’s 2 billion with a ‘b’.

That is a very large number up there. With so many users and so much potential reach, you’re wondering if you can afford to miss out.

Marketing on TikTok is popular and a lot of brands have launched successful TikTok accounts and marketing campaigns. So, what’s the catch?

TikTok is … well... a different kind of place

With off kilter humour and short attention-grabbing videos, it very much has its own culture.

Successful marketing on TikTok might look very different to traditional advertising. TikTok video’s need to be creative, engaging and often slightly off the wall if you want them to gain any attention. They need to respond to current trends, pop culture and memes.

It’s also important for them to be personal and relatable, you’re not going to slap an ad on TikTok and call it a day. TikTok is popular because people connect and respond to each other. Users don’t want to see a sales pitch they want to see natural human interaction and authenticity.

Don’t Make Ads, Make TikToks

As TikTok says on its very own website “Don’t Make Ads, Make TikToks”. Those campaigns that have been most successful on TikTok are the ones that resonated with the users, not so much ‘ads’ as they are forming an authentic connection with their audience. To make them laugh, cry or even cringe.

The in-app video editor is powerful and easy to use. It makes creating TikToks simple and allows features such as adding voice overs. This makes TikTok a great way to make easy, quick win content that can be reshared on multiple platforms. Influencers and brands often use TikToks as ‘reels’ on Instagram, Facebook and even Twitter. 

So, it seems like TikTok might be the perfect platform to try something new and daring, to finally create content that is personal and that connects with your clients directly.

But hang on, are TikTokers even the B2B decision makers?

The quick answer is probably not, yet.

TikTok is for Gen Z. It is largely made up of a demographic that is much younger than most decision makers will be. Yet, there are two things you should consider.

One, that while the decision makers are not necessarily on TikTok, a lot of employees and other kinds of people that have influence are.

Two, as TikTok grows it is likely that the demographic will widen as well. It happened with both Facebook and Instagram. It is likely that a lot of different types of people will join TikTok as it becomes increasingly popular.

It won’t be traditional Jim, but it could be worth it

There is no question that TikTok is a massive platform with enormous potential reach for businesses. A lot of marketing buzz seems to suggest that it will be an important platform for companies to have a presence on, but whether it is the right fit for B2B marketing is unclear.

However, any marketing will have to be done differently for it to be effective. It must be fresh, creative, and personal, something that is often missing in B2B marketing.

While your traditional B2B audience might not be on TikTok yet, it might be good to give it a try anyway. TikTok is easy to use and setup and has a huge, engaged audience that is great for brands willing to give it a personal touch, but again, with customised and relatable content for the platform.

If you would like to add TikTok to your B2B strategy we can help. Get in touch with us here to make the most of this exciting platform.

 

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Posted by
Kristóf Kovács 
on June 24, 2021

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