Is TikTok the Right Platform for B2B Businesses?

In a world of endless ways to market your business, it’s easy to get confused with what’s right for you. We’ve all heard of Facebook, Twitter, Instagram and the likes, but what about TikTok?

Considering it’s the world’s fastest-growing social media platform AND is forecasted by HubSpot as the no.1 most likely to “dominate the social media space”, it’s no wonder you’re considering TikTok for your business… but the real question? Is it the right fit for you?


 
So, what are the benefits of using TikTok in your business?

Position your brand as an industry knowledge powerhouse

Showcasing your immense knowledge in your field is a sure-fire way to build brand trust and in turn, give you a better chance of generating sales-qualified leads for your business. To put this into perspective, you wouldn’t buy a pizza from Burger King, would you? Of course not, that’s just plain wrong. You’d go to a trusted pizza brand that you know will give you a quality product and fulfill your needs, right?

The same goes for businesses. Showcase exactly why you’re the best, and you’ll soon reap the rewards.

Oddio Studio does a great job of this with their TikTok videos whereby they show users how they produce sound for cartoon creators. This is a great use of TikTok because it’s short, easily digestible, and showcases all the hard work that goes into providing their quality service. Cool, right?

 

ROI driven Digital Marketing Agency & HubSpot Gold Partner
@oddiostudio A special project for Pabst #coffeegoeshard enjoy the side by side demonstration, more to come! #foley #oddiostudio #oddio #foleytiktok #foleyartist ♬ original sound - Foley Artist - Oddio Studio

Amplify your brand voice and showcase your business’s human side 

Gone are the days where we’d trust a brand purely because they’re a corporate powerhouse, they’re on the TV all the time and have billboards on every street corner. Forget the usual “B2B and B2C”, today it’s all about “human to human” (H2H).

Why, you ask? We trust those who we can relate the most, and what better way of doing this than showcasing the very people who bring the business to life.

Below is a great example of how Morgan & Morgan have used TikTok to partially shed their usual corporate image and instead opt to show the more personable, human side of their business.

ROI driven Digital Marketing Agency & HubSpot Gold Partner
@forthepeople A day in the the life of Orlando Attorney Dan Morgan #lawyersoftiktok #dayinthelife #fy #law ♬ original sound - Morgan & Morgan


As you can see, TikTok is a very social platform and can be used in a variety of ways. The ability to make easily digestible content that is both free and high in value is difficult to combat. However, as with most things, there are also disadvantages.

Let’s dive right in, shall we?

The audience (Positive and negative)

Now, this is where we really dive into whether TikTok is right for your business. The truth is that just over 60% of TikTok’s users are aged between 10 – 29 years of age. In real terms, this equates to approximately 10.2m users.

This can be a hugeadvantage considering the average time spent on the app is a WHOPPING 95 minutes a day. It’s essentially the basic pass-time for any young person. So, with this in mind, TikTok is a great tool to reach out to your budding entrepreneurs, young professionals, and anyone who fits your target audience in that age range.

But, of course, this will come with a disadvantage. It’s likely that these young professionals and maybe even young business owners *MAY* not be the key decision maker. Meaning that your content must be short, highly engaging and most of all, leave the user hungry for more, as it’s likely the lead will have to pitch it to a decision maker.



Can TikTok benefit your business?

Of course, we believe that TikTok has a place in any marketing strategy. It’s engaging, fun, and versatile and you can re-use a LOT of your current marketing material to generate interest. With approximately 85% of businesses already using video as a marketing tool, TikTok is a proven method to get in touch with and nurture your younger audience.

Is TikTok ready for all b2b businesses? 

 The truth is, TikTok is shifting. Although once a heavily B2C-led platform led by UGC (user-generated content), TikTok’s audience is changing, and according to WallaRooMedia, the user base is aging up! Meaning that as time goes by TikTok will have more reach and exposure for B2B audiences and in turn, give you a wider audience of decision-makers.

So, in short, absolutely. Get in there and create content to your heart’s desire, as the platform is no longer dominated by B2C audiences. However, for B2B, we’d suggest you focus mostly on engagement and awareness at this time. 



So, what now?

We understand that deciding where to focus your marketing efforts whilst running a business is tough, but we also know that it doesn’t have to be.

We’ve helped numerous companies grow their TikTok presence and boost brand awareness through highly valuable and engaging video content.

If you want to boost your social media following and build brand awareness, fill out the form below to book an off-record chat where one of our team will identify if TikTok is right for you.

Monday 25th July 2022

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