How to use TikTok for B2B marketing: An ultimate guide

TikTok: From dance moves to business Grooves— Unlock your B2B marketing potential

Rory Sadler
May 18, 2023
February 24, 2024
TikTok: From dance moves to business Grooves— Unlock your B2B marketing potential
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TikTok is no longer just a platform for trendy dance videos and entertaining content; it has emerged as a powerful tool for B2B marketing.

With a growing user base of diverse demographics, TikTok offers businesses the opportunity to reach new audiences and establish a strong online presence.

In this comprehensive guide, we will explore how to use TikTok effectively for B2B marketing and discuss various strategies, best practices, and success stories to inspire your own TikTok marketing campaigns.

1. Introduction to TikTok for B2B marketing

Understanding TikTok’s user base

TikTok has experienced rapid growth since its inception in 2016, amassing a user base of 78.7 million users in the United States alone.

With 64% of these users aged between 20-49 years, the platform has evolved from being a platform primarily for teenagers to one that caters to a broader audience, including business professionals and decision-makers.

The power of TikTok for B2B marketing

TikTok offers a unique opportunity for B2B marketers to connect with their target audience on a platform known for its creative content and high engagement rates.

With short-form videos that encourage emotional connections, authenticity, and originality, TikTok has become a go-to platform for businesses looking to create impactful marketing campaigns.

2. The benefits of TikTok marketing for B2B brands

Increased brand exposure

TikTok’s algorithm has the potential to push your content to a large audience, even if you have a small number of followers.

This high-reach potential makes TikTok an ideal platform for B2B brands looking to increase their brand exposure and connect with new audiences.

Emotional connection with audience

Short-form videos on TikTok allow businesses to create emotional connections with their audience, showcasing their brand’s personality, values, and the people behind the company.

This connection can help build trust and loyalty among potential clients.

Creative marketing opportunities

TikTok’s emphasis on creativity and originality offers B2B brands a unique opportunity to showcase their products and services in a new light.

With an array of video editing tools, filters, and effects, marketers can create engaging and eye-catching content that stands out from the competition.

3. Key components of a successful B2B TikTok marketing strategy

Authenticity and creativity

Embrace the authentic and creative nature of TikTok by showcasing your brand’s personality, values, and the people behind your company.

Be willing to experiment with different content formats, trends, and styles to find what resonates best with your target audience.

Consistent posting schedule

To maintain visibility and engagement on TikTok, it’s important to post regularly.

Aim to post at least 1-3 times per day to keep your content fresh and relevant to your audience.

Leveraging trends and hashtags

Stay up-to-date with the latest trends, sounds, and hashtags on TikTok and incorporate them into your content strategy.

Participating in trends and using popular hashtags can increase the likelihood of your content being discovered by a larger audience.

Influencer marketing

Partner with influencers in your niche to expand your reach and tap into their existing audience.

Influencer marketing can help boost brand awareness, credibility, and trust among potential clients.

4. Types of B2B TikTok marketing content

Product demonstrations and tutorials

Showcase your products and services by creating engaging and informative product demonstrations or tutorials on TikTok.

This can help potential clients understand how your offerings can benefit their business.

Behind-the-scenes content

Share behind-the-scenes glimpses of your company, team, and office culture.

This can help humanise your brand, build trust, and create a stronger connection with your audience.

Educational and informative content

Establish your brand’s authority and expertise by sharing educational and informative content related to your industry.

Provide valuable insights, tips, and advice to engage and inform your audience.

Customer testimonials and success stories

Share customer testimonials and success stories to showcase the value and impact of your products and services. This can help build trust among potential clients and provide social proof of your offerings.

5. TikTok advertising for B2B brands

In-feed ads

In-feed ads on TikTok appear in users’ “For You” feeds, providing an opportunity to reach a larger audience with your marketing message.

These ads can be targeted based on demographics, interests, and behaviours to ensure your content reaches the right audience.

Branded hashtag challenges

Create a branded hashtag challenge to encourage user-generated content and engagement around your brand.

This can help increase brand exposure and create a sense of community around your products and services.

Spark ads

Spark Ads on TikTok allow businesses to amplify influencer-created content through paid advertising.

This can help increase the reach and impact of your influencer marketing campaigns, driving higher levels of engagement and conversions.

6. Measuring the success of your B2B TikTok marketing

TikTok analytics

Utilise TikTok’s built-in analytics tools to track the performance of your content and campaigns.

Monitor key metrics such as views, likes, shares, comments, and engagement rates to understand what content resonates best with your audience.

Conversion tracking

Implement conversion tracking using TikTok’s advertising tools to measure the impact of your campaigns on key business objectives such as lead generation, sales, and customer acquisition.

Social media management platforms

Leverage social media management platforms like Oktopost to manage, schedule, and analyse your TikTok marketing efforts alongside your other social media channels.

7. B2B TikTok marketing success stories


Adobe has mastered the art of B2B marketing on TikTok, amassing nearly 3 million likes and sharing engaging how-to videos, product demonstrations, and community-building campaigns.


Grammarly has found success on TikTok by sharing relatable content, poking fun at common writing challenges, and showcasing the value of their product to a wide audience.

Morning Brew

Morning Brew has effectively utilised TikTok to share business news, workplace trends, and industry insights in a digestible and engaging format.

Sage Accounting Software

Sage Accounting Software leverages user-generated content to showcase how their customers use their products, providing authentic and relatable marketing content.


Shopify shares productivity tips, business advice, and product demonstrations on TikTok to engage and inform their audience while promoting their ecommerce platform.


Square has successfully used TikTok to share video content from small businesses using their product, promoting their clients while marketing their own services.

Tiktok for B2B marketing: Final thoughts

TikTok has proven itself as a valuable marketing platform for B2B brands looking to connect with their target audience in a creative and engaging way.

By embracing the unique features and opportunities offered by TikTok, B2B marketers can create impactful campaigns that drive brand awareness, deepen customer relationships, and ultimately contribute to their business objectives.

Don't be afraid to experiment, have fun, and embrace the creative spirit of TikTok for your B2B marketing efforts.