The Rise of TikTok and the Impact on B2B Marketing

In the ever-evolving landscape of digital marketing, staying ahead of the curve is essential for success. In recent years, TikTok has emerged as a formidable platform, primarily associated with entertaining short videos and a younger demographic. While it might seem like an unlikely platform for B2B marketing, it’s time to reconsider. TikTok’s explosive growth and unique features are beginning to make a significant impact on B2B marketing strategies. 

The TikTok Phenomenon 

TikTok, launched in 2016, has experienced explosive growth. By 2021, it had amassed over a billion monthly active users, and it continues to grow rapidly. The platform allows users to create and share short videos, often set to music, making it a hub for creativity and entertainment. 

Initially, TikTok was primarily known for its younger user base, but it has since expanded to include users of all ages. The platform’s algorithm-driven content discovery makes it addictive, and users can easily spend hours scrolling through an endless feed of videos. 

TikTok’s success can be attributed to several key factors: 

Bite-sized Content 

TikTok’s format encourages short, engaging videos typically ranging from 15 to 60 seconds. This bite-sized content fits perfectly into today’s fast-paced, short attention span culture. 

Algorithm-Driven Discovery 

The TikTok algorithm uses machine learning to analyse user behaviour and preferences. It serves users content they are likely to engage with, keeping them hooked and spending more time on the platform. 

Creative Opportunities 

TikTok provides users with an array of tools and effects to create captivating videos. This has led to the rise of content creators and influencers who have garnered massive followings. 

Viral Challenges 

TikTok is known for its viral challenges where users replicate a specific action or trend. These challenges often spread like wildfire, increasing user engagement and interaction. 

Given TikTok’s immense popularity and ability to engage users, it’s worth examining how this platform can impact B2B marketing. 

The Unexpected Role of TikTok in B2B Marketing 

Traditionally, B2B marketing has been associated with more serious platforms like LinkedIn, where professionals network and share industry-specific content. However, TikTok is starting to carve out its niche in the B2B marketing world. Here are some ways it’s making an impact: 

Humanising Brands 

B2B companies often struggle to show their human side. TikTok offers an opportunity for brands to create playful and relatable content that humanises their image. Behind-the-scenes glimpses, employee spotlights, and office tours can give a face to the brand. 

Showcasing Expertise 

Many B2B companies are experts in their fields. TikTok allows them to share their knowledge in a more approachable way. Short, informative videos can explain complex concepts or industry trends, positioning the brand as a thought leader. 

Engaging with a Wider Audience 

TikTok’s user base is diverse and expanding. While it may not be the primary platform for B2B decision-makers, it’s a place to reach a broader audience, including potential future customers and partners. 

Leveraging Trends 

TikTok’s viral challenges and trends can be harnessed creatively by B2B brands. Participating in a relevant challenge or starting one of your own can generate buzz and increase brand visibility. 

Partnering with Influencers 

Just like on other social platforms, TikTok has its share of influencers with massive followings. Collaborating with relevant TikTok influencers can help B2B brands reach a wider and more engaged audience. 

Success Stories in B2B Marketing on TikTok 

Several B2B brands have already embraced TikTok and seen success in their marketing efforts. Here are a few notable examples: 


IBM, a multinational technology company, used TikTok to showcase its commitment to sustainability. They created a series of short videos highlighting their efforts to reduce their carbon footprint. This campaign not only raised awareness but also positioned IBM as an environmentally conscious brand. 


Adobe, a leader in creative software, leveraged TikTok to showcase the capabilities of their products. They encouraged users to share their creative work using Adobe software, resulting in a surge of user-generated content that showcased the value of their products. 


HubSpot, a marketing and sales software provider, used TikTok to share quick marketing tips and tricks. Their short, informative videos helped them reach a broader audience interested in marketing and sales strategies. 


Salesforce, a leading CRM software company, used TikTok to create engaging content around customer relationship management. They shared quick tips and success stories, making their platform more accessible and understandable to a wider audience. 

TikTok Best Practices for B2B Marketing 

If you’re considering incorporating TikTok into your B2B marketing strategy, here are some best practices to keep in mind: 

Know Your Audience Intimately 

Understanding the TikTok audience is paramount for effective B2B marketing. While TikTok has a predominantly younger user base, it’s important to recognise that decision-makers and potential clients might not be as active as on other platforms. To reach the right audience, research the demographics and interests of TikTok users to align your content with their preferences. Conduct surveys, analyse TikTok’s analytics tools, and stay informed about the latest trends within your industry or niche on the platform. 

Create Engaging and Visually Appealing Content 

TikTok is all about capturing attention in seconds, so make your content visually captivating. Use eye-catching graphics, animations, and high-quality video production. Engaging storytelling is also crucial. Your content should pique curiosity, convey your message succinctly, and compel viewers to take action, whether it’s liking, sharing, or visiting your website. Experiment with different video formats, from quick tutorials to behind-the-scenes glimpses, to find what resonates best with your audience. 

Educate and Inform Concisely 

Incorporate educational content into your TikTok strategy. Condense complex industry concepts or trends into bite-sized, easy-to-understand videos. Use visual aids, graphics, and animations to simplify information. Remember that TikTok’s time constraints require you to be concise, so get straight to the point while delivering value. Think of each video as a mini-lesson, providing viewers with actionable takeaways or insights that they can apply to their professional lives. 

Stay Authentic and Relatable 

Authenticity is highly valued on TikTok. Avoid overly scripted or promotional content. Instead, let your brand’s personality shine through. Showcasing the human side of your business can help build trust and rapport with your audience. Share candid moments, bloopers, or office culture to create a genuine connection. Respond to comments and engage with your audience to foster a sense of community. TikTok users appreciate brands that interact and listen to their feedback. 

Leverage Hashtags Wisely 

Hashtags are the backbone of content discovery on TikTok. Research and use relevant hashtags to increase the visibility of your videos. Blend trending and niche-specific hashtags to broaden your reach. However, ensure your chosen hashtags genuinely relate to your content to avoid coming across as spammy or insincere. Consistent and strategic hashtag usage will help your videos surface on users’ “For You” pages, driving organic reach. 

Collaborate and Partner Strategically 

Consider collaborating with TikTok influencers or other B2B brands that align with your goals and values. Influencers can help amplify your message and reach a wider, engaged audience. When partnering with influencers, choose those whose followers match your target demographic. Collaborations can include product showcases, joint challenges, or co-created content that adds authenticity and credibility to your brand’s TikTok presence. 

By incorporating these TikTok best practices into your B2B marketing strategy, you’ll be better equipped to harness the platform’s creative potential and connect with a broader audience. Remember that TikTok is all about innovation and entertainment, so embrace its unique features while maintaining a professional tone that resonates with your business objectives. With strategic planning and creativity, TikTok can become a valuable addition to your B2B marketing toolkit, helping you achieve your digital marketing goals.  


The rise of TikTok has been nothing short of remarkable, and its impact on B2B marketing is becoming increasingly evident. While it may not replace traditional B2B platforms like LinkedIn, TikTok offers a fresh and engaging way to connect with a broader audience and humanise your brand. 

By embracing TikTok and its unique features, B2B companies can showcase their expertise, participate in viral trends, and ultimately drive brand awareness and engagement. As the platform continues to grow and evolve, staying adaptable and creative in your approach to B2B marketing on TikTok can yield significant rewards. 

In the dynamic world of digital marketing, it’s essential to explore new avenues and adapt to emerging trends. TikTok, with its undeniable popularity, is a platform that B2B marketers should not overlook. As you craft your marketing strategy, consider how TikTok can complement your existing efforts and help your brand reach new heights in the B2B space. 

Studio 22 is your trusted partner in navigating the ever-evolving landscape of digital marketing. Our team of experienced professionals understands that every business is unique, and we tailor our strategies to meet your specific needs. Whether you’re looking to build a strong online presence, generate leads, or boost brand awareness, we have the expertise and creativity to make it happen. From crafting compelling content and engaging social media campaigns to optimising your website for search engines and analysing data-driven insights, Studio 22 is here to drive your business forward. With our innovative approach and commitment to delivering results, we’re dedicated to helping businesses like yours succeed in the digital realm.