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 inventive buyer engagement to thought management, TikTok advertising as a B2B model doesn’t imply making dry, “company” movies.
This submit explains the best way 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 wonder manufacturers versus B2B.
What are the advantages of TikTok for B2B advertising, then?
For starters, TikTok gives manufacturers a possibility to leverage short-form video. Chew-sized, vertical movies are nonetheless the dominant content material format throughout social media at giant. Latest social media video statistics additionally spotlight that short-form video delivers the best ROI versus different codecs.
Concise content material and creativity thrive on TikTok. That’s what makes it the proper place for B2B manufacturers to interrupt down complicated concepts and ideas. For instance, many patrons would moderately watch a 15-second snippet a couple of 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 consumer base is made up of 24-to 34-year-olds. This represents an enormous slice of younger professionals, together with those that is probably not as lively on extra “skilled” networks like LinkedIn.
Nevertheless, contemplate 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 selections. 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 persona and authenticity. Humanizing your organization is essential to achieve patrons in the present day and stand aside from opponents.
Methods to make use of TikTok for B2B development
B2B manufacturers haven’t any scarcity of choices relating to what they submit on TikTok.
However your content material technique in the end boils right down to your objectives for development.
Beneath is a breakdown of the most typical methods manufacturers use TikTok for B2B. Any mixture of those ways is truthful recreation, relying on what you need to get out of the platform:
- Create compelling product demos & tutorials. Present folks the best way to truly 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, tendencies and breaking information can assist set up your model as an authority in your area. One of these content material may entice debate and discussions to drive visibility within the TikTok algorithm.
- Showcase 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 opponents. 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 in 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 situations that resonate together with your audience’s every day experiences or related industry-specific humor.
- Facilitate neighborhood engagement. Partaking your viewers by way 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, equivalent to Q&A periods, polls, challenges, or requires user-generated content material.
- Associate with B2B influencers. Partnering with creators in your area is yet one more solution to construct credibility by way 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 can assist you in all the 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. Contemplate these particular methods and greatest practices to maximise your model’s attain and interact your audience.
Put folks first in your B2B TikTok content material
The frequent 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 factor in your content material. B2B manufacturers that drive significant engagement on TikTok aren’t simply posting screenshots of software program. As an alternative, 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 “huge” SaaS manufacturers on TikTok. Likelihood is, their most up-to-date movies will primarily function actual folks in the actual world.
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That’s to not say there isn’t a time and place for extra business-relevant content material, equivalent to academic content material and product tutorials. The bottom line is discovering inventive methods to function your crew, staff or prospects in these sorts of content material when applicable. Extra product-centric content material is truthful recreation, granted it doesn’t completely dominate your technique.
Piggyback on TikTok video tendencies
It’s no secret that the TikTok algorithm is tremendous trend-centric and fast-moving. There’s a purpose 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 will be difficult. It’s vital to ensure that no matter you select doesn’t conflict together with your model’s voice or values. Given the unending stream of recent tendencies every day, it is best to by no means really feel pressured to hop on a development. There’ll at all times be extra!
Incorporate TikTok hashtags and key phrases in your movies
The increase of TikTok search engine optimization is impacting companies of all sizes and shapes.
And B2B manufacturers aren’t any exception.
That’s why you have to be aware of the TikTok hashtags and key phrases you embrace in your movies. This contains descriptions and spoken speech detected by TikTok.
A mix of broad, area of interest and industry-specific hashtags is right. When it comes to quantity, three to 5 hashtags per video is the norm. You don’t need to danger key phrase stuffing or distracting out of your content material.
Beneath 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 looking for 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 facility of TikTok advertisements is extraordinarily well-documented.
That is very true for Spark Adverts that function creators.
These B2B influencer advertisements are nice for telling genuine buyer tales whereas additionally increasing the attain of your advert focusing on. Take a look at this Spark Advert from QuickBooks with almost 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 can assist. The platform supplies a complete calendar and asset library to prepare 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 in 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 submit on TikTok. To wrap issues up, listed here are some extra 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 will be surprisingly efficient when completed proper. This straightforward, seven-second video from HubSpot highlights the best way to piggyback on a TikTok development as a B2B model.
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The “Say one thing silly like” development is in step with the model’s playful voice and TikTok presence at giant. That stated, not each day-in-the-life video needs to 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 factor, which is a must have for TikTok movies.
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Hype up what makes what you are promoting particular
Whether or not for recruiting functions or easy branding, TikTok is a superb place to indicate off your organization’s persona. Making a case for what makes your model stand out from the group needs to 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 as of late. In that case, documenting the day-to-day happenings of these occasions can function superior TikTok content material.
MailChimp usually 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 ground or one thing in between, contemplate how you need to use in-person occasions to gasoline 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 inventive and framing your content material in a means that’s applicable 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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Against this, 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 audience and the pleasant narration from an precise worker supplies the human contact.
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From new options to instruments that your customers is probably not conscious of, these kinds of movies are invaluable to weave into your TikTok technique along with extra culture-centric content material.
Discuss to your prospects
Maybe one of the crucial highly effective sorts of content material to submit on TikTok is testimonial movies.
Sq. has a complete sequence the place the corporate usually interviews brick-and-mortar companies that use their platform. Frequently 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 solution 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 difficult for first-timers within the B2B area.
With an outlined content material technique and objectives in thoughts, your model can profit from the platform and stand out from the group. Granted, you will have the best instruments to construct your presence and empower your crew to advertise your organization successfully.
Attempt a free trial of Sprout Social to see how the platform can assist you do precisely that.
