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If you're connected on social media, chances are you've seen a TikTok video. TikTok has been hugely popular across all age ranges and interests — so is it time for B2B companies to enter the space?
By Megan Thudium •
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The video platform TikTok, created in 2016 as a continuation of Musical.ly, has gained exponential popularity in the past few years — garnering around 1 billion monthly active users. Its videos, which were once only used for dances and memes, have since adapted to a wider audience spanning ages, interests and even platforms. Business-to-consumer businesses have already adapted to TikTok, with companies such as DuoLingo and RyanAir finding great success on the app.
But can TikTok be taken seriously enough to be used with business-to-business companies? Here’s how the app is being used for B2B businesses today and why this might be the next social media channel for you to add to your marketing strategy.
Related: Here’s Why Not Being on TikTok Is a Huge Mistake
When used correctly, TikTok can target a niche audience on a small, controllable entry-level budget. As competition on the platform is relatively low for many niches, it offers B2B marketers the opportunity to control the narrative for their subject matter topic.
Because there aren’t many B2B businesses on the app, the low competition gives you an innovative opportunity and allows for more experimentation. For example, B2B marketers can tap into their business’s niche — and get decent organic views and engagements. According to Social Insider, TikTok’s average engagement rate is 5.96%. Meaning, that the engagement on TikTok far outweighs the decreasing engagement numbers from Instagram and Facebook.
When it comes to B2B, marketers use TikTok for three main reasons:
But is your B2B company the right match for TikTok?
Related: I’ve Helped Over 50 Businesses Scale Their TikTok Followings. Here’s What I Taught Them.
TikTok is a young, experimental platform, and there are still many unknowns. As a marketer, make sure to enter with the right mindset. That is how you will get the most out of the platform.
If all of this sounds interesting to you still, here are a few more parameters to determine if TikTok is the right choice for your brand.
Related: 10 Telling Examples of the Power of B2B Influencer Marketing
So you’ve decided TikTok is right for your business and are ready to dive into the platform.
However, maybe you’re just a bit daunted by the app and don’t know where to begin. Here are the basic criteria for what the algorithm favors — and that will give you the nudge towards success.
And as social media exists for people. Here are a few criteria to follow to ensure that you’re creating engaging content for your audience.
Ultimately, TikTok can be a difficult platform to do well for B2B marketing — it takes a bit of creativity and experimentation to succeed. However, the app is constantly evolving and attracting new people. It offers marketers the unique opportunity to get their brand known quickly and in a creative way. To stay ahead of the curve, it can pay off to invest in the app today.
Entrepreneur Leadership Network Contributor
Senior Consultant, B2B Content Marketing
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