TikTok for B2B brands: Should construction and manufacturing businesses be on TikTok?
Recently, a number of manufacturing and construction B2B brands have asked our social media team if now is the right time to establish a presence on TikTok.
Originally known for its dance challenges aimed at young people, TikTok has since expanded its reach, attracting a growing number of professionals and decision-makers across many different industries. Now, TikTok for B2B brands is becoming increasingly popular.
With over 1 billion active monthly users, TikTok presents compelling opportunities for B2B brands, including those in the construction and manufacturing sectors. Here we explore why incorporating TikTok into marketing campaigns may appeal to some B2B businesses.
The benefits of TikTok for B2B brands
- Reach out to a new generation of buyers
One of the most compelling reasons for B2B brands to embrace TikTok is the platform's ability to connect with a younger audience. As buyers and procurement managers are increasingly being made up of the under 40s generation, TikTok offers a unique avenue to engage with this important audience.
- The power of creativity and storytelling
TikTok's short video format encourages creativity and storytelling, TikTok's short video format encourages creativity and storytelling, which allows B2B brands to showcase their expertise, simplify complex topics and highlight their products or services in an engaging way. This format resonates particularly well with audiences like DIY professionals, who often have limited time and prefer quick, informative content.
Beyond creative storytelling, TikTok also presents an opportunity for B2B brands to create educational content, tutorials, and ‘how-to’ videos. This allows brands to provide valuable insights to their audience helping them to build a community of people with similar interests.
By offering valuable, industry-specific information, construction and manufacturing companies can establish themselves as credible voices of the industry, attracting potential customers seeking solutions to their challenges.
- Gives a human face to a brand
TikTok provides a unique platform for B2B brands to humanise their image by showcasing the people behind the company, highlighting the business’s culture, and sharing behind-the-scenes glimpses of the factory, warehouse, offices, or stores. This personal touch can help build trust, strengthen relationships with potential clients and partners, and even attract prospective employees. Additionally, it can create a more relatable and authentic brand presence in the digital space.
- Influencer marketing
Similar to other social media platforms, TikTok boasts a thriving community of influential content creators. By collaborating with relevant industry influencers, B2B brands in sectors like construction and manufacturing can significantly expand their reach and enhance their credibility. These creators can showcase products or services in a manner that best resonates with their followers, making the brand's message more impactful and relatable.
- Tapping into trends
TikTok is known for its trending challenges and hashtags, which provide B2B brands with opportunities to create engaging, timely content. By leveraging these trends, construction and manufacturing companies can demonstrate their responsiveness to industry developments and maintain a strong, up-to-date presence on the platform.
7 TikTok strategies for B2B construction and manufacturing brands
There are numerous strategies that construction and manufacturing brands can employ to leverage TikTok effectively:
- Focus on humour and brand personality
While maintaining professionalism, B2B brands should be willing to adapt their brand voice and content approach to align with TikTok's focus on humour, creativity, and authenticity. Take a look at what other similar organisations are doing and experiment to find the right balance between brand identity and platform-specific preferences.
- Showcase product features
Create engaging demonstration videos that illustrate the key features and benefits of your products and services. Simplify complex concepts and provide valuable insights that address your target audience's needs and desires.
- Highlight customer experiences
Showcase how your products or services enhance the lives of your customers. Share short video testimonials and demonstrate real-world applications through a customer's perspective to build trust and inspire potential buyers.
- Offer valuable tips
Leverage TikTok's potential to educate your audience by sharing practical tips, industry-specific hacks and thought-provoking insights. Use text overlays, voiceovers and direct-to-camera delivery to engage your audience and position your brand as a trusted authority.
- Collaborate with influencers
Partner with influential TikTok creators who have a strong following within the construction and manufacturing sectors. These collaborations can help to expand your reach, enhance your credibility, and introduce your brand to a new audience.
- Consider paid Ads
Combine the authenticity of influencer-backed content with the targeted reach of TikTok's advertising options. Use Spark Ads to promote creator-generated videos and extend the impact of your influencer marketing efforts.
- Use hashtags
Another good idea is to launch your own branded hashtag challenges to boost visibility and encourage user engagement. Align these challenges with your brand's messaging and objectives to foster engagement and build a sense of community. For example, Coca Cola’s hashtag #Shareacoke went viral.
Answering common questions about TikTok for B2B brands
While the benefits of TikTok for B2B marketing can clearly be seen, some construction and manufacturing brands may have reservations about embracing the platform. Here we address some of the common concerns:
Does TikTok attract my audience?
One of the primary concerns for businesses considering TikTok as a marketing channel is whether the mainly youthful user base is compatible with the more formal, professional nature of B2B marketing. However, as the platform's demographics continue to diversify, savvy brands can find ways to connect with their target audience, even in traditional industries, like manufacturing. Be sure that the content you share on TikTok reflects your brand's style, tone and message as well as appealing to your audience.
What tone should I use?
The casual and often humorous content style on TikTok may not align with the more serious, credible approach that some construction and manufacturing brands prefer. However, with a thoughtful content strategy and understanding of the platform's unique culture, brands can strike a balance between professionalism and engagement.
Is TikTok time consuming?
Managing a TikTok presence can be time-consuming, requiring dedicated resources for content creation, community engagement, and performance tracking.
B2B brands can choose to work with a dedicated PR and social media agency, like Dragonfly PR, to provide the resources to post content regularly to TikTok to engage with as wide audience as possible.
Does TikTok generate Return on Investment (ROI)?
Working out the direct impact of TikTok campaigns on lead generation or sales can be challenging for B2B brands. However, by analysing the data and aligning TikTok activities with broader marketing objectives, construction and manufacturing companies can better understand the platform's contribution to their overall success.
Embrace new marketing opportunities
As B2B marketers aim to get more from their social media budget, construction and manufacturing B2B brands should consider the potential of TikTok as a valuable marketing channel. By embracing the platform's unique attributes, leveraging creative storytelling and making useful connections, businesses can unlock new avenues for brand awareness, lead generation, and customer engagement.
Remember, successful marketing on TikTok means you need to experiment, adapt and continuously refine your approach. By constantly monitoring and responding to the needs of your target audience, construction and manufacturing B2B brands can position themselves as industry leaders and capitalise on the growing opportunities presented by this dynamic social media platform.
For more help and advice on social media campaigns that directly reach a B2B audience, such as TikTok and LinkedIn, contact our team by calling 0114 349 5341 or emailing hello@dragonflypr.co.uk.