B2B TikTok: the essential guide

Contents:

Introduction to TikTok for B2B

We’ve been watching TikTok shake up social media with its snappy movies and intelligent instruments for years now. And it’s not only for teenagers and shopper manufacturers anymore. B2B corporations are seeing the worth in leaping on the bandwagon too.

Corporations worldwide are waking as much as TikTok’s energy. They’re utilizing it to indicate off what they know, get pleasant with clients, and attain new individuals. They usually’re doing it in a approach that feels actual.

TikTok isn’t a fad; it’s already too massive for that. It’s even changing into one of many biggest search engines in the world, with Gen Z customers specifically selecting to seek for issues there fairly than on Google. And with Gen Z set to turn into tomorrow’s B2B decision-makers, sensible companies are already seeing the potential of utilizing TikTok for B2B.

Are you?

If not, then now’s the time. That’s as a result of TikTok is permitting corporations to indicate their human aspect, to show that they know their stuff, to speak with the individuals who’ll be calling the pictures now and sooner or later.

And if that’s not sufficient to persuade you, how about this? TikTok’s B2B playbook tells us that proper now, millennials are those with the shopping for energy. And guess the place they’re hanging out? You bought it – TikTok.

We all know B2B offers can drag on. There’s usually a crowd of decision-makers and a great deal of crimson tape to chop by way of. However TikTok can get your title on the market in seconds. That’s step one to constructing these long-term relationships that result in extra gross sales.

So, it’s time to clean up the way you discuss to your clients and potential shoppers. And TikTok B2B advertising and marketing permits you to do exactly that.

Can we embody that it’s changing into one of many greatest search engines like google and yahoo on the earth, with genZ going there over Google?

B2B TikTok stats

We’ve been crunching the numbers, they usually’re telling us one thing you would possibly discover arduous to swallow: for B2B, TikTok is without doubt one of the most necessary platforms on the market.

Follow us – we’ve bought the info to again it up:

• TikTok’s not simply massive, it’s large. It’s the fifth hottest social platform worldwide, with over 5 billion people utilizing it each month.
• Need to get extra eyes in your content material for much less? TikTok’s your reply. It’s 96% cheaper per view than LinkedIn.
• In the case of getting individuals speaking, TikTok’s prime canine. It’s bought a median engagement rate of 2.65% based mostly on follower rely.
• The education sector is the large winner on TikTok, with a whopping 4.90% engagement fee. However drinks, lodges, airways, and meals are sizzling on its heels.
• Wanting forward, we’re anticipating TikTok to continue to grow. By 2029, it may have 35 billion users. And extra of these customers would be the decision-makers you wish to attain.
• 66% of company decision-makers on TikTok use it to find out about enterprise merchandise, software program or providers.
• Viewers engagement counts, with probably the most inspiring B2B manufacturers over five times more likely to be the highest choose for consumers.

Nonetheless assume TikTok’s not for B2B? These numbers inform a distinct story.

How does TikTok work?

We’ve been digging into what makes TikTok tick, and it’s not nearly dancing teenagers. To make TikTok work on your B2B advertising and marketing, you have to get beneath its pores and skin.

TikTok’s all about grabbing your consideration with movies. It mixes personalised content material, addictive algorithms and easy-to-use options to maintain you hooked.

Let’s break it down.

The algorithm

TikTok’s algorithm is the key sauce behind its success. It makes use of intelligent tech to tailor every consumer’s “For You Web page” (FYP). It watches what you do – likes, shares, how lengthy you watch – and serves up extra of what you’re keen on.

Right here’s the way it works:

• It appears at the way you work together. Each like, share, remark and second you spend watching counts.
• It reads your movies. Captions, sounds, hashtags – all of them matter. TikTok’s a professional at recognizing what’s sizzling and pushing movies that faucet into developments to new audiences.
• It checks your settings. Your system, language and site play an element too, however not as a lot as the way you work together.

TikTok is giving users more control over their FYPs. They’re launching a “Handle Matters” characteristic accessible by way of settings beneath “Content material Preferences”. This software permits customers to regulate the frequency of particular matters like sports activities, journey and humour by transferring a slider. For the time being, they’re solely launching it within the US, however we don’t assume it’ll be lengthy earlier than it hits different international locations. We surprise if there shall be a B2B content material subject…

Understanding that is key to creating your B2B TikTok technique work. It’s not nearly posting movies – it’s about enjoying the algorithm sport.

Video creation instruments

TikTok’s full of instruments that make whipping up movies a breeze. Right here’s what you’ve bought to play with:

• Effects and filters: there’s a complete world of AR results and filters at your fingertips. They’ll make your B2B TikTok movies pop.
• Music and sounds: you’ve bought over 600,000 tracks to select from in TikTok’s royalty-free music library. Or you possibly can document your personal voiceover. It’s arduous to keep away from the very best music, however we are saying keep on with the royalty-free stuff or your personal voice. Technically, simply because you could have entry to trending music and TikTok means that you can use a tune or audio doesn’t imply you legallyhave permission to. When you’re not licensed, you may need complications with copyright down the road. Companies have even faced lawsuits for utilizing well-known musicians’ songs for promoting and not using a license. You possibly can thank us for the heads up later.
• Editing tools: you don’t have to be a professional to edit your movies. TikTok’s bought the fundamentals coated. You possibly can trim, merge, pace up or decelerate your clips.
• Text and stickers: wish to make your movies extra eye-catching and informative? Slap on some textual content, stickers or GIFs.

With all these instruments at your disposal, creating participating B2B TikTok content material has by no means been simpler.

Key options

Let’s dive into the important thing options you’ll wish to use to see your B2B TikTok technique succeed:

• For You Page (FYP): we’ve stated it earlier than, and we’ll say it once more (as a result of that’s how necessary that is): you could reap the benefits of TikTok’s FYP characteristic. That is TikTok’s bread and butter. It’s a personalised feed for every consumer. For B2B entrepreneurs, getting on the FYP is gold. In contrast to different platforms, you don’t want a great deal of followers to go viral. In case your content material hits the spot and follows the algorithm’s developments, you’re in. Nevertheless it’s not all the time solely the results of TikTok’s algorithm. Employees at TikTok and its parent company, ByteDance, often engage in “heating”, a course of wherein they manually increase sure movies to verify they attain a set variety of views and are favoured by the algorithm. Sneaky? Perhaps. Nevertheless it’s finest to be within the know.
• Trends and hashtags: TikTok runs on developments. They usually begin as memes, challenges or hashtags. We all know it would really feel odd for B2B, however analysis reveals emotional campaigns beat rational ones for reinforcing curiosity, gross sales and market share long-term. B2B ‘emotional’ content material consists of emotions of happiness, unhappiness and even humour. FOMO (worry of lacking out) counts as an emotional response, so soar on relevant trends when it fits your business.
• Duets and stitches: these allow you to work together immediately with different movies:
  • Duets: movie your self subsequent to a different video. Nice for reactions or displaying off partnerships.
  • Stitches: use bits of another person’s video in yours. Good for reacting to business information or sharing buyer suggestions.
• Live streaming: TikTok Dwell permits you to chat in real-time. Host Q&As, launch merchandise, or give behind-the-scenes excursions. It’s a prime strategy to construct your group.
• TikTok advertisements: TikTok’s advert instruments allow you to goal your viewers exactly:
  • In-feed advertisements: these mix in with common movies in customers’ feeds.
  • Model takeovers: these pop up when customers open the app.
  • Branded hashtags: create your personal hashtags and get customers concerned.
  • Branded results: customized AR results customers can add to their movies, spreading the model far and extensive.

These options are your toolkit for profitable B2B TikTok advertising and marketing.

Analytics

TikTok’s analytics tools are fairly nifty. Right here’s what you should utilize to maintain tabs on the way you’re doing:

• Profile analytics: this offers you the lowdown in your follower progress, who’s testing your profile, and who your viewers is. It’s like a snapshot of your TikTok well being.
• Content material analytics: wish to know what’s hitting the mark along with your viewers? This software tracks views, likes, feedback, shares and the way lengthy individuals watch your movies. It’s a goldmine for determining what content material works finest.
• Follower exercise: ever puzzled when your followers are most probably to be scrolling? This software tells you that. It reveals you hour by hour, daily, when your followers are most energetic. Use this to time your posts for max impression.

These instruments are your secret weapons for B2B TikTok success. They’ll make it easier to perceive what’s working, who’s watching and when to put up.

Utilizing these instruments

Attending to grips with how all these fine details work collectively is vital to nailing your B2B TikTok technique. When the ins and outs, you possibly can create content material that’s not simply efficient, however grabs consideration too.

Use the platform’s instruments, regulate what’s trending, and dig into your efficiency stats. This manner, you’ll be churning out B2B TikTok movies that don’t simply entertain, they train and convert too.

Growing a B2B TikTok technique

Take into consideration the way you unfold your assets throughout social media. There’s no level being in every single place if you happen to can’t sustain.

You have to be sensible about the place you place your money and time. When you’re stretched skinny, it could be higher to concentrate on only one platform that’ll provide the greatest bang on your buck.

Increasingly more companies are placing their chips on TikTok for B2B. And it’s not arduous to see why. It’s a platform that retains individuals hooked, with an enormous crowd that’s all the time energetic.

And TikTok’s algorithm is a professional at pushing content material. It doesn’t matter if you happen to’ve bought ten followers or ten thousand. In case your content material’s good, it’ll get seen. That’s a game-changer for TikTok B2B advertising and marketing.

Our skilled B2B social media team has put collectively these steps that can assist you take your advertising and marketing to the following stage on B2B TikTok.

Determine the chance

First up, be certain that your audience is definitely on TikTok. TikTok’s Ads Manager can assist. Use it to arrange a audience with TikTok’s instruments. This’ll present you in case your viewers is there.

Viewers Insights offers you information on energetic TikTok customers from the final 30 days. It covers each paid and natural actions. You possibly can find out about consumer pursuits, behaviours and demographics. This helps you make your B2B TikTok technique higher and discover new methods to develop.

The information’s based mostly on how individuals use the app, what they inform TikTok, and data from their gadgets. It covers issues like:

• Who they’re
• The place they’re based mostly
• What they’re into
• What gadgets they use
• How usually they’re on TikTok

By choosing the right data, you may make an instance audience. This’ll offer you a tough thought of how many individuals you might attain on TikTok. You’ll see an estimate of your audience dimension on the platform. It’s not precise, however it’ll make it easier to determine if TikTok’s value your time. Don’t fear in case your viewers appears small – loads of companies have constructed thriving communities from area of interest teams on TikTok.

And TikTok’s not crowded with B2B competitors but – which makes it a golden alternative for manufacturers which can be able to dive in. Many B2B companies on TikTok appear a bit misplaced, posting from time to time and not using a clear plan. So if you happen to’re critical about TikTok, and have a transparent technique, you might actually stand out.

To get a transparent sense of what’s round, check out what your opponents are as much as. Are they energetic? What are they posting? How usually? By asking questions like this and doing a little bit of analysis, you’ll get a significantly better deal with on what’s wanted to face out and shine.

And don’t neglect to check out the best B2B TikTok accounts. They’re a goldmine of concepts and inspiration.

TikTok for B2B advertising and marketing remains to be new territory. Which means there’s loads of area so that you can make your mark. Don’t miss the prospect to grab the chance.

Outline your objectives and set SMART targets

What would you like from TikTok? Perhaps you’re after extra leads, otherwise you wish to increase your model consciousness. Maybe you’re trying to construct a extra engaged viewers, train potential clients, or attain new ones. Regardless of the case, bear in mind: the clearer you might be, the higher your outcomes shall be.

Your technique must be constructed on strong, measurable objectives at each stage. Begin with the large image – what’s your endgame on TikTok? Then work out the best way to get there. Use “SMART” targets to maintain monitor of your progress.

Right here’s what SMART means:

• Particular – be clear and to the purpose.
• Measurable – use numbers to trace the way you’re doing.
• Achievable – intention excessive, however be reasonable about what you are able to do.
• Related – be certain that your objectives tie on to your corporation success.
• Well timed – set deadlines for every aim.

TikTok’s bought some nice instruments that can assist you measure your success. You possibly can monitor views, likes, shares, feedback, and the way lengthy individuals watch your movies. Use this data, together with issues like engagement charges and click-throughs, to fine-tune your B2B TikTok technique.

It’s simple to get slowed down in numbers, however don’t lose sight of the larger image. Your TikTok technique is a part of your total marketing strategy. Getting extra followers is nice, however be certain that it’s serving to you obtain your corporation objectives, like getting extra leads and new clients.

Keep in mind, TikTok for B2B is about extra than simply posting movies – it’s about transferring your corporation ahead.

Create your content material plan

TikTok’s always altering. They’re all the time rolling out new options and methods to create. And the customers? They’re all the time arising with contemporary developments and intelligent methods to experience the algorithm wave.

So, from the outset, be sure to’re all the time what developments are blowing up and what different customers are posting, and assume creatively about how one can replicate these to suit along with your model – thus staying present whereas boosting your model.

Listed here are some concepts to get you began:

• Behind-the-scenes: exhibit the individuals behind your corporation. Let your viewers see what drives your model.
• Business suggestions and methods: share what . Give your followers some nuggets of knowledge they’ll use.
• Buyer testimonials: let your joyful clients do the speaking. Their tales may be highly effective.
• Product demonstrations: present your merchandise in motion. However preserve it snappy and fascinating.

Keep in mind, TikTok’s all about creativity. Don’t be afraid to assume exterior the field.

Plan your tone and magnificence

We all know what makes TikTok work for B2B, and right here’s our suggestions. TikTok’s B2B Playbook offers us three key pillars to concentrate on:

• Humanise: it’s all about making that human connection. Neglect the previous B2B playbook – you have to create a model persona that speaks to each hearts and minds. So, how will you exhibit your model’s finest bits in a enjoyable, inspiring approach? Preserve your tone sharp and make the advanced stuff simple to know. Construct content material that will get conversations going. This manner, your model will stick in individuals’s minds and resonate along with your viewers.
• Edutain: wish to construct belief and drum up future enterprise? Edutainment’s your reply and must be a key pillar in your B2B TikTok technique. We’re speaking content material that teaches and entertains on the identical time. Get your staff concerned to place a face to your model, and don’t simply have them speak about your merchandise – get them to indicate that they know the merchandise inside out. Use joyful shoppers to show your value. And soar on TikTok developments like #DidYouKnow or #AskTikTok. Persons are in search of trusted solutions there.
• Empower: use B2B TikTok advertisements to attach with and interact along with your viewers. Begin with broad concentrating on – don’t restrict your self an excessive amount of otherwise you would possibly miss out on audiences. TikTok’s advert fashions can work out who’s most probably to transform. Then, create lookalike audiences based mostly on what you’ve realized. This’ll make it easier to develop your buyer base well, reaching individuals just like those that’ve already proven curiosity.

These pillars aren’t nearly making movies – they’re about connecting with decision-makers in a approach you possibly can’t on different platforms.

Make video your finest buddy

Video’s the beating coronary heart of TikTok. It’s not only a nice-to-have, it’s a must have. Right here’s why:

• It will get individuals speaking. TikTok movies naturally pull in additional likes, feedback and shares than different platforms.
• It builds belief. There’s one thing about video that feels extra open and trustworthy.
• It makes issues clear. Acquired a tough idea to clarify? Video could make it a breeze to know.

It’s not about being good. It’s about being genuine and fascinating.

Share persistently and construct group

Consistency is essential.

You have to be posting repeatedly and leaping on developments to maintain your model within the highlight. TikTok’s constructed for interplay, so don’t simply put up and run. Become involved in duets, stitches, and people trending challenges. It’s a good way to spice up engagement.

However right here’s the actual secret: social media’s not a one-way avenue. It’s all about give and take. Chat along with your viewers within the feedback. Host Q&A periods. Reply to feedback with movies. Check out dwell streams. Ask for suggestions and really use it to make your technique and choices higher.

If you construct a group round your model, you’re not simply getting followers. You’re creating loyal followers who’ll keep on with you. They’ll preserve coming again, preserve participating along with your content material, and preserve your model buzzing.

So, don’t discuss at your viewers. Speak with them.

Measure, Evaluate, Refine

Control your outcomes. Are they matching up with the objectives you set? Use what you study to tweak your B2B TikTok strategy.

Have a look at which posts are hitting the mark. When’s the very best time to put up? Keep on prime of developments and alter your technique based mostly on what your viewers loves. And don’t be shy about testing the best B2B brands on TikTok for some contemporary concepts.

Follower progress slowed down? Strive making content material that’s simpler to share. Engagement dropped? Look again at your hottest posts and see if you happen to can recreate that magic. If it doesn’t work, don’t be afraid to attempt one thing new.

Preserve measuring, reviewing and refining. You’ll study extra about what your rising viewers likes and which content material helps you hit your corporation objectives. Social media’s a protracted sport, however keep it up and also you’ll see outcomes.

Need to chat extra about B2B TikTok for your corporation? Our social media team’s ready to help.

Finest B2B manufacturers on TikTok

Listed here are a number of the prime B2B manufacturers on TikTok to provide you some inspiration:

1. Shopify (@shopify)

Put merely, Shopify is nailing TikTok B2B advertising and marketing. Their technique’s a intelligent mixture of helpful suggestions, enjoyable sketches and memes, and the most recent business information – all aimed squarely at entrepreneurs and small companies.

As TikTok’s official e-commerce associate, they’ve bought a top-notch in-house crew churning out constant, high-quality content material that’s put Shopify on the prime of the B2B TikTok pile. They’re displaying different B2B corporations the way it’s completed, proving you should utilize TikTok to construct a buzzing group round your model.

@shopify #stitch with @Zach King ♬ original sound – Shopify

2. HubSpot (@hubspot)

We’ve been watching HubSpot‘s B2B TikTok technique, they usually’ve actually cracked the code for B2B on this platform. Their movies are a intelligent mixture of what’s trending, skits that hit dwelling, snippets from their podcasts, and bite-sized classes – all tailored for advertising and marketing and gross sales execs. It’s a masterclass on the best way to use TikTok for B2B advertising and marketing.

They’re not simply posting content material; they’re participating and educating their enormous consumer base. By mixing completely different codecs and specializing in relatable, top-notch stuff, HubSpot units the bar excessive for B2B corporations on TikTok. It’s an awesome instance of the best way to be critical B2B gamers on a platform that’s usually seen as only for enjoyable.

@hubspot don’t neglect written, directed, and produced by yours actually #marketinggirlies #marketinghumor #marketingmemes #socialmediamarketing ♬ original sound – HubSpot

3. Grammarly (@grammarly)

Grammarly has discovered a strategy to communicate to anybody who’s ever put pen to paper – or fingers to keyboard. Their movies are a hoot. They’re poking enjoyable at these last-minute essay panics we’ve all had and cracking jokes about these grammar slip-ups we’ve all made. It’s intelligent stuff – they’re displaying off what their product can do with out being pushy.

With almost 80,000 followers, Grammarly’s proving they’ve bought the B2B TikTok sport sussed, utilizing humour and relatable content material to attach with their viewers. It’s no surprise they’re among the best B2B TikTok accounts on the market.

@grammarlyofficial “Per my final electronic mail.” 🙃 #Emails #WorkHumor #WorkMeme #WorkLife #CorporateLife #CorporateHumor #CorporateMeme #Grammarly ♬ original sound – Grammarly

@salesforce We introduced a 7-year-old to Howard Road at #DF22. Say hello to Huxley! 👦🏻👋 #Salesforce #TrailblazerCommunity ♬ original sound – Salesforce

5. Adobe (@adobe)

Adobe‘s TikTok technique is an eye-opener. They’re not simply pushing merchandise, they’re championing their group. Their how-to movies and tutorials are gold, giving customers the know-how to get probably the most out of Adobe instruments. However right here’s the place they actually shine: they’re placing the highlight on artists who’re creating and incomes a residing with Adobe merchandise. It’s relatable, it’s inspiring, and it’s intelligent B2B TikTok advertising and marketing.

With out being pushy, they’re displaying off the worth of a Artistic Cloud subscription, and displaying that B2B content on TikTok doesn’t need to be boring or company on the identical time. This mixture of schooling and inspiration has hit dwelling with their viewers, making the model relatable and their merchandise appear indispensable.

@adobeFor the peer-pressured photographer, @lightroom’s bought your again. 📸♬ original sound – Adobe

6. Cisco (@cisco)

You would possibly assume Cisco’s too techy for B2B TikTok. However they’re proving us incorrect. They’re displaying everybody the best way to do product schooling with out boring individuals to tears. With greater than 110,000 followers and 845,000 likes, Cisco’s smashing it.

They’re driving the pattern wave, getting their crew concerned, and cracking jokes concerning the business. Right here’s the kicker: they’re not all the time flogging their stuff. It goes to indicate B2B advertising and marketing doesn’t need to ship you to sleep. And also you don’t have to be salesy to get outcomes.

@cisco Oh my! The place do I start? 😱 #techtok #datacenter #networking #IT #Cisco #Capcut #engineer ♬ son original – ♡ 𝓛𝓲𝓵𝓲𝓪 ♡

Carry within the consultants

Fancy giving TikTok B2B advertising and marketing a go? Our B2B social media consultants are right here to assist. Our crew’s bought the know-how to get your B2B TikTok technique off the bottom and flying excessive.

Talk to our B2B social media experts