LinkedIn and Facebook are two of the most used social media platforms for B2B marketing, and while TikTok may not be considered a likely B2B space, companies are using the site to great effect.
More B2B businesses are jumping on TikTok and producing content for the large and engaged audience there. The reason is that 32% of adults in the U.S. are on TikTok, averaging around 55 minutes per day absorbing a variety of content, so it’s fertile ground for marketers.
There is no end to the types of content creators post on TikTok, but the most common in the B2B space are these:
- Tips and best practices
- Case studies that show solutions
- Industry insights involving various news, trends and new developments
- Educational content, including how-to and explainer videos
- Behind-the-scenes content that provides a glimpse of the personality of the company
- Product demos
- Promotions for webinars and events
- Employee spotlights
Gen Z and the Millennials, are becoming B2B buyers. This is also TikTok’s biggest audience right now. They’re drawn to the site because it is engaging, but also because the content is easily digested. Furthermore, there is plenty of community interaction on TikTok, which is another item important to members of these generations.
In the bottom 30% of users on TikTok are the Baby Boomers (10%) and Gen X (20%). While these are smaller segments, it doesn’t mean content aimed at this demographic will provide less of a return on your investment. However, B2B marketing that takes a multichannel approach is recommended. For example, Boomers and Xers are frequent users of Facebook and YouTube, so content posted there will likely get more play with these older generations.
Creating video content, regardless of the site it will appear on, can be difficult, as most companies are focused on what they do best. If you need assistance creating B2B marketing content that will engage your target audience, contact us at SJC.