By Ellie Nash, Digital Account Executive
2021 has undoubtedly been the year of TikTok. Since the pandemic, the video-sharing app has blown up and allowed organisations across the globe the opportunity to see their business quadruple in growth all because of a 30-second video.
Most businesses would say that TikTok is just for B2C brands, but we’re here to tell you why your B2B organisation SHOULD be using TikTok and why it’s worth experimenting with.
What is TikTok?
Unless you have been living under a rock, you should know what TikTok is. But, if you’re still unsure, here’s a rundown of what the app consists of.
TikTok is a video sharing focused platform that was created in 2016. The videos have a duration of 30 seconds to 3 minutes and can consist of anything from dancing clips, comedy sketches to educational how-tos.
In my opinion, this app is a playground for creatives and allows the opportunity for people to sit back, relax and indulge in easy-watching content that takes the load off from the day.
Why should my B2B organisation use TikTok?
In a recent March 2021 Kantar study, it was reported that “30% of TikTok users in the U.S. said they have watched less TV, streaming and other video content since joining TikTok.” This creates a huge opportunity for B2B marketers to fill this empty mainstream media hole.
But… What shall we post?
It’s hard to know where to start when creating your TikTok account, but remember, this isn’t LinkedIn. You need to discover your business’s niche.
For the most part, this is a chance to show off the personality of your business, the talent of your team and the fun you have within the office. Most of the TikTok audience tune into the app to watch entertaining content that distracts them from the stress of their daily lives, so keep that in mind.
Understanding your niche is vital for the success of your videos. It will help you land on the correct people FYP (for you page) to optimise them engaging and resonating with your content.
Here are a few examples of content that we would recommend you post, depending on the type of business you are:
– How to’s
– Meet the team
– Product highlights
– Humorous videos (get involved in World Hot Dog day or April Fools!)
– Influencer marketing
… These are only a few examples of some of the content that could make your business go viral, be creative!
But… What if our content goes down like a lead balloon?
TikTok is all about experimentation. Do not let low views or negative comments dishearten you from pushing out new and creative content. This journey will help you understand your businesses tone of voice and what you want to promote. We recommend keeping trying and being yourselves because who knows what style of content will resonate with your audience, it’s definitely worth a try.
How do you become ‘TikTok’ famous?
Unlike other social platforms like Instagram and YouTube which is driven by followers and subscribers, TikTok is algorithm based so every creator has the opportunity to go ‘viral’ and have their content appreciated through likes, comments, shares and views.
How long will TikTok success take?
This success will take a little time and patience. TikTok success is not an overnight thing, (it could be but it’s very unlikely), your first 10 videos might only get 10-12 views but by staying persistent and keeping at it, you could become an overnight sensation and get millions of views just like mochi ice-cream brand, Little Moons.
Here are a few of our favourite examples of B2B TikTokers who have made it big due to personality and creativeness:
Adobe – Since starting their account, Adobe has curated almost 200K followers. Their highest-ranking video has a whopping 2.9 million views and contains a man ‘painting’ a grey sky to make it bright and blue. Within the video, there is no mention of the Adobe product it is promoting within the video itself but the hashtags in the caption give away that this is a feature of #AfterEffects.
Watch it here:
Canva – Another great B2B TikTok account is graphic design company, Canva. On the platform, Canva, much like Adobe, are verified, which confirms that this is the authentic account of the business. Canva has curated 54.5K loyal followers with their highest-ranking video reaching 167.4K views. This video, unlike Adobe’s creative video, is a how-to video. It is showing the viewer how by using their service Canva, they can create a mess-free, organised desktop.
Watch it here:
Shopify – Shopify, as well as being TikTok verified, have an impressive 56.6K followers with a total of 852.3K likes. Their most popular video accumulated 1.6M views! It is interestingly all about the power of TikTok and how 1 viral TikTok video accelerated the searches and sales for cranberry juice brand, Ocean Spray.
Watch it here:
So, what have we learnt from the above brands? What has shown them success?
– Be creative
– Show off your products but subtly
– Jump on TikTok trends
– Create how-tos
– Be educational and informative
– Have fun with it!
But why should we?…
If we haven’t convinced you to create a TikTok account by now, I don’t know what will!
Did you know that 62% of TikTok users are aged between 10-29. That’s not Gen Z… That’s a generation of young businessmen and women who could be decision-makers. To make that statistic even more impressive, that’s 62% of 689 million people (and this statistic was uncovered in January 2021 so you can imagine how many more people are now on board with TikTok)
Above all, have fun with it… Let your creative juices start to flow and let your marketers have a laugh and create funny or informative content that fits your brand’s message.
We wish you all the best with becoming TikTok famous!