TikTok has earned a stellar reputation as a potent B2C marketing tool, especially for brands looking to reach a younger demographic. After all, TikTok has a younger user base than most other platforms (with 60% of its users being under 30 and 93% of its users being under 50). However, the platform can also be useful for business-to-business brands, especially as more and more millennials enter the B2B market.
Do you want to know the best practises for maximising your B2B brand’s potential on TikTok? Stay with me here.
B2B Marketing with TikTok
TikTok can be used in a variety of ways to promote products and services, establish credibility, and build communities for business-to-business (B2B) brands. After explaining how a company can open a business account on TikTok, we’ll move on to discussing best practises for business-to-business interactions on the platform.
TikTok for Business: The Step-by-Step Guide
TikTok can be used for professional and personal purposes. You’ll want to make sure your account is set up as a business so you can access the expanded reporting options and analytics that come with it. For instance, with a business account on TikTok, you can access downloadable analytics reports, the app’s advertising tool (called Promote), a restriction on using any sounds that aren’t licenced for commercial use, and a “creative hub” within the app that provides guidance on content strategy, video shooting, and best practises for using the app.
TikTok recommends the following procedures for upgrading to a business account:
- To start customising your TikTok experience, open the app and go to Settings > Profile.
- If you want to access the menu, step two is to tap the Menu button.
- 3 Select the Privacy and Security menu.
- Four, select the Account Management option.
- 5. Select the Business Account option and proceed with the on-screen instructions.
B2B company, how can you use TikTok?
TikTok raises profile by fostering interaction
Challenges on TikTok tend to come out of nowhere. The pain is shared as one user posts it and suddenly everyone is trying to learn a dance, sample an infectious piece of music, or hold a plank for an excruciatingly long period of time. The good news is that you can find success on TikTok without resorting to embarrassing dance videos or extreme workout routines.
In your role as a business-to-business user of TikTok, you can adapt viral videos in ways that are meaningful to your company and its target demographic. On the other hand, you can develop something wholly original that caters to your specific target demographic. If your company makes productivity software, for instance, you might consider sharing small tips and tricks with your audience to increase the utility of your product. One strategy for reaching potential customers is to produce a video that demonstrates the difference between a typical workday before and after implementing your software.
Success on TikTok hinges on providing content that is both valuable and interesting to your target demographic. You may not believe that TikTok is the primary platform for your audience, but by posting valuable branded content, you can increase brand awareness among users who may be a part of your target audience but with whom you have never been able to engage before because you haven’t been present where they are. (Specifically, on the video-sharing app TikTok!) Furthermore, while B2Cs dominate TikTok at the moment, we believe it is only a matter of time before B2B buyers begin using TikTok in droves to research the products, services, and brands they are considering.
Companies can get closer to their customers by being more like them
According to Sprout Social, the most popular item in a user’s news feed is a short video. For this reason, TikTok engagement rates are a fantastic barometer of success in connecting with an audience. Also, unlike most other platforms, TikTok’s ranking doesn’t take into account an account’s follower count or previous video engagements, making it a level playing field for newcomers.
Businesses-to-businesses can use TikTok to show off their wares, field questions from customers in real time, and establish themselves as experts in their field by dispensing quick tips and tricks.
It’s time to get funky if nothing else is working
Some B2B companies may feel pressure to always present a pristine image. True, customers want to do business with polished brands, but that kind of perfection doesn’t lend itself to being approachable, interesting, or genuine.
When you’re on TikTok, you can relax and be yourself. It’s not all business suits and case studies; instead, it’s lighthearted fun. You shouldn’t completely abandon your brand voice, but instead, adapt it so that it works better on TikTok and other social media by making it more lighthearted and conversational. According to research conducted by Semrush, comedic videos perform better than other types of content, and 58% of “viral” TikToks aim to make viewers happy.
Be bold in your B2B content experiments. Your company stands to gain considerably more than it stands to lose.
TikTok’s B2B Market
Perhaps Adobe and Shopify can persuade you that business-to-business transactions can be fruitful on TikTok. Adobe has launched its CoCreate: Small Business campaign on TikTok, connecting creators with small businesses that can benefit from their skills, products, and services. This campaign was fruitful because it served TikTok’s intended purpose of connecting and empowering creators through its use of the TikTok networks of creators to promote applications.
Shopify also features other brands in its TikTok series devoted to productivity advice. Shopify demonstrates to B2Bs the importance of providing value to their audience while also promoting their brand in order to attract and retain customers.