Every month, 80 million folks spend a mean of 24 hours on TikTok. This new alternative has revolutionized how B2C manufacturers work together with their prospects. Can TikTok for B2B advertising unlock the identical potential?
Fairly just a few manufacturers are attempting to reply that query for themselves. Not all B2B firms could not be capable to capitalize on these on the spot #TikTokMadeMeBuyIt B2C conversions, however that doesn’t imply they received’t get any worth out of the community. With regards to consciousness, TikTok could also be simply what a B2B social media technique wants.
The trail to success for companies on TikTok isn’t completely uncharted. We spoke with three B2B entrepreneurs who’re experimenting with and discovering success on TikTok. Right here’s what we discovered from their methods.
However first, why you must strive B2B advertising on TikTok
Headlines surrounding the community sometimes focus on the way it’s impacting shopper habits from a retail perspective, however the full image is far bigger. With a couple of billion energetic month-to-month customers, patrons of every kind are flocking to TikTok for inspiration, leisure, schooling and extra.
TikTok for enterprise can assist you identify deeper connections with goal audiences. If you happen to’re nonetheless skeptical, listed below are the highest three causes your model can profit from a TikTok enterprise technique:
It’s a strong consciousness driver
Polished video manufacturing has its time and place, however analysis exhibits that customers benefit from the fast and scrappy method simply as nicely.
We surveyed over 1,000 US customers for the 2022 Sprout Social Index™ and located that greater than one-third need to see extra genuine, much less produced movies from the manufacturers they observe. On high of that, customers additionally discover short-form video 2.5x extra participating than long-form video.
Maintaining with these social traits isn’t only a B2C precedence. A examine from the Worldwide Knowledge Company discovered that 75% of senior and influential B2B patrons use on-line social networks all through their buy course of.
“The factor about B2B advertising on TikTok is that you just’re all the time coping with the client behind the enterprise. On the finish of the day, whether or not you’re selling a advertising toolkit or promoting inkjet printers, you’re speaking to an individual.”
— Maria Kalyadina, Head of Social at Semrush
A TikTok enterprise technique can assist you retain up with shopper preferences on social. In doing so, you’ll keep linked with potential patrons, too.
It’s the place your prospects go to debate their ache factors
If you happen to look by way of the hashtag #company, you’ll discover TikTok movies poking enjoyable at every thing from e mail signature norms to video chat blunders. This light-hearted, snappy method to discussing the idiosyncrasies that include working a 9-to-5 is crucial to a rising TikTok subculture: Company TikTok.
Different company TikTok hashtags like #9to5, #WorkFromHome and #WorkLife have amassed over 20 billion views mixed. This implies your patrons are already flocking to TikTok to vent about their day-to-day work issues. That’s your cue to swoop in with an answer.
It could actually breathe new life into your social technique
TikTok traits are notoriously creative. There’s virtually a brand new one popping up each different day. This fixed stream of inspiration can assist you take a look at your cross-network social technique with contemporary eyes.
Plus, posting a number of occasions per day is the community norm. Due to the algorithmic For You Web page, it’s inconceivable to overwhelm your followers with content material. This limitless playground for experimentation might be the place you strike gold on social.
Recommendation from 3 manufacturers getting TikTok for B2B proper
You in all probability have every thing you must begin making your first batch of TikTok content material. Typically, all it takes is a little bit inspiration to jumpstart the method. To assist, we spoke to a few entrepreneurs to learn how they’re approaching TikTok for B2B and what they’ve discovered alongside the way in which.
Smartsheet is a piece administration platform on a mission to enhance the way in which groups collaborate. It’s no surprise collaboration is what makes their TikTok presence shine.
“The social group will get concepts from our prospects, colleagues and from watching—in all probability an excessive amount of—TikTok,” says Brian Bosché, Director of Product Advertising at Smartsheet. “We use Smartsheet to prepare video ideas after which determine on our favorites. From there, we’ll write out an overview for the video and undergo revisions till it’s in a great place to shoot.”
Bosché is considered one of many volunteer content material creators for the Smartsheet TikTok account. The Smartsheet social group recruited expertise from throughout their enterprise so that they all the time have somebody to name on when it’s time to hit document.
Collectively, they create TikToks that share a behind-the-scenes take a look at how folks and organizations accomplish their work. Anchoring their model presence to a wider theme creates selection of their content material, which ranges from skits to tutorials to the newest TikTok traits. It additionally offers them room to raise buyer tales and user-generated content material whereas sustaining consistency.
“TikTok offers you the power to work together together with your group in a bunch of various methods, together with dueting and stitching movies,” says Bosché. “We like it when folks create movies about Smartsheet and can duet and react to them fairly persistently. We commented on somebody’s video about how they use Smartsheet, they usually created one other video about what they liked about Smartsheet as a response.”
The Smartsheet social group has tried out fairly just a few video codecs and instruments since launching their TikTok presence in April of 2022. That experimentation is the basis of Bosché’s recommendation for different B2B manufacturers seeking to get began with the community.
“Attempt stuff,” says Bosché. “You by no means know what’s going to work on TikTok, and issues are all the time evolving, so strive totally different codecs and matters to see what works.”
- You don’t should be the one one stepping in entrance of the digital camera. Recruit video expertise from throughout your group to disperse the workload.
- Encourage engagement by amplifying user-generated content material by yourself feed.
Individuals seek for the darndest issues, and nobody is aware of that higher than the group at Semrush. They’ve mastered the artwork of utilizing wacky search queries as social content material inspiration, and now they’re capturing that magic with their TikTok presence.
“Advertising could be enjoyable, and it’s even simpler to do with Semrush—that’s the message we need to convey on our TikTok,” says Maria Kalyadina, Head of Social at Semrush. “We use humor as a approach to do that as a result of it’s integral to Semrush’s tone of voice. It additionally simply so occurs to be probably the greatest methods to attraction to audiences on TikTok, in line with our examine.”
The examine additionally discovered that 37% of viral TikToks give attention to an individual talking and in additional than half of these movies, the particular person is talking on to the digital camera.
These findings align with the video format utilized in Semrush’s “You looked for WHAT?” content material collection. Every video kicks off with a direct-to-camera intro on the search matter, then transitions right into a skit impressed by the question.
The completed product combines every thing folks love about TikTok content material. It’s participating, it’s humorous and it’s informative. There aren’t any cues it’s coming from a B2B model and that’s the purpose.
“The factor about B2B advertising on TIkTok is that you just’re all the time coping with the client behind the enterprise,” says Kalyadina. “On the finish of the day, whether or not you’re selling a advertising toolkit or promoting inkjet printers, you’re speaking to an individual.”
- Just a little humor can go a great distance. If “humorous” is a component of your model character, check totally different video codecs and punchlines to learn how that may be just right for you on TikTok.
- TikTok is your alternative to attach with the top customers of your product. Prioritize reference to that viewers to create extra inner champions through the gross sales course of.
For Saad Khan, Model Social Lead at Shopify, becoming a member of the community was a no brainer. “Social advertising has much less to do with whether or not you’re B2C or B2B as a result of finally you’re each within the consciousness recreation. Each different model out there’s competing for actual property on folks’s feeds.”
Since becoming a member of TikTok, the Shopify group has been testing video codecs to determine what works for his or her model. The time spent iterating on their TikTok technique has left them with dependable content material matters that resonate with their audience
Now, entrepreneurs and enterprise homeowners flip to the Shopify TikTok account for suggestions, recommendation and opinions. Whereas the video codecs could differ, the overarching theme is extremely constant.
“The largest manufacturers on TikTok have discovered this fashion,” says Khan. “All of them do one very particular factor that’s uniquely theirs they usually preserve iterating and reiterating on that very same idea in several executions.”
- Gaining a following takes time and testing. Small tweaks could make a serious distinction in video efficiency, so give attention to iterating till you discover what works.
- When you Determine a content material theme or format that resonates together with your viewers, run with it. That consistency will create extra viewers recognition over time.
It’s your time to strive TikTok for B2B
TikTok is a marketer’s playground. It’s an area to experiment and join with the folks behind the contract. Establishing this model recognition and affinity could be the differentiator that will get you extra offers.
If you happen to want a little bit extra inspiration earlier than you get in entrance of the digital camera and hit document, take a look at this information to TikTok advertising campaigns. In it, you’ll discover examples and insights from manufacturers which can be already current on the community to tell your TikTok enterprise technique.