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TikTok has turn out to be the go-to platform for manufacturers seeking to let free and join with their viewers in an genuine and enjoyable manner. From leaping on meme bandwagons to pulling again the curtain on firm tradition, TikTok affords infinite alternatives for artistic expression.
However for B2B corporations, the thought of getting playful on social media might be daunting. In spite of everything, there is a high quality line between being relatable and compromising your model’s integrity. Nevertheless, the B2B manufacturers featured on this article show that not solely is it doable to strike that steadiness, however doing so is usually a game-changer on your advertising technique.
So, whether or not you are a TikTok skeptic or a die-hard fan, get able to be impressed by these corporations which have cracked the code on making critical enterprise critically entertaining.
Why TikTok advertising is a game-changer for B2B corporations
Whereas TikTok might not seem to be an apparent selection for B2B advertising at first look, this platform presents a novel alternative for companies to attach with their viewers in a extra genuine and relatable manner.
This is why constructing a TikTok presence ought to be on the radar of B2B companies:
Attain a youthful, decision-making viewers
As youthful generations transfer into decision-making roles inside corporations and turn out to be B2B patrons (the oldest of Gen Z is popping 27 this yr), B2B manufacturers should meet them the place they’re.
As youthful generations transfer into decision-making roles inside corporations and turn out to be B2B patrons (the oldest of Gen Z is popping 27 this yr), B2B manufacturers should meet them the place they’re. Additionally, analysis exhibits {that a} first rate portion of the viewers on TikTok is definitely millennials – 21.7% of its US person base to be actual.
With over 1 billion lively month-to-month customers, TikTok is the place a good portion of this demographic spends their time. By establishing a presence on the platform, you can begin constructing model recognition and belief with this influential viewers.
Humanize your model
TikTok’s casual and inventive nature permits B2B corporations to showcase their character and values in a real and relatable manner whereas preserving their model voice.
Pulling again the curtain in your firm tradition, sharing worker tales, and collaborating in enjoyable challenges, can create a deep and highly effective connection together with your viewers.
Display your experience
Whereas TikTok is understood for its entertaining content material, it is also a platform the place customers go to be taught and be impressed. As a B2B firm, you have got a wealth of data and insights to share together with your viewers.
By creating instructional content material that addresses your viewers’s ache factors and showcases your distinctive perspective, you possibly can set up your model as a thought chief in your trade.
Drive engagement and (probably) conversions
TikTok’s algorithm is designed to floor content material customers are probably to interact with, whatever the account’s follower depend.
Which means even when you’re simply beginning out on the platform, your content material can attain a wider viewers if it resonates with viewers. Whereas TikTok isn’t the ultimate vacation spot for any enterprise proprietor making a call on their B2B partnerships, it’s an incredible place to kick off model consciousness and get your organization in the appropriate areas.
The everyday B2B advertising technique could be buttoned up, however at the least that is TikTok, not LinkedIn. By embracing the platform’s artistic and genuine nature, you possibly can stand out in a crowded market and construct lasting relationships together with your viewers.
8 B2B TikTok examples to encourage your subsequent video
Bounce on TikTok tendencies and challenges
TikTok is understood for its viral sounds, tendencies, and challenges. Whereas it might appear daunting for B2B corporations to include these into their content material, it is not unimaginable. The secret is creatively adapting the tendencies to suit your model’s area of interest and viewers.
Semrush is a veteran at incorporating TikTok’s fast-paced development cycle into their social media advertising technique, with a number of viral movies below their belts. Their social media supervisor (and the broader advertising crew) actually understands how you can adapt massive tendencies for his or her business-oriented viewers.
@semrush Digital Entrepreneurs 🫱🏻🫲🏼 Conserving the division afloat #digitalmarketing #marketingdigital #digitalmarketingagency #marketingteam #officememes
♬ unique sound – fishwad
Their movies are humorous and tongue-in-cheek whereas staying enterprise informal and related to the model.
@semrush One other painful look ahead to digital entrepreneurs on the market 💸💸 #marketingintern #digitalmarketing #zoomcall #marketingteam #promoting
♬ unique sound – Semrush
Encourage user-generated content material
Partnering with TikTok creators and the folks in your B2B viewers on UGC (user-generated content material) who align together with your model may help you enhance credibility, reward model ambassadors, and attain audiences past your personal.
Search for creators who both use your product/service or would enchantment to your goal demographic to characteristic in your TikTok and pull them into an ambassadorship program.
Notion (which is extra of a B2B-B2C hybrid) works with creators known as Notion Companions who spotlight the product incessantly of their TikToks. On this one, @graphicsbychelle highlights how she makes use of Notion to maintain up along with her objectives.
@graphicsbychelle Replying to @Niki Riat Me 🤝🏽 @Notion (since like 2017) #wfhlife #notion #notionpartner #notionnewyear #digitalplanning
♬ Little Issues – Adrian Berenguer
This technique works to unfold the gospel of Notion to every Companion’s viewers (as a result of there’s no TikTok Collaboration characteristic…but). TikTok customers are sensible and might odor advertising from a mile away, however so long as the content material is sincere and helpful, it’s going to work.
Showcase new choices and updates
As a B2B firm, you are possible consistently bettering your services and products. Use TikTok to focus on even the smallest characteristic updates or product releases. Create partaking movies that show how these additions profit your customers.
Notion does this very well, spotlighting characteristic releases with easy movies of somebody’s display exhibiting the newest replace.
@notionhq New profile, who dis? Now you possibly can customise your Notion template gallery profile — showcase templates & handle it multi function place 🪭 #notion #notionapp #templates
♬ bounce (i simply wanna dance) – фрози & joyful
Not like typical releases, they strike a steadiness between exhibiting off the characteristic whereas preserving the tone casual and pleasant.
Shopify additionally took the same strategy on this viral characteristic roundup video, preserving the business-casual tone and enjoyable modifying whereas nonetheless conveying all of the essential data.
@shopify new issues from Shopify ✨
♬ unique sound – Shopify
Spotlight distinctive use instances
Your services or products possible has quite a lot of use instances. Showcase product demos to your viewers, from hacks to tutorials. This may help develop your attain to your new viewers crammed with potential clients.
On this TikTok, Notion exhibits the completely different shortcuts one can use to take advantage of their Notion Calendar software.
@notionhq Have you ever tried Notion Calendar but? Listed below are 5 shortcuts for extra environment friendly navigation 🗺️📆 #notion #notiontok #notionapp #notioncalendar #productiveness
♬ love track (hesitations) (sped up) – Lofuu & Shiloh Dynasty & dprk
Or you possibly can take the Zapier strategy and spotlight so many alternative ways in which you attain 60 movies (and counting).
@zapier Use this Zapier automation to ship customized gross sales emails to your leads! #ai #chatgpt #openai #workflow #nocode #automation #zapiertips #zapier #airtable #gmail
♬ unique sound – Zapier
Repurpose content material from different channels
Maximize your advertising efforts by repurposing clips out of your different advertising channels for TikTok. This might embrace snippets from podcasts, occasion highlights, or webinars. Edit the content material to swimsuit the short-form video model TikTok audiences count on.
Dropbox is a superb instance of repurposing carried out proper. Their social crew posts all their short-form video throughout their completely different social media platforms – together with TikTok. This one did notably properly on each Instagram and TikTok.
@dropbox Day within the life at Sundance Movie Competition with Dropbox 🎞️ #sundance
♬ Wes Anderson-esque Cute Acoustic – Kenji Ueda
That is the bottom effort approach to stretch that video that took you three hours to complete and make it give you the results you want.
Begin a content material collection
Making a recurring video content material collection is one efficient approach to construct a loyal following on TikTok – and pad out your social media technique. A collection supplies your viewers with a way of familiarity and anticipation, encouraging them to interact together with your model often.
ClickUp’s skits on the completely different roles you would possibly encounter on Product groups is successful that brings them constant virality.
@clickup They’re speaking however not saying something #projectmanager #company #corporatelife #9to5 #supervisor #administration #management
♬ unique sound – ClickUp
@clickup The SCRUM MASTER #scrum #projectmanager #company #corporatelife #9to5
♬ unique sound – ClickUp
HubSpot’s social media supervisor can also be operating a day-in-the-life collection that pokes enjoyable at how folks within the position are anticipated to tackle a number of roles directly.
@hubspot don’t overlook written, directed, and produced by yours actually #marketinggirlies #marketinghumor #marketingmemes #socialmediamarketing
♬ unique sound – HubSpot
Showcase buyer creations
In case your services or products permits customers to create one thing, take into account that includes their work in your TikTok (with permission). This user-generated content material supplies social proof whereas additionally giving your clients publicity.
Adobe works with creators who use their merchandise to indicate off attention-grabbing initiatives and shares their movies to the Adobe TikTok.
On this one, they accomplice with @katyaross, a graphic designer, to indicate a timelapse of her workflow in Adobe Illustrator.
@adobe We want an element 2! 🦝 😍 What do you suppose @katya.ross ought to make subsequent? #AdobeIllustrator #AfterEffects
♬ unique sound – Adobe
Function your target market
Make your clients really feel valued by spotlighting them in your TikTok – this publicity is very invaluable to entrepreneurs and small enterprise house owners. You would additionally characteristic thought leaders or influencers in your trade that your viewers would know. This helps humanize your model and builds credibility.
Sq. runs an attention-grabbing collection wherein the proprietor of a restaurant does avenue interviews. On this one, the restauranteur asks of us what they might rename his restaurant (Hen Hearth), resulting in some hilarious responses.
@sq. POV: you’re answerable for rebranding @Hen Hearth #SquarePartner #Orlando #SmallBusinessTips
♬ unique sound – Sq.
You don’t must take to the streets, however that is an attention-grabbing different to easily taking clips out of your podcast or newest convention and posting to TikTok – though that works nice too, as Adobe exhibits.
@adobe Branding is greater than a brand– it is a approach to join together with your clients on a private degree. CEO of Common Motors Mary Barra sat down with our CEO Shantanu Narayen at #AdobeSummit to debate how GM’s distinct identities are driving model loyalty.
♬ unique sound – Adobe
Embrace TikTok’s enjoyable and informal nature
Whereas B2B corporations usually have a critical tone, TikTok is a platform the place manufacturers can let their hair down and showcase the model’s character.
Embrace the app’s lighthearted and inventive spirit to construct an enticing model presence as a part of your content material technique. With the appropriate TikTok technique, the platform can turn out to be a strong software in your B2B advertising arsenal.
For extra tips about utilizing TikTok for enterprise, take a look at this text.
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