Updated: Apr 26
The question of this decade is should B2B businesses be on TikTok? The short answer is yes. B2B marketing is usually a little slower to catch up with the trends but the time for your business to be on TikTok is now. TikTok as a social platform is still growing. In fact, American adults using TikTok grew 5.5 times in the last 18 months, with a 2:1 female to male gender ratio (BackLinko). Not only is the platform growing at an exponential rate, but your competitors are still not on the platform! Let's review why every business needs to be on TikTok and why B2B businesses on TikTok will thrive in the next 5 years.
5 Reasons Every Business Needs To Be On TikTok Today
1.Use it as a strategy to attract talent.
By being on TikTok, you get in front of a large pool of young adults. You want to make sure you're building a reputation on social platforms where young adults are spending their time. In my opinion, the best social platforms today are LinkedIn, TikTok and YouTube.
2. TikTok is growing fast.
The platform is associated with teenagers dancing when in fact that's not entirely true. Yes, there are a lot of teenagers on the platform but TikTok's algorithm is quite advanced. It tailors your feed to what you like after just a few hours of being on the platform. More and more B2B business professionals are getting on there because we're all starting to realize how powerful the platform is. Create your profile as soon as possible!
3. B2B content does not have to be boring!
Creating short-form content is a fun way to build trust with your audience - especially if you're following the TikTok trends. B2B content does not need to be an ebook or webinar, it can be a 7 second video that makes you laugh!
4. Everyone is supporting the platform.
Many famous marketers including Gary Vaynerchuk endorse and are active on TikTok. He's been right about every social platform before so why would he be wrong about TikTok?
5. Social Media is free
TikTok is a new platform and there is still SO much opportunity to grow and reach your audience FOR FREE. Why wouldn't you create a profile for free?
BONUS: I Dare you to try it
Putting yourself out there opens up doors you probably never thought of. At Assurance IT, our TikToks are getting the attention of our partners and they want to collaborate with us in our TikToks! This is not something we anticipated but it happened.
Reasons B2B Businesses on TikTok will THRIVE In The Next 5 Years
1.Doing something their competitors are not
Let's be honest, no matter how much I encourage everyone to be on TikTok, there will be a lot of people who ignore this advice. As a result, there is less competition. Your business account will be part of the few B2B business accounts on TikTok building a reputation in front of a young audience. That's extremely impactful to growing a business, especially after experiencing "The Great Resignation" period employers dreaded. So don't wait until everyone else does it, get on TikTok as soon as possible.
2. They'll become master storytellers
Millions of TikTokers tell stories in 15 seconds or less. As a brand, if you can master telling a story in a few seconds, you will better understand your audience, their pain points and be able to adjust messaging to be as impactful as possible. This trickles through the business - from securing funding to attracting the best talent, storytelling is a powerful tool in a business.
3. Changing the face of repurposing content
TikTok is changing the game on how content repurposing works. In the past, the standard way to create content was to start with a long-form piece of content and break it up into smaller pieces for every social platform. Now, with every platform trying to copy TikTok, you only need to create one format of content. With one piece of content you can show up as a brand on YouTube, Instagram, Facebook, Pinterest AND TikTok. You reach a larger audience with a lot less effort.
There are SO many reasons to be on TikTok, but if the first 5 reasons didn't convince you, think about how it will help your business in the next 5 years. B2B businesses thrive in the next 5 years if they're on TikTok? They will stand out by reaching a huge audience their competitors aren't reaching. They will master the art of storytelling which will help their entire brand. And finally, they will spend less time creating content because they don't need to create so many formats anymore.
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Helping new B2B marketers look good at work. Tune in to the Marketing Bound Podcast to develop your marketing skills, navigate the corporate world like a pro, boost your confidence in your role and access the greatest minds in B2B marketing. Join Laura L. Bernhard every week to fast-track your career in B2B. Subscribe to the Marketing Bound Podcast onSpotifyor onApple Podcasts.