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TikTok: A Revolution In Marketing for B2B Brands

TikTok's meteoric rise since its launch in 2016 has been nothing short of revolutionary, with over one billion monthly active users worldwide. This has seen marketers take notice of the platform, with many looking to leverage its user base to reach their target audiences. A Reuters' State of Marketing 2023 report found that 53% of marketers expected TikTok to deliver the biggest growth in 2023, with other platforms (9%), Instagram (6%) and Facebook (2%) trailing behind. TikTok is renowned for its viral videos, ad campaigns and creator marketing activations, with new functionality released every other week. B2B marketers have an opportunity to rethink their approach and consider TikTok as a viable option. Firstly, TikTok is a storytelling engine, allowing marketers and brands to capture consumer attention through video content. This stimulates several senses at once and helps keep consumers engaged and entertained. TikTok also makes content discoverability easier, with 40% of young people using it to look for a place for lunch. Contrary to popular belief, TikTok isn't just for young people. 60% of its US users are under 30, accounting for Gen Z and younger millennials, whilst 16% are older millennials, 13.9% are between 40-49 years old and 7.1% are 50 and up. These older millennials are often making buying decisions at large enterprise companies, making TikTok ripe for B2B. The For You page offers plenty of creative freedom for brands to launch campaigns and buy ads. Brands have the freedom to experiment and measure campaign performance and ROI. Finally, marketers should consider using TikTok to strengthen their brand identity, increase awareness and reach new audiences. 15% of users are willing to take action after viewing an ad on TikTok, and 49% use it as a source of discovery. Don't overlook TikTok as a viable option - you may be surprised by the results.

Originally reported by Martech:
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