TikTok - a goldmine for B2B companies
TikTok is the personalized video platform that has taken the world by storm in recent years. But what is there for B2B companies to gain from an app filled with dancing youngsters, smart lifehacks and funny cats? The answer is - a lot.
One of the largest platforms
In recent years, TikTok has been the platform on everyone's lips. From being a narrow forum for dancing youngsters, the Chinese app has now become one of the biggest. In fact, TikTok is the fastest growing social media platform in the world and at the beginning of 2022, TikTok was the world's most downloaded app with over 3.5 billion downloads.
Intuitive algorithm
But what makes TikTok so unique and how, after four years on the market, does it still attract thousands of new users every day?
What sets TikTok apart from its competitors in particular is its algorithm. Unlike other social media apps, TikTok's algorithm is much more personalized and intuitive. The algorithm is constantly being adapted and improved, which means that users get new and interesting content every time they open the app.
The personalized algorithm also makes it easier for content to go viral. The algorithm does not favor big profiles or well-known brands, but all users have the same chance to reach out. When a video is published on TikTok, it is first shown to small audiences, which then grow if it performs well. This cycle goes on forever, allowing even the smallest content producer to get millions of views - just overnight.
Use is increasing
Although TikTok is popular and has great potential, it does not naturally mean that it is a platform for everyone. In the past, TikTok has mainly been popular with the younger generation (Gen Z). According to the report Swedes and the Internet 2022, half of all 00s in Sweden use the app daily and an increase is also seen in older generations. According to the report, TikTok usage among the 90s in Sweden increased from 21% to 24% in 2022.
When it comes to the presence of companies in the app, this has also increased. Mainly B2C companies are represented, but the number of B2B companies is also growing. "Why is that?" Perhaps you, as a marketer at a B2B company, are wondering. "What is there for a B2B company to gain from a platform whose main purpose is to entertain?" The answer is - a lot.
Great potential for B2B
The most important thing to remember is that whether a person is doing B2C or B2B in their job, they also have free time. Time spent scrolling on various social media, which most likely also includes TikTok. Even if some of the scrolling is done outside of working hours, the person's profession is in the back of their mind.
Being greeted by an engaging, inspiring and funny video from a potential supplier or customer will make an impact. According to a report from LinkedIn, emotions matter more than we think when it comes to B2B marketing, which is well worth taking into TikTok.
This, combined with TikTok's powerful and generous algorithm, means that there is a great opportunity for you as a B2B company to really cut through the noise. TikTok for B2B companies is still relatively uncharted territory and by establishing a presence on the app early on, you can build a relevant follower base that will grow over time.
Remember, too, that many 00s and 90s already hold significant positions in important companies. By catching their attention early, you are setting the stage for future success.
Is your B2B company ready to launch with TikTok, but having trouble knowing how to get started?
Here are 5 handy tips to help you get started!
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