By Dan Baron, Advertising Guide at Heinz Advertising
As social media platforms proceed to evolve, entrepreneurs are all the time searching for new methods to attain their audiences. One platform that has gained a large following lately is TikTok. With over 3 billion downloads and a median each day consumer engagement time of 52 minutes, it’s no shock that entrepreneurs are eyeing this app as a possible new advertising and marketing channel. Nevertheless, the query stays…
Is TikTok a viable platform for B2B advertising and marketing?
One of many essential the explanation why TikTok could not seem viable for B2B advertising and marketing is the absence of presence. Not like different social media platforms like LinkedIn, TikTok doesn’t enable pages to create a “touchdown web page” outdoors of the profile web page. Which means companies are restricted of their capacity to create a extra personalized expertise for his or her viewers. For instance, B2B firms can’t use TikTok to advertise their services with particular call-to-action buttons or create pages which might be extra tailor-made to their viewers.
One other issue that contributes to the questionable viability of TikTok for B2B advertising and marketing is the age of its consumer demographic. In keeping with a 2021 report by Hootsuite, over 60% of TikTok customers are beneath the age of 30. Which means the platform is extra suited to a youthful viewers, making it tough for B2B firms that concentrate on an older demographic to search out their viewers on this app.
Along with the younger age of the viewers, TikTok’s risky consumer engagement is one more reason why it might not seem viable for B2B advertising and marketing. Like Twitter, engagement on TikTok tends to skew unfavorable with about 34% of consumer interactions being unfavorable, in line with a 2020 report by Digiday. Which means companies danger unfavorable interactions and backlash from their content material, doubtlessly inflicting hurt to their model’s fame.
One other subject with TikTok for B2B advertising and marketing is the dearth of platform belief. Just lately, TikTok has confronted allegations of sharing consumer information with the Chinese language authorities, which has raised considerations over privateness and information safety. These allegations have led to some firms banning using TikTok of their workplaces, making it tougher for B2B firms to construct belief with their viewers.
So, what platforms might TikTok compete with within the B2B area? The apparent opponents are Instagram and Twitter. Each of those platforms enable companies to create a extra personalized expertise for his or her viewers, making it simpler to advertise services. Fb can also be a competitor, however as a result of Fb lacks the presence that TikTok gives, it has extra progress potential than Fb. In keeping with a 2022 Fortune report, TikTok has already begun taking search visitors away from Google, which might additionally make Google a possible competitor sooner or later (if not now.)
The Future
Whereas TikTok will not be an apparent selection for B2B advertising and marketing, there are nonetheless ways in which companies can use this app to succeed in their viewers. For instance, B2B firms can use TikTok to showcase life hacks involving their services or products, present assist for his or her prospects, or showcase the world they service. Companies can even host webinars on the app or submit movies recorded like a webinar. This is usually a distinctive solution to showcase the corporate’s experience and supply worth to their viewers.
One other approach that companies can use TikTok is to showcase their workforce or expertise, shoppers, or a non-profit they assist. Movies are usually much less professionally edited and curated than these on Instagram Reels or YouTube, showing extra pedestrian and down-to-earth. This permits companies to indicate the human facet of their model, which may help construct belief with their viewers.
Whereas TikTok will not be probably the most viable platform for B2B advertising and marketing in the intervening time, it actually holds nice potential for the longer term. Because the platform continues to develop and develop, companies ought to preserve an in depth eye on its potential to attach with youthful audiences and create genuine, participating content material. By using the platform’s distinctive options and making the most of the alternatives it presents, companies can set up a extra private and relatable model picture whereas reaching new prospects. Whereas there are actually challenges and limitations to contemplate, TikTok’s potential as a B2B advertising and marketing device can’t be ignored. Because the platform continues to evolve, companies which might be in a position to adapt and create efficient methods for leveraging its distinctive strengths can be nicely positioned to capitalize on its rising recognition and attain their target market in new and revolutionary methods.
