Should B2B Businesses be Using TikTok for Marketing?

Tiktok for B2B

In 2022, TikTok was the most downloaded app globally, with over 600 million downloads. Content from every genre can be found on the platform, from gardening tips to brands showing off their goods, to fashionistas sharing their outfits – and just about every niche in between. Although TikTok is a social media platform like any other, it is often associated with people enjoying a leisurely scroll through their feed, or “For You Page” during their day. The For You Page allows people to view content that Tiktok suggests, rather than being limited to the content of people they follow. Let’s take a look at some statistics and see if opening a TikTok account can be a good marketing strategy for your B2B business.

TikTok’s Popularity

Since TikTok’s international launch in 2017, its popularity has soared. As an international platform, Tiktok can connect people around the world. A video posted in say, New York, has the opportunity to go viral in other countries globally. This is a characteristic that can prove beneficial to international companies seeking to expand their reach and looking for outlets to reach social media users in other countries. While TikTok will often use the phone number or VPN associated with the account to identify the country you are located in, using hashtags, text or audio in another language can assist your videos in reaching your target audience abroad. TikTok is popular amongst all generations, especially younger generations, with 25% of users being between the ages of 10-19. Since people of all demographics use TikTok, you never know who may stumble across your business’s video. Once again, you can (and should) also use hashtags, keywords, and relevant text in order to target users that may be interested in your business’s product or service.

Another testament to TikTok’s popularity is the amount of time users spend on the app, which has also steadily increased. From 2019 to 2022 the average amount of time a user spent on the app nearly doubled from 27.4 minutes to 52 minutes.

So… Is TikTok Good for B2B Businesses?

Now that we’ve covered TikTok’s popularity and user base… is it actually worth it for B2B businesses to invest the time and effort into running a TikTok account?

Benefits of TikTok for B2B Business

  • Brand Awareness: TikTok’s algorithm and for you page give businesses from small to large the opportunity to make a name for themselves, simply by posting videos.
  • Engaged Employees: Making TikToks doesn’t have to be a chore – it can actually be a fun bonding experience for your employees. Having them participate in fun video ideas, share their own and create content can be a great way to bring employees together.
  • Increase Website Clicks: TikTok gives businesses the opportunity to register as a business account, which then allows you to link your company website in your TikTok bio. Every person that then views your TikTok profile will automatically see a link to your website, which brings us to the next benefit…
  • New Leads: New eyes on your business means new potential customers or clients. TikTok can open up an entirely new audience your marketing hasn’t yet reached.

Disadvantages of TikTok for Business

  • Time and Effort Investment: Business owners and employees may already have a lot on their plate. Running a TikTok account requires one to stay on top of current trends, and new application updates while coming up with new ideas for content, filming, and editing the footage. Enlisting the help of professional social media managers may prove to be a worthwhile investment, as it’ll save you time and ensure your account is in the hands of experts.
  • Results Take Time: Growing a TikTok account is not an overnight task. In rare instances, accounts may have virality from the onset, but most will have to put in the work, post regularly, and engage with their audience in order to grow a following and increase their video views.

TikTok Tips for B2B Businesses

Now that we’ve established the many benefits that TikTok can offer B2B businesses… are you ready to get started with (or improve) your company’s account? Here are some of our top tips for B2B businesses looking to use TikTok to increase their leads.

TikTok Trends for B2B Businesses

Hopping on TikTok trends is a great way to increase your views. TikTok often promotes and favors videos that include viral audios, filters, or templates. While trends are recreated time and time again, your company can put its own creative spin on them. Staying on top of trends requires diligence, but can also save time as you won’t have to put as much time towards coming up with video ideas.


hybrid work life #hybrid #corporatelife #zoom #meetings

♬ original sound – Ray James

Authentic Branding

TikTok users, and social media users in general, increasingly value brand authenticity. Generic advertisements about the services you offer just won’t cut it – certainly not on TikTok which is a platform geared towards creatives. Showing users who your company is and using your video content to show your company’s personality will help you connect with users and create a loyal following.

@adobe not all heroes wear capes ?‍♂️ @cool_lookin_bug ♬ original sound – Adobe

Post Regularly

Posting regularly is key to growing a TikTok account. People are unlikely to follow your account if they don’t see that you keep up with your content. Making TikTok content is like using a muscle, the more you use it the stronger it grows. The more videos you create the better you will get at creating content that resonates with your target audience. Finally, the more content you produce, the better your chances of having a viral video. That said, you don’t want to oversaturate your followers’ feed with videos (and don’t want to wear yourself out filming them). We recommend posting 3-4 times a week and checking your analytics regularly in order to see on what days and at which times your videos tend to do best.

Creative Content

In order to do well on TikTok, you need to stand out. TikTok’s immense popularity means that it is filled with users but also saturated with content. In order to stand apart you need to come up with ideas that users will want to see, while also engaging with TikTok-specific content options such as TikTok audios, CapCut templates, and editing features. Take Grammarly for example. While their product is a writing assistance tool, their content consists of office humor, relatable work experiences as well as “How To” videos and videos about their product.

@grammarlyofficial Plan our next video using #GrammarlyGO. ? #Grammarly #SocialMedia #SMM #WorkTok #CorporateTok #AI #GenAI #Productivity ♬ Tropical BGM with a refreshing and gentle tone(867546) – musicabeats

Not sure where to start? Or how to continue after videos “flopped”? Reach out to us for a free consultation to learn how we can help you improve your TikTok presence and stand out on the platform.

Elisheva Kohn

Eli is a content strategist at Angora Media with a passion for storytelling and branding. When she's not working on creating content, she likes going for motorcycle rides, filming apartments for tlvcribs and drinking (way too much) ice coffee.

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