mail@crispycontent.de
+49 30 208.989.780
Blog

TikTok Marketing: 6 Reasons B2B Brands Should Use It

TikTok is one of the quickest growing social media platforms at the moment. So much so that you cannot think of the word “social media” without TikTok. Released in 2016, TikTok currently has an estimated one billion monthly active users. Moreover, about half of the users are aged 34 years old or younger. This explains why B2C brands have jumped on the bandwagon and taking advantage of the platform. But is there a way for B2B businesses to make TikTok a part of their marketing strategy?

TikTok Marketing B2B Crispy Content®
TikTok Marketing B2B Crispy Content®

What You Need to Know Before Trying TikTok

In a nutshell, TikTok is similar to Vine. It is a social media platform that allows you to develop short video content.

It was developed to cater to the Chinese market but gained popularity when its parent company, ByteDance, merged it with Musical.ly. Hence, it is a no-brainer that lip syncing content was one of the most popular content on the platform.

Nonetheless, TikTok users can explore other content themes like art, comedy, social media challenges, and more. On the other hand, this might be one platform that B2B brands should consider exploring.

Online Course Making Content by Crispy Content

 

What Makes TikTok Successful?

Various social media platforms have been launched, only to experience minimal success. But TikTok’s staying power is here to stay. What makes it stand out from the rest of the pack?

The main reason it manages to draw in many users (the same as platforms like Youtube is the ability to go viral.) Add in the fact that the platform focuses on creating quality content and allows users to be themselves.

Its algorithm also allows anyone to go viral. It will regularly look up new clips, rather than just promoting the most famous content or videos from popular users.

This means that your content is likely to go viral even if you are new to the platform. And even if you do not have a massive following yet, your content can generate views and engagement.

That said, TikTok compels brands to be creative with the content they produce. That’s because the platform is a great way to discover a new and younger audience.

6 Reasons TikTok Might be a Fit for Your B2B Brand

Because of TikTok’s young user demographic, you may think this platform will not suit your B2B business. But come to think of it, B2C and B2B consumers prefer to interact with a brand on social media.

That’s because they are looking for relevant and entertaining content. Why do you think life hacks are so popular on the platform?

We are not saying that TikTok is the new LinkedIn, though. For some brands, it might not be an excellent match when looking for a skillful employee.

But deciding whether you should be on TikTok or not has less to do with the platform. It is more Kevin Urrutia about how your B2B brand can leverage it.

In this post, we will walk you through the six reasons why TikTok might be an excellent fit for your brand:

1. Allows you to create unique content

Coming up with the content on TikTok for most brands in the B2B industry is relatively new. Hence, it would be best to include your team in the creative process. After all, producing TikTok videos also requires time, money, and effort.

Ideally, you need to come up with TikTok content that is smart, entertaining, and personal at the same time. If you can do this, you will be more successful in drawing people to watch and engage with your videos.

As a result, there is a high chance that the platform’s algorithm will place your content in front of more people.

At Voy Media Advertising Agency NYC, we use the same blog content ideation approach for our videos. Because regardless of the format, we want to produce content that resonates with and is interesting for our audience.

If you are unsure what your audience’s pain points are, consider asking them. Chances are, your target market is more than willing to share their struggles in the hopes that you can come up with a solution.

As an alternative, you can look for the common problems your audience is asking on the most popular forums on your niche.

Crispy Content Newsletter

2. Allows you to engage with your audience

If you think you can leverage TikTok to promote your products or services like usual, think again. The platform is not for faceless brands that want to generate sales.

Instead, use the platform to cultivate an authentic, human-to-human interaction. After all, B2C brands who are successful on the platform develop content that does not feel like a sales pitch.

As a B2B brand, you might want to use TikTok to showcase how you manufacture your products. The platform is also great for promoting employee advocacy.

Better yet, let your subject matter experts take over and allow them to have a Q&A session on TikTok. Just like how Gary Vaynerchuck is one TikTok but not his company (because VaynerMedia does not have to be).

3. Allows you to reach younger audiences

If you are trying to reach out or cater to a much younger audience, the platform can be an excellent addition to your social media strategy.

The largest generation living in the US is Generation Z, as they make up almost 28% of the total population according to latest marketing researches. While most of the majority of them are teenagers, it is not surprising that the oldest members of this generation are aged 23. Most of these people are not little kids anymore. These are mostly young professionals and college graduates.

Back in 2019, consumers spend 58 minutes, on average, to watch online videos daily. This year, video consumption worldwide is expected to grow to an average of 100 minutes daily.

Although the platform is quite popular with the younger crowd, figures show that it started to appeal to the older generation. Between October 2017 to March 2019, the number of US adults that use the platform rose to a whopping 450 percent.

As app creators continue to work on various advertising options, it can steadily attract a much older audience.

4. Allows you to provide what your audience wants

TikTok is all about user-generated content (UGC). Hence, your content must not feel like an ad even though you are trying to sell something.

Just look at how Chipotle is leveraging the platform.

They partner with influencers and create their videos. Nonetheless, it leans towards memes and trending tags. The results are videos that are fun to watch.

Whether you are producing funny or educational TikTok videos, the key is to be authentic. This explains why behind-the-scenes videos tend to hit, regardless of the social media platform.

It offers audiences a real look at what the brand is all about.

This includes the people behind the brand and the advocacies that you support. It provides audiences an unfiltered view of your brand’s identity.

So, if you want your B2B business to make it big on TikTok, stay real.

New call-to-action

5. Allows you to repurpose content

Whether you already have a blog or vlog and have been onto other social networks, you can repurpose your existing content for TikTok. The best part? You have a repository of content marketing ideas that can last for weeks!

You can sort through your blog posts and check which ones gained the highest number of traffic. You can then go through these posts and then copy-paste the most important points into a new document. Every point should be to have enough content for a TikTok short form video.

Now, think about how you can deliver that content to the platform. We are not saying that you must come up with a script. Remember that everything should feel genuine.

  • Think about ways you can grab your audience’s attention.
  • What are the texts that you should place on top of the video?
  • What are the specific screenshots that you might need to help illustrate your point?
  • What exciting or unexpected elements might you want to throw in to grab your audience’s attention?
  • Come up with short URLs so that it will be easier to show on the screen and remember.

6. Allows you to have a competitive edge

In the B2B industry, many brands and companies are still quite skeptical about whether they should be advertising on TikTok.

Because of its younger audience, the most entrepreneurial decision-makers are hardly on the platform. Thus, it is quite challenging for B2B companies to search for their target market.

But that could also mean that you do not have a lot of competition on the platform. Thus, you have the first-mover advantage, laying out the foundation long before your competitors do.

And by the time that they move onto TikTok, you have already established your presence. That’s because you are starting to get the hang of it while your competitors are still figuring it out.

Some would argue that LinkedIn remains the gold standard when it comes to B2B social media marketing or B2B marketing in general. Nonetheless, there is no harm in testing new waters. Thus, we encourage you to dabble on TikTok and see how you can leverage it to promote your business.


Kevin Urrutia Guest Writer Kevin Urrutia

Kevin Urrutia is the founder of Voy Media Advertising Agency NYC, dedicated to helping businesses triumph over the ever-changing marketing landscape.

Crispy Content® Mailing List

100% Crispy Content® and 100% no spam!

Subscribe

More topics you might like

15 Content Tools We Still Use In 2020 | Part 1

We present the tools we use at Crispy Content® to realize content production. Today: Content Discovery and Content Planning.

#Decoded: Content Marketing und SEO mit Brian Dean Teil 2

Die besten Hacks von SEO-Genie Brian Dean: Erfahrt, mit welchen Strategien ihr euer Ranking verbessert und packende Online-Videos erstellt.

#Decoded: Content Marketing and SEO with Brian Dean Pt. 1

The best hacks from SEO genius Brian Dean: Learn which strategies work best for content marketing, PR and landing pages.

TikTok Marketing: 6 Reasons B2B Brands Should Use It

TikTok is one of the quickest growing social media platforms at the moment. We show you 6 reasons why B2B brands should use it too.

Decoded: Content Marketing with Gary Vaynerchuk Part 2

Learning from the "Content God" - Part 2: Learn from GaryVee which social media strategies will make you successful in 2021.

Decoded: Content Marketing with Gary Vaynerchuk Teil 1

Learn from the "Content God": Find out how GaryVee reaches millions of fans with micro-content, storytelling and an authentic brand - part 2 follows.

An Entrepreneur's Guide to Social Media Management Software

Still wondering what sets real social media pros apart from the rest? Social media management software they pay for. We list the ones that are worth to pay for.

Content Marketing: Email Marketing with Noah Kagan Part 2

Do you want to generate leads and more sales through effective email marketing? Discover tips 6 to 8 from online marketing expert Noah Kagan.

Content Marketing: Email Marketing with Noah Kagan Part 1

Want more leads and sales through effective email marketing? Discover the first 5 tips from online marketing expert Noah Kagan - part 2 follows.

The Customer Journey

In "Content Marketing 101" Crispy Content® highlights the most important topics in Content Marketing – here we focus on the customer journey.

The Conversion Funnel

In "Content Marketing 101" Crispy Content® highlights the most important topics in Content Marketing – here we focus on the conversion funnel.

The 7 Steps SEO Audit

In this article, content marketing expert Gerrit Grunert from Crispy Content® shows how anyone can perform an SEO audit in 7 steps.

Social Media Marketing Decoded mit Michael Stelzner – Part 2

You want to improve your performance on Facebook, Instagram, LinkedIn and TikTok? Discover 6 practical tips from Social Media Examiner Michael Stelzner.

Successful Blogging: 14 Effective Example – Part 2

Blog success factors, blog millionaires and your next steps - all this in the second part of our little series on "Successful Blogging".

Content Marketing: SEO Hacks by Neil Patel – Part 2

You want to improve your ranking in the search engines and get more traffic to your site? Discover 7 practical SEO tips from digital expert Neil Patel.

Successful Blogging: 14 Effective Example – Part 1

We have collected 14 blog examples that have been successful over the last six years. And we have investigated why this is so. Here comes part 1!

Google Featured Snippets: Opportunity or Risk?

Featured snippets ensure zero-click searches, 50.33 percent of all search queries end up on the Google homepage. Is that chance or risk?

Social Media Marketing Decoded with Michael Stelzner – Pt. 1

Looking for ideas for your marketing on Facebook, Instagram, LinkedIn and TikTok? Discover 7 practical tips from Social Media Examiner Michael Stelzner.

Content Marketing: SEO Hacks by Neil Patel - Part 1

You want to improve the search engine ranking of your website? In our series we present the most important SEO tips from digital expert Neil Patel.

FREE Online Course: "Making Content” (7 Lessons)

An online course with 7 lessons to produce high-quality digital content – quickly, easily and affordably.

10 Steps For Your Perfect Website Content Strategy – Pt. 2

A guide for content marketers who want to develop a website content strategy. The second part deals with features, structures, keywords and governance.

10 Steps For Your Perfect Website Content Strategy – Pt. 1

A two-part guide for content marketers relaunching a website. The first part deals with goals, target groups, positioning, topics and formats.

15 Content Tools We Still Use In 2020 | Part 2

We present the tools we use at Crispy Content® to realize content production. Today: Content Production and Content Distribution.

Post COVID-19: 10 Reasons Germany will be Your Next Market

There will be a future after COVID-19 - and it probably looks more promising in Germany than in most countries of the world. We show you why!

How to Do Content Production for Blogs with Airtable

In this detailed overview, we explain how complex content production projects can be completed with Airtable.

"Car dealerships need social media marketing"

The car industry has been severely affected by the corona crisis. Gerrit gives tips on how the crisis can be used as an opportunity with social media.

Content Marketing Agency – 10 Lessons Across 10 Years

With our ten lessons from ten years as a content marketing agency you can save time, money and stress by reading this now!

Gerrit Grunert: A HubSpot Interview with CIO Applications

What does an international company have to consider when choosing a German HubSpot partner? Gerrit Grunert reveals this in an interview. Read it now!

SEO in Real Life

Here we explain how Google works with a small, real-life theater game from our SEO workshop. Learn more here!

How To Create A Persona - Methodical Content Marketing

Why are personas important for content marketing? How many do you need? Read about this and more in Gerrit's new book "Methodical Content Marketing".

The Digital Transformation Of The PR Agency

How can PR agencies embrace the digital? This article by Crispy Content® reveals how PR agencies can master digital transformation in 4 easy steps.

An Interview With Territory’s Director Sandra Harzer-Kux

Crispy Content® interviews Territory's Managing Director about the hot topic of content marketing. Read about the first half here!

Campaign Management 101: Campaign Layering

Ever wondered how you can convey brand values in a more creative way across multiple platforms? This blog provides an intro campaign layering.

Methodical Content Marketing: Persona Pt. 1

What advantages does persona development have for both sales and marketing teams? What can they add to content marketing? Read more about this works.

Reputation Marketing and ROI

Reputation management has ROI? Yes! And it should be considered reputation marketing instead! How does this work? Read more in this blog to find out!

How Much Does A Content Marketing Strategy Cost?

How much does a content marketing strategy cost? Which aspects go into developing a strategy? The content experts at Crispy Content® break this down.

Mo' Money, No Problems – the Live Show from Searchmetrics Summit

How you can use an optimized customer journey to win over customers and many other topics in our Live Show from Searchmetrics Summit 2017!

Marketing Automation – From Persona to Personalization

Buyer personas are important, but how should you get your message across to individual users? Personalisation as an tool of marketing automation is the key.

Checklist: Competitiveness Analysis in Content Marketing

Only those with an eye on the competitiveness can position their content marketing strategy successfully. Here’s a handy checklist.

Return On Content Marketing Investment

You’ve invested in a content marketing strategy – but has it been worth it? We show you how to calculate the ROI for your content marketing.

Conversion Optimisation in Content Marketing

In this blog post, we show you how to optimise your conversion rate within your lead generation activities.

Content Marketing Strategy vs. Content Marketing Campaign

Campaigns are the beating heart of a content marketing strategy, not merely the icing on the cake. Here’s a recipe to try “at home”.

How to Find the Right Content Marketing Agency

Finding the right content marketing agency can be tricky. These are our insider tips:

Predictive Lead Scoring – A Glimpse Into the Future

Predictive lead scoring builds on traditional methods, but exploits the possibilities of modern technology much more effectively. We show, how it's done!

Big Data in Content Marketing

Here, you can learn why big data is so important to your marketing activities and how your company can best process user-generated data masses.

How to Create a Content Marketing Strategy

Those wishing to invest in content marketing require a tailored strategy. In six easy stages, we show you how to get one.

Lead Scoring: The Highest Form of B2B Marketing

We show you how to use lead scoring to evaluate potential customers more effectively and bridge the gap between marketing and sales.

Next Level Lead Nurturing

Turning leads into customers requires a care, time and a suitable strategy. Lead nurturing accelerates this process significantly.

Outstrip Your E-Commerce Competition

How can online retailers steer the purchase decisions of potential customers – in all phases of the buyer's journey?

The 3 Biggest Content Marketing Pitfalls

Bad content marketing is often marked by the same recurring errors – three of which are particularly severe.

Storytelling: Why the Brain loves Stories

Storytelling and mirror neurons? We explain how to use neuroscientific research to tell stories that will delight your customers.

7 Email Marketing Trends You Should Know

Those who allow email marketing trends to pass them by will soon be watching the competition do the same. It's essential to keep these 7 points in mind.

Conventional Marketing Doesn’t Work On Millennials

Millennials have announced it loud and clear: content marketing is the best way for marketers to reach their goals.

6 arguments why insurance companies should practice content marketing

How do insurance companies integrate content marketing into their marketing strategy?

5 arguments why financial services providers should practice content marketing

How important is content marketing to companies that deal with insurance, investment and financing and which strategies do they pursue?

Off-page analysis: Quality & quantity keywords

We’ll show you which SEO data is important for your keyword strategy and how you can benefit from your competitors’ success.

5 reasons hotel chains should practice content marketing

The Crispy Content Sector Review shows that hotel groups are still neglecting content marketing.

Six building blocks for successful localisation

We have created a checklist of the six building blocks of a high quality full service localisation.

4 reasons tour operators should practice content marketing

In our Crispy Content Sector Review we examine what companies within a specific sector can achieve with content marketing.

7 easy steps to the perfect long tail keyword

How can you improve your ranking efficiently and sustainably without spending money on it? We’ll show you how!

Storytelling competence check: How to spot content marketing talents

How can you even tell if an agency or freelancer can offer the required storytelling potential? We have compiled the key indicators for you!

Content Marketing on Instagram: 5 successful examples

We’ll show you how to realise your brand’s content marketing strategy using Instagram.

Content Marketing: 9 tips for a successful blog promotion

Networking, Social Media Marketing and Reposting: That's how you seed your Blog Content!

Your successful content marketing cycle in 6 steps

These 6 steps will help you develop your very own content marketing cycle.