Scared to Use TikTok for B2B? Here’s why you shouldn’t be
If you’re in the B2B space, you might be hesitant to dive into TikTok for marketing. It’s understandable—TikTok’s reputation as a platform for dance challenges and viral memes doesn’t exactly scream “business.” However, many B2Bs, including giants like Adobe Express, have found TikTok to be a valuable alternative to Instagram. Here’s why TikTok can be a game-changer for your B2B marketing strategy.
The benefits of TikTok for B2B brands
Authenticity
Authenticity is crucial in marketing, and TikTok excels at it. B2B or B2C, you’re still selling to people, and people increasingly align with brands that feel genuine and authentic. TikTok’s informal and creative environment allows you to showcase the human side of your business, building trust and connection with your audience.
Showcasing brand personality
TikTok is the perfect platform to let your brand personality shine. Who are you as a company? What sets you apart? What makes you unique? Use TikTok to answer these questions and show your audience what you’re all about. This not only differentiates you from competitors but also attracts like-minded businesses and clients.
Examples of B2B brands on TikTok
Adobe Express is a prime example of a successful B2B presence on TikTok. Their account boasts 42,000 followers and features a range of educational content and how-to videos aimed at business owners who could benefit from the app.
Shopify is another excellent example of a successful B2B presence on TikTok. They use the platform to share advice and tips for small businesses and aspiring entrepreneurs.
What to post as a B2B on TikTok
Wondering what kind of content works for B2B on TikTok? Here are some ideas to get you started:
1. Educational advice
B2B audiences appreciate valuable information. Share tips, tricks, and insights related to your industry. For example, a software company could post short tutorials or how-to videos on using their product.
2. Showcase your product
Demonstrate how your product works through engaging and informative videos. Highlight unique features and practical applications.
3. Create how-to videos
Provide step-by-step guides or tutorials related to your industry. This positions your brand as a knowledgeable and helpful resource.
4. Company culture
Show the human side of your business. Share behind-the-scenes looks at your office, team-building activities, or even a day in the life of your employees. This not only builds trust but also showcases your company as a great place to work.
5. Creative storytelling
Tell stories that resonate with your audience. Highlight customer success stories, share the journey of your business, or explain your company’s mission and values through creative videos.
6. Humanising the brand
Put faces to your brand by featuring your employees in videos. Let them share their expertise, experiences, or even participate in trending challenges. This makes your brand more relatable and approachable.
7. Addressing pain points
Create content that addresses the pain points of your audience. Offer solutions, tips, and advice that can help them overcome challenges they face in their businesses.
Remember to engage with your audience too. Respond to comments, participate in challenges, and don’t be afraid to engage with individuals or other brands in your industry.
TikTok may seem like an unconventional choice for B2B marketing, but its potential for authenticity, creativity, and engagement makes it a powerful tool. Don’t let fear hold you back from exploring this platform—your next big marketing success could be just a TikTok away. Read more about how short-form videos can help you to stand out.
