5 reasons why marketers should consider TikTok for B2B

The rise of TikTok has been nothing in need of revolutionary. Since its launch in 2016, the platform has multiplied and boasts over one billion month-to-month lively customers worldwide. With an engaged and various person base, it’s no surprise entrepreneurs are on the lookout for methods to leverage TikTok to achieve their goal audiences.

53% of marketers count on TikTok to ship the most important progress in 2023, in keeping with Reuters’ State of Advertising 2023 report. Trailing behind have been the Metaverse and LinkedIn (15%), different platforms (9%), Instagram (6%) and Fb (2%). Apparently, regardless of having 368 million monthly active users globally and underneath new administration, the report didn’t point out Twitter.

TikTok is well-known for viral movies (bear in mind the longboarder sipping cranberry juice and lip-synching “Desires” by Fleetwood Mac?), advert campaigns and creator advertising and marketing activations. Additionally they launch new performance for his or her customers and advertisers each different week.

Let’s discover why B2B entrepreneurs could wish to rethink TikTok as a viable choice.

1. TikTok is a storytelling engine

Video content material has been the primary consumed media globally for a number of years. TikTok has tapped into this pattern, permitting entrepreneurs and types to inform their tales and seize shopper consideration.

Creating video content material isn’t a novel idea. We’ve got been doing this for years. However knowledge suggests entrepreneurs invested extra in video content creation in 2022. What this tells me is that video manufacturing high quality shall be a spotlight.

Not solely does video content material humanize a model, however it additionally stimulates a number of senses without delay, which is vital for patrons to retain info. Creating movies that successfully inform a narrative helps preserve shoppers engaged and entertained whereas offering worthwhile model messaging.

TikTok is a video-first platform constructed for cellular, giving it big benefits over different networks. Legacy platforms like Fb, LinkedIn and Twitter wrestle with attracting youthful audiences for this identical motive.

2. TikTok makes content material discoverability straightforward

For years, Google has owned shopper and purchaser mindshare of content material discoverability. It’s develop into a verb in our vocabulary. And whereas many nonetheless use Google as their gateway into the net, there’s a shift amongst youthful generations towards TikTok.

Google is aware of this. Simply final yr, a Google exec went on the report, citing an inside report that 40% of younger folks use TikTok when on the lookout for a spot for lunch. Curious, I requested my daughter the identical query about her TikTok utilization, and she or he stated the identical.

TikTok is aware of this and is constructing further performance to make content material discovery simpler. Final summer season, they expanded the video descriptions from 300 to 2,200 characters. It’s additionally widespread to see TikTok movies seem in Google outcomes. As competitors between these two corporations grows, it is going to be fascinating to see how lengthy Google will index TikTok movies.

Dig deeper: TikTok is setting the ground rules for social media

3. TikTok isn’t only for younger folks

A typical false impression amongst B2B entrepreneurs is that TikTok is only for younger folks. This may need been true just a few years in the past, however as TikTok has grown up, so have its customers.

About 60% of TikTok customers within the U.S. are underneath 30, accounting for the Gen Z viewers and youthful millennials. 16% are older millennials between 30-39 years outdated, 13.9% are between 40-49 years outdated and seven.1% are 50 and up.

As older millennials are of their mid-30s and virtually 40, they’ve additionally been promoted to managers and administrators, main groups. Many are answerable for shopping for selections at giant enterprise corporations. A 2015 Google report (sure, eight years in the past) confirmed that almost half of all B2B patrons are millennials. That quantity has undoubtedly gone up.

4. TikTok is ripe for B2B

The very first thing you see while you log into TikTok is the For You web page (FYP). You may see a humorous video, dance routine, make-up tutorial, cleansing hack or recipe.

However like most feeds and algorithms, it’s going to adapt as you utilize it. The feed will change and develop into extra related by optimizing your profile with related key phrases and interesting with B2B creators and different know-how manufacturers.

Expertise and B2B content material exist already within the platform. For instance, a fast search in TikTok for the #DigitalTransformation hashtag yielded 14.5M views, #InfoSec with 138M views and #WomenInTech with 572M views. And B2B manufacturers like Adobe, Sage and Shopify are succeeding on the platform.

The time is now for B2B and know-how manufacturers to combine TikTok into their long-term advertising and marketing and digital technique.

5. Manufacturers have inventive freedom

Within the olden days, social media was only a neighborhood. There weren’t manufacturers stalking customers with advertisements. There was no such factor as influencers or creators. As an alternative, folks with widespread pursuits talked to one another about what mattered.

Whereas the idea of a neighborhood nonetheless exists at present, most apps like TikTok and Instagram at the moment are media platforms. Consequently, manufacturers have the inventive freedom to launch campaigns, activate creators and buy ads all through the community as they see match.

Among the finest issues about model advertising and marketing on TikTok is its inventive freedom. In contrast to different social media platforms, there aren’t strict guidelines or pointers about creating advertisements or launching campaigns. 

You might be as inventive as you need when creating movies or operating advertisements on the platform, supplying you with loads of inventive expression to experiment and discover what works greatest for your online business. There’s no 20% rule of textual content on photos. Should you purchase media on Fb, you realize precisely what I imply.

Inventive freedom additionally comes with measuring campaign performance and monitoring ROI. TikTok’s analytics platform offers deep insights into person engagement, advert efficiency and extra. It’s develop into more and more straightforward for entrepreneurs to measure and optimize campaigns in actual time.

Additionally, TikTok has doubled down on innovation by constantly releasing new options for advertisers. They recently added 4 new choices to their Promote promoting software. This lets advertisers enhance content material rapidly and simply within the stream to:

• Drive extra visits to your TikTok web page.
• Get extra messages from potential clients.
• Increase different creators’ content material.
• Target market by location.

Don’t overlook TikTok

24% of marketers stated that strengthening model identification was a high precedence for 2023, adopted by growing model consciousness (19%) and model interplay in social media (6%).

Many may take this as a possibility to take a position more cash in inventive promoting throughout the platforms the place they really feel comfy. Should you’re a B2B firm, maybe it’s LinkedIn. Should you’re a shopper model, perhaps you’re nonetheless discovering some worth on Fb and Instagram.

I might problem you to assume exterior the field and think about using TikTok to achieve new audiences, strengthen your model identification and enhance consciousness. You could be stunned on the outcomes. 

TikTok’s affect on shopping for conduct is considerably increased than different social media channels, with 15% of users prepared to take motion after viewing an advert on TikTok. Additionally, 49% of customers say they use TikTok as a supply for locating one thing new.

So, what are you ready for?