TikTok Guide for B2B brands

With over three billion downloads, TikTok has become a powerful marketing tool for brands.

In fact, on TikTok, 73% of people feel a deeper connection with brands than on any other social network.

Many B2C companies have already made their mark and are seizing this opportunity to promote their brand.

But what about B2B companies? Do they also have a place on the social media platform?

Opinions differ, and marketers don't all agree on the issue. Some feel that TikTok's audience is too young and that B2B prospects are simply not on the app. 

As far as we are concerned, we don't think so. In our opinion, there is a good chance that your buyers are on TikTok. 🥳

And you've come to the right place to find answers and tips on the main benefits of using TikTok for B2B marketing.

How to use TikTok for B2B marketing?

Adapting your marketing to TikTok

It is important to understand what works on the platform, and why its users like the social network. This information will allow you tooptimize the performance of your B2Bcommunication. 

It is true that setting up a B2B communication on TikTok is a real challenge. At first glance, this type of marketing doesn't seem intuitive on the platform. But that doesn't mean it's impossible. 

Users want TikTok to remaina creative and authentic channel for human interaction. They like to be told a story, to be told about real life, and to be as transparent as possible. 

So you need to be able to do the same, although you have different B2B image issues than a content creator.

The most successful B2C companies on the platform are those whose content does not resemble a traditional sales pitch . The same logic applies to B2B brands. TikTok users want to see real humans. So the key to communicating on the app is to create content that is entertaining, informative and personal.

Our tips on TikTok for your B2B brand

The marketing objective

As a B2B company, you don't go to TikTok to "find leads." Your goal on the platform is one of awareness. You need to find a good reason to get in front of your potential customers and a hook to capture their interest, while entertaining them. 

Keep in mind that on TikTok, 84% of users use the app to discover or learn new things. So there's a lot to be said for creating informative videos about your niche that will interest an audience that would likely consume what you're selling.

It is with this approach that you will reinforce the interest that your prospects have for your brand. They will perceive you as an indispensable source of information.

The idea is to produce value in your niche. You will therefore have to implement alead nurturingstrategy so that users can appreciate and discover your existence, even before becoming potential new customers or recommending your products or services. It is a logic and an investment that will pay off in the long run.

Not to mention that the application is increasingly focused on an SEO marketing strategy, which is also a long-term one. The idea is that TikTok is also a search tool. This represents a real boon for your brand to be referenced under relevant keywords of your niche. 

Don't forget that not many B2B companies have taken the plunge and are unaware of the real opportunities the platform offers. This is your opportunity to be the first in your industry to list a TikTok video on strategic keywords.

Organize your video content strategy

So you can use TikTok to inform and engage your audience . Share practical tips and fun facts to showcase your expertise and establish an authority in your industry.

To do this, you must first define your target audience. Who do you want to communicate through your videos?

Second, how do you want to present your brand to them. What do you want your prospects to understand about you on the app?

Once you've defined your target audience and message, you can identify specific marketing objectives and the strategy behind them. You can then test different video formats and see what works best with your audience. The sooner you get started, the more likely you are to get ahead of your competition.

It would be a shame to miss this opportunity only because you can't visualize your brand's presence on TikTok. There are many possibilities. You just have to adapt to the audience and the codes of TikTok, then go into Test&Learn mode!

This doesn't necessarily mean that you have to change your entire brand identity just to establish a presence on the platform, but you can still adjust the way you communicate on TikTok so that you don't get disconnected from the audience that is on the social network.

To adapt to the TikTok community, brands are using a more personal tone . For example, they share behind-the-scenes stories about the company and/or feature employees on camera. These efforts make them appear more engaging and trustworthy.

As mentioned above, users feel a deeper connection with brands on TikTok compared to other social networks.

Think about it, TikTok is a great way to humanize your business and create a bond.

From the point of view of your employer brand, this is obviously a very interesting opportunity. It allows you to share the life of your company from the inside andcan thus make candidates want to join you.

Finally, adopt the logic of first-mover. ☝️

Think building a community on TikTok is difficult? Imagine how difficult it will be when your competitors use the social network.

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Examples of B2B brands with an audience

If you're still skeptical about launching your brand on TikTok for B2B marketing, take a look at these brands that have made their mark and created a solid audience.

Canva on TikTok

Content that is more educational or entertaining than promotional works better on all social media. But you can see the difference on TikTok in particular. 

Take this Canva video for example: it fits perfectly into the TikTok universe, and shows how one can use their product (much like user-generated content would). It's a great way to talk about them, and in the long run to sell, without having a sales pitch.

Not to mention that they also showcase their team and humanize their brand.

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Refty on TikTok

Refty's TikTok account is also a great example of how to adapt to the platform .

Refty produces informative videos, giving tips that bring value to TikTok users in their business. The content is consistent with their niche as well as their value proposition to the businesses that are their customers.

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Semrush on TikTok

In the same way as Canva, Semrush stages its teams. The company communicates on its marketing tool, while having a tone and a logic of entertainment in its videos .

In particular, Semrush shared a series of videos in which the brand answers all the most asked questions on Google. In this way, it combines entertaining and humorous content with its industry and platform. 

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Launch your B2B brand on TikTok

In short, TikTok is a marketing opportunity you can't afford to miss. From the moment it federates a very large community in a multitude of niche markets, your B2B brand must be present there .

Today there are content creators on just about every conceivable theme. So why not yours?

Take advantage of this social networkto give a new dimension to your communication and your brand image. It's an opportunity to be one step ahead of your competitors 😉

And if you are not sure how to set up your communication on TikTok, Sleeq can help you. So contact us!