The year 2020 brought a lot of new terminology to the table; face masks, social distancing, and of course “unprecedented times”. However, it also brought the word TikTok to a lot of marketer’s lips.
TikTok launched in 2017 and has been bubbling away across the borders. But with us all spending more time at home, TikTok replaced our boredom with viral videos.
So, as a B2B digital marketing executive, I wanted to look into B2B digital marketing on TikTok.
What is TikTok?
“TikTok – trends start here.”
TikTok, by their own definition, is the birthplace of trends. It is the fastest growing social media platform of 2020.
Did you know the UK audience on TikTok tripled last year?
You might be asking yourself, why is a B2B digital marketing agency even considering TikTok? Isn’t that for kids dancing around their living room? Well, yes and no…
Why you should consider using TikTok in your B2B marketing strategy.
TikTok is heavily influenced by Gen Z (16-24-year-olds). Having said that, there is a growing audience across multiple generations.
There are over 10.8 billion views for #over30. So, don’t be fooled – your B2B audience is probably secretly on TikTok too.
What makes TikTok so great? TikTok’s algorithm makes personalised recommendations based on your viewing history / likes / comments. And in my opinion, it is the best there is.
Still not convinced that TikTok is your 2021 B2B marketing objective?
Ok, to be honest, neither am I. But this is why I am only suggesting you should consider it.
Here are my 5 reasons why you should consider TikTok in your 2021 B2B digital marketing strategy.
1) TikTok is one of the fastest-growing social media platforms
How many years was it before B2B marketing joined social media? A while. Let’s not make the same mistake again.
(I do joke, but there is merit in staying on trend)
TikTok is highly addictive. It feeds our scrolling habits with endless content personalised for our taste.
In a world of lockdowns and self-isolation, it is the perfect tool to waste time.
2) TikTok is the best kind of social media marketing
Any good marketer will tell you that the best social media content is about engaging your listeners in conversation. It is about provoking emotion and building trust between you and your audience.
Across all social media there is a growing trend to share the truth and show our real selves. And yes, even as a brand, you need to be doing this.
Unlike Instagram, TikTok is about authenticity and human-to-human interaction.
But how does that drive leads and sales? Take this for a statistic: 52% of TikTok members agreed they would buy a product to be part of a community.
TikTok is about building an alliance with people who share your genuine values. And these alliances can be powerful in sales.
3) TikTok is about risk
TikTok is about raw, experimental content. You need to be a bit risky to go viral.
And no, I am not talking about diving into full-blown social justice conversations. But what about allowing your staff to dance to the latest trend?
The best thing about TikTok is it can only take one post to go viral. TikTok’s algorithm will post content with minimal views on your ‘For You’ page if it believes this content is ‘for you’.
How does that work for B2B marketing? Try using TikTok in your B2B marketing strategy as the place to experiment with your audience.
With such a targetted algorithm, your posts will be shared with like-minded individuals, even if you don’t have thousands of followers.
4) Your TikTok content will write itself
As a confessed TikToker enthusiast, it keeps me addicted by the ever-changing trends.
One minute parents and teenagers are dancing to “Blinding Lights” by the Weeknd. The next, they are sharing culture in “random things in my ____ house” #randomthings.
And it isn’t just viral trends that make an impact. The younger audience often pose questions about serious topics (i.e. climate change, mental health, and different cultures).
It’s the perfect opportunity to reach out as a brand to inspire and educate.
Following trends and targetting influencers allow you to have a conversation without having to be super creative.
If you’re still unsure, what about starting with taking inspiration from TikTok for your other B2B marketing platforms?
Need an example? What about a construction company posting this to make their audience laugh.
5) Your competitors are probably not using TikTok.
As B2B marketers, we are always looking for a way to beat our competitors.
Well, how many of your competitors are on TikTok? Probably not many. If you target your content well, you could be reaching a whole new audience that they are missing.
It’s worth a shot, isn’t it?
Let us know if you have had any success on TikTok as a B2B brand.
TikTok is about trends. It is about creating fun, witty, and personable content.
It might be new. It might be scary. But I think TikTok is worth considering in your 2021 B2B marketing strategy.
If done well, your B2B brand can be viral on one of the fastest-growing social media platforms of 2021.
You can have fun with an engaged audience, and have the perfect test group for your crazy new ideas.
It is also filled with inspiration that both you and your competitors are probably missing out on.
Why not enlist the help of a B2B marketing agency?
Are you writing your B2B digital marketing strategy for 2021? We can help!
At List & Found, we create custom social media campaigns that’ll get your business noticed and get customers through the door. And not just on TikTok.
We’ll find the right channels to connect you and your customers! Get in touch today!
