B2B (business-to-business) companies have traditionally shied away from consumer-focused social media platforms like TikTok. But in recent times, B2B companies have started to realise the potential of this app as a marketing tool to reach a wider audience and connect with their target customers. With eight new users joining the platform every second, it will come as no surprise that there are predicted to be 8 million TikTok users in the UK by 2024.
Here are some ways B2B companies are using TikTok for their marketing efforts:
Product Demonstrations and Tutorials:
TikTok’s short-form video format is ideal for showcasing products and services in an engaging and fun way. B2B companies can use this platform to give product demonstrations, tutorials, and how-to videos, which can help educate and inform potential customers.
Employee Engagement and Brand Promotion:
TikTok allows B2B companies to humanise their brand by showcasing their employees and their work culture. This helps to create a positive image of the company and fosters a strong connection with potential customers.
TikTok is a great platform for B2B companies to showcase customer testimonials and success stories. By showing the impact their products or services have had on real customers, B2B companies can build trust with potential customers.
TikTok’s algorithm is designed to promote trending topics, which makes it a great platform for B2B companies to join in on relevant conversations and share their expertise on industry-related topics.
TikTok has a large community of influencers who have built a following and can be leveraged by B2B companies to promote their products or services. By collaborating with the right influencer, B2B companies can reach a wider audience and increase brand awareness.
Adobe Creative Software has leveraged TikTok for its marketing efforts introducing #LevelUpWithAdobe – a series of workshops and resources aimed at assisting TikTok creators improve their video editing and production abilities.
Sage Accounting Software made a big impact on TikTok with its #BOSSIT2021 campaign. The company celebrated small businesses in the UK by inviting them to share their experiences overcoming obstacles during a difficult year. With over 1 million entries, the challenge was a huge success and helped Sage connect with many businesses.
Shopify leverages TikTok to share tips on productivity, business, and of course, ways to use their eCommerce platform. With over 100,000 followers on the platform, Shopify continues to create value for its users and attract new ones.
Square, a leading player in fintech, has partnered with TikTok to allow merchants to create online stores on the social media platform. ‘Square x TikTok’ links TikTok video and ad viewers to products sold on merchants’ Square Online stores, offering a seamless shopping experience while preserving the merchants’ unique brand identity.
Overall, TikTok is a versatile platform that B2B companies can use for their marketing efforts. By leveraging the app’s unique features, B2B companies can reach a wider audience, promote their brand, and connect with potential customers in a fun and engaging way. Is TikTok on your 2023 B2B marketing plan?
Opinion piece by Content Manager, Tamara Rowley