TikTok in B2B Marketing?!

TikTok broke the 2 billion user mark at the end of April 2020. Only the Facebook app, Facebook Messenger, WhatsApp and Instagram had previously achieved this.

By June 2020, TikTok will be the most downloaded app in the world, with 87 million downloads. TikTok has (as of 2022) 19,885,877 users from Germany, Austria and Switzerland. This record-breaking number is made up of:

Audiences and advertising opportunities for B2B businesses on TikTok.

Due to its global reach, more and more B2C retailers are getting involved with the app. Companies such as H&M, mail order company Otto and even the German offshoot of US drinks brand Punica are looking to target customers and increase brand awareness.

If you want to grow your business in the future, TikTok is the app to use!

Scepticism about TikTok in the B2B segment is still high among European businesses. Due to its young user base, there are few business decision makers on the platform. This makes it difficult for B2B companies to find their target audience for marketing.

At the same time, it means that their competitors are likely not yet on TikTok. In the coming years, the user base will grow into the desired age structure. The opportunity to stand out is high.

A quick comparison with Instagram: In its early years, the app was widely ridiculed by the business community. Today, it's hard to imagine the B2B sector without Instagram. A business account is more the rule than the exception.

TikTok has yet to establish itself as a sales channel in Europe, but the network is already useful and interesting for B2B companies in terms of employer branding. Even if the decision-makers are largely absent, it is important to remember that there are plenty of potential employees among them. Their presence alone conveys a sense of modernity and willingness to embrace the new age.

You will certainly want to benefit from the fast and, above all, inexpensive reach. Unlike promotional videos or trainee campaigns, TikTok does not require professionalism. The aim is to produce user-generated content that authentically represents the brand. You won't find another channel that gives you this level of engagement and interaction.

B2B examples of TikTok in action

Ziehl Abegg (fan manufacturer)

Fans and TikTok. A mismatch, in your opinion? Not at all! The fact that TikTok works extremely well in B2B marketing is demonstrated by fan manufacturer Ziehl Abegg. With almost 100,000 followers on TikTok, they have built up a strong community. In addition to the main comedy content that TikTok requires, the products also sneak into videos from time to time. The company is pretty insular, but it has gained an incredible amount of notoriety - through TikTok. You can also see in one or two cover letters that they were found through the app. When it comes to employer branding, Ziehl is way ahead of Abegg and TikTok.

ALPLA

Philipp Lehner, the CEO of ALPLA, also uses TikTok to explain the use of plastic bottles and the myths surrounding the material. He has already given interviews about his TikTok channel in DerStandart and Vol.at. Employees report from workshops and trade fairs where they were asked about the TikTok account. All the feedback has been positive. Many also said that he was a big step ahead of most companies because he appreciated the new marketing channels early on and "dared" to educate users about TikTok with his B2B company.

Dental students

Nobody thinks of making life easier for dentists when it comes to their machines. A really exciting TikTok case - with almost 300,000 followers, two students, Jina and Dan, show clips of their lives, their studies and their modern machines. Their most viewed video now has over 38.5 million views.

Statistics

800 million users are active monthly on the former dance app. TikTok has been downloaded over 2 billion times and 1 million videos are watched on average per day.

Conclusion

Even the Berlin police are represented on the app. They have over 380,000 followers. With the right tips and tricks, anyone can be successful in the TikTok universe. Especially for employer branding and potential customers, it's more helpful than you think. Want us to help you? Send us an email!