B2B Marketing on TikTok and What You Need to Know

As TikTok continues to dominate social media trends, businesses must pay attention — including B2B brands. While TikTok is often associated with Gen Z dance trends and viral challenges, the platform offers massive potential for B2B marketers looking to expand their reach and connect with decision-makers.

Why Should B2B Brands Use TikTok?

Despite its youthful reputation, TikTok’s audience is expanding across generations. According to Meltwater, TikTok ads have the potential to reach nearly 49% of adults over 18 in the U.S. — making it a powerful platform for B2B marketers. Additionally, younger generations are now stepping into key decision-making roles in businesses, giving TikTok even more B2B marketing potential.

TikTok’s fast-paced, engaging content style makes it ideal for delivering complex ideas in simple, digestible formats. Combined with targeted ads, influencer collaborations, and creative trends, the platform has become an essential tool for businesses looking to build authentic connections with potential clients.

Key TikTok Demographics for B2B Marketers

• Gender: TikTok’s audience is fairly balanced, with 54% identifying as male and 45% as female.

• Age: While Gen Z dominates, Millennials and older generations are highly active. For example:

  • 21.7% of TikTok’s U.S. audience are Millennials

  • 18% of global TikTok users are men aged 25-34

• Geographic Reach: TikTok’s top markets are the U.S., Indonesia, and Brazil, with 148 million active monthly users in the U.S. alone.

• Small Business Owners: Over half of TikTok users exposed to SMB content have made purchases — proving TikTok’s power to drive intent and conversions.

Understanding TikTok’s Culture

To succeed on TikTok, B2B brands need to adapt to the platform’s culture. This includes:

• Embracing Short-Form Videos: TikTok thrives on brief, engaging content that captivates users in the first few seconds.

• Participating in Trends: TikTok’s trending sounds, challenges, and viral content are key to gaining visibility.

• Mastering the ‘For You’ Page (FYP): The FYP is TikTok’s algorithm-driven content feed, making it vital for B2B brands to understand how to optimize their content for discovery.

How to Leverage TikTok’s Algorithm for B2B Success

To increase visibility, B2B brands should focus on:

• User Engagement: Likes, comments, shares, and follows directly impact the reach of your content.

• Video Information: Use relevant hashtags, captions, and sounds to ensure TikTok’s algorithm matches your content with the right audience.

• Watch Time and Replays: Content that’s replayed or watched to completion signals quality, boosting visibility.

• Posting at Optimal Times: Use TikTok analytics to post when your audience is most active.

• Using Trending Sounds: Incorporating viral audio increases discoverability.

• Encouraging Shares and Saves: Call-to-actions like “Save this for later” boost content reach.

• Consistent Posting: Regular uploads improve your profile’s algorithm ranking.

• SEO Optimization: Strategically include keywords in captions, on-screen text, and profile descriptions to enhance search visibility.

B2B Use Cases for TikTok

B2B brands can build a strong TikTok presence by leveraging the following strategies:

• Showcase Company Culture: Highlight employee stories, team moments, and behind-the-scenes content to humanize your brand.

• Thought Leadership: Share educational content that addresses your audience’s pain points.

• Product Demonstrations: Use TikTok to showcase your products in action.

• Client Testimonials: Share customer success stories to build trust.

• Collaborate with Influencers: Partnering with niche influencers can expand your reach and build credibility.

• Educational Content: Teach your audience something new through informative and engaging videos.

• Repurpose Existing Content: Maximize your marketing efforts by transforming blogs, podcasts, and other resources into TikTok content.

12 Tips to Optimize Your TikTok Content

1. Keep videos short (15-30 seconds).

2. Add a strong call to action.

3. Optimize content for mobile viewing.

4. Use creative features like filters and effects.

5. Maintain a consistent brand voice.

6. Prioritize authenticity and relatability.

7. Highlight new products or updates.

8. Showcase your target audience’s pain points and solutions.

9. Blend educational content with entertainment.

10. Incorporate team members or founders in content.

11. Make industry news engaging and accessible.

12. Use “show, don’t tell” strategies to demonstrate product value.

How Are B2B Brands Using TikTok?

Successful B2B brands have found creative ways to engage their audience on TikTok:

• Adobe posts creative skits and workflow demos to engage creatives.

• HubSpot blends trending challenges, educational clips, and relatable content to connect with marketers.

• Shopify offers productivity tips, small business success stories, and industry insights to inspire entrepreneurs.

• Zendesk partners with influencers for relatable content that connects with its audience.

• Semrush leans into humor and viral trends to increase engagement.

TikTok’s CPM Drop — What It Means for B2B Marketers

TikTok’s CPM (Cost Per Mille) recently saw a significant 80% drop year-over-year, presenting a major opportunity for brands to capitalize on lower ad costs. This dip in pricing stems from advertisers’ uncertainty about TikTok’s future in the U.S. Despite this, TikTok ad spending continues to grow as brands recognize the platform’s potential.

TikTok’s Future in the U.S.

While TikTok’s availability in the U.S. remains uncertain due to regulatory concerns, its user base remains active, and ad spending continues to climb. B2B marketers should take advantage of the platform’s current low advertising costs and continue building their audience while TikTok remains a key player in digital marketing.

Final Thoughts

For B2B brands willing to embrace TikTok’s creative culture, the platform offers endless opportunities to connect, engage, and convert. By combining educational content, authentic storytelling, and strategic use of TikTok trends, businesses can unlock massive growth potential.

Need help creating engaging B2B content for TikTok? Vero Beach Marketing specializes in social media strategies tailored for businesses looking to thrive in the digital world. Contact us today to start leveraging TikTok for your brand!