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 shoppers.
While it stays a vital platform for Gen Z within the UK, per social media statistics, it’s changing into simply as common for different demographics, making TikTok B2B advertising and gross sales simply as related.
Sprout’s Q2 2025 Pulse Survey discovered that 76% of individuals had buy choices influenced by social media previously 6 months, and this contains 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 companies in entrance of extra individuals.
We’ll define why precisely TikTok B2B advertising is so vital, earlier than itemizing actionable methods with UK-specific model examples, and a few greatest practices to succeed on TikTok.
Why do you want TikTok for B2B advertising within the UK?
The financial and social panorama for B2B manufacturers is altering. Firms 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 greatest the reason why you have to be utilizing TikTok as a B2B marketer at the moment.
Shifting demographics
Although 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 be rising.
As this pattern continues, so too will the necessity for UK B2B corporations to construct a presence on the community. An important a part of efficient social advertising is to fulfill your prospects 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 in comparison with different platforms like Fb and LinkedIn. B2B manufacturers utilizing the community due to this fact, 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 rivals and construct an natural viewers.
Authenticity and relatability
Similar to in B2C gross sales, B2B advertising 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’ll be able to promote the abilities of your workers and humanise your model. Do not forget that authenticity on socials is a transferring goal; it’s vital to take care of your popularity by means of interacting with and listening to your prospects.
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 workers as main authorities in your trade.
Thought management has historically been within the type of long-form articles, ebooks or whitepapers. But it surely’s potential to construct thought management by means of different varieties of content material, together with TikTok movies. Via TikTok content material like podcast snippets, webinars or worker POV explanations, you should 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, ads or different content material sorts.
This is usually a notably helpful technique for SaaS corporations. You’ll be able to spotlight options supplied by your instrument, 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 answer in a method that solves issues in your followers.
But it surely’s not only a technique for SaaS; by modifying this method, you’ll be able to showcase your organization’s distinctive service throughout the community.
Actionable methods to reach UK B2B TikTok advertising
Success on TikTok doesn’t occur in a single day. For one of the best outcomes, UK B2B entrepreneurs have to spend time strategising, with a thoughts to the distinctive alternatives and options that TikTok gives. These are some common methods that any B2B firm can begin utilizing at the moment.
Academic content material
Information-sharing on TikTok is likely one of the community’s main content material developments. By designing distinctive instructional content material in your followers, you’ll be able to train them helpful data whereas additionally positioning your self as a thought chief in your house.
Rachel Waring (@rachelemmawaring) is a gross sales strategist, and often makes use of her TikTok to create quick instructional 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 efforts, or to transform followers into gross sales.
Make certain to all the time pair your CTAs logically with the content material you’re creating. In case you’re selling a publication, make your CTA a sign-up hyperlink. Or for those who’re selling a product function, add a hyperlink to your web site with extra data. These CTAs enhance engagement together with your TikTok and improve their worth in your followers.
Humanise your model
TikTok gives an amazing alternative so that you can present what goes on behind-the-scenes at your enterprise. This technique can work whether or not you’re a world company or a one-person present. In case you’re managing B2B content material for an enterprise firm, take into account specializing in a few of your smaller inside groups, and showcase why they’re so vital for your enterprise.
In case 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 data to refine her companies and additional promote herself as an authority on all issues social media.
Observe developments creatively
Immediately’s UK customers have a blended response to pattern 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 pattern beginning. In case you’re reacting to developments, it’s best to due to this fact be well timed, however you also needs to assume creatively and ensure it’s related to your model.
Contemplate how your model might interpret the pattern in a method no person else can. By taking a look at issues somewhat in a different way, you’ll be extra more likely to stand out out of your rivals and pattern your self.
Thought management
Selling thought management needs to 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 training 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 workers, 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 enterprise 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 considered one of your management workforce members.
5 UK B2B TikTok advertising examples to encourage you
Companies are utilizing TikTok advertising within the UK to bolster their wider digital advertising efforts. These are 5 examples of manufacturers getting it proper.
Sage
Sage (@sageuki) is likely one of the world’s greatest accounting software program suppliers, and their UK department manages an energetic TikTok account. Sage applies a number of completely different methods to their TikTok content material.
They typically pair content material with companywide occasions, and in addition accomplice 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 workers and prospects. They often highlight small enterprise house owners who use Sage instruments, who spotlight why their options are so helpful of their on a regular basis life. This kind 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 mixture of Spark Advertisements, Computerized Concentrating on and Customized Audiences. Firm founder Rima Deu typically narrates content material herself in a POV format, and posts in regards to the realities of operating her enterprise.
She’s additionally dedicated to creating instructional well being content material for her customers, to advertise Healthxcel and wider entry to free well being training throughout the UK. She saves these movies to a playlist on the prime of her account for simple entry. This resolution makes it a lot simpler for customers to entry sure varieties of content material when navigating by means of Healthxcel’s profile. In case you’re creating various kinds of content material, take into consideration how one can modify your account to enhance accessibility in your followers.
Bolt UK
Bolt (@bolt) is likely one of the greatest 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 in its place taxi app possibility for drivers. These type the B2C and B2B sides of its content material technique.
Bolt has used TikTok’s Conversion Elevate Examine 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.
When it comes to content material sorts, Bolt leans on humour to advertise its automobiles, scooters and meals supply companies to TikTok customers. They’ve not too long ago began a #passengerprincess pattern, and often reply to feedback to unravel any buyer issues.
Revolut
Revolut (@revolutapp) is a UK fintech banking supplier that provides accounts and fee 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 answer, Revolut Folks. It’s an excellent instance of a bigger firm utilizing TikTok to humanise their model by means of content material, and as a method of positioning themselves as an progressive, tech-forward enterprise.
Attwell’s Solicitors
TikTok enterprise advertising could be simply as efficient for smaller UK corporations with regional buyer bases, and Attwells Solicitors (@attwellssolicitors) is a superb instance. Attwells is an area regulation agency that gives companies for corporations and people in Essex, Suffolk and London.
All of Attwell’s TikTok content material is filmed with their workers, and is designed to humanise the agency and educate followers. In 2024, they successfully jumped on the “on the lookout for a person in finance” TikTok soundbite pattern, that includes a video with their CEO, which achieved over 19 million views. Outdoors of sensible, well timed pattern 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 suggestions for B2B advertising on TikTok
In case you’re simply beginning out with B2B TikTok advertising, otherwise you’re constructing your current community, these are some greatest practices that you should 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 data. With every bit of content material you create, ask your self what it may supply your viewers, and why it’ll resonate with them particularly.
Be constant
Very similar to any type of social advertising, the key to TikTok success is commonly consistency. Use a TikTok content material calendar to be sure you’re posting often.
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 every little thing on TikTok must be a closely polished video. One of many community’s advantages is the best way its creators and viewers embrace uncooked, lo-fi movies.
This doesn’t imply you shouldn’t put any effort in when filming, however try to focus extra in your artistic concepts, and the technique behind them, relatively than the execution. That is notably vital for those who’re working in a smaller advertising workforce with much less sources.
Have interaction with feedback and developments
Taking the time to answer to any feedback you’ve acquired may also help 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 have one thing to say, don’t wait; the earlier you’ll be able to add one thing associated to a pattern, the extra seemingly it’s that it’ll resonate. Simply be sure the pattern aligns together with your model voice and is related to your followers.
Collaborate with workers or influencers
Filming content material together with your workers can promote firm tradition, and construct connections inside your inside workforce. If this is part of your technique, be sure everybody being filmed is snug with showing on firm socials, and construct this into any firm handbooks.
Discovering UK TikTok influencers may also 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’ll be able to each profit from the top outcome.
Analyse your efficiency
Lastly, evaluate how your TikTok content material is performing typically. Take a look at vital TikTok metrics like engagement charges, views and follower development.
When you’ve began rising, delve deeper into TikTok analytics with instruments like Sprout, so you’ll be able to visualise extra knowledge and refine your technique additional.
Begin your TikTok B2B advertising journey strategically
As these examples present, profitable TikTok B2B advertising within the UK depends on experimental approaches and viewers understanding. It’s additionally about being constant and refining your methods over time.
In case you’re trying to take the subsequent 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 for manufacturers.
