5 Reasons Why B2B Marketers Should Include TikTok in their Social Media Strategy

5 Reasons Why B2B Marketers Should Include TikTok in their Social Media Strategy

June 29, 2022 0

Is your business still contemplating whether or not to invest in Tiktok marketing? This post will show five reasons why you should. Continue reading.

With over one billion monthly active users, 30% of TikTok users say they watch less video content on other platforms (YouTube, streaming, TV) after joining. Many still attribute Tiktok’s dizzying rise in popularity to the COVID lockdown’s boredom. However, there appears to be a shift in focus to video-centric content, and Tiktok seems to already have what its users want. Tiktok has grown in the last few years. From being a dance video platform for teenagers to including relevant, useful content for and by individuals of all ages.

Other social media platforms doubling up on their video content. Regardless, TikTok’s momentum hasn’t slowed down. It is fast outpacing Facebook and Instagram in downloads with nearly 60 million downloads in March 2021. 

5 Reasons Why B2B Marketers Should Include TikTok in their Social Media Strategy 

The best thing about  TikTok is that any video can generate thousands of views. This is independent of how long your account has been active, how many followers you have, or how popular your previous videos were. It makes it far easier for a brand to succeed on TikTok than it would be on other social media platforms.

5 Reasons Why B2B Marketers Should Include TikTok in their Social Media Strategy
B2B and B2C are already learning how to use the platform

From creating a vibrant, creative, and experimental community that is shifting culture, TikTok has fairly grown in popularity among B2C brands.  Most B2B companies, on the other hand, are still figuring out if the platform is right for them and, if so, how to use it. Because TikTok does not fit their demographic, time constraints, or overall message, many B2B companies have chosen to ignore it. B2B marketers are still learning how to use the popular strategic channel, despite its strong audience retention, engagement, and originality. So, how can Tiktok help your B2B business stay ahead of the social curve?

Gives Your Brand a Higher Virality

The way that TikTok democratizes content is fresh and different. Having your brand on TikTok gives your content a higher chance of virality.   Your follower count does not directly affect how your content appears in your stream, in contrast to most social media platforms which are mostly based on the level of the popularity of the poster.

Why does this matter? In essence, publishing just one video on Tiktok can lead to instant stardom.  Even as a fairly new brand on the platform, your brand gets just as much of a chance of going viral as the major brand with a higher follower count. 

Allows You To Build Relationships

If you are keen on social media trends, you’ll notice that the way viewers consume content is rapidly changing. People are shifting their attention from brand-focused content to community-focused content.  A prime example is Facebook, which has more than 400 million groups.

Even while TikTok doesn’t currently have a group option, it’s clear that the site wants to foster communities of people who share similar interests. A fantastic illustration of this is features like the duets that allow users truly collaborate. As a B2B brand,  TikTok presents the opportunity for you to express your brand personality which in turn humanizes your brand. Often it can be a challenge to humanize your brand since your core customers are businesses too, but TikTok could help you to break that mold.  People buy from people, so making your business more relatable using Tiktok will help your brand foster relationships with your target market.

For instance, with nearly 3 million likes, Adobe has mastered the art of B2B marketing on TikTok. They post engaging how-to videos, empowering their customers with the knowledge to get the most out of their tools, and actively support the community they are trying to sell to.

Leverage on Tiktok Ads 

Tiktok is a platform known for organic discovery. It allows you to reach new users in a way can’t imagine organically. However, Tiktok ads have their perks. Although TikTok advertising generally resembles other paid social media advertisements, there are a few peculiarities that advertisers should be aware of.

There are five different ad types that you should be aware of:

  • In-Feed Ads
  • Brand Takeovers
  • Top Views
  • Branded Hashtag Challenges
  • Branded Effects

In-Feed Ads

The in-feed advertisements on TikTok are comparable to those that appear between Instagram stories. A consumer will ultimately see one of these ads while scrolling through their page.

The ability to virtually blend in-feed advertisements with ordinary content is one of its strongest capabilities. 

Branded Takeover

Users who launch the TikTok app immediately see brand takeover advertisements, and you can instantly reach a sizable portion of TikTok’s user base.

Users will view at least brand takeover advertisements per day, so it’s a terrific method to increase brand exposure by temporarily removing the competition. 

Top Views

TopViews are a particular kind of in-feed advertisement because consumers will always view them first after three seconds. They can accommodate up to 60 seconds of full-screen video and appear at the top of the For You page.

Branded Hashtag Challenges

Branded hashtag competitions are advantageous since they increase brand recognition mostly through user-generated content (UGC).

The videos can be found on the Discover page of TikTok. Users are taken to a customized landing page with information on the challenge, a link to the brand’s website, and UGC from TikTokers who have already taken part when they click on one of the hashtags.

Because they are entertaining, branded hashtag challenges are particularly successful. This particular ad provides users with an opportunity to join a challenge, as opposed to in-feed ads or brand takeovers.

Expand Reach Through Cross-Platform Sharing

On Tiktok,  users love to share videos both within and across platforms,  reaching audiences beyond like Instagram, and Twitter, to messaging apps like WhatsApp and Telegram. The more interesting the video, the higher the shareability. You can use TikTok to promote any useful videos you already have. 

Reusing material not only increases your audience but also increases your return on investment. You become recognized as a thought leader or transfer your subject knowledge as a result. Viewers who see the shortened version on Tiktok have the option to continue watching the full video on your website, which increases the traffic.

Lead generation Through  information requests

Collecting email addresses is another opportunity offered by TikTok. You can spark viewers’ interest with the engaging content and persuade them to freely provide their contact information. This is your moment to provide them with more insightful details and demonstrate how you can help them solve their problems.


TikTok is a tremendous social media platform that’s clearly untapped by most businesses. Although it has many advantages, not all enterprises may benefit from it. It is worthwhile to first determine whether your target demographic uses TikTok and whether it would be advantageous to use this in your marketing strategy.

Kindly check out other posts on how to improve your social media strategy on SME360.

Rejoice Obike
Rejoice Obike
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