TikTok has advanced considerably because it burst onto the socials scene in 2016. But, there’s a false impression of types that TikTok is just for leisure, or for creating content material that appeals on to customers.
While it stays an important platform for Gen Z within the UK, per social media statistics, it’s turning into simply as fashionable for different demographics, making TikTok B2B advertising and marketing and gross sales simply as related.
Sprout’s Q2 2025 Pulse Survey discovered that 76% of individuals had buy selections influenced by social media previously 6 months, and this consists of deciding which companies to work with. TikTok represents a thriving community and a key alternative for UK B2B corporations to get their firm and its providers in entrance of extra individuals.
We’ll define why precisely TikTok B2B advertising and marketing is so essential, earlier than itemizing actionable methods with UK-specific model examples, and a few finest practices to succeed on TikTok.
Why do you want TikTok for B2B advertising and marketing within the UK?
The financial and social panorama for B2B manufacturers is altering. Corporations have to adapt to those modifications to additional their attain and construct extra genuine connections with the individuals who work for his or her companions. These are a few of the largest explanation why you have to be utilizing TikTok as a B2B marketer at the moment.
Shifting demographics
Regardless that TikTok nonetheless has a robust Gen Z group, its demographics are beginning to shift. Within the US in 2025, millennials are utilizing TikTok simply as a lot as Gen Z, and the app’s Gen X userbase can also be rising.
As this development continues, so too will the necessity for UK B2B corporations to construct a presence on the community. A significant a part of efficient social advertising and marketing is to satisfy your clients the place they’re at; at the moment, they’re more and more discovered on TikTok.
Natural attain potential
Round 28% of entrepreneurs are utilizing TikTok presently. This makes it a far much less saturated community for B2B content material when put next with different platforms like Fb and LinkedIn. B2B manufacturers utilizing the community subsequently, have a wider potential for natural attain.
Alongside showcasing the standard of their services or products, the 2025 Sprout Social UK Index™ discovered that UK customers need manufacturers to face out by means of the originality of their content material. By creating distinctive content material for TikTok, B2B entrepreneurs can stand out from their opponents and construct an natural viewers.
Authenticity and relatability
Similar to in B2C gross sales, B2B advertising and marketing is determined by creating genuine connections with individuals working in different corporations. Relatable content material thrives on TikTok, the place methods like confessional POVs and Q&As are a core a part of the community.
By tapping into this potential, you possibly can promote the skills of your staff and humanise your model. Do not forget that authenticity on socials is a shifting goal; it’s essential to take care of your popularity by means of interacting with and listening to your clients.
Innovation and thought management: Positioning your model
B2B gross sales and positioning typically depend on thought management, which entails constructing the popularity of your model and your staff as main authorities in your business.
Thought management has historically been within the type of long-form articles, ebooks or whitepapers. However it’s attainable to construct thought management by means of different sorts of content material, together with TikTok movies. By means of TikTok content material like podcast snippets, webinars or worker POV explanations, you need to use TikTok to show your organization’s experience.
Showcase merchandise
While B2B is a service-led sector, many corporations can nonetheless profit from creating showcase-style content material. These place your services or products, by means of breakdowns, commercials or different content material varieties.
This could be a significantly helpful technique for SaaS corporations. You may spotlight options supplied by your device, and supply TikTok demo movies that present viewers the way it works in real-time. This boosts your model’s authenticity and lets you instantly market your resolution in a means that solves issues to your followers.
However it’s not only a technique for SaaS; by modifying this method, you possibly can showcase your organization’s distinctive service throughout the community.
Actionable methods to achieve UK B2B TikTok advertising and marketing
Success on TikTok doesn’t occur in a single day. For the most effective outcomes, UK B2B entrepreneurs have to spend time strategising, with a thoughts to the distinctive alternatives and options that TikTok gives. These are some fashionable methods that any B2B firm can begin utilizing at the moment.
Instructional content material
Information-sharing on TikTok is without doubt one of the community’s main content material developments. By designing distinctive academic content material to your followers, you possibly can educate them helpful info whereas additionally positioning your self as a thought chief in your house.
Rachel Waring (@rachelemmawaring) is a gross sales strategist, and commonly makes use of her TikTok to create brief academic movies designed to focus on small enterprise house owners.
Name to motion (CTA) content material
Including a CTA to your TikTok posts connects TikTok together with your wider advertising and marketing efforts, or to transform followers into gross sales.
Be certain to at all times pair your CTAs logically with the content material you’re creating. In the event you’re selling a e-newsletter, make your CTA a sign-up hyperlink. Or in the event you’re selling a product characteristic, add a hyperlink to your web site with extra info. These CTAs increase engagement together with your TikTok and improve their worth to your followers.
Humanise your model
TikTok gives an awesome alternative so that you can present what goes on behind-the-scenes at your small business. This technique can work whether or not you’re a world company or a one-person present. In the event you’re managing B2B content material for an enterprise firm, think about specializing in a few of your smaller inside groups, and showcase why they’re so essential for your small business.
In the event you’re managing a smaller firm, use TikTok to advertise your self as a founder. Daisy Morris (@the_self_hood) runs a social media consultancy and makes use of her TikTok to work together with followers and ask questions on how they use socials. She then makes use of this info to refine her providers and additional promote herself as an authority on all issues social media.
Comply with developments creatively
At the moment’s UK customers have a blended response to development leaping. The 2025 Index discovered that, whereas 40% of individuals nonetheless assume it’s cool, 28% assume it’s solely efficient inside 48 hours of the development beginning. In the event you’re reacting to developments, you must subsequently be well timed, however you also needs to assume creatively and ensure it’s related to your model.
Take into account how your model may interpret the development in a means no person else can. By taking a look at issues somewhat in another way, you’ll be extra more likely to stand out out of your opponents and development your self.
Thought management
Selling thought management must be a key a part of your TikTok content material. Profitable thought management typically works properly when mixed with a few of these different methods above, like humanising your content material and specializing in schooling and worth.
Enterprise Nation (@enterprisenation) gives advisory assist for UK small companies. On this instance, they’ve paired their TikTok content material with a free four-week course, promoted by their staff, to indicate off their experience in enterprise administration.
Showcase firm tradition
When plotting out your TikTok technique, take into consideration the targets for every put up. Generally, you may be creating content material to draw expertise, by constructing an affinity for your small business on-line. In these instances, use your content material to indicate off what makes your organization distinct.
This may be by means of an workplace tour, a video of worker coaching days or a private video from one among your management crew members.
5 UK B2B TikTok advertising and marketing examples to encourage you
Companies are utilizing TikTok advertising and marketing within the UK to bolster their wider digital advertising and marketing efforts. These are 5 examples of manufacturers getting it proper.
Sage
Sage (@sageuki) is without doubt one of the world’s largest accounting software program suppliers, and their UK department manages an lively TikTok account. Sage applies a number of completely different methods to their TikTok content material.
They typically pair content material with companywide occasions, and likewise companion with UK influencers and celebrities. Right here’s a profitable instance of their partnership with retired UK footballer Gary Neville to advertise their Accountex convention in Manchester.
However Sage doesn’t simply depend on influencers, their account additionally succeeds because of content material made by their staff and clients. They commonly highlight small enterprise house owners who use Sage instruments, who spotlight why their options are so useful of their on a regular basis life. This sort of content material builds Sage’s authenticity, and succeeds due to a transparent give attention to a audience of small enterprise house owners.
Healthxcel
Healthxcel (@healthxcel) is a superfoods supplier within the UK who’ve constructed an enormous TikTok following of over 140k. Although they do make B2C gross sales, additionally they promote their merchandise by means of different companies, making B2B part of their enterprise mannequin.
Healthxcel has achieved nice success by means of TikTok utilizing a mix of Spark Advertisements, Computerized Focusing on and Customized Audiences. Firm founder Rima Deu typically narrates content material herself in a POV format, and posts concerning the realities of working her enterprise.
She’s additionally dedicated to creating academic well being content material for her customers, to advertise Healthxcel and wider entry to free well being schooling throughout the UK. She saves these movies to a playlist on the high of her account for straightforward entry. This determination makes it a lot simpler for customers to entry sure sorts of content material when navigating by means of Healthxcel’s profile. In the event you’re creating various kinds of content material, take into consideration how one can modify your account to enhance accessibility to your followers.
Bolt UK
Bolt (@bolt) is without doubt one of the largest taxi app suppliers in Europe, and has served the UK market since 2019. Bolt depends on its social media content material in a few methods.Firstly, to construct the model’s recognition and attain for riders, and secondly to place itself as a substitute taxi app possibility for drivers. These type the B2C and B2B sides of its content material technique.
Bolt has used TikTok’s Conversion Carry Research to optimise its output on the community and enhance app installs within the UK. Their success exhibits the significance of successfully monitoring and reporting on content material efficiency, to refine your method and enhance conversions.
By way of content material varieties, Bolt leans on humour to advertise its vehicles, scooters and meals supply providers to TikTok customers. They’ve just lately began a #passengerprincess development, and commonly reply to feedback to unravel any buyer issues.
Revolut
Revolut (@revolutapp) is a UK fintech banking supplier that provides accounts and cost options for people and companies. They’ve over 130k TikTok followers and sometimes create content material with esports influencers or that spotlight their apps’ options.
They typically put up B2B particular content material, which educates viewers on how the corporate operates. Right here’s an instance of an interview with their CEO, selling their worker administration resolution, Revolut Individuals. It’s a superb instance of a bigger firm utilizing TikTok to humanise their model by means of content material, and as a means of positioning themselves as an progressive, tech-forward enterprise.
Attwell’s Solicitors
TikTok enterprise advertising and marketing may be simply as efficient for smaller UK corporations with regional buyer bases, and Attwells Solicitors (@attwellssolicitors) is a superb instance. Attwells is a neighborhood regulation agency that gives providers for corporations and people in Essex, Suffolk and London.
All of Attwell’s TikTok content material is filmed with their staff, and is designed to humanise the agency and educate followers. In 2024, they successfully jumped on the “in search of a person in finance” TikTok soundbite development, that includes a video with their CEO, which achieved over 19 million views. Outdoors of good, well timed development content material, they put up persistently and mix helpful content material with humorous sketches that assist them stand out from different corporations within the space.
Finest practices and ideas for B2B advertising and marketing on TikTok
In the event you’re simply beginning out with B2B TikTok advertising and marketing, otherwise you’re constructing your current community, these are some finest practices that you need to use to spice up account efficiency.
Perceive your TikTok viewers
TikTok success is determined by figuring out who your viewers on the community is, and the kind of content material they wish to see.
Apply any goal personas you have already got to your TikTok technique, however take into consideration how the community’s distinctive demographics will modify this info. With every bit of content material you create, ask your self what it might provide your viewers, and why it’ll resonate with them particularly.
Be constant
Very similar to any type of social advertising and marketing, the key to TikTok success is usually consistency. Use a TikTok content material calendar to ensure you’re posting commonly.
But additionally depart room in your schedule to create extra well timed content material, or to react to any new developments.
Embrace lo-fi however high-quality content material
Not all the things on TikTok must be a closely polished video. One of many community’s advantages is the way in which its creators and viewers embrace uncooked, lo-fi movies.
This doesn’t imply you shouldn’t put any effort in when filming, however attempt to focus extra in your artistic concepts, and the technique behind them, moderately than the execution. That is significantly essential in the event you’re working in a smaller advertising and marketing crew with much less assets.
Interact with feedback and developments
Taking the time to answer to any feedback you’ve obtained can assist you construct stronger relationships together with your community of followers. Use your feedback so as to add extra worth to a put up, or to unravel particular person issues in case your followers have them.
The identical logic ought to apply to developments. When you’ve got one thing to say, don’t wait; the earlier you possibly can add one thing associated to a development, the extra possible it’s that it’ll resonate. Simply be sure the development aligns together with your model voice and is related to your followers.
Collaborate with staff or influencers
Filming content material together with your staff can promote firm tradition, and construct connections inside your inside crew. If this is part of your technique, be sure everybody being filmed is comfy with showing on firm socials, and construct this into any firm handbooks.
Discovering UK TikTok influencers may additional your attain on the platform. Take time to discover a TikTok creator with an analogous viewers to yours, and make your partnership a collaborative course of so you possibly can each profit from the top outcome.
Analyse your efficiency
Lastly, evaluate how your TikTok content material is performing typically. Have a look at essential TikTok metrics like engagement charges, views and follower progress.
When you’ve began rising, delve deeper into TikTok analytics with instruments like Sprout, so you possibly can visualise extra information and refine your technique additional.
Begin your TikTok B2B advertising and marketing journey strategically
As these examples present, profitable TikTok B2B advertising and marketing within the UK relies on experimental approaches and viewers understanding. It’s additionally about being constant and refining your methods over time.
In the event you’re seeking to take the following step together with your TikTok account, otherwise you want extra pointers earlier than beginning one, learn by means of our full information to TikTok advertising and marketing for manufacturers.
