B2B advertising on TikTok is not uncharted territory.
And whereas TikTok is a confirmed powerhouse for B2C, increasingly B2B manufacturers and patrons 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 artistic buyer engagement to thought management, TikTok advertising as a B2B model doesn’t imply making dry, “company” movies.
This publish explains tips on how to 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 basically related to ecommerce, attire and sweetness manufacturers versus B2B.
What are the advantages of TikTok for B2B advertising, then?
For starters, TikTok gives manufacturers a chance to leverage short-form video. Chew-sized, vertical movies are nonetheless the dominant content material format throughout social media at massive. Current social media video statistics additionally spotlight that short-form video delivers the very 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 patrons would somewhat watch a 15-second snippet a few potential software program buy versus an hour-long webinar.
One other good thing about TikTok for B2B advertising is the chance to achieve 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 might not be as lively on extra “skilled” networks like LinkedIn.
Nonetheless, take into account that TikTok’s Gen Z and Millennial professionals are prime B2B patrons. Meals for thought: 75% of B2B patrons use social media of their buying choices. Past that, TikTok gives alternatives to achieve professionals by way of 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 achieve patrons in the present day and stand aside from rivals.
Methods to make use of TikTok for B2B progress
B2B manufacturers don’t have any scarcity of choices in the case of what they publish on TikTok.
However your content material technique finally boils all the way down to your targets for progress.
Under is a breakdown of the commonest methods manufacturers use TikTok for B2B. Any mixture of those techniques is honest sport, relying on what you need to get out of the platform:
Create compelling product demos & tutorials. Present folks tips on how to really use your merchandise in particular use circumstances. Create TikTok posts that show 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 may also help set up your model as an authority in your subject. This kind of content material can even entice 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 to your model. Function 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 by means of your content material and interactions fosters a way of neighborhood and will increase each engagement and model loyalty. Create TikToks that encourage viewers interplay, resembling Q&A classes, polls, challenges, or requires user-generated content material.
Associate with B2B influencers. Partnering with creators in your house is yet one more approach to construct credibility by means of 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 may also help you in the entire above with streamlined social media publishing capabilities. For instance, you need to 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 have interaction your target market.
Put folks first in your B2B TikTok content material
The widespread thread between all profitable manufacturers on TikTok (B2B or in any other case)?
Actual individuals are front-and-center of their feeds.
Whether or not you’re promoting software program or companies, it’s essential to have some kind 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 “massive” SaaS manufacturers on TikTok. Likelihood is, their most up-to-date movies will primarily characteristic actual folks in the true world.
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That’s to not say there isn’t a time and place for extra business-relevant content material, resembling academic content material and product tutorials. The hot button is discovering artistic methods to characteristic your crew, workers or prospects in these forms of content material when acceptable. Extra product-centric content material is honest sport, 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 cause why memes, skits and movies containing trending audio are so fashionable for B2B manufacturers.
Manufacturers like ClickUp do an excellent job of developing with skits and piggybacking on memes that talk to their viewers of challenge managers.
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Adapting memes and trending audio to your model may be tough. It’s essential to guarantee that no matter you select doesn’t conflict along with your model’s voice or values. Given the endless stream of recent developments each day, it’s best to by no means really feel pressured to hop on a pattern. There’ll at all times be extra!
Incorporate TikTok hashtags and key phrases in your movies
The growth of TikTok web optimization is impacting companies of all sizes and styles.
And B2B manufacturers are not any exception.
That’s why try to be conscious of the TikTok hashtags and key phrases you embody in your movies. This consists of descriptions and spoken speech detected by TikTok.
A mixture 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 need to threat key phrase stuffing or distracting out of your content material.
Under 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 patrons are trying to find options. That features TikTok. Hashtags and key phrases are low-hanging fruit to assist your movies rank and get served to related patrons.
Hook prospects with TikTok advertisements
The ability of TikTok advertisements is extraordinarily well-documented.
That is very true for Spark Adverts that characteristic creators.
These B2B influencer advertisements are nice for telling genuine buyer tales whereas additionally increasing the attain of your advert concentrating on. Try this Spark Advert from QuickBooks with practically 2 million views that includes a creator with 12,000 followers.
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This advert makes use of the “day-in-the-life” content material that’s fashionable 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 may 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 software like Sprout Social may also help. 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 to your firm.
Begin a free Sprout Social trial
Efficient TikTok content material concepts for B2B
The most effective practices above present how B2B manufacturers can publish 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 may be surprisingly efficient when performed proper. This straightforward, seven-second video from HubSpot highlights tips on how to piggyback on a TikTok pattern as a B2B model.
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The “Say one thing silly like” pattern is according to the model’s playful voice and TikTok presence at massive. That stated, not each day-in-the-life video must be humorous.
This video from Lucid Software program takes a unique method with a “instruments I take advantage of” breakdown from a B2B influencer. The creator’s narration supplies the much-needed human ingredient, which is a must have for TikTok movies.
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Hype up what makes your corporation particular
Whether or not for recruiting functions or easy branding, TikTok is a superb place to point out off your organization’s character. Making a case for what makes your model stand out from the group must be a part of your TikTok content material technique as a B2B model.
This video from Salesforce is a superb instance, with an precise worker breaking down the advantages of working with the corporate and engaging new potential hires with a call-to-action on the finish.
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Promote your presence at occasions
Likelihood is, your organization is attending its justifiable share of B2B occasions lately. In that case, documenting the day-to-day happenings of these occasions can function superior TikTok content material.
MailChimp frequently covers its personal occasions and convention presence, together with panels and time-lapse occasion overviews.
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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 need to use in-person occasions to gas your TikTok content material technique. All these movies are main credibility boosters for B2B manufacturers.
Product suggestions and explainer movies
Once more, TikTok for B2B SaaS doesn’t imply simply posting screenshots of software program.
That stated, manufacturers on TikTok shouldn’t be shy about selling themselves. It’s all about being artistic and framing your content material in a approach that’s acceptable for the platform.
For instance, Zapier makes use of a speaking head-style video that includes an precise individual to make bulletins and break down the platform’s newest options.
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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.
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From new options to instruments that your customers might not be conscious of, these kind of movies are priceless to weave into your TikTok technique along with extra culture-centric content material.
Speak to your prospects
Maybe one of the crucial highly effective forms of content material to publish on TikTok is testimonial movies.
Sq. has a complete sequence the place the corporate frequently interviews brick-and-mortar companies that use their platform. Often posting these reminds viewers of what number of glad prospects the model has throughout industries.
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Whether or not it’s successful story or a buyer interview, speaking to individuals who can sing your praises is an efficient approach 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 tough for first-timers within the B2B house.
With an outlined content material technique and targets in thoughts, your model can take advantage of the platform and stand out from the group. Granted, you may have the fitting instruments to construct your presence and empower your crew to advertise your organization successfully.
Strive a free trial of Sprout Social to see how the platform may also help you do precisely that.
