In 2022, brands are taking to TikTok in droves to reach the platform’s massive audience. In just four years, TikTok has become one of the most successful social media apps, with over one 1 billion monthly active users. When users open Tik Tok and start scrolling their For You Page – a curated feed of videos from creators you might not follow – they are met with a barrage of content and paid ads from business-to-consumer (B2C) companies. These TikToks are generally creative, engaging, and personalized for a business’s target audience. In the case of the language learning app, Duolingo, they can be downright unhinged. However, as a business-to-business (B2B) company you can’t replicate Dualingo’s TikTok presence. What would your professional, business-minded target audience think if you posted content like that? You have to maintain professionalism because your audience only connects with professional content.
This thinking keeps many B2B companies skeptical of TikTok and prevents them from benefiting from the platform’s massive 1 billion user base and relationship-building advantages. And relationship building is key. TikTok has revolutionized content; consumers now want genuine, entertaining experiences they connect with personally. What follows is an authentic relationship with the brand or business.
As a B2B company, your consumers are no different than a B2C’s. Businesses are composed of people – the same people who laugh and appreciate the authentic content that TikTok has made the norm. And you, as a business, have a story: you have employees, history, a mission, success stories, dreams, and a villain, though it might be an abstract one. The key is to present this material authentically, and entertainingly. Consider this organic storytelling as an awareness campaign, and don’t judge your content’s effectiveness by the same KPI’s you would a display ad or email campaign. Look for likes and impressions, not sales and appointments.
Focus on awareness and brand visibility, gaining followers, and sharing on a more personal level. Keep your content engaging and personal, and remain authentic to your brand. Share news and promotions, discuss changes in the industry, highlight client wins, behind-the-scenes clips, user generated content (UGC) submissions, testimonials, and inspiring messages communicating your values or support for a particular event, mission, or movement. And make sure to be creative and experiment with how you present yourself because TikTok is the perfect place to do something different. That unrelated content you saw on your feed was actually very intentional.
Here are a few big B2B businesses that have embraced TikTok and are reaping the rewards; check out their content for inspiration:
TikTok isn’t going anywhere, and don’t forget to look to the future. 60% of TikTok users are 30 or below – Gen Z and Alpha Gen. These are the young professionals and incoming professionals your company will be working with in the future. Connect with them now and show them how you are different. As a B2B company, sharing your story and creating content will be different on TikTok, but remember that it needs to be different because the expectations have changed. Your targets are human just like a B2C’s are. Users are adept at spotting inauthentic content. Be authentic and people will be drawn to your business.
