Embracing TikTok’s Sizzling Potential

Hold on tight, because we’re about to embark on a wild journey through the untapped potential of TikTok for B2B engagement.

TikTok is no longer just a platform for Gen Z influencers and viral challenges.

With three billion downloads and one billion active users, it has become a playground for B2B brands to capture the attention of a diverse audience.

In fact, 73% of millennials are involved in buying decisions, and 44% of them make up the final buying decision. Surprisingly, 30% of TikTok’s advertising audience is aged 35 and up!

So, should your B2B brand bother to be on TikTok?

Let’s find out!

TikTok, a social media platform known for its short-form videos, has a reputation for being popular among younger generations.

However, data suggests that the platform has a diverse user base that includes people of all ages. You’ll see from Q3 last year only 13% are 16-24, meaning 87% are older.

This is due in part to the platform’s algorithm, which suggests content to users based on their interests and past behaviour, rather than their age. Additionally, TikTok has a wide range of content, from funny videos and lip-syncs to educational and informative content, which appeals to a diverse audience.

As a result, while the platform is certainly popular among younger generations, it also has a significant number of users who are older.

Building Awareness

When it comes to building awareness, short-form content on TikTok excels at capturing attention.

But it’s not just about grabbing attention; it’s about tapping into the emotional side of things, which is nicely demonstrated by the 73% of TikTok users who say they feel a deeper connection to brands that interact with them on the platform.

This presents a fantastic opportunity for B2B brands to establish a meaningful connection with their target audience.

Consideration Phase

Moving further down the funnel, TikTok offers a massive opportunity to build memorability by

bridging the gap between big broadcast advertising and lead generation.

Why is this important?

Studies show that only 5% of your B2B audience is in a buying mindset at any given time. This means that your marketing needs to be memorable.

During the consideration phase in B2B, you need a mix of educational content, branding initiatives, and lead-generation efforts to, this creates a memorable brand experience.

And guess what? TikTok is the perfect platform to achieve this!

It’s also an excellent platform for building personal relationships with customers and prospects. 

Harnessing TikTok’s Power for Lead Generation

To harness the power of TikTok in your lead generation strategies, it all starts with a solid plan.

An article published by Forbes suggests that B2B brands can use TikTok to provide educational content and thought leadership in their industry.

Sharing industry insights, tips and tricks, and behind-the-scenes looks at your company and products can be a game-changer.

Additionally, Harvard Business Review suggests that TikTok can help build brand awareness, showcase products, and connect with audiences.

So, what are the B2B brands doing on TikTok?

Being on TikTok is no longer about having a first-mover advantage; it’s about being where your buyers are! More and more B2B brands are starting to recognise the untapped potential of TikTok and are actively leveraging the platform to engage with their audience in unique and creative ways.

Let’s look at what some of the big B2B brands are doing on TikTok: 

But remember: 64% of buyers prefer to see everyday people in TikTok ads, not celebrities. So, let your brand’s human face take centre stage.


People crave genuine content, so don’t worry too much about production quality. Keep it real, but watchable. Embrace trends and experiment.

TikTok rewards those who aren’t afraid to try new things. Take advantage of the platform’s low barrier to entry and test different content approaches. Agility is your friend.

Is it Worth the Effort?

Now, I know what you’re thinking. Is all this hard work worth it? Absolutely! TikTok is exploding right now, and you can share your content across platforms like Shorts and Reels. The investment of time and effort is worth it. You can repurpose content quickly, making your job a lot easier.

So, what are you waiting for?

Embrace TikTok’s sizzling potential, captivate your audience with authentic content, and revolutionise your B2B engagement.

If you want to dive deeper into this topic, we recommend watching Katy Howell’s webinar at the Lighthouse submit event.

You can find the recording here 👇🏻

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