B2B advertising on TikTok is not uncharted territory.
And whereas TikTok is a confirmed powerhouse for B2C, increasingly more B2B manufacturers and consumers are shifting to the platform.
Look no additional than family names in SaaS like Salesforce, ClickUp and Zapier actively posting on TikTok. To not point out the 1m+ posts throughout tags like #CorporateLife, #CRM and #ProjectManagement.
From inventive buyer engagement to thought management, TikTok advertising as a B2B model doesn’t imply making dry, “company” movies.
This put up explains use TikTok for B2B with methods and concepts to encourage you.
How can TikTok profit B2B advertising?
Certain, utilizing TikTok for enterprise is nothing new.
However the platform is essentially related to ecommerce, attire and sweetness manufacturers versus B2B.
What are the advantages of TikTok for B2B advertising, then?
For starters, TikTok provides manufacturers a chance to leverage short-form video. Chew-sized, vertical movies are nonetheless the dominant content material format throughout social media at giant. Latest social media video statistics additionally spotlight that short-form video delivers the best ROI versus different codecs.
Concise content material and creativity thrive on TikTok. That’s what makes it the right place for B2B manufacturers to interrupt down complicated concepts and ideas. For instance, many consumers would moderately watch a 15-second snippet a couple of potential software program buy versus an hour-long webinar.
One other advantage of TikTok for B2B advertising is the chance to succeed in new and youthful professionals. New social media demographics present that TikTok’s largest person base is made up of 24-to 34-year-olds. This represents an enormous slice of younger professionals, together with those that will not be as energetic on extra “skilled” networks like LinkedIn.
Nevertheless, take into account that TikTok’s Gen Z and Millennial professionals are prime B2B consumers. Meals for thought: 75% of B2B consumers use social media of their buying selections. Past that, TikTok provides alternatives to succeed in professionals through advertisements or occasions for recruiting functions.
In comparison with different networks, TikTok additionally supplies a spot for manufacturers to showcase their character and authenticity. Humanizing your organization is essential to succeed in consumers at the moment and stand aside from rivals.
Methods to make use of TikTok for B2B progress
B2B manufacturers haven’t any scarcity of choices relating to what they put up on TikTok.
However your content material technique in the end boils right down to your targets for progress.
Beneath is a breakdown of the most typical methods manufacturers use TikTok for B2B. Any mixture of those techniques is honest recreation, relying on what you wish to get out of the platform:
- Create compelling product demos & tutorials. Present individuals really use your merchandise in particular use instances. Create TikTok posts that reveal how a services or products works, together with “how-to” guides and hacks.
- Promote thought management & academic content material. Sharing {industry} insights, developments and breaking information can assist set up your model as an authority in your area. One of these content material also can appeal to debate and discussions to drive visibility within the TikTok algorithm.
- Exhibit your organization tradition. Whether or not in-person or remotely, give your crew the highlight to offer a glimpse into why your organization is completely different out of your rivals. Use the chance to humanize your model, construct transparency and reliability.
- Leverage social proof. Showcasing testimonials and user-generated content material can construct belief and credibility on your model. Characteristic actual prospects, their experiences, success narratives or endorsements of your services or products.
- Add humorous content material into the combo. Humorous content material makes your model extra approachable and memorable. To not point out, it will increase engagement and share-ability. Create some lighthearted movies, skits or eventualities that resonate along with your target market’s each day experiences or related industry-specific humor.
- Facilitate neighborhood engagement. Partaking your viewers via your content material and interactions fosters a way of neighborhood and will increase each engagement and model loyalty. Create TikToks that encourage viewers interplay, corresponding to Q&A periods, polls, challenges, or requires user-generated content material.
- Associate with B2B influencers. Partnering with creators in your house is one more technique to construct credibility via suggestions. It expands your attain to new audiences and leverages credibility of companions or influencers, producing natural endorsements of your model.
- Run focused TikTok advertisements. B2B manufacturers can faucet into TikTok’s advert platform to get in entrance of extraordinarily particular audiences.
Instruments like Sprout Social can assist you in all the above with streamlined social media publishing capabilities. For instance, you should use the platform’s social media calendar to plan and schedule bulletins whereas ensuring that your promotional calendar is aligned throughout networks.
TikTok methods for B2B success
Whereas there are many alternatives for cross-posting, don’t deal with TikTok for B2B precisely like LinkedIn. Take into account these particular methods and finest practices to maximise your model’s attain and interact your target market.
Put individuals first in your B2B TikTok content material
The widespread thread between all profitable manufacturers on TikTok (B2B or in any other case)?
Actual persons are front-and-center of their feeds.
Whether or not you’re promoting software program or providers, it’s essential to have some form of human ingredient in your content material. B2B manufacturers that drive significant engagement on TikTok aren’t simply posting screenshots of software program. As a substitute, they’re doing behind-the-scenes content material, “person-on-the-street” interviews content material and comedy skits.
Simply take a peek on the feeds of any “huge” SaaS manufacturers on TikTok. Likelihood is, their most up-to-date movies will primarily function actual individuals in the actual world.
That’s to not say there isn’t a time and place for extra business-relevant content material, corresponding to academic content material and product tutorials. The hot button is discovering inventive methods to function your crew, workers or prospects in these sorts of content material when applicable. Extra product-centric content material is honest recreation, granted it doesn’t completely dominate your technique.
Piggyback on TikTok video developments
It’s no secret that the TikTok algorithm is tremendous trend-centric and fast-moving. There’s a motive why memes, skits and movies containing trending audio are so common for B2B manufacturers.
Manufacturers like ClickUp do a superb job of developing with skits and piggybacking on memes that talk to their viewers of undertaking managers.
Adapting memes and trending audio to your model could be difficult. It’s vital to ensure that no matter you select doesn’t conflict along with your model’s voice or values. Given the endless stream of latest developments each day, it’s best to by no means really feel compelled to hop on a development. There’ll at all times be extra!
Incorporate TikTok hashtags and key phrases in your movies
The growth of TikTok search engine optimisation is impacting companies of all sizes and shapes.
And B2B manufacturers are not any exception.
That’s why you have to be conscious of the TikTok hashtags and key phrases you embody in your movies. This contains descriptions and spoken speech detected by TikTok.
A mix of broad, area of interest and industry-specific hashtags is good. By way of quantity, three to 5 hashtags per video is the norm. You don’t wish to danger key phrase stuffing or distracting out of your content material.
Beneath are some precise examples of hashtags for B2B TikTok to offer you a body of reference:
- #B2Bmarketing
- #CorporateTikTOk
- #ProjectManagement
- #CRM
- #SalesTips
- #WorkLife
- #CareerGoals
- #MarketingStrategy
Once more, social media is the place B2B consumers are looking for options. That features TikTok. Hashtags and key phrases are low-hanging fruit to assist your movies rank and get served to related consumers.
Hook prospects with TikTok advertisements
The ability of TikTok advertisements is extraordinarily well-documented.
That is very true for Spark Advertisements that function creators.
These B2B influencer advertisements are nice for telling genuine buyer tales whereas additionally increasing the attain of your advert focusing on. Try this Spark Advert from QuickBooks with practically 2 million views that includes a creator with 12,000 followers.
This advert makes use of the “day-in-the-life” content material that’s common on company TikTok because the supply for an efficient advert. When TikTok tells manufacturers this “Make TikToks, not advertisements,” that is what they imply.
Repurpose your model’s short-form video
Assuming your model is already posting short-form video to platforms like LinkedIn, you possibly can most likely squeeze much more out of those self same property on TikTok.
Have any current podcast snippets, bulletins or worker advocacy movies? Cross-post them to TikTok in the event that they’re related to your viewers there!
That’s the place a social media administration instrument like Sprout Social can assist. The platform supplies a complete calendar and asset library to arrange and schedule your content material throughout networks.
These options assure that you just maximize your current content material and that your social crew doesn’t miss alternatives to advertise main milestones on your firm.
Begin a free Sprout Social trial
Efficient TikTok content material concepts for B2B
One of the best practices above present how B2B manufacturers can put up on TikTok. To wrap issues up, listed below are some further content material concepts to think about with precise examples to encourage your model.
Day-at-the-office movies and skits
Low-edit smartphone movies are the workplace could be surprisingly efficient when performed proper. This easy, seven-second video from HubSpot highlights piggyback on a TikTok development as a B2B model.
The “Say one thing silly like” development is according to the model’s playful voice and TikTok presence at giant. That mentioned, not each day-in-the-life video needs to be humorous.
This video from Lucid Software program takes a special method with a “instruments I exploit” breakdown from a B2B influencer. The creator’s narration supplies the much-needed human ingredient, which is a must have for TikTok movies.
Hype up what makes what you are promoting particular
Whether or not for recruiting functions or easy branding, TikTok is a good place to indicate off your organization’s character. Making a case for what makes your model stand out from the group needs to be a part of your TikTok content material technique as a B2B model.
This video from Salesforce is a good instance, with an precise worker breaking down the advantages of working with the corporate and attractive new potential hires with a call-to-action on the finish.
Promote your presence at occasions
Likelihood is, your organization is attending its fair proportion of B2B occasions lately. If that’s the case, documenting the day-to-day happenings of these occasions can function superior TikTok content material.
MailChimp recurrently covers its personal occasions and convention presence, together with panels and time-lapse occasion overviews.
Whether or not it’s a Q&A panel, a POV of the convention flooring or one thing in between, take into account how you should use in-person occasions to gasoline your TikTok content material technique. These kind of movies are main credibility boosters for B2B manufacturers.
Product ideas and explainer movies
Once more, TikTok for B2B SaaS doesn’t imply simply posting screenshots of software program.
That mentioned, manufacturers on TikTok shouldn’t be shy about selling themselves. It’s all about being inventive and framing your content material in a approach that’s applicable for the platform.
For instance, Zapier makes use of a speaking head-style video that includes an precise particular person to make bulletins and break down the platform’s newest options.
In contrast, right here’s a video from KNIME Software program breaking down a really particular use case for his or her product. This video has a transparent target market and the pleasant narration from an precise worker supplies the human contact.
From new options to instruments that your customers will not be conscious of, these kinds of movies are beneficial to weave into your TikTok technique along with extra culture-centric content material.
Discuss to your prospects
Maybe some of the highly effective sorts of content material to put up on TikTok is testimonial movies.
Sq. has a whole collection the place the corporate recurrently interviews brick-and-mortar companies that use their platform. Frequently posting these reminds viewers of what number of happy prospects the model has throughout industries.
Whether or not it’s successful story or a buyer interview, speaking to individuals who can sing your praises is an efficient technique to promote your model on TikTok.
Placing your B2B TikTok technique into motion
TikTok supplies numerous alternatives for B2B manufacturers to advertise themselves. There’s no denying how distinctive the platform and its viewers are, making it difficult for first-timers within the B2B house.
With an outlined content material technique and targets in thoughts, your model can benefit from the platform and stand out from the group. Granted, you’ve gotten the best instruments to construct your presence and empower your crew to advertise your organization successfully.
Attempt a free trial of Sprout Social to see how the platform can assist you do precisely that.
