B2B TikTok: the essential guide

Contents:

• Introduction to TikTok for B2B
• B2B TikTok stats
• How does TikTok work?
• Developing a B2B TikTok strategy
• Best B2B brands on TikTok

Introduction to TikTok for B2B

We’ve been watching TikTok shake up social media with its snappy videos and clever tools for years now. And it’s not just for teens and consumer brands anymore. B2B companies are seeing the value in jumping on the bandwagon too.

Firms worldwide are waking up to TikTok’s power. They’re using it to show off what they know, get friendly with customers, and reach new people. And they’re doing it in a way that feels real.

TikTok isn’t a fad; it’s already too big for that. It’s even becoming one of the biggest search engines in the world, with Gen Z users in particular choosing to search for things there rather than on Google. And with Gen Z set to become tomorrow’s B2B decision-makers, smart businesses are already seeing the potential of using TikTok for B2B.

Are you?

If not, then now’s the time. That’s because TikTok is allowing companies to show their human side, to prove that they know their stuff, to chat with the people who’ll be calling the shots now and in the future.

And if that’s not enough to convince you, how about this? TikTok’s B2B playbook tells us that right now, millennials are the ones with the buying power. And guess where they’re hanging out? You got it – TikTok.

We know B2B deals can drag on. There’s often a crowd of decision-makers and loads of red tape to cut through. But TikTok can get your name out there in seconds. That’s the first step to building those long-term relationships that lead to more sales.

So, it’s time to freshen up how you talk to your customers and potential clients. And TikTok B2B marketing lets you do just that.

Can we include that it’s becoming one of the biggest search engines in the world, with genZ going there over Google?

B2B TikTok stats

We’ve been crunching the numbers, and they’re telling us something you might find hard to swallow: for B2B, TikTok is one of the most important platforms out there.

Stick with us – we’ve got the facts to back it up:

• TikTok’s not just big, it’s massive. It’s the fifth most popular social platform worldwide, with over 5 billion people using it every month.
• Want to get more eyes on your content for less? TikTok’s your answer. It’s 96% cheaper per view than LinkedIn.
• When it comes to getting people talking, TikTok’s top dog. It’s got an average engagement rate of 2.65% based on follower count.
• The education sector is the big winner on TikTok, with a whopping 4.90% engagement rate. But drinks, hotels, airlines, and food are hot on its heels.
• Looking ahead, we’re expecting TikTok to keep growing. By 2029, it could have 35 billion users. And more of those users will be the decision-makers you want to reach.
• 66% of company decision-makers on TikTok use it to learn about business products, software or services.
• Audience engagement counts, with the most inspiring B2B brands over five times more likely to be the top pick for buyers.

Still think TikTok’s not for B2B? These numbers tell a different story.

How does TikTok work?

We’ve been digging into what makes TikTok tick, and it’s not just about dancing teens. To make TikTok work for your B2B marketing, you need to get under its skin.

TikTok’s all about grabbing your attention with videos. It mixes personalised content, addictive algorithms and easy-to-use features to keep you hooked.

Let’s break it down.

The algorithm

TikTok’s algorithm is the secret sauce behind its success. It uses clever tech to tailor each user’s “For You Page” (FYP). It watches what you do – likes, shares, how long you watch – and serves up more of what you love.

Here’s how it works:

• It looks at how you interact. Every like, share, comment and second you spend watching counts.
• It reads your videos. Captions, sounds, hashtags – they all matter. TikTok’s a pro at spotting what’s hot and pushing videos that tap into trends to new audiences.
• It checks your settings. Your device, language and location play a part too, but not as much as how you interact.

TikTok is giving users more control over their FYPs. They’re launching a “Manage Topics” feature accessible through settings under “Content Preferences”. This tool allows users to adjust the frequency of specific topics like sports, travel and humour by moving a slider. At the moment, they’re only launching it in the US, but we don’t think it’ll be long before it hits other countries. We wonder if there will be a B2B content topic…

Understanding this is key to making your B2B TikTok strategy work. It’s not just about posting videos – it’s about playing the algorithm game.

Video creation tools

TikTok’s packed with tools that make whipping up videos a breeze. Here’s what you’ve got to play with:

• Effects and filters: there’s a whole world of AR effects and filters at your fingertips. They’ll make your B2B TikTok videos pop.
• Music and sounds: you’ve got over 600,000 tracks to choose from in TikTok’s royalty-free music library. Or you can record your own voiceover. It’s hard to avoid the best music, but we say stick to the royalty-free stuff or your own voice. Technically, just because you have access to trending music and TikTok allows you to use a song or audio does not mean you legallyhave permission to. If you’re not licensed, you might have headaches with copyright down the line. Companies have even faced lawsuits for using famous musicians’ songs for advertising without a license. You can thank us for the heads up later.
• Editing tools: you don’t need to be a pro to edit your videos. TikTok’s got the basics covered. You can trim, merge, speed up or slow down your clips.
• Text and stickers: want to make your videos more eye-catching and informative? Slap on some text, stickers or GIFs.

With all these tools at your disposal, creating engaging B2B TikTok content has never been easier.

Key features

Let’s dive into the key features you’ll want to use to see your B2B TikTok strategy succeed:

• For You Page (FYP): we’ve said it before, and we’ll say it again (because that’s how important this is): you must take advantage of TikTok’s FYP feature. This is TikTok’s bread and butter. It’s a personalised feed for each user. For B2B marketers, getting on the FYP is gold. Unlike other platforms, you don’t need loads of followers to go viral. If your content hits the spot and follows the algorithm’s trends, you’re in. But it’s not always solely the result of TikTok’s algorithm. Employees at TikTok and its parent company, ByteDance, often engage in “heating”, a process in which they manually boost certain videos to make sure they reach a set number of views and are favoured by the algorithm. Sneaky? Maybe. But it’s best to be in the know.
• Trends and hashtags: TikTok runs on trends. They often start as memes, challenges or hashtags. We know it might feel odd for B2B, but research shows emotional campaigns beat rational ones for boosting interest, sales and market share long-term. B2B ‘emotional’ content includes feelings of happiness, sadness and even humour. FOMO (fear of missing out) counts as an emotional response, so jump on relevant trends when it fits your business.
• Duets and stitches: these let you interact directly with other videos:
  • Duets: film yourself next to another video. Great for reactions or showing off partnerships.
  • Stitches: use bits of someone else’s video in yours. Perfect for reacting to industry news or sharing customer feedback.
• Live streaming: TikTok Live lets you chat in real-time. Host Q&As, launch products, or give behind-the-scenes tours. It’s a top way to build your community.
• TikTok ads: TikTok’s ad tools let you target your audience precisely:
  • In-feed ads: these blend in with regular videos in users’ feeds.
  • Brand takeovers: these pop up when users open the app.
  • Branded hashtags: create your own hashtags and get users involved.
  • Branded effects: custom AR effects users can add to their videos, spreading the brand far and wide.

These features are your toolkit for successful B2B TikTok marketing.

Analytics

TikTok’s analytics tools are pretty nifty. Here’s what you can use to keep tabs on how you’re doing:

• Profile analytics: this gives you the lowdown on your follower growth, who’s checking out your profile, and who your audience is. It’s like a snapshot of your TikTok health.
• Content analytics: want to know what’s hitting the mark with your audience? This tool tracks views, likes, comments, shares and how long people watch your videos. It’s a goldmine for figuring out what content works best.
• Follower activity: ever wondered when your followers are most likely to be scrolling? This tool tells you that. It shows you hour by hour, day by day, when your followers are most active. Use this to time your posts for maximum impact.

These tools are your secret weapons for B2B TikTok success. They’ll help you understand what’s working, who’s watching and when to post.

Using these tools

Getting to grips with how all these bits and bobs work together is key to nailing your B2B TikTok strategy. When you know the ins and outs, you can create content that’s not just effective, but grabs attention too.

Use the platform’s tools, keep an eye on what’s trending, and dig into your performance stats. This way, you’ll be churning out B2B TikTok videos that don’t just entertain, they teach and convert too.

Developing a B2B TikTok strategy

Think about how you spread your resources across social media. There’s no point being everywhere if you can’t keep up.

You need to be smart about where you put your time and money. If you’re stretched thin, it might be better to focus on just one platform that’ll give you the biggest bang for your buck.

More and more businesses are putting their chips on TikTok for B2B. And it’s not hard to see why. It’s a platform that keeps people hooked, with a massive crowd that’s always active.

And TikTok’s algorithm is a pro at pushing content. It doesn’t matter if you’ve got ten followers or ten thousand. If your content’s good, it’ll get seen. That’s a game-changer for TikTok B2B marketing.

Our expert B2B social media team has put together these steps to help you take your marketing to the next level on B2B TikTok.

Identify the opportunity

First up, make sure your target audience is actually on TikTok. TikTok’s Ads Manager can help. Use it to set up a target audience with TikTok’s tools. This’ll show you if your audience is there.

Audience Insights gives you data on active TikTok users from the last 30 days. It covers both paid and organic activities. You can learn about user interests, behaviours and demographics. This helps you make your B2B TikTok strategy better and find new ways to grow.

The data’s based on how people use the app, what they tell TikTok, and info from their devices. It covers things like:

• Who they are
• Where they’re based
• What they’re into
• What devices they use
• How often they’re on TikTok

By picking the right info, you can make an example target audience. This’ll give you a rough idea of how many people you could reach on TikTok. You’ll see an estimate of your target audience size on the platform. It’s not exact, but it’ll help you decide if TikTok’s worth your time. Don’t worry if your audience seems small – plenty of businesses have built thriving communities from niche groups on TikTok.

And TikTok’s not crowded with B2B competition yet – which makes it a golden opportunity for brands that are ready to dive in. Many B2B businesses on TikTok seem a bit lost, posting now and then without a clear plan. So if you’re serious about TikTok, and have a clear strategy, you could really stand out.

To get a clear sense of what’s around, take a look at what your competitors are up to. Are they active? What are they posting? How often? By asking questions like this and doing a bit of research, you’ll get a much better handle on what’s needed to stand out and shine.

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

TikTok for B2B marketing is still new territory. That means there’s plenty of space for you to make your mark. Don’t miss the chance to seize the opportunity.

Define your goals and set SMART objectives

What do you want from TikTok? Maybe you’re after more leads, or you want to boost your brand awareness. Perhaps you’re looking to build a more engaged audience, teach potential customers, or reach new ones. Whatever the case, remember: the clearer you are, the better your results will be.

Your strategy needs to be built on solid, measurable goals at every level. Start with the big picture – what’s your endgame on TikTok? Then work out how to get there. Use “SMART” objectives to keep track of your progress.

Here’s what SMART means:

• Specific – be clear and to the point.
• Measurable – use numbers to track how you’re doing.
• Achievable – aim high, but be realistic about what you can do.
• Relevant – make sure your goals tie directly to your business success.
• Timely – set deadlines for each goal.

TikTok’s got some great tools to help you measure your success. You can track views, likes, shares, comments, and how long people watch your videos. Use this info, along with things like engagement rates and click-throughs, to fine-tune your B2B TikTok strategy.

It’s easy to get bogged down in numbers, but don’t lose sight of the bigger picture. Your TikTok strategy is part of your overall business plan. Getting more followers is great, but make sure it’s helping you achieve your business goals, like getting more leads and new customers.

Remember, TikTok for B2B is about more than just posting videos – it’s about moving your business forward.

Create your content plan

TikTok’s constantly changing. They’re always rolling out new features and ways to create. And the users? They’re always coming up with fresh trends and clever ways to ride the algorithm wave.

So, from the outset, make sure you’re always looking at what trends are blowing up and what other users are posting, and think creatively about how you can replicate these to fit with your brand – thus staying current while boosting your brand.

Here are some ideas to get you started:

• Behind-the-scenes: show off the people behind your business. Let your audience see what drives your brand.
• Industry tips and tricks: share what you know. Give your followers some nuggets of wisdom they can use.
• Customer testimonials: let your happy customers do the talking. Their stories can be powerful.
• Product demonstrations: show your products in action. But keep it snappy and engaging.

Remember, TikTok’s all about creativity. Don’t be afraid to think outside the box.

Plan your tone and style

We know what makes TikTok work for B2B, and here’s our tips. TikTok’s B2B Playbook gives us three key pillars to focus on:

• Humanise: it’s all about making that human connection. Forget the old B2B playbook – you need to create a brand persona that speaks to both hearts and minds. So, how can you show off your brand’s best bits in a fun, inspiring way? Keep your tone sharp and make the complex stuff easy to understand. Build content that gets conversations going. This way, your brand will stick in people’s minds and resonate with your audience.
• Edutain: want to build trust and drum up future business? Edutainment’s your answer and should be a key pillar in your B2B TikTok strategy. We’re talking content that teaches and entertains at the same time. Get your employees involved to put a face to your brand, and don’t just have them talk about your products – get them to show that they know the products inside out. Use happy clients to prove your worth. And jump on TikTok trends like #DidYouKnow or #AskTikTok. People are looking for trusted answers there.
• Empower: use B2B TikTok ads to connect with and engage with your audience. Start with broad targeting – don’t limit yourself too much or you might miss out on interested audiences. TikTok’s ad models can work out who’s most likely to convert. Then, create lookalike audiences based on what you’ve learned. This’ll help you grow your customer base smartly, reaching people similar to those who’ve already shown interest.

These pillars aren’t just about making videos – they’re about connecting with decision-makers in a way you can’t on other platforms.

Make video your best friend

Video’s the beating heart of TikTok. It’s not just a nice-to-have, it’s a must-have. Here’s why:

• It gets people talking. TikTok videos naturally pull in more likes, comments and shares than other platforms.
• It builds trust. There’s something about video that feels more open and honest.
• It makes things clear. Got a tricky concept to explain? Video can make it a breeze to understand.

It’s not about being perfect. It’s about being authentic and engaging.

Share consistently and build community

Consistency is crucial.

You need to be posting regularly and jumping on trends to keep your brand in the spotlight. TikTok’s built for interaction, so don’t just post and run. Get involved in duets, stitches, and those trending challenges. It’s a great way to boost engagement.

But here’s the real secret: social media’s not a one-way street. It’s all about give and take. Chat with your audience in the comments. Host Q&A sessions. Respond to comments with videos. Try out live streams. Ask for feedback and actually use it to make your strategy and offerings better.

When you build a community around your brand, you’re not just getting followers. You’re creating loyal fans who’ll stick with you. They’ll keep coming back, keep engaging with your content, and keep your brand buzzing.

So, don’t talk at your audience. Talk with them.

Measure, Review, Refine

Keep an eye on your results. Are they matching up with the goals you set? Use what you learn to tweak your B2B TikTok approach.

Look at which posts are hitting the mark. When’s the best time to post? Stay on top of trends and adjust your strategy based on what your audience loves. And don’t be shy about checking out the best B2B brands on TikTok for some fresh ideas.

Follower growth slowed down? Try making content that’s easier to share. Engagement dropped? Look back at your most popular posts and see if you can recreate that magic. If it doesn’t work, don’t be afraid to try something new.

Keep measuring, reviewing and refining. You’ll learn more about what your growing audience likes and which content helps you hit your business goals. Social media’s a long game, but stick with it and you’ll see results.

Want to chat more about B2B TikTok for your business? Our social media team’s ready to help.

Best B2B brands on TikTok

Here are some of the top B2B brands on TikTok to give you some inspiration:

1. Shopify (@shopify)

Put simply, Shopify is nailing TikTok B2B marketing. Their strategy’s a clever mix of handy tips, fun sketches and memes, and the latest industry news – all aimed squarely at entrepreneurs and small businesses.

As TikTok’s official e-commerce partner, they’ve got a top-notch in-house team churning out consistent, high-quality content that’s put Shopify at the top of the B2B TikTok pile. They’re showing other B2B companies how it’s done, proving you can use TikTok to build a buzzing community around your brand.

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

2. HubSpot (@hubspot)

We’ve been watching HubSpot‘s B2B TikTok strategy, and they’ve really cracked the code for B2B on this platform. Their videos are a clever mix of what’s trending, skits that hit home, snippets from their podcasts, and bite-sized lessons – all tailor-made for marketing and sales pros. It’s a masterclass on how to use TikTok for B2B marketing.

They’re not just posting content; they’re engaging and educating their huge user base. By blending different formats and focusing on relatable, top-notch stuff, HubSpot sets the bar high for B2B companies on TikTok. It’s a great example of how to be serious B2B players on a platform that’s often seen as just for fun.

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

3. Grammarly (@grammarly)

Grammarly has found a way to speak to anyone who’s ever put pen to paper – or fingers to keyboard. Their videos are a hoot. They’re poking fun at those last-minute essay panics we’ve all had and cracking jokes about those grammar slip-ups we’ve all made. It’s clever stuff – they’re showing off what their product can do without being pushy.

With nearly 80,000 followers, Grammarly’s proving they’ve got the B2B TikTok game sussed, using humour and relatable content to connect with their audience. It’s no wonder they’re one of the best B2B TikTok accounts out there.

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

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

5. Adobe (@adobe)

Adobe‘s TikTok strategy is an eye-opener. They’re not just pushing products, they’re championing their community. Their how-to videos and tutorials are gold, giving users the know-how to get the most out of Adobe tools. But here’s where they really shine: they’re putting the spotlight on artists who are creating and earning a living with Adobe products. It’s relatable, it’s inspiring, and it’s clever B2B TikTok marketing.

Without being pushy, they’re showing off the value of a Creative Cloud subscription, and showing that B2B content on TikTok doesn’t have to be dull or corporate at the same time. This mix of education and inspiration has hit home with their audience, making the brand relatable and their products seem indispensable.

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

6. Cisco (@cisco)

You might think Cisco’s too techy for B2B TikTok. But they’re proving us wrong. They’re showing everyone how to do product education without boring people to tears. With more than 110,000 followers and 845,000 likes, Cisco’s smashing it.

They’re riding the trend wave, getting their team involved, and cracking jokes about the industry. Here’s the kicker: they’re not always flogging their stuff. It goes to show B2B marketing doesn’t have to send you to sleep. And you don’t need to be salesy to get results.

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

Bring in the experts

Fancy giving TikTok B2B marketing a go? Our B2B social media experts are here to help. Our team’s got the know-how to get your B2B TikTok strategy off the ground and flying high.

Written by Isabel Pitts, Social Media and Content Consultant at Definition