GUIDE • 2 mins

TikTok for B2B: What You Need To Know

Publicist Team

TikTok is everywhere. We know this.

It outpaced both Instagram and Facebook and became the first app not owned by Facebook to cross the three billion download mark by the end of last year. On top of that staggering stat, a recent TechCrunch article indicates that Google execs have noticed a shift in search. Users are now turning to apps like Instagram and TikTok instead of Google Search or Maps for discovery purposes. TikTok is changing the way that people use the internet. 

What is still relatively new, however, is TikTok for B2B. For these companies, TikTok is an untapped wild west for growth. Here’s why: 

  1. TikTok is approachable - videos are less edited, more pedestrian, easy to view and consume. 

  2. TikTok builds brand awareness - TikTok videos build an emotional connection between your brand and your consumer (which is proven to be more effective than rational approaches).

  3. TikTok lets you break through the noise - your brand gets discovered easier through the use of trending sounds and hashtags. Similar to SEO, using up-and-coming hashtags gives your brand a higher chance of being discovered. 

  4. MomTok, BookTok, ScienceTok, TechTok - on TikTok, segmentation is already baked in. The TikTok algorithm is so refined that you can easily find and target specific audiences based on who you'd like to reach.

Have we convinced you yet? You know why, so let’s dive into how your brand can use TikTok. 

  1. Create unique, experimental content. TikTok is the place to test the waters. Let your team run wild by testing new ideas on this less formal channel. Authenticity and realness prevail on TikTok. 

  2. Utilize influencer marketing. TikTok is built on one-on-one human interaction. Why not leverage an already existing audience and the person behind it to generate positive feelings towards your brand? You don’t need to sell a physical product to benefit from influencer marketing. 

  3. Share product demos! TikTok now allows users to make up to three minute videos. Use this feature to educate your users and potential users about your product/service by creating short product demos on platform.

B2B brands who are already doing TikTok well:

  • Shopify - the official ecommerce platform for TikTok. Their content is made to resonate with entrepreneurs and small business owners. Check them out on TikTok here

  • Canva - Canva is popular for individuals and businesses. Their user friendly design tools make collaboration work. A great way to show off their user-friendly interface? Demos on TikTok. Check it out here.  

  • LinkTree - the popular link in bio tool. Understandably, LinkTree is extremely popular amongst business owners. LinkTree masters influencer marketing on TikTok to get the right eyes on their page. See here

If you’re a B2B company looking to dip your toes into the TikTok water, don’t be afraid. Visit some of the accounts above for inspiration and give it a go yourself. Remember: be authentic and even silly! TikTok is the place to get creative.