Intro: a B2B Dilemma

Marketing experts seek the best platform to connect with the target audience. Producing relevant content is crucial, but choosing the right platform is equally vital. Social media is where you reach mass audiences, and content can go viral quickly. Even small businesses benefit from a social media presence, driving significant growth. But do you need to be on every platform? Businesses must be where their target audience is, including emerging platforms. Deciding where to be is not constant; it’s an ongoing consideration with the marketing team. For Tech businesses, we think that it’s a must to be on LinkedIn, X, Facebook, Instagram, and YouTube. But, what about TikTok?

TikTok: From Gen Z Playground to B2B Contender

When creating social media strategies, a key challenge is deciding if businesses should be on TikTok. Initially a Gen Z platform, it’s now a serious player gaining attention from B2B businesses. Making an informed decision about TikTok’s presence for B2B businesses should consider unique specifics, benefits, and risks. We’ll explore the pros and cons of the TikTok platform to help you decide the Company`s TikTok go or no-go with your marketing team.

Pros of B2B Businesses Being on TikTok

  • Massive User Base – billion monthly active users, with a growing number of professionals joining the platform.
  • Displaying company culture and humanizing B2B brands: short-form video formats are ideal for showcasing the people behind the brand, its culture, and its values. This fosters authenticity and trust.
  • Short-video format – informative bite-size videos on industry-related topics establish the company`s authority and attract a knowledge-seeking audience.
  • Engagement – interactive features like duets, challenges, and comments allow direct engagement with the audience and instant valuable feedback
  • Diverse Content Opportunities – experimenting with different creative content types: tutorials, product showcases, behind-the-scenes glimpses, and customer testimonials.

Cons of B2B Businesses Being on TikTok

However, besides the positive sides, some serious points should be considered.

  • Audience Relevance – its primary user base is still largely younger, focusing on entertainment content. B2B businesses might struggle to connect with a younger demographic that is not their target audience.
  • Resource-Consuming – Creating and managing content is time-consuming and requires video production skills. Consistently producing short videos with a less formal business appearance may not align with the resource constraints of many B2B businesses and their brand image perception.
  • Content Restrictions – TikTok’s content guidelines and restrictions can be limiting, especially for businesses in highly regulated industries. Ensuring compliance with these rules can be challenging.
  • Short Attention Span – the extremely short videos (15-60 seconds) can make it difficult to convey complex B2B messages effectively within this brief time.
  • Uncertain ROI – Measuring can be challenging; unlike more established platforms, TikTok’s advertising and analytics options are still evolving.

Final Verdict: Assessing TikTok’s Fit in Your B2B Marketing Strategy

Apart from examining the potential benefits and risks, deciding to open a TikTok Business account depends on the industry, target audience, and resources. While TikTok offers unique advantages like a massive user base, engagement opportunities, and creative content possibilities, it may not be the best fit for all B2B companies.

To make an informed decision, consider your audience’s age and interests, the resources available for content creation, and the compatibility of your business objectives with TikTok’s format. It might be worth experimenting and monitoring your performance to see if TikTok can be a valuable addition to your B2B marketing strategy. If the pros align with your goals and you can mitigate the cons effectively, TikTok could prove to be a valuable channel for your B2B business’s marketing efforts.

If you still have doubts on the topic, The Lighthouse.One can help you analyse your business’s unique position and reach the right decision. Contact us and we will explore it together in a free informative session.