The Rise of TikTok: Can B2B Marketers Afford to Ignore It?

By Dan Baron, Advertising and marketing Marketing consultant at Heinz Advertising and marketing

As social media platforms proceed to evolve, entrepreneurs are all the time in search of new methods to reach their audiences. One platform that has gained a large following lately is TikTok. With over 3 billion downloads and a median each day person engagement time of 52 minutes, it’s no shock that entrepreneurs are eyeing this app as a possible new advertising and marketing channel. Nevertheless, the query stays…

Is TikTok a viable platform for B2B advertising and marketing?

One of many foremost the reason why TikTok could not seem viable for B2B advertising and marketing is the absence of presence. In contrast to different social media platforms like LinkedIn, TikTok doesn’t permit pages to create a “touchdown web page” exterior of the profile web page. Which means that companies are restricted of their skill to create a extra personalized expertise for his or her viewers. For instance, B2B firms can’t use TikTok to advertise their services with particular call-to-action buttons or create pages which are extra tailor-made to their viewers.

One other issue that contributes to the questionable viability of TikTok for B2B advertising and marketing is the age of its person demographic. In line with a 2021 report by Hootsuite, over 60% of TikTok customers are underneath the age of 30. Which means that the platform is extra suited to a youthful viewers, making it troublesome for B2B firms that concentrate on an older demographic to seek out their viewers on this app.

Along with the younger age of the viewers, TikTok’s risky person engagement is another excuse why it could not seem viable for B2B advertising and marketing. Like Twitter, engagement on TikTok tends to skew detrimental with about 34% of person interactions being detrimental, in keeping with a 2020 report by Digiday. Which means that companies danger detrimental interactions and backlash from their content material, probably inflicting hurt to their model’s fame.

One other problem with TikTok for B2B advertising and marketing is the dearth of platform belief. Lately, TikTok has confronted allegations of sharing person knowledge with the Chinese language authorities, which has raised issues over privateness and knowledge safety. These allegations have led to some firms banning using TikTok of their workplaces, making it tougher for B2B firms to construct belief with their viewers.

So, what platforms may TikTok compete with within the B2B house? The apparent rivals are Instagram and Twitter. Each of those platforms permit companies to create a extra personalized expertise for his or her viewers, making it simpler to advertise services. Fb can be a competitor, however as a result of Fb lacks the presence that TikTok gives, it has extra progress potential than Fb. In line with a 2022 Fortune report, TikTok has already begun taking search visitors away from Google, which may additionally make Google a possible competitor sooner or later (if not now.)

The Future

Whereas TikTok will not be an apparent alternative for B2B advertising and marketing, there are nonetheless ways in which companies can use this app to succeed in their viewers. For instance, B2B firms can use TikTok to showcase life hacks involving their services or products, present help for his or her prospects, or showcase the world they service. Companies may also host webinars on the app or put up movies recorded like a webinar. This could be a distinctive strategy to showcase the corporate’s experience and provide worth to their viewers.

One other method that companies can use TikTok is to showcase their workforce or expertise, purchasers, or a non-profit they help. Movies are usually much less professionally edited and curated than these on Instagram Reels or YouTube, showing extra pedestrian and down-to-earth. This enables companies to point out the human aspect of their model, which might help construct belief with their viewers.

Whereas TikTok will not be essentially the most viable platform for B2B advertising and marketing in the intervening time, it actually holds nice potential for the long run. Because the platform continues to develop and develop, companies ought to hold a detailed eye on its potential to attach with youthful audiences and create authentic, engaging content. By using the platform’s distinctive options and making the most of the alternatives it presents, companies can set up a extra private and relatable model picture whereas reaching new prospects. Whereas there are actually challenges and limitations to think about, TikTok’s potential as a B2B advertising and marketing device can’t be ignored. Because the platform continues to evolve, companies which are in a position to adapt and create efficient methods for leveraging its distinctive strengths shall be effectively positioned to capitalize on its rising reputation and attain their audience in new and modern methods.