In the ever-evolving realm of B2B marketing, it’s time to look beyond the usual suspects. Sure, LinkedIn and Meta are hogging a hefty 42.2% of the US B2B digital ad spend pie in 2024, but let’s talk about the new kid on the block: TikTok. Is it time for B2B marketing to ride the TikTok wave? Let’s dive in.
The future of B2B isn’t just social; it’s dynamically social. According to the brainy folks at Wpromote and Ascend2, half of the US B2B marketers are betting big on social media to hit their top-of-the-funnel targets. And why wouldn’t they? The scene’s changing and it’s about time we change with it.
TikTok: The Giant You Can’t Ignore
With a forecasted 87.3 million adult users in the US by 2024, TikTok isn’t just massive; it’s a goldmine of engagement. Users are expected to spend an average of 55 minutes per day on the platform. That’s more than YouTube and Facebook!
So, if you thought TikTok was just for dance challenges and lip-syncing teens, think again. B2B content is breaking out of its conventional shell, and platforms like TikTok are where the party’s at.
B2B Influencers: They’re Here, and They Mean Business
Forget the notion that B2B is too “serious” for TikTok. From Microsoft Excel wizards to career advisors, creators are turning the platform into an educational powerhouse. And it’s not just the big guns; even the underdogs are sharing slices of their professional lives.
Companies are increasingly leveraging their own employees for marketing, a trend dubbed “employee advocacy” by Ogilvy. It’s big on LinkedIn, and guess what? It’s making its way to TikTok.
The Changing Guard: Gen Z and Millennials
As the clock ticks, Gen Zers and Millennials aren’t just aging; they’re stepping up as the new decision-makers in the B2B arena. This group is already a significant chunk of TikTok’s user base. Ignoring their media habits? That’s not just an oversight; it’s a missed opportunity.
But let’s get real—TikTok isn’t your traditional B2B battleground. It’s uncharted territory. If you’re thinking of jumping in, partnering with creators who already speak the vertical video language is your best bet.
Twelve Three Media’s Take:
At Twelve Three Media, we’re not just observers; we’re pioneers, and we believe in the power of innovation. TikTok for B2B isn’t just a possibility; it’s a frontier waiting to be conquered.
So, are you ready to take your B2B strategy from “meh” to “wow”? Let’s have a conversation. It’s not about following trends; it’s about setting them.
