A deep dive into the TikTok algorithm, how it works, and how you can work with it to enhance your visibility and engagement on the platform.
TikTok has become the go-to platform for brands looking to let loose and connect with their audience in an authentic and fun way. From jumping on meme bandwagons to pulling back the curtain on company culture, TikTok offers endless opportunities for creative expression.
But for B2B companies, the idea of getting playful on social media can be daunting. After all, there's a fine line between being relatable and compromising your brand's integrity. However, the B2B brands featured in this article prove that not only is it possible to strike that balance, but doing so can be a game-changer for your marketing strategy.
So, whether you're a TikTok skeptic or a die-hard fan, get ready to be inspired by these companies that have cracked the code on making serious business seriously entertaining.
Why TikTok marketing is a game-changer for B2B companies
While TikTok may not seem like an obvious choice for B2B marketing at first glance, this platform presents a unique opportunity for businesses to connect with their audience in a more authentic and relatable way.
Here's why building a TikTok presence should be on the radar of B2B businesses:
Reach a younger, decision-making audience
As younger generations move into decision-making roles within companies and become B2B buyers (the oldest of Gen Z is turning 27 this year), B2B brands must meet them where they are.
As younger generations move into decision-making roles within companies and become B2B buyers (the oldest of Gen Z is turning 27 this year), B2B brands must meet them where they are. Also, research shows that a decent portion of the audience on TikTok is actually millennials – 21.7% of its US user base to be exact.
With over 1 billion active monthly users, TikTok is where a significant portion of this demographic spends their time. By establishing a presence on the platform, you can start building brand recognition and trust with this influential audience.
Humanize your brand
TikTok's informal and creative nature allows B2B companies to showcase their personality and values in a genuine and relatable way while keeping their brand voice.
Pulling back the curtain on your company culture, sharing employee stories, and participating in fun challenges, can create a deep and powerful connection with your audience.
Demonstrate your expertise
While TikTok is known for its entertaining content, it's also a platform where users go to learn and be inspired. As a B2B company, you have a wealth of knowledge and insights to share with your audience.
By creating educational content that addresses your audience's pain points and showcases your unique perspective, you can establish your brand as a thought leader in your industry.
Drive engagement and (potentially) conversions
TikTok's algorithm is designed to surface content users are most likely to engage with, regardless of the account's follower count.
This means that even if you're just starting out on the platform, your content can reach a wider audience if it resonates with viewers. While TikTok isn’t the final destination for any business owner making a decision on their B2B partnerships, it’s a great place to kick off brand awareness and get your company in the right spaces.
The typical B2B marketing strategy might be buttoned up, but at least this is TikTok, not LinkedIn. By embracing the platform's creative and authentic nature, you can stand out in a crowded market and build lasting relationships with your audience.
8 B2B TikTok examples to inspire your next video
Jump on TikTok trends and challenges
TikTok is known for its viral sounds, trends, and challenges. While it may seem daunting for B2B companies to incorporate these into their content, it's not impossible. The key is creatively adapting the trends to fit your brand's niche and audience.
Semrush is a veteran at incorporating TikTok’s fast-paced trend cycle into their social media marketing strategy, with several viral videos under their belts. Their social media manager (and the broader marketing team) really understands how to adapt large trends for their business-oriented audience.
@semrush Digital Marketers 🫱🏻🫲🏼 Keeping the department afloat #digitalmarketing #marketingdigital #digitalmarketingagency #marketingteam #officememes
Their videos are funny and tongue-in-cheek while staying business casual and relevant to the brand.
@semrush Another painful watch for digital marketers out there 💸💸 #marketingintern #digitalmarketing #zoomcall #marketingteam #advertising
Encourage user-generated content
Partnering with TikTok creators and the people in your B2B audience on UGC (user-generated content) who align with your brand can help you boost credibility, reward brand ambassadors, and reach audiences beyond your own.
Look for creators who either use your product/service or would appeal to your target demographic to feature on your TikTok and pull them into an ambassadorship program.
Notion (which is more of a B2B-B2C hybrid) works with creators called Notion Partners who highlight the product frequently in their TikToks. In this one, @graphicsbychelle highlights how she uses Notion to keep up with her goals.
@graphicsbychelle Replying to @Niki Riat Me 🤝🏽 @Notion (since like 2017) #wfhlife #notion #notionpartner #notionnewyear #digitalplanning
This strategy works to spread the gospel of Notion to each Partner’s audience (because there’s no TikTok Collaboration feature…yet). TikTok users are smart and can smell marketing from a mile away, but as long as the content is honest and useful, it will work.
Showcase new offerings and updates
As a B2B company, you're likely constantly improving your products and services. Use TikTok to highlight even the smallest feature updates or product releases. Create engaging videos that demonstrate how these additions benefit your users.
Notion does this really well, spotlighting feature releases with simple videos of someone’s screen showing the latest update.
@notionhq New profile, who dis? Now you can customize your Notion template gallery profile — showcase templates & manage it all in one place 🪭 #notion #notionapp #templates
Unlike typical releases, they strike a balance between showing off the feature while keeping the tone informal and friendly.
Shopify also took a similar approach in this viral feature roundup video, keeping the business-casual tone and fun editing while still conveying all the important information.
@shopify new things from Shopify ✨
Highlight unique use cases
Your product or service likely has a variety of use cases. Showcase product demos to your audience, from hacks to tutorials. This can help expand your reach to your new audience filled with potential customers.
In this TikTok, Notion shows the different shortcuts one can use to make the most of their Notion Calendar tool.
@notionhq Have you tried Notion Calendar yet? Here are 5 shortcuts for more efficient navigation 🗺️📆 #notion #notiontok #notionapp #notioncalendar #productivity
♬ love song (hesitations) (sped up) – Lofuu & Shiloh Dynasty & dprk
Or you could take the Zapier approach and highlight so many different ways that you reach 60 videos (and counting).
@zapier Use this Zapier automation to send personalized sales emails to your leads! #ai #chatgpt #openai #workflow #nocode #automation #zapiertips #zapier #airtable #gmail
Repurpose content from other channels
Maximize your marketing efforts by repurposing clips from your other marketing channels for TikTok. This could include snippets from podcasts, event highlights, or webinars. Edit the content to suit the short-form video style TikTok audiences expect.
Dropbox is a great example of repurposing done right. Their social team posts all their short-form video across their different social media platforms – including TikTok. This one did particularly well on both Instagram and TikTok.
@dropbox Day in the life at Sundance Film Festival with Dropbox 🎞️ #sundance
This is the lowest effort way to stretch that video that took you three hours to finish and make it work for you.
Start a content series
Creating a recurring video content series is one effective way to build a loyal following on TikTok – and pad out your social media strategy. A series provides your audience with a sense of familiarity and anticipation, encouraging them to engage with your brand regularly.
ClickUp’s skits on the different roles you might encounter on Product teams is a hit that brings them consistent virality.
@clickup They are talking but not saying anything #projectmanager #corporate #corporatelife #9to5 #manager #management #leadership
@clickup The SCRUM MASTER #scrum #projectmanager #corporate #corporatelife #9to5
HubSpot’s social media manager is also running a day-in-the-life series that pokes fun at how people in the role are expected to take on multiple roles at once.
@hubspot don’t forget written, directed, and produced by yours truly #marketinggirlies #marketinghumor #marketingmemes #socialmediamarketing
Showcase customer creations
If your product or service enables users to create something, consider featuring their work on your TikTok (with permission). This user-generated content provides social proof while also giving your customers exposure.
Adobe works with creators who use their products to show off interesting projects and shares their videos to the Adobe TikTok.
In this one, they partner with @katyaross, a graphic designer, to show a timelapse of her workflow in Adobe Illustrator.
@adobe We need a part 2! 🦝 😍 What do you think @katya.ross should make next? #AdobeIllustrator #AfterEffects
Feature your target audience
Make your customers feel valued by spotlighting them on your TikTok – this exposure is especially valuable to entrepreneurs and small business owners. You could also feature thought leaders or influencers in your industry that your audience would know. This helps humanize your brand and builds credibility.
Square runs an interesting series in which the owner of a restaurant does street interviews. In this one, the restauranteur asks folks what they would rename his restaurant (Chicken Fire), leading to some hilarious responses.
@square POV: you’re in charge of rebranding @Chicken Fire #SquarePartner #Orlando #SmallBusinessTips
You don’t have to take to the streets, but this is an interesting alternative to simply taking clips from your podcast or latest conference and posting to TikTok – although that works great too, as Adobe shows.
@adobe Branding is more than a logo– it's a way to connect with your customers on a personal level. CEO of General Motors Mary Barra sat down with our CEO Shantanu Narayen at #AdobeSummit to discuss how GM's distinct identities are driving brand loyalty.
Embrace TikTok's fun and casual nature
While B2B companies often have a serious tone, TikTok is a platform where brands can let their hair down and showcase the brand’s personality.
Embrace the app's lighthearted and creative spirit to build an engaging brand presence as part of your content strategy. With the right TikTok strategy, the platform can become a powerful tool in your B2B marketing arsenal.
For more tips on using TikTok for business, check out this article.
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