Is TikTok Good for B2B Marketing?

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In recent years, TikTok has exploded in popularity as a platform for entertainment, influencer marketing, and B2C (business-to-consumer) promotions. But can it work for B2B (business-to-business) marketing? While LinkedIn and email marketing remain dominant in the B2B space, TikTok’s unique format and growing user base present intriguing opportunities.

The Case for TikTok in B2B Marketing

1. Expanding Demographics: Not Just for Gen Z

While TikTok initially gained traction among younger audiences, its user base has diversified. According to recent data:

• Over 50% of TikTok’s global audience is over 30
• Business decision-makers and professionals are increasingly active on the platform
• Many C-suite executives and industry leaders engage with short-form video content

This shift means B2B brands can reach key stakeholders in a more engaging way than traditional ads.

2. High Engagement & Algorithm Advantage

TikTok’s algorithm prioritises content based on engagement rather than follower count, meaning even new B2B brands can gain visibility if their content resonates. Features like:

• Duets & stitches (encouraging collaboration)
• Hashtag challenges (driving participation)
• Trending sounds & formats (increasing reach)

…make it easier for B2B companies to create viral or high-performing content.

3. Humanizing B2B Brands

B2B marketing is often seen as formal and dry, but TikTok allows brands to:

• Showcase company culture
• Share behind-the-scenes insights
• Feature employee takeovers
• Explain complex topics in simple, engaging ways

This humanized approach builds trust and relatability—key factors in B2B decision-making.

4. Lead Generation & Thought Leadership

Some B2B brands are already succeeding on TikTok by:

• Creating educational content (e.g., “How-to” videos, industry trends)
• Leveraging TikTok ads (lead gen forms, sponsored challenges)
• Engaging in industry conversations (commenting on trending topics)

For example, companies like HubSpot, Salesforce, and Adobe use TikTok to share business insights in a fun, digestible way.

Challenges of TikTok for B2B Marketing

While TikTok offers potential, it’s not without hurdles:

1. Content Fit: Not All B2B Niches Will Thrive

• Highly technical industries (e.g., industrial manufacturing) may struggle to find engaging formats.
• Some audiences still prefer LinkedIn or whitepapers for professional content.

2. Measuring ROI Can Be Tricky

Unlike LinkedIn or Google Ads, TikTok’s primary metric is engagement—not direct leads. Marketers need creative strategies to track conversions.

3. Requires a Different Content Approach

B2B TikTok success depends on:

• Entertainment + Education (not just sales pitches)
• Authenticity over polish (raw, relatable content performs better)
• Consistency (posting frequently to stay relevant)

How B2B Brands Can Succeed on TikTok

If you’re considering TikTok for B2B marketing, here’s how to start:

1. Focus on Storytelling & Education

• Break down industry trends in 60 seconds
• Share customer success stories
• Offer quick tips (e.g., “3 Ways to Improve SaaS Sales”)

2. Leverage Employee Advocacy

Encourage team members to create content—this adds authenticity.

3. Experiment with TikTok Ads

• Use Spark Ads (boost organic posts)
• Try lead generation forms in-feed
• Target niche professional audiences

4. Engage with Trends (When Relevant)

Participate in trending challenges or sounds—but only if they align with your brand.

5. Cross-Promote on Other Channels

Repurpose TikTok content for LinkedIn, Instagram Reels, and YouTube Shorts to maximise reach.

Is TikTok Worth It for B2B?

✅ Yes, if…

• Your audience is active on TikTok
• You’re willing to experiment with creative content
• You focus on brand awareness & engagement (not just direct sales)

❌ No, if…

• Your target buyers aren’t on the platform
• You can’t commit to consistent, high-quality content
• You expect immediate lead generation

TikTok is still an emerging channel for B2B, but early adopters can gain a competitive edge by building brand personality and engaging audiences in new ways. As the platform evolves, more B2B opportunities will likely emerge—making now a great time to test the waters.