How B2B Brands Are Winning On TikTok

March 20, 2023   |   Share:     |  

3 minute read

In the past few years, TikTok has taken the social media world by storm. The platform has become a cultural phenomenon, with over 1 billion monthly active users worldwide. Initially, TikTok was known for its dance challenges, lip-syncing videos, and comedic skits, but today, it’s a platform where everyone can find something that interests them. B2C brands were quick to jump on the TikTok bandwagon, but B2B companies have been slower to adopt the platform. However, in recent months, B2B brands have started to realize the potential of TikTok for their marketing efforts. In this blog post, we’ll explore how B2B brands are winning on TikTok and how you can too.

Authenticity is Key

One of the main reasons TikTok has become so popular is because of its authenticity. Unlike other social media platforms where users curate their content, TikTok is all about real-life moments. Users don’t mind if a video is a little rough around the edges, as long as it’s authentic. This is great news for B2B brands that might not have the same production budgets as B2C brands. TikTok is a platform where you can be yourself and connect with your audience in a genuine way.

B2B brands that are winning on TikTok are those that aren’t afraid to show their human side. For example, Microsoft’s TikTok account, @microsoftlife, features videos of their employees showing off their workspaces, day-to-day tasks, and even their pets. The videos are fun and lighthearted, and they showcase Microsoft’s company culture.

Focus on Education

TikTok is often thought of as an entertainment platform, but it’s also an excellent platform for educational content. B2B brands that focus on education are finding success on TikTok. The key is to make the content engaging and accessible. For example, HubSpot, a leading marketing software provider, has a TikTok account (@hubspot) dedicated to marketing tips and advice. Their videos are short, sweet, and to the point. They provide value to their audience by sharing practical tips that they can implement in their own marketing efforts.

Use Humor

Humor is a powerful tool in marketing, and B2B brands are starting to recognize this. TikTok is a platform where brands can let their hair down and have a little fun. One brand that’s doing this well is Mailchimp (@mailchimp). Their TikTok account features videos that showcase their quirky brand personality. For example, they have a video of a Mailchimp employee dancing in a banana costume. The video is silly, but it gets the point across that Mailchimp is a fun and creative company.

Embrace Trends

TikTok is all about trends. Users love to jump on the latest dance challenge or hashtag trend. B2B brands that embrace trends and make them their own can quickly gain traction on the platform. One B2B brand that’s doing this well is Adobe (@adobe). They have a series of videos that feature their employees participating in the latest TikTok trends. For example, they have a video of their employees doing the “Famous (I’m the One)” dance challenge. The video is lighthearted and fun, and it shows that Adobe is a company that’s in touch with pop culture.

Be Consistent

Consistency is key on TikTok. The algorithm favors accounts that post regularly and consistently. B2B brands that want to win on TikTok need to commit to posting regularly.

One B2B brand that’s doing this well is Salesforce (@salesforce). Their TikTok account features a mix of educational content, employee spotlights, and fun behind-the-scenes glimpses of their company culture. They post at least once a week, which keeps their audience engaged and interested.

Collaborate with Influencers

Influencer marketing is nothing new, but B2B brands are starting to see the value of working with influencers on TikTok. TikTok influencers have a massive following, and their endorsement can quickly boost a brand’s credibility on the platform. One B2B brand that’s doing this well is HP (@hp). They recently partnered with TikTok influencer @thatdudecancook to promote their new Spectre laptop. The influencer created a series of videos showcasing the laptop’s features, and the videos received millions of views. The partnership helped HP reach a new audience and showed that they’re a company that’s willing to try new things.

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Use Hashtags

Hashtags are an essential part of TikTok’s discovery algorithm. B2B brands that use relevant hashtags can quickly gain exposure on the platform. One B2B brand that’s using hashtags effectively is American Express (@americanexpress). Their TikTok account features videos that highlight the benefits of using their corporate card. They use the hashtag #AmexBusiness in all their videos, which helps them reach a targeted audience of business owners.


In conclusion, B2B brands are starting to see the potential of TikTok for their marketing efforts. The platform’s authenticity, focus on education, and love for trends make it an excellent platform for B2B brands that want to connect with their audience in a genuine way. By embracing humor, collaborating with influencers, and using hashtags effectively, B2B brands can quickly gain traction on the platform. It’s time for B2B brands to take advantage of the TikTok phenomenon and start winning on the platform.

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