The emergence of TikTok has been thing abbreviated of revolutionary. Since its motorboat successful 2016, the level has multiplied and boasts implicit 1 cardinal monthly progressive users worldwide. With an engaged and divers idiosyncratic base, it’s nary wonderment marketers are looking for ways to leverage TikTok to scope their people audiences.

53% of marketers expect TikTok to present the biggest maturation successful 2023, according to Reuters’ State of Marketing 2023 report. Trailing down were the Metaverse and LinkedIn (15%), different platforms (9%), Instagram (6%) and Facebook (2%). Interestingly, contempt having 368 cardinal monthly progressive users globally and nether caller management, the study did not notation Twitter.

TikTok is well-known for viral videos (remember the longboarder sipping cranberry juice and lip-synching “Dreams” by Fleetwood Mac?), advertisement campaigns and creator selling activations. They besides merchandise caller functionality for their users and advertisers each different week.

Let’s research wherefore B2B marketers whitethorn privation to rethink TikTok arsenic a viable option.

1. TikTok is simply a storytelling engine

Video contented has been the fig 1 consumed media globally for respective years. TikTok has tapped into this trend, allowing marketers and brands to archer their stories and seizure user attention.

Creating video contented isn’t a caller concept. We person been doing this for years. But information suggests marketers invested much successful video contented creation successful 2022. What this tells maine is that video accumulation prime volition beryllium a focus.

Not lone does video contented humanize a brand, but it besides stimulates respective senses astatine once, which is captious for buyers to clasp information. Creating videos that efficaciously archer a communicative helps support consumers engaged and entertained portion providing invaluable marque messaging.

TikTok is simply a video-first level built for mobile, giving it immense advantages implicit different networks. Legacy platforms similar Facebook, LinkedIn and Twitter conflict with attracting younger audiences for this aforesaid reason.

2. TikTok makes contented discoverability easy

For years, Google has owned user and purchaser mindshare of contented discoverability. It’s go a verb successful our vocabulary. And portion galore inactive usage Google arsenic their gateway into the web, determination is simply a displacement among younger generations toward TikTok.

Google knows this. Just past year, a Google exec went connected the record, citing an interior study that 40% of young radical usage TikTok erstwhile looking for a spot for lunch. Curious, I asked my girl the aforesaid question astir her TikTok usage, and she said the same.

TikTok knows this and is gathering further functionality to marque contented find easier. Last summer, they expanded the video descriptions from 300 to 2,200 characters. It’s besides communal to spot TikTok videos look successful Google results. As contention betwixt these 2 companies grows, it volition beryllium absorbing to spot however agelong Google volition scale TikTok videos.

Dig deeper: TikTok is mounting the crushed rules for societal media

3. TikTok isn’t conscionable for young people

A communal misconception among B2B marketers is that TikTok is conscionable for young people. This mightiness person been existent a fewer years ago, but arsenic TikTok has grown up, truthful person its users.

About 60% of TikTok users successful the U.S. are nether 30, accounting for the Gen Z assemblage and younger millennials. 16% are older millennials betwixt 30-39 years old, 13.9% are betwixt 40-49 years aged and 7.1% are 50 and up.

As older millennials are successful their mid-30s and astir 40, they person besides been promoted to managers and directors, starring teams. Many are liable for buying decisions astatine ample endeavor companies. A 2015 Google report (yes, 8 years ago) showed that astir fractional of each B2B buyers are millennials. That fig has undoubtedly gone up.

4. TikTok is ripe for B2B

The archetypal happening you spot erstwhile you log into TikTok is the For You leafage (FYP). You mightiness spot a comic video, creation routine, constitution tutorial, cleaning hack oregon recipe.

But similar astir feeds and algorithms, it volition accommodate arsenic you usage it. The provender volition alteration and go much applicable by optimizing your illustration with applicable keywords and engaging with B2B creators and different exertion brands.

Technology and B2B contented already beryllium successful the platform. For example, a speedy hunt successful TikTok for the #DigitalTransformation hashtag yielded 14.5M views, #InfoSec with 138M views and #WomenInTech with 572M views. And B2B brands similar Adobe, Sage and Shopify are succeeding connected the platform.

The clip is present for B2B and exertion brands to integrate TikTok into their semipermanent selling and integer strategy.

5. Brands person originative freedom

In the olden days, societal media was conscionable a community. There weren’t brands stalking users with ads. There was nary specified happening arsenic influencers oregon creators. Instead, radical with communal interests talked to each different astir what mattered.

While the conception of a assemblage inactive exists today, astir apps similar TikTok and Instagram are present media platforms. As a result, brands person the originative state to motorboat campaigns, activate creators and buy ads passim the web arsenic they spot fit.

One of the champion things astir marque selling connected TikTok is its originative freedom. Unlike different societal media platforms, determination aren’t strict rules oregon guidelines astir creating ads oregon launching campaigns. 

You tin beryllium arsenic originative arsenic you privation erstwhile creating videos oregon moving ads connected the platform, giving you plentifulness of originative look to experimentation and find what works champion for your business. There’s nary 20% regularisation of substance connected images. If you bargain media connected Facebook, you cognize precisely what I mean.

Creative state besides comes with measuring run performance and tracking ROI. TikTok’s analytics level provides heavy insights into idiosyncratic engagement, advertisement show and more. It’s go progressively casual for marketers to measurement and optimize campaigns successful existent time.

Also, TikTok has doubled down connected innovation by consistently releasing caller features for advertisers. They recently added 4 caller options to their Promote advertizing tool. This lets advertisers boost contented rapidly and easy successful the watercourse to:

• Drive much visits to your TikTok page.
• Get much messages from imaginable customers.
• Boost different creators’ content.
• Target assemblage by location.

Don’t place TikTok

24% of marketers said that strengthening marque individuality was a apical precedence for 2023, followed by expanding marque consciousness (19%) and marque enactment successful societal media (6%).

Many mightiness instrumentality this arsenic an accidental to put much wealth successful originative advertizing wrong the platforms wherever they consciousness comfortable. If you’re a B2B company, possibly it’s LinkedIn. If you’re a user brand, possibly you’re inactive uncovering immoderate worth connected Facebook and Instagram.

I would situation you to deliberation extracurricular the container and see utilizing TikTok to scope caller audiences, fortify your marque individuality and summation awareness. You mightiness beryllium amazed astatine the results. 

TikTok’s power connected buying behaviour is importantly higher than different societal media channels, with 15% of users consenting to instrumentality enactment aft viewing an advertisement connected TikTok. Also, 49% of users accidental they usage TikTok arsenic a root for discovering thing new.

So, what are you waiting for?