Over the last few years, TikTok has become one of the most used social media platforms in the world.
Often tied to viral dances and challenges, TikTok also has a lot of potential for B2B brands to grow their audience authentically.
On TikTok, you have access to a large young audience at scale.
The algorithm is tuned in a particularly unique way to quickly figure out what users are interested in and what they prefer, and serves up short-form video content that is entertaining and addictive in a truly addictive feed.
Breaking out onto TikTok is one of the ways for B2B marketers to unlock these algorithmic recommendations for organic brand, product, and messaging placement into new audiences.
When done right, investing in TikTok will enable you to hit real business goals and ROI goals like lead generation or brand awareness.
Understanding the TikTok audience and algorithm
TikTok's user base skews young, with 50% aged 24 or under. However, usage amongst older demographics is rising rapidly.
The platform now touts a user base spanning across Gen Z, Millennials, Gen X, and even Baby Boomers.
But to fully unlock B2B potential on TikTok, brands must appreciate the platform's unique algorithm.
The For You feed analyzes user behavior and interests to serve up relevant and engaging videos quickly, optimized to maximize watch time.
This means the algorithm rewards authenticity and creativity. Videos should aim to entertain first while organically weaving in your brand.
Overly promotional content often fails.
For brands seeking an initial visibility boost, some choose to buy TikTok views to amplify reach early on, though this should be paired with compelling, high-quality content to sustain long-term engagement.
Additionally, the algorithm considers:
- Watch time on each video.
- Number of likes, comments, and shares.
- Sounds and effects utilized.
- Captions and hashtags.
Understanding these inputs allows B2B brands to optimize content accordingly.
Setting goals and tracking ROI
With the foundation of TikTok's audience and algorithm set, B2B brands must define their goals and key performance indicators (KPIs) for measuring success.
TikTok should not represent an isolated vanity metric. Rather, performance should directly tie to real business objectives.
Common B2B goals on TikTok include:
- Lead generation.
- Site traffic.
- Online sales.
- Product launches.
- Brand awareness/reach.
- Content engagement.
Metrics to track KPIs against these goals include:
- Email/lead sign-ups.
- Link clicks.
- Conversion rates.
- Brand mentions.
- Site visitors.
- Video views.
- Watch time.
- Followers.
- Shares.
Platforms like TikTok analytics and third-party solutions offer robust tracking to directly connect activity on TikTok to conversions.
Setting benchmarks also proves crucial for assessing performance.
Brands should measure baseline metrics before launching on TikTok, then set incremental targets to evaluate success.
For example, maybe your goal is 50 sales from TikTok in the first quarter.
Tracking week-over-week and month-over-month sales figures lets you monitor progress towards that figure.
Or if aiming for 100,000 video views in a year, analyzing monthly views shows whether you're on pace.
This data lets you tailor content and strategy to hit KPIs.
Tactics to convert: Lead gen and sales
Once goals are set, executing strategies to achieve them remains vital.
For lead generation and sales, proven tactics on TikTok include:
- Links in bios: Drive traffic to landing pages for email signups, free trials, etc.
- Shoppable videos: Tag products so users can purchase directly on TikTok.
- TikTok pixel: Retarget viewers with ads based on site interactions.
- Influencer marketing: Partner with creators to promote products/services.
- Hashtag challenges: Sponsor branded challenges targeting relevant communities.
- Lead gen ads: Highly customizable ads with lead capture functionalities.
- Shopify integration: Sync product catalogs to enable direct shopping.
- Livestreams: Demo products and field real-time questions.
The key is testing different formats and creatives. For example, an educational video may convert better for high consideration B2B purchases compared to a contest entry.
Track performance by investment levels and asset types to determine optimal allocation.
Building brand awareness on TikTok
For brands focused on awareness over direct response, TikTok also shows potential.
Audiences are highly engaged, platform usage continues soaring, and content can spread rapidly.
But awareness demands an always-on presence with consistent posting. Algorithms favor accounts that build authority over time through regularly published content.
Strategies for raising brand visibility include:
- Engaging with trending sounds: Popular tracks get billions of video views. Ride these waves by creatively utilizing trending sounds.
- Partnerships: Work with nano or micro influencers to expand reach. Don't overly promote products; concentrate on entertaining or educating.
- Behind-the-scenes: Give inside looks at company culture, employees, workflows, etc, for authenticity.
- Reviews: Post testimonials from customers or client success stories. UGC builds trust.
- Thought leadership: Position execs, founders, or experts as authorities on industry topics.
- Contests/giveaways: Encourage UGC and engagement with branded hashtags for visibility.
- Interactive content: Spark conversation around topics relevant to your audience. Reply to comments.
Measure awareness levels over time through metrics like followers, views, mentions, and traffic. Seek sustained, compounding growth.
Optimizing your presence
As with any channel, tools and strategies exist to amplify results on TikTok.
- Cross-promoting: Drive viewers from other platforms like Instagram or YouTube. Add TikTok links.
- Content repurposing: Adapt assets from blogs, newsletters, and ads for TikTok formats.
- Hashtags: Include relevant tags, but don't over-hashtag. Prioritize the most popular hashtags.
- Playlists: Organize videos into playlists around topics to binge-watch.
- Posting CADENCE: Post consistently, 2-3 times per week at minimum. Consider the timing for your audience.
- Calls-to-action: Prompt follows, shares, conversions, etc, through strategic captions.
- Multi-channel ADS: Expand paid efforts across TikTok, Instagram, Facebook, and more.
- Analytics: Continuously assess performance data to dictate strategy. What posts work? When should you post? What content resonates best? Let data guide decisions.
- Agency PARTNER: Consider expert help developing video creative and managing presence, especially if limited in-house resources.
As with any channel, testing proves vital to determine optimal approaches for your brand, goals, and audience.
Real examples of brands succeeding with B2B TikTok strategies
While TikTok remains somewhat of an unknown for B2B marketers, early adopters exist.
Let's explore real examples of brands finding measurable success:
Lead generation: Canva
The graphic design platform Canva built an audience of over 900,000 TikTok followers.
Product reveal videos drove massive traffic, nabbing 60,000+ email signups in one week. Conversions outpaced Instagram and YouTube.
Brand awareness: IBM
IBM maintains a prolific presence, producing entertaining STEM and tech education content.
Views routinely exceed hundreds of thousands, significantly expanding visibility of IBM to younger demographics.
Thought leadership: Salesforce
Trailblazer videos positioning Salesforce execs as industry experts drive 6 million+ views. Comments indicate viewers perceive the brand as visionary leaders.
The results indicate that regardless of your B2B niche, TikTok can produce a measurable impact if approached strategically.
Conclusion
TikTok disrupts modern marketing by providing direct access to the inboxes and wallets of your next customers at scale.
For B2B brands, the platform simply represents too large and engaged an audience to ignore.
Success requires appreciating TikTok's unique format, algorithm, and culture, then developing creative, value-driven content accordingly.
By setting tangible goals, tracking meaningful KPIs, and testing high-potential tactics, B2B brands can turn TikTok into a channel generating powerful brand lift, leads, and sales.
