On an average, 80 million people spend 24 hours on Tiktok every month. This new opportunity has revolutionized how B2C brands interact with their customers. Can TikTok unlock the same potential for B2B marketing?
Quite a few brands are trying to answer that question for themselves. Not all B2B companies may be able to capitalize on those instant #TikTokMadeMeBuyIt B2C conversions, but that doesn’t mean they won’t get any value from the network. When it comes to awareness, TikTok may be just what a B2B social media strategy needs.
The road to success for businesses on TikTok is not completely unknown. We spoke with three B2B marketers who are experimenting and finding success on TikTok. Here’s what we learned from their strategies.
But first, why you need to try B2B marketing on TikTok
From the fashion trends we are talking about, to the music we listen to, the influences of TikTok can be felt all around us.
Headlines surrounding the network usually discuss how it is affecting consumer behavior from a retail standpoint, but the full picture is much bigger. With over a billion active monthly users, shoppers of all kinds are flocking to TikTok for inspiration, entertainment, education and more.
TikTok for business can help you establish deep relationships with the target audience. If you are still skeptical, here are the top three reasons why your brand can benefit from a TikTok business strategy:
It’s a Powerful Awareness Driver
Polished video production has its time and place, but research shows that consumers enjoy the quick-and-poor approach, too.
We surveyed more than 1,000 US consumers for the 2022 Sprout Social Index™ and found that more than a third want to see more authentic, under-produced videos from brands they follow. In addition, consumers also find short-form videos 2.5 times more attractive than long-form videos.
Keeping up with these social trends is not just a B2C priority. A study by International Data Corporation found that 75% of senior and influential B2B shoppers use online social networks during their buying process.
“The thing about B2B marketing on TikTok is that you always deal with the customer behind the business. At the end of the day, whether you’re promoting a marketing toolkit or selling inkjet printers, you’re talking to someone.”
– Maria Kalyadina, Social Head at Semerushu
A TikTok business strategy can help you maintain consumer preferences on social. In doing so, you will also be connected with potential buyers.
This is where your prospects go to discuss their pain points.
If you look at the hashtag #corporate, you will find that TikTok videos make fun of everything from email signature norms to video chat blunders. This light-hearted, snappy approach to discussing the peculiarities that come with working 9-to-5 is essential to the growing TikTok subculture: corporate TikTok.
@corporatenetly #ad There is no way I can survive in the corporate world without everything I need in one place – Thanks @Paycom #Corporate #9to5
Original Soundboard – Corporate Natalie
Other corporate TikTok hashtags such as #9to5, #WorkFromHome and #WorkLife have garnered over 20 billion views. This means that your buyers are already visiting Tiktok to tell about their day to day work problems. This is your sign to swoon with the solution.
It can breathe new life into your social strategy
TikTok trends are notoriously inventive. A new one pops up practically every other day. This constant stream of inspiration can help you take a fresh look at your cross-network social strategy.
Also, posting multiple times per day is the network norm. Thanks to the Algorithm For You page, it’s impossible to overwhelm your followers with content. This limitless playground for experimentation can be the one where you hit gold on social.
Advice on 3 brands getting TikTok for B2B rights
You probably have everything you need to start making your first batch of TikTok content. Sometimes, just a little motivation is needed to get the process started right away. To help, we talked to three marketers to find out how they’re approaching TikTok for B2B and what they’ve learned along the way.
1. Smartsheet
Smartsheet is a task management platform on a mission to improve the way teams collaborate. It should come as no surprise that collaboration is what makes his TikTok presence shine.
“The social team gets ideas from our customers, colleagues, and viewing—perhaps too much—from TikTok,” says Brian Bosch, director of product marketing at Smartsheet. “We use Smartsheet to organize video concepts and then decide on our favorites. From there, we’ll create an outline for the video and wait until it’s in a good place to shoot.” Will have to go through amendments till date.”
@smart sheet Our CMO approved. Let’s do this Tiktok. #firstpost #corporateTok #marketing #corporatelife #corporatelife #productivity #project management #worklife
Original soundtrack – Variety
Bosch Smartsheet is one of the many volunteer content creators for the TikTok account. The Smartsheet Social team recruits talent from their business so they always have someone to call on when it comes time to hit records.
Together, they make up TikToks that share a view of how people and organizations get their work done. Keeping their brand presence on a broad theme creates variety in their content, which ranges from skits to tutorials to the latest TikTok trends. This gives them room to elevate customer stories and user-generated content while maintaining consistency.
“TikTok gives you the ability to interact with your community in a variety of ways, including dueting and stitching videos,” says Bosch. “We love it when people make videos about Smartsheet and will duet and give constant feedback on them. We commented on someone’s video about how they use Smartsheet, and they commented on Smartsheet as a response. Made another video about what he liked about it.
@smart sheet With #duet @allifromCorpe0 she got it! Thanks for sharing your knowledge Allison #smartsheet #projectmanagement #corporate #WFH #corporatelife #remotework #project #organization #productivityhack #productivity #brandtok
Original Soundtrack – Allison Peck ️
The Smartsheet social team has tried out a few video formats and devices since launching its TikTok presence in April of 2022. This experiment is the core of Bosch’s advice to other B2B brands looking to get started with the network.
“Try the stuff,” Bosch says. “You never know what’s going to work on TikTok, and things are always evolving, so try different formats and themes to see what works.”
takeaway
- You don’t have to take only one step in front of the camera. Recruit video talent from across your organization to distribute the workload.
- Encourage engagement by promoting user-generated content on your own feed.
2. SEMrush
People discover the hardest things, and no one knows that better than the team at SEMrush. They’ve mastered the art of using wacky search queries as social content inspiration, and now they’re capturing that magic with their TikTok presence.
“Marketing can be fun, and it’s even easier to do with SEMrush – that is the message we want to convey on our TikTok,” says Maria Kalyadina, head of social at SEMrush. “We use humor as a way to do this because it is integral to SEMrush’s voice. According to our study, it is one of the best ways to appeal to audiences on TikTok.”
(source: SEMrush)
The study also found that 37% of viral TikToks focus on the person speaking and more than half of those videos have the person talking directly to the camera.
These are the findings of SEMrush’s “What Did You Find?” Aligned with the video format used in . Content Series. Each video begins with a direct introduction to the camera on the search topic, then transitions into a skit inspired by the query.
@semrush It’s 2021, you should be able to leave work early #Semrush #StruggleSearch #SketchComedy #MarketingHumor #ThanksandGiving #MakeABunchHappen
it must be good – TOONKYY
The finished product combines everything people love about TikTok content. It’s engaging, it’s fun and it’s informative. There is no indication that this is coming from a B2B brand and that’s it.
“The thing about B2B marketing on TikTok is that you are always dealing with the customer behind the business,” says Kalyina. “At the end of the day, whether you’re promoting a marketing toolkit or selling inkjet printers, you’re talking to someone.”
takeaway
- A little humor can go a long way. If “fun” is an element of your brand persona, test out different video formats and punchlines to find out how it might work for you on TikTok.
- TikTok is your opportunity to connect with the end users of your product. Prioritize the relationship with that audience to create more internal champions during the sales process.
3. Shopify
Shopify is crushing it on TikTok, and for good reason. They have been making their presence felt on the network for more than two years.
@shopify hello welcome to my home office #workfromhome #homeofficechallenge #workfromhomelife #myhomeoffice
DEZ2FLY The Chosen One – @Dez2fly
For Saad Khan, brand social lead at Shopify, joining the network was a no-brainer. “Social marketing has less to do with whether you are B2C or B2B because after all you are both in the awareness game. Every other brand is competing for real estate on people’s feeds.”
Since joining TikTok, the Shopify team has been testing video formats to find what works for their brand. The time spent iterating on his TikTok strategy has left him with credible content topics that resonate with his target audience.
Now, entrepreneurs and business owners turn to the Shopify TikTok account for tips, advice, and reviews. While video formats may vary, the broader theme is incredibly consistent.
@shopify Must have missed this in business school…😳 @daanielleryan #businessadvice #shopifam #startthatbusiness #juststart #smallbusinessowner
Original Soundboard – Shopify
Khan says, “This is how the biggest brands have learned on TikTok. “They all do a very specific work that is uniquely theirs and they keep iterating and repeating on the same concept in different executions.”
takeaway
- Achieving a following takes time and trial. Small changes can make a big difference in video performance, so focus on iterating until you find what works.
- Once you’ve identified a content topic or format that resonates with your audience, run with it. This consistency will lead to more audience recognition over time.
It’s your time to try Tiktok for B2B
TikTok is a marketer’s playground. This is a place to experiment and connect with the people behind the contract. Establishing this brand identity and affinity can be the difference that gets you more deals.
If you need a little more inspiration before you get in front of the cameras and hit records, check out this guide to TikTok marketing campaigns. In it, you will find examples and insights from brands that are already on the network to inform your TikTok business strategy.
How to Use TikTok for B2B Marketing (and 3 Brands That Do It Right) The post first appeared on Sprout Social.
