Many people think of TikTok as a social media channel that teenagers use that influences them to buy music, trainers or to follow dance trends.
However, research by social media scheduling platform Hootsuite has shown that 77% of Marketing Managers are considering using this social media channel within their marketing campaigns in the next 12 months.
Here we look at how TikTok could offer opportunities to business to business companies that they cannot find elsewhere on social media.
The use of hashtags on TikTok
“TikTok currently has almost 1bn active users, aged 18 or over and research shows that every user scrolls the site on average 19.6 hours per month. That’s a lot of potential to see new videos and products!
One of its most popular hashtags is #tiktokmademebuyit – a great sign that selling on this channel really does work. TikTok-ers regularly use this hashtag to showcase goods that they purchased and word spreads fast.
A survey by Hootsuite showed that 47 per cent of users had bought something they’d seen on TikTok. 39% of users discovered a product they hadn’t heard of. Whilst 67% of users said they were inspired to shop by TikTok even when they weren’t looking to buy anything.
So, the question for B2B companies is: Should my company or brand be on TikTok?
What to consider before using TikTok
- Is my audience using this social media channel?
- Can I provide value to my audience?
- Do I have the time and resources to dedicated to it?
- Can I achieve things on this platform that I can’t do elsewhere?
- Is TikTok compatible with my social media goals?
If the answer is yes, then it’s a no brainer – and we can help.
Increasingly, business to business clients are extending their reach and audience through this rapidly growing social media platform. Research shows that TikTok fastests growing audience is between 35-54. This has has tripled in the past 12 months.
TikTok and buyers’ decision
There is also a perception that this platform is only for retailers looking to sell clothing or lifestyle products. However, studies have shown that almost 14% of b2b decision makers say TikTok influences their purchasing decisions – and this is increasingly daily.
TikTok is there to educate, entertain and inspire an audience. A popular marketing phrase is ‘Don’t make an Ad, make a TikTok’. But it’s much different to creating a normal corporate ad or company video. Users are looking to connect to brands that teach them something new or give them information.
The videos produced on TikTok don’t require huge marketing budgets. The aim is to make them authentic, rather than corporate. In fact, 65% of people agree that professional looking videos from brands feel out of place on TikTok.
Using hashtags is always a good attempt to increase views and awareness. There is also some evidence to show that videos filmed within the platform work best, as their algorithm picks them up.
Without getting directly involved in creating videos, you can dip a toe in the water by commenting on content in your sector using hashtags. Some of the best trending hashtags on TikTok are #comedy #humour #funny.
The use of some music on TikTok requires a paid licence. However, there are a number of original audios which are free to use. Once video content is created, it can also be shared across other platforms, such as Instagram and Facebook.
One way that experts advise to increase views on TikTok is to jump on trends and create timely videos tailored to specific emerging themes. Look at the top trending posts on TikTok and see if there are any trends where you could get ahead.
73% of users said they felt a deeper connection to brands they interact with on TikTok, compared to other platforms.
When joining a new social media channel, you need to find a good posting amount. Good practice suggests two to three times per week at least.
A great place to start might be with a Day in the life of a marketing manager. Create a short 30 second video, giving a really authentic account of a job.
It is also a good idea to comment on issues that are not related to your industry, but that you may have an interest in.
It can be daunting to start, but set aside half a day a week to create videos. You can then schedule these throughout the week on scheduling platforms like Hootsuite.
For help with establishing and running your social media campaigns, please get in touch with our social media team on hello@Dragonflypr.co.uk or call 0114 349 5341.
Dragonfly PR is a B2B PR agency based in South Yorkshire that specialises in working with business to business clients, particularly in the construction and manufacturing sector.
