TikTok for B2B Brands: How to Generate Engaging Content

As a B2B marketing professional, you always want to stay on top of trends and ahead of the competition. Because of this, you’ve probably thought to yourself, “I wonder if TikTok for B2B brands is a good idea?”. But, TikTok is generally considered to be a social media platform for Gen Z’ers. However, that is not entirely true! TikTok can be a great way to interact with your audience, expand your viewership, and create new content. In this article, we are going to go through the basics of TikTok, why you want to be on TikTok, and a few examples of TikTok for B2B brands. First, let’s go over understanding TikTok for B2B companies.

Understanding TikTok

Despite only launching in 2017, TikTok is one of the fastest growing social media platforms, with 1.1 billion users. As a reference, Facebook has 2.9 billion, Instagram has 1.4 billion, and Twitter/X has 480 million active users. Since TikTok is such a hot topic for marketers, it’s easy to see why B2B marketers are enticed by the idea of using it. Here are some of the main points that you should consider if you’re looking to implement TikTok for B2B customers.

Audience and Viewerbase

As a B2B brand, you might think that TikTok is not the place for you. After all, you have LinkedIn! While LinkedIn can be a great place to target an older, more experienced audience, TikTok is where younger professionals may be. Contrary to popular belief, TikTok is not just for Gen Z. Below is a chart that shows that the vast majority of users are between the ages of 18 and 34. While this may not be a CEO of a multi-million dollar company, these age groups can still be very influential in their roles. 

The Algorithm

The TikTok algorithm is a recommendation system that determines which videos will appear on your unique “For You” page. This is based on previous viewing history, user interactions, accounts you follow, previous search history, demographics, and much more. As the company creating the videos, it’s important to include captions, sounds, hashtags, effects, and follow trends that align with your ideal customer profile. 

Video Considerations

TikTok allows users to create and share videos that are between 15 seconds and 10 minutes long. With a ton of filters, audio clips, and sound effects, you can create and edit your videos within the app with ease. There are a ton of different trends and considerations to understand when you’re actually creating a video, but you will learn with time what your audience responds best to. We will talk about a few examples of successful examples of using TikTok for B2B companies.

Why Should B2B Brands Invest in TikTok Marketing?

While TikTok is often associated with B2C brands and influencers, B2B companies can also benefit from its immense reach and engagement potential. TikTok thrives on authenticity and creativity, helping B2B companies humanize their brand by showcasing the people behind the scenes. Additionally, TikTok’s unique algorithm can help your brand go viral a lot easier and faster than other popular social media channels. In turn, helping your company increase brand awareness and engagement. Now that you’re convinced to try out TikTok, let’s go through some examples of successful TikTok campaigns. 

5 Examples of Successful B2B TikTok Marketing

It can be hard to think of exciting and new types of videos to post on TikTok. It’s always helpful to check out large software companies that have large marketing departments for inspiration and ideas. Here are some of my favorite examples of B2B companies leveraging TikTok.

1. Monday.com

Monday.com is a popular project management tool that helps teams of every size organize their tasks. By using their TikTok to promote work hacks, tips and tricks, users can get more out of their software. In turn, this can encourage users to share the video with their colleagues, comment on other tips, and get the most out of their software. Additionally, since Monday.com’s users are from a wide range of demographics, TikTok is an ideal platform for them to increase brand awareness.

https://www.tiktok.com/@mondaydotcom/video/7212271778494795009

2. Salesforce

Salesforce is a very well-known CRM that both B2B and B2C organizations use. They use their TikTok in a variety of ways, including sharing tips, talking about trending topics, promoting events, and participating in trends. By sharing a wide variety of content, your organization is more likely to cater to a wider audience. Due to TikTok’s algorithm, the right person is more likely to see the type of video they want to see. 

https://www.tiktok.com/@salesforce/video/7331066999172320554?_t=8jj5JDuA90I&_r=1

3. Hootsuite

Hootsuite is a social media scheduling and analytics tool that allows you to easily manage your social media accounts. If you follow Hootsuite on social media, you know that they have a very friendly, relaxed, yet educational tone of voice. This helps increase engagement across all platforms, while giving marketers a good laugh. Hootsuite works with influencers to help them build their brand voice even further, and lean into humor. Not to mention, they love to show off their brand mascot, Owly!

https://www.tiktok.com/@hootsuite/video/7332554262158871813?_t=8jj5mP0tVvK&_r=1

4. Hubspot

Hubspot is another popular CRM software that helps companies of all sizes manage their contacts, social media, lead generation, and much more. Over on TikTok, Hubspot likes to learn to use their younger team to participate in trends. Their TikToks are generally on the more casual side, posting relatable content that is likely to be shared around. While they may not be generating many sales-qualified leads, publishing this type of content can do wonders for increasing brand awareness and personability. 

https://www.tiktok.com/@hubspot/video/7333231759280098606?_t=8jj63ibmjY5&_r=1

5. Zapier

Zapier is an automation tool that can connect multiple different software to enable certain tasks, without the need for code. On TikTok, they share educational content related to AI and automation, tools, and new features. They do a lot of series, to help users follow along easier and watch more videos, than posting one long video. The types of videos that Zapier posts are fairly straightforward to film and edit, and most skill levels will be able to follow suit. 

https://www.tiktok.com/@zapier/video/7328208598985919790?_r=1&_t=8jj6TtQYL7G

How to Know if You’re Attracting the Right Audience

While Google Analytics allows you to see how many website visitors are acquired from social media, you don’t really know if they are a qualified visitor or not. Visitor Queue changes this. With the help of Visitor Queue, you can identify the companies that visit your website, how they were acquired, and how long they spend on each page. Knowing this information can help you gauge whether or not your marketing is attracting the right audience. We also provide employee contact information to help you reach out and ensure they found what they were looking for. Integrate with your CRM of choice to instantly send leads and seamlessly follow up. Start your 14-day free trial of Visitor Queue today and stop losing leads.

What’s Next?

As you can see, there are a number of different ways that you can use TikTok for B2B companies. While there may be a learning curve associated with the filming and editing process, TikTok is fairly straightforward to learn and get used to. If your company sticks to a more serious tone of voice, this may not be the platform of choice for you. However, if you are looking to build brand awareness and become more personable, TikTok is a great option. If you’re looking to improve your social media strategy, take a look at 10 innovative B2B Social Media Tactics for Marketing Managers.