Can TikTok Be Used for B2B Marketing?

Posted on 4th Oct, 2024.

Plenty of businesses are flocking to TikTok as a form of marketing, whether it's through content, ads, or collaborating with influencers to sell their products. But since the majority of TikTok users are consumers, unlike LinkedIn, for example, the majority of the advertising on the platform is B2C. But, if you sell your products or services to other businesses, is it possible to use TikTok for your goals or is it best to opt for another platform? Let's take a look at the pros and cons of using TikTok as a B2B marketing platform and whether or not it works.

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TikTok for Marketing

TikTok has become a go-to platform for marketing - and for good reason. Using TikTok to market your brand can introduce a whole new audience to your products and services. Plus, you can tell your brand's story in a more laid-back setting. While TikTok might not be as effective if your target demographic skews older, TikTok's base is widening as the app progresses, so there's a good chance you can find somebody your product appeals to on the app.

As well as offering access to paid ads, TikTok advertising is attractive to marketers because it can be entirely free. If you don't want to pay for ads, you can advertise your product using just content. The more viral your content goes, the more eyes you have on your brand, making it easier than every to become an instantly recognisable name. As for whether TikTok works as effectively for advertising to businesses, let's take a look at the pros and cons.

The Pros of Using TikTok for B2B Marketing

Better brand awareness

One of the things TikTok marketing does best is boost brand awareness. While this might not result in as many conversions there are then, having a household name brand is crucial. Sure, a worker at a marketing agency might not sign up for your email software while they're scrolling TikTok. But the next time their workplace is looking for a new software, they'll remember the name of your business and look you up.

TikTok is especially helpful for awareness because it can allow you to cultivate a recognisable personality more effectively than platforms like LinkedIn can.

Great for product demonstrations

If you're selling a physical product, there's no better way to show it off than using video content, and TikTok offers the best way to ensure that video content is seen by as many people as possible. You can spread the message further by sending your products to content creators to trial and make videos about.

Show off your playful side

While brands have traditionally been seen as more corporate and stuffy, the trend these days is for brands to be personable and relatable - even to other brands. By making light-hearted video content while still using TikTok to showcase your expertise, you can present a brand image that's personable, while still being professional.

Attract workers

As well as making your product or service attractive to those who might need it, you can make your workplace look just as fun! By showcasing what it's like to work there, you can make your business appealing to potential employees, and ensure that you're flooded with applicants when you next upload a job vacancy.

Fewer content restrictions

When using another social media platform, like LinkedIn, you're not only limited in type of content, but tone of voice, too. Since users expect more playful content on TikTok, you can get truly creative, no longer having to adhere to the stuffy guidelines of more traditional forms of social media marketing.

The Cons of Using TikTok for B2B Marketing

TikTok demographic

The biggest issue with B2B marketing on TikTok is that, unlike LinkedIn, Tiktok users aren't all professionals and they aren't scrolling TikTok for business purposes. This means that while users can get to know your brand or decide to use it on the basis of your TikTok content, they're not coming to TikTok specifically to look for it. This user intent is what makes B2C marketing a little easier on TikTok.

Lack of features

TikTok lacks features that make it easier for businesses to get in touch with other businesses, such as a way to set up meetings or connect in a way that doesn't involve sending a DM or leaving a comment. In that way, TikTok's infrastructure isn't set up for business interaction in the same way LinkedIn is. This doesn't make B2B marketing impossible - it just means that your strategy should focus more on brand awareness than capturing direct leads.

Is B2B TikTok Marketing Right for Me?

While TikTok definitely shouldn't be relied upon as your only form of B2B marketing, it can be an effective platform to connect with other businesses when used correctly. To get the most out of TikTok in your B2B marketing strategy, pair the platform with others, such as X (formerly Twitter) and LinkedIn, that are more geared towards business updates. LinkedIn and your website should be the spots for more formal marketing, while TikTok is where you can show your more playful side as a brand.

How to Successfully Use TikTok for B2B Marketing

First things first, whether you're marketing B2C or B2B, engagement is key. If you're not getting enough likes and views, it's probably because of a low follower count, which you can rectify in the first instant by buying new followers. While you might want to grow organically long-term, buying an instant delivery of genuine followers is an effective way to give yourself a head start.

As with any marketing strategy, do your market and competitor research before getting started. Creating content that's along similar lines to that of your competitors, but better, is a great way to stand out from the crowd. Use our TikTok marketing guide to learn more about growing your brand using TikTok.