Short-form video is the ideal way for marketers to take advantage of the shrinking human attention span. Condense brand messages and product demos into minute-long videos that are infinitely shareable. It’s been a successful technique for B2C marketers for years — and now it’s rapidly expanding into the B2B space.

TikTok might not seem like the obvious B2B marketing channel at first, but many brands are finding huge success here by reaching younger generations of decision-makers.

Knowing Your Audience: It’s Getting Younger

Statistics show that the B2B decision-makers you’re trying to impress are getting younger, with 60% of B2B tech buyers classed as millennials and a small but growing population of Gen Z professionals also making buying decisions. Targeting a less traditionally minded audience means understanding platforms and techniques that are also unconventional.

TikTok is a platform focused on high-energy, low-production quality videos that spark conversations and trends. Trends like #TikTokMakeMeBuyIt show how quickly the general public has accepted that their favorite brands and products are on the video platform.

B2B tech providers can’t always plug their wares in quite the same way, but they can increase engagement via:

• Product demos, tips, “hacks,” and techniques

• Jumping on TikTok challenges but with a business twist — think CEOs doing a dance challenge at their desk

• Showcasing the work of clients or partners

• Creating short educational and/or humorous slideshows

You can make TikTok videos directly from the app, including captions, music, and effects, so it’s quick and easy to create accessible content that reaches a whole new audience.

What About the Controversy?

TikTok hasn’t always had a smooth journey in the United States. Since 2020, there have been calls to ban the video platform due to security concerns surrounding its parent company, ByteDance. More recently, a bill to ban the app passed the House of Representatives but is nowhere near being passed into law at this stage.

Businesses may worry that they’re investing in a platform that may not even exist in a few months or years. However, there are plenty of short-term gains from utilizing TikTok in terms of increased engagement and brand recognition. Plus, if you save all your videos, you can easily repurpose them on LinkedIn and YouTube Shorts — or the next big micro-video platform.

Brands Making TikTok Work for Them

E-commerce giant Shopify has made waves with simple “how to” videos and thoughtful moments of inspiration from business leaders. Some of the brand’s videos have over 4 million views.

Adobe is another brand reaching businesses and creative professionals. Because Adobe’s suite of products is so vast, content ranges from portrait-taking techniques to using generative AI for searching meeting transcripts.

Square’s irreverent content pairs humor with branding and marketing advice, from “news” reports showing restaurant trends to “Talking Chit,” short interviews with business owners who use Square services.

Finally, Canva is a winning design studio aimed at both individuals and businesses. Their videos cover business productivity, branding, and growth via creativity — pretty universal B2B marketing concepts. They have over 2 million likes and a following of over half a million.

Final Word

If you want to give TikTok a go for yourself, it’s free to get started and they offer resources specifically for businesses. Make sure you post regularly, engage with your audience, and don’t just replicate content that’s already out there. Find your own authentic voice for the best opportunities to create meaningful connections with your audience.

Book a 15-minute introductory call with a member of the Arch Collective team to discover more ways you could be breaking into new markets and audiences.

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