The rise of TikTok has been nothing wanting revolutionary. Since its launch in 2016, the platform has multiplied and boasts over one billion month-to-month energetic customers worldwide. With an engaged and numerous person base, it’s no surprise entrepreneurs are searching for methods to leverage TikTok to succeed in their goal audiences.
53% of entrepreneurs count on TikTok to ship the largest development in 2023, in line with Reuters’ State of Advertising 2023 report. Trailing behind had been the Metaverse and LinkedIn (15%), different platforms (9%), Instagram (6%) and Fb (2%). Apparently, regardless of having 368 million month-to-month energetic customers globally and below new administration, the report didn’t point out Twitter.
TikTok is well-known for viral movies (keep in mind the longboarder sipping cranberry juice and lip-synching “Goals” by Fleetwood Mac?), advert campaigns and creator advertising activations. In addition they launch new performance for his or her customers and advertisers each different week.
Let’s discover why B2B entrepreneurs might wish to rethink TikTok as a viable possibility.
1. TikTok is a storytelling engine
Video content material has been the primary consumed media globally for a number of years. TikTok has tapped into this pattern, permitting entrepreneurs and types to inform their tales and seize shopper consideration.
Creating video content material isn’t a novel idea. We’ve been doing this for years. However knowledge suggests entrepreneurs invested extra in video content material creation in 2022. What this tells me is that video manufacturing high quality shall be a spotlight.
Video content material humanizes manufacturers and stimulates a number of senses directly, which helps patrons retain info. Creating movies that successfully inform a narrative retains customers engaged and entertained whereas offering priceless model messaging.
TikTok is a video-first platform constructed for cell, giving it enormous benefits over different networks. Legacy platforms like Fb, LinkedIn and Twitter wrestle with attracting youthful audiences who crave video.
2. TikTok makes content material discoverability straightforward
For years, “Google” has been just about synonymous with discoverability for customers and advert patrons. It’s develop into a verb in our vocabulary. And whereas many nonetheless use Google as their gateway into the net, younger persons are turning to TikTok.
Google is aware of this. Simply final yr, a Google exec cited an inside report that 40% of younger folks use TikTok when searching for a spot for lunch. Curious, I requested my daughter the identical query about her TikTok utilization; she agreed.
TikTok acknowledges this and is constructing extra performance to make content material discovery simpler. Final summer season, they expanded the video descriptions from 300 to 2,200 characters.
It’s now widespread to see TikTok movies seem in Google outcomes. As competitors between these two firms grows, will probably be attention-grabbing to see how lengthy Google will index TikTok movies.
Dig deeper: TikTok is setting the bottom guidelines for social media
3. TikTok isn’t only for younger folks
A standard false impression amongst B2B entrepreneurs is that TikTok is only for younger folks. Which will have been true just a few years in the past, however as TikTok customers have aged with the platform.
About 60% of TikTok customers within the U.S. are below 30, accounting for Gen Z and youthful millennials. The opposite 40% are older: 16% between 30-39 years outdated, 13.9% are between 40-49 years outdated, and seven.1% are 50 and up.
As older millennials are of their mid-30s and virtually 40, they’ve additionally been promoted to managers and administrators, and are main groups. Many are accountable for shopping for choices at massive firms. A 2015 Google report (sure, eight years in the past) confirmed that almost half of all B2B patrons are millennials. That quantity has undoubtedly gone up.
4. TikTok is ripe for B2B
The very first thing you see once you log into TikTok is the For You web page (FYP). You would possibly see a humorous video, dance routine, make-up tutorial, cleansing hack or recipe.
However TikTok adapts as you employ it. The feed will change and develop into extra related by optimizing your profile with related key phrases and interesting with B2B creators and different know-how manufacturers.
Expertise and B2B content material exist already within the platform. For instance, a fast seek for the #DigitalTransformation hashtag yielded 14.5 million views, #InfoSec with 138,000 views and #WomenInTech with 572,000 views. And B2B manufacturers like Adobe, Sage and Shopify are succeeding on the platform.
The time is now for B2B and know-how manufacturers to combine TikTok into their long-term advertising and digital technique.
5. Manufacturers have artistic freedom
On the outset, social media was only a neighborhood. There was no promoting or it was primitive. There have been no influencers or creators. As a substitute, folks with widespread pursuits talked to one another about what mattered.
Whereas the idea of a neighborhood nonetheless exists in the present day, most apps like TikTok and Instagram are actually media platforms. In consequence, manufacturers have the artistic freedom to launch campaigns, activate creators and purchase advertisements all through the community as they see match.
Probably the greatest issues about model advertising on TikTok is its artistic freedom. In contrast to different social media platforms, there aren’t strict guidelines or tips about creating advertisements or launching campaigns.
You could be as artistic as you need when creating movies or operating advertisements on the platform, providing you with loads of artistic expression to experiment and discover what works greatest for what you are promoting. There’s no 20% rule of textual content on pictures. When you purchase media on Fb, you recognize precisely what I imply.
TikTok hasn’t ignored measuring marketing campaign efficiency and monitoring ROI. It’s analytics present insights into person engagement, advert efficiency and extra. It’s develop into more and more straightforward for entrepreneurs to measure and optimize campaigns in actual time.
Additionally, TikTok has doubled down on innovation by constantly releasing new options for advertisers. They just lately added 4 new choices to their Promote promoting instrument. This lets advertisers syndicate content material rapidly and simply to:
- Drive extra visits to your TikTok web page.
- Get extra messages from potential prospects.
- Increase different creators’ content material.
- Audience by location.
Don’t overlook TikTok
24% of entrepreneurs stated that strengthening model id was a high precedence for 2023, adopted by rising model consciousness (19%) and model interplay in social media (6%).
Many would possibly take this as a chance to speculate more cash in artistic promoting throughout the platforms the place they really feel snug. When you’re a B2B firm, maybe it’s LinkedIn. When you’re a shopper model, possibly you’re nonetheless discovering worth on Fb and Instagram.
I might problem you to assume outdoors the field and think about using TikTok to succeed in new audiences, strengthen your model id and improve consciousness. You may be shocked on the outcomes.
TikTok’s affect on shopping for habits is considerably larger than different social media channels, with 15% of customers keen to take motion after viewing an advert on TikTok. Additionally, 49% of customers say they use TikTok as a supply for locating one thing new.
So, what are you ready for?
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Opinions expressed on this article are these of the visitor creator and never essentially MarTech. Employees authors are listed right here.
Supply By https://martech.org/5-reasons-why-marketers-should-consider-tiktok-for-b2b/