By Dan Baron, Advertising Marketing consultant at Heinz Advertising
As social media platforms proceed to evolve, entrepreneurs are all the time on the lookout for new methods to attain their audiences. One platform that has gained a large following in recent times is TikTok. With over 3 billion downloads and a median every 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 primary explanation why TikTok might not seem viable for B2B advertising and marketing is the absence of presence. In contrast to different social media platforms like LinkedIn, TikTok doesn’t permit pages to create a “touchdown web page” exterior of the profile web page. Which means companies are restricted of their capacity to create a extra custom-made expertise for his or her viewers. For instance, B2B firms can’t use TikTok to advertise their services and products with particular call-to-action buttons or create pages which are 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 accordance with a 2021 report by Hootsuite, over 60% of TikTok customers are underneath the age of 30. Which means the platform is extra fitted to a youthful viewers, making it troublesome for B2B firms that focus 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 another excuse why it could not seem viable for B2B advertising and marketing. Like Twitter, engagement on TikTok tends to skew destructive with about 34% of consumer interactions being destructive, in line with a 2020 report by Digiday. Which means companies threat destructive interactions and backlash from their content material, doubtlessly inflicting hurt to their model’s fame.
One other problem with TikTok for B2B advertising and marketing is the dearth of platform belief. Not too long ago, TikTok has confronted allegations of sharing consumer knowledge with the Chinese language authorities, which has raised considerations over privateness and knowledge safety. These allegations have led to some firms banning using TikTok of their workplaces, making it more difficult for B2B firms to construct belief with their viewers.
So, what platforms may TikTok compete with within the B2B area? The plain opponents are Instagram and Twitter. Each of those platforms permit companies to create a extra custom-made expertise for his or her viewers, making it simpler to advertise services and products. Fb can be a competitor, however as a result of Fb lacks the presence that TikTok provides, it has extra progress potential than Fb. In accordance with a 2022 Fortune report, TikTok has already begun taking search visitors away from Google, which may additionally make Google a possible competitor sooner or later (if not now.)
The Future
Whereas TikTok is probably not an apparent alternative 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 help for his or her clients, or showcase the world they service. Companies may host webinars on the app or publish movies recorded like a webinar. This could be a distinctive method to showcase the corporate’s experience and provide worth to their viewers.
One other means that companies can use TikTok is to showcase their group or expertise, purchasers, or a non-profit they help. Movies are usually much less professionally edited and curated than these on Instagram Reels or YouTube, showing extra pedestrian and down-to-earth. This enables companies to indicate the human aspect of their model, which will help construct belief with their viewers.
Whereas TikTok is probably not probably the most viable platform for B2B advertising and marketing in the mean time, it actually holds nice potential for the longer term. Because the platform continues to develop and develop, companies ought to maintain an in depth eye on its potential to attach with youthful audiences and create genuine, partaking content material. By using the platform’s distinctive options and benefiting from the alternatives it presents, companies can set up a extra private and relatable model picture whereas reaching new clients. Whereas there are actually challenges and limitations to contemplate, TikTok’s potential as a B2B advertising and marketing software can’t be ignored. Because the platform continues to evolve, companies which are in a position to adapt and create efficient methods for leveraging its distinctive strengths can be effectively positioned to capitalize on its rising recognition and attain their target market in new and modern methods.
