TikTok has taken off with younger generations, a modern answer to the short-lived Vine. Short-form videos can be entertaining, informative, downright silly, and sometimes all three. Sometimes businesses even use TikTok for marketing. But is it an effective social media platform for B2B marketing?
When it comes to social media marketing, no one wants to spread themselves too thin. If you’re going to put the time and effort into making TikTok videos, you want to know they will offer a return on investment. In today’s blog, let’s discuss whether TikTok is a smart investment of time for B2B marketing.
What Is TikTok?
TikTok is a short-form video hosting social media platform released in 2016. The platform thrives on user-generated content, often with trendy audio, filters, or entertaining performances. Videos can range from 3 seconds to 10 minutes, though most are one minute or less.
On TikTok, you can find anything from auditions for a new musical to informative lectures on impressionist art to the latest meme. You can also find corporate TikTok accounts, on which businesses market and promote their latest products and services according to the latest TikTok trends.
Who Uses TikTok?
TikTok is especially popular among Gen Z. In 2021, over half of Gen Z consumers reported spending time on TikTok. This makes sense given that TikTok was released while many Gen Z users were still in high school. They have, in many ways, grown up with TikTok.
But older generations are no strangers to TikTok. 45% of Americans in their 30s have reported using TikTok, along with 38% of Americans in their 40s. Businesses are also on TikTok, with about 18% of marketers using TikTok as a part of their marketing strategy.
Of course, this is a fairly meager number compared to the amount of marketing done on platforms like Facebook, Twitter, and Instagram. If your target audience isn’t likely to use TikTok, putting the energy into making creative videos to market your B2B services is a moot point. That’s why it’s important to consider who makes up TikTok’s user base before you get started.
Can You Use TikTok for B2B Marketing?
Marketers who use TikTok have found considerable success with B2C marketing. There’s even a trend called “TikTok made me buy” in which people show off products that they bought because of a recommendation on TikTok. Makeup, books, school supplies and more often get promoted in fun, creative ways on TikTok.
But TikTok can be useful for B2B marketing, too. For one thing, it offers a chance to raise brand awareness. Don’t forget that TikTok users have their work lives, too. They may come across your TikToks and see the perfect solution for their workplace’s current needs.
In addition, those Gen Z and young millennial users are joining the workforce and bringing with them new ideas that the older generations may not have considered. TikTok marketing will show that your business keeps up with the latest trends and knows how to change with the times, rather than staying stagnant and outdated.
If you want your B2B brand to be fun, energetic, and modern, TikTok is a great platform to express your brand and find the right customers.
How To Utilize TikTok for B2B Marketing
So you think TikTok marketing might be for you? Just like any other platform, you have to make sure that you know how to get the most out of TikTok marketing. Take some time to learn the ins and outs of the platform and consider working in these tips to use TikTok for B2B marketing:
Show How Your Product or Service Works
Sometimes the best way to promote your products or services is to show what they do. A short demo of your new product or a fun explanation of your services through a TikTok video is an effective way to catch the eye of B2B customers. You could even make a series of demos or explanations of different features.
Show the Faces of Your Company
Remind your customers that your company is made up of real human beings, just like theirs. The work of starring in all of the TikTok videos doesn’t always have to fall to you. You can highlight different departments or to allow your team members to talk about what they’ve been working on themselves.
Use the Tags to Get Inspiration
The tags on TikTok can even help you generate new video ideas. Try going through the #corporate tag and look for the things TikTok users complain about when it comes to their job. Look up your industry, too, to try to find the gaps or issues within the industry. Then you can come up with videos for how your business solves those problems.
