TikTok guide for B2B brands

With over three billion downloads, TikTok has become a powerful marketing tool for brands.

Indeed, on TikTok, 73% People feel a deeper connection with brands than on any other social network.

Many B2C companies have therefore already made their mark, and are seizing this opportunity to promote their brand.

But whoWhat about B2B companies? Do they also have a place on the social media platform?

Diverging opinions and marketers don't all agree on the issue. Some feel that TikTok's audience is too young and that B2B business leads simply aren't on the app.

As far as we are concerned, we are not of this opinion. According to us, there is a good chance that your buyers are on TikTok. 🥳

And you've come to the right place to find answers and tips on the main benefits of the use of TikTok for B2B marketing.

How do I use TikTok for B2B marketing?

Adapt your marketing to TikTok

It is important to Understand what works on the platform, and the reasons why its users like the social network. This information will allow you tooptimize the performance of your communication B2B.

It is true that setting up B2B communication on TikTok is a real challenge. At first glance, this type of marketing does not seem intuitive on the platform. But that doesn't mean it's impossible.

Users want TikTok to stay uA creative and authentic channel for human interactions. They like to be told a story, to be told about real life in the most transparent way possible.

You must therefore be able to do the same, although you have B2B image challenges that are different from those of a content creator.

The most successful B2C companies on the platform are those whose The content doesn't look like a sales pitch classic. The same logic applies to B2B brands. TikTok users want to see real humans. So the key to communicating on the app is to create content that is entertaining, informative, and personal.

Our advice on TikTok for your B2B brand

The marketing objective

As a B2B business, you don't go to TikTok to “find leads.” Your objective on the platform is to raise awareness. You have to find a good reason to introduce yourself in front of your potential customers and a hook to capture their interest, while entertaining them.

Keep in mind that on TikTok, 84% of users use the app to discover or learn new things. So there is material for create informative videos about your niche, that will interest an audience that would be likely to consume what you sell.

It is with this approach that you increase the interest that your prospects have in your brand. They will thus perceive you as an essential source of information.

The idea is to produce value in your niche. You will therefore have to put in place a strategy ofHead Nurturing” so that users can appreciate and especially discover your existence, even before becoming potential new customers or recommending your products or services. It is a logic and an investment that will pay off in the long term.

Not to mention that the application is increasingly focused on an SEO marketing strategy, which is also envisaged for the long term. The idea is that TikTok is also a research tool. It is a real boon for your brand to be referenced under keywords relevant to your niche.

Remember that few B2B businesses have started, and are unaware of the real opportunities offered by the platform. This is the opportunity for you to be the first in your sector to reference a TikTok video on strategic keywords.

Organize your video content strategy

So you can use TikTok to inform and engage your audience. Share practical tips and fun facts with them to highlight your expertise and establish authority in your industry.

To do this, First, you need to define your target audience. Who do you want to communicate with through your videos?

In a second step, how do you want to present your brand to them. What do you want your prospects to understand about you on the app?

Once you have defined your target and your message, you can identify specific marketing goals and the resulting strategy. You can then test different video formats and see what works best with your audience. The sooner you look at the issue, the more likely you are to get ahead of your competitors.

It would be a shame to miss this opportunity just because you can't visualize your brand's presence on TikTok. The possibilities are multiple. You just have to adapt to the audience and the codes of TikTok and then switch to Test&Learn mode!

This doesn't necessarily mean that you need to change your entire brand identity just to establish a presence on the platform, but you can still adjust how you Communicate on TikTok so as not to be disconnected from the audience on the social network.

To adapt to the TikTok community, brands use a more personal tone. For example, they share behind the scenes of the company and/or highlight employees in front of the camera. These efforts make them appear more engaging and more trustworthy.

As mentioned above, users feel a deeper connection with brands on TikTok compared to other social networks.

Think about it, TikTok is a great way to humanize your business and to create a link.

From the point of view of your employer brand, this is obviously a very interesting opportunity. This allows sharing the life of your society from withint can thus make candidates want to join you.

Finally, adopt the first-mover logic. ☝️

Do you think building a community on TikTok is difficult? Imagine how difficult it will be when your competitors use the social network.

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Examples of B2B brands with an audience

If you are still skeptical about the idea of launch your brand on TikTok for B2B marketing, take a look at these brands that have made their mark and created a solid audience.

Canva on TikTok

The content that is more educational or entertaining than promotional works better on all social media. But you can especially see the difference on TikTok.

Take this Canva video for example: it fits perfectly into the TikTok universe, and Show how you can use their product (a bit like it would content generated by its users). It is a great way to talk about them, and in the long term to sell, without having a commercial speech.

Not to mention that they also feature their team and thus humanize their brand.

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Refty on TikTok

Refty's TikTok account is also a great example of how you can adapt to the platform.

Refty produces informative videos, in giving advice that adds value to TikTok users in their activity. The content is consistent with their niche as well as their value proposition to the businesses that are their customers.

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Semrush on TikTok

In the same way as Canva, Semrush stages its teams. The company communicates on its marketing tool, while having an entertaining tone and logic in his videos.

In particular, Semrush shared a series of videos in which the brand answers all the most asked questions about Google. It thus combines entertaining and humorous content with its sector and its platform.

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Launch your B2B brand on TikTok

In short, TikTok is a marketing opportunity which you cannot ignore. As soon as it brings together a very large community on a multitude of niche marketsYes, your B2B brand must be present there.

Today, there are content creators on just about every theme possible and imaginable. So why not yours?

Take advantage of this social network toGive a new dimension to your communication and your brand image. It's an opportunity to get a head start on your competitors. 😉

And if you're not sure how to set up your communication on TikTok, Sleeq can help. So, contact us!