TikTok for B2B: Where to Start
In the social media world, platforms like LinkedIn and Twitter have long been the go-to for B2B businesses looking to connect with professionals and showcase their knowledge, products or services. However, there's a new player on the scene that's been turning heads and raising eyebrows: TikTok. While TikTok may not seem like the obvious choice for B2B businesses, its enormous growth and diverse user base offer unique opportunities for brands willing to think outside the box. In this blog post, we'll explore how B2B businesses can approach TikTok and create content that resonates with its audience, while staying true to their own brand identity.
Understanding TikTok:
First the basics, as you will likely know - TikTok is a platform known for its short-form video content and viral challenges. With over a billion active users worldwide, TikTok has become a cultural phenomenon, attracting users of all ages and interests. While it may be best known for dance videos and lip-syncing clips, TikTok also offers a platform for educational content, DIY tutorials, and niche communities.
Why TikTok for B2B?
At first glance, TikTok may not seem like the most obvious choice for B2B businesses. After all, it's not the platform where professionals typically go to network or discuss industry trends. However, TikTok's massive user base and algorithm-driven content discovery make it a powerful tool for reaching new audiences and building brand awareness. By embracing TikTok, B2B businesses have the opportunity to showcase their expertise, engage with potential customers, and humanise their brand in ways that traditional marketing channels cannot.
Creating Content for TikTok:
When it comes to creating content for TikTok, B2B businesses need to think outside the box and embrace the platform's unique format and culture. Here are a few tips for creating TikTok content that resonates with users:
Educational Content: B2B businesses can leverage TikTok to share industry insights, tips, and tutorials with their audience. Consider creating a long-running series (i.e. “100 CV Tips”) providing useful information or practical advice related to your industry. For example, a marketing agency could create short videos offering social media tips or SEO hacks.
Behind-the-Scenes Footage: Give your audience a glimpse behind the curtain and show them what goes on behind the scenes at your company. This could include sneak peeks of product development, employee spotlights, or a day in the life of your CEO. Authenticity and transparency can go a long way in building trust with your audience.
User-Generated Content: Encourage your audience to get involved by creating their own content related to your brand or industry. This could involve hosting a hashtag challenge or asking users to share their experiences using your products or services. User-generated content not only helps to increase engagement but also fosters a sense of community around your brand.
Humor and Entertainment: Don't be afraid to inject some humor and personality into your TikTok content. Whether it's through memes, or witty commentary, humor can help to humanise your brand and make it more relatable to TikTok's predominantly younger audience.
Stay Authentic: Above all, stay true to your brand identity and values. While TikTok may require a more informal and creative approach (no stuffy, corporate content!), it's important to maintain consistency with your overall brand messaging. Avoid trying to force-fit content that doesn't align with your brand or feels inauthentic.
While TikTok may not be the conventional platform for B2B businesses, its rapid rise and diverse user base present exciting opportunities for brands willing to embrace its unique culture and format. By creating educational, engaging, and authentic content that resonates with TikTok's audience, B2B businesses can build brand awareness, connect with potential customers, and stand out in a crowded digital landscape.
If you are looking for help with your own B2B TikTok strategies, reach out via my contact page and let’s chat.
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