I've noticed many of the larger tech brands have decided to not be on TikTok. But can start-ups and scale-ups really afford not to be on the world's most popular social media platform with over 1 billion active users. It's also a platform that is increasingly being used as a search engine too.
If you've been considering creating a TikTok corporate account, running a paid campaign or collaborating with TikTok content creators, here are some points to consider:
✴ Is my audience there?
There's no doubt there's a B2B audience on TikTok. Most of us now know that it's no longer just for teens. Over 55% of TikTok's audience is aged between 25-55 and business-related hashtags such as #workfromhome and #worklife have amassed over 17 billion views.
✴ Is my content relevant?
Consider whether the content you want to create is suitable for the TikTok platform. B2B tech marketing often requires dealing with a pain point, with a solution and then reminding the audience what that positive solution feels like. This can translate if you can deliver with a tone that's more playful and light-hearted. Traditional corporate marketing will be easy to scroll past.
✴ You may need to adapt your brand Image and tone?
For B2B SaaS brands, people scrolling on TikTok are looking to be entertained and also educated. They prefer authentic content and this may require you to adapt your brand look and tone of voice. You'll need to consider more emotional content that connects with the audience, recognising and emphasising with their pain points.
✴ Does your industry fit?
Some industries may find it more challenging to create content that resonates on TikTok, especially if they are in traditionally serious or niche sectors. Evaluate whether the platform fits your industry and content strategy.
✴ Should you try experimental Campaigns?
TikTok offers opportunities for creative and innovative campaigns. If your B2B brand is willing to experiment with unique content that stands out, TikTok can be a platform for trying new marketing approaches.
✴ Can you keep up with the frequency demands?
Be aware, the content frequency is a lot higher than the other social media platforms. Unless you have a network of good thought-leaders, UGC collaborations or agency partners, it's hard to keep up with the frequency.
✴ How can you measure success?
It can be a fast-paced channel but consider metrics like engagement, brand awareness, and potential lead generation.
Be ready to adapt your strategy based on the platform's analytics.
While TikTok may not be a fit for every B2B Tech marketer, some B2B brands such as Adobe, Sage Accounting, Square and Hubspot have successfully leveraged the platform for creative and engaging campaigns.
Adobe
With nearly 3 million likes, Adobe has mastered the art of B2B marketing on TikTok. They post engaging how-to videos, empowering their customers with the knowledge to get the most out of their tools, and actively support the community they are trying to sell to. Most recently, Adobe launched a small business campaign that will connect creators with small businesses, granting $10,000 to the finalist.
It needs careful consideration but we believe TikTok is well worth considering and can be a very successful channel.