Although previously associated with trending dances and entertaining challenges, TikTok has now become a powerful Social Media channel with an experiential community that is changing the digital marketing sphere. Whether you believe TikTok can benefit your brand or not, the value of building a presence on a social media platform early is immeasurable. With that said, B2B businesses shouldn’t underestimate the changes TikTok brings about in digital marketing. In this article, we might just surprise you and you may realise that TikTok is more relevant to your brand than you initially thought.
Why should you be considering TikTok as part of your strategy?
It is no surprise that TikTok is gaining popularity, and it is doing so rapidly with one billion monthly active users as of January 2022. Initially catering to teenagers, the platform may seem like an obvious choice for many B2C companies who have already begun creating creative viral content to target their Gen Z consumers. However, the social media phenomenon has in recent times experienced a shift in demographic which is highly relevant to B2B brands looking to make the most of the exposure TikTok offers. According to Statista, 42% of all TikTok users are now 30-49 years old with 11% of TikTok users spending five to ten hours a week on the app. While TikTok might not be a perfect fit for every B2B brand out there, video content is becoming a leader in B2B marketing so if you can find a way to implement it into your tactics, TikTok is a brilliant opportunity to help you make the most of it..
Where to start?
When starting out on TikTok there are a few things to keep in mind, nevertheless some key mistakes to avoid… Recommendations will vary between different business and brands but we have listed a few general points below:
Don’t create video ads, create TikToks:
TikTok offers a very laid back and relaxed atmosphere in which you can engage on a more personable level. It is not a platform for branded content with a sales-y vibe and TikTok users have no interest in learning about your latest webinars or softwares. They are looking to watch entertaining, creative content which incorporates humour and offers a human-to-human interaction. TikTok is a brilliant space to start conversations and show your viewers that your business is not a faceless entity but a passionate team invested in their purpose.
Don’t step away from your niche for a trending topic:
Unlike other social media platforms, TikTok doesn’t require you to have a large following to achieve high engagement because TikToks are all ranked individually. However, what can often happen on TikTok is that brands step away from their niche and target audience, only to have a TikTok go viral. In the long run, this is not the right strategy to implement. While you do want to try to incorporate trends, make sure that they align with your brand. It is important that once an individual follows you, they can expect similar content going forward. You can’t appeal to everyone and it is essential to focus on the needs of the audience your brand is targeting.
There is no time for extensive introductions:
Tiktok have recently introduced longer form videos than initially available, however the platform is still primarily for short-form content which means you have to catch people’s attention within the first few seconds of your video before they keep scrolling down their feed. To do this effectively, state the purpose of the video and what value it brings or begin with a relevant question in the form of a hook such as “Here is a tip that transformed our team’s….”
TikTok has left many businesses confused as most B2B brands are yet to understand how the platform relates to them and how to make the most of it. If you are looking to get ahead of the curve and are interested in learning more about how TikTok can help you achieve your digital marketing goals, get in touch today. We would love to help!
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