Could your B2B Customer be on TikTok? 


We live in a mobile-first world, where information is readily available across varied applications, literally in the palm of our hands. The acceleration of the smartphone revolution due to the global pandemic, is prompting marketing professionals to reassess their mobile marketing strategies so that they can reach customers wherever they are. 

In addition to Google (of course), we all have our favorite method of finding information. In the information age, we want answers to our queries in an easy to digest and creative format because we simply do not have the time to sift through large chunks of data to find the answers to our questions. 

Research by Cisco found that in 2022, video will account for 82% of all online traffic. Videos are 53x more likely to generate first page SERP rankings than other SEO tactics. Today, 84% of consumers have been convinced to purchase a product after watching a video. That is a staggering statistic which segues into a social media platform that has yet to be utilized for B2B marketing. 

Visually appealing and short form video content appeal 

Because 65% of the population are visual learners, TikTok is an excellent platform for demonstrating how your products work, resonating in the minds of viewers, and generating interest. And no, contrary to popular belief TikTok is not the lip-sinking app for teenagers.  

Creating a fun, enjoyable persona on TikTok engages consumers and increases your chances of receiving positive reactions, boosting you up the algorithm and maximizing exposure. While many marketers argue that TikTok is more effective in B2C, many B2B businesses remain skeptical.  

If you are in the B2B space, please don’t stop reading this blog. TikTok is fast earning its place as an effective marketing tool because B2B customers are, after all, real human beings who expect great content. All social media channels have a common goal and that is to produce entertaining, creative, and useful content that improves the lives of their audience. 

The Rise of TikTok 

TikTok will continue to be the dominant platform in 2022. TikTok is not only one of the fastest-growing and most downloaded apps, but it is also one of the top-ranked platforms in terms of consumer spending. Brands looking to engage consumers through mobile will need to prioritize TikTok. It is a powerful social media platform that businesses may be under-utilizing. TikTok is appealing to marketers because it reflects a key social media trend for creative skills and collaboration among young audiences. Its fast-paced nature keeps users engaged for relatively long periods of time, with users spending 52 minutes per day on the app on average.  

90% of all TikTok users use the app on a daily basis. Not only that, but they are very active on the app. According to a one-month study of TikTok users’ behavior, 68 percent of TikTok users watch someone else’s video and 55 percent upload their own (Globalwebindex, 2019). 

TikTok does not have any space for traditional display ads and does not compete with other social media platforms as a marketing channel. However, because of its rapid growth and rising popularity, many brands are beginning to recognize TikTok’s potential as a marketing channel. 

Influence of TikTok on society and building a community 

TikTok like most social media channels creates a community where like-minded individuals from across the globe can converge to consume and engage with content that appeals to them.  

I am a self-confessed bibliophile and a seasoned member of the #BookTok community. The rise of #BookTok is a phenomenon that is rapidly spreading as a result of its founding app, TikTok. It is increasing readership interest while highlighting some of the most popular reads across all genres and ages, all because influencers and users are using the TikTok platform to voice their reviews and recommendations in the most unexpected of settings.  

My favorite bookstore even has a section dedicated to the most popular #BookTok reads. The power of TikTok and the collective enthusiasm of this vibrant online community voice has seen a spike in book sales for new authors, mobilizing fans and reshaping the book world. It is so exciting to see that the collision of books (one of the oldest cultural products) and one of the most recent technological advances has resulted in innovation, reinvention, and rediscovery in ways that neither experts nor algorithms could have predicted. 

More Human Marketing  

TikTok allows you to express your creativity and develop a personality that humanizes your brand. Marketing in the technology industry as a systems integrator is no easy feat. Individualism is often difficult to express in B2B marketing, but TikTok could help to break that mold. People buy from people and humanizing your brand will increase sales by establishing a relationship with your target demographics. 

Several brands have used TikTok challenges and contests to encourage users to create brand-related content. Brands are also using hashtags to promote their TikTok marketing campaigns, in a manner similar to how they do on other social media platforms. 

Consider the Guess brand’s #InMyDenim campaign. On September 1, 2018, the Guess brand took over TikTok and invited all TikTok users in the United States to participate in the #InMyDenim hashtag challenge. Users were encouraged to create video content while wearing denim (of course) and using the hashtag. This marked the beginning of TikTok’s brand partnerships in the United States.  


It is not a hard and fast rule that a B2B brand cannot be on TikTok. You are good to go as long as the platform aligns with the goals of your brand strategy. We always say that it is best to be genuine in your marketing initiatives. More people will be drawn in by the human appeal. 


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