Whether it’s fast-paced edits or trending sounds, TikTok has become an undeniable force in the digital space. But it’s not just for viral dances and Gen Z humor—B2B brands are starting to claim their space, too.
If you're wondering how your company can break into TikTok without compromising professionalism or wasting resources, this guide is for you.
What is TikTok?
TikTok is a short-form video-sharing platform launched in 2016. It lets users create and engage with videos from 15 seconds to 10 minutes long. The platform is powered by an algorithm that curates highly personalized feeds, creating enormous potential for content discovery—particularly for brands willing to adapt to the format.
While originally known for music and dance videos, TikTok has since become a hub for education, storytelling, product demos, and behind-the-scenes content. It’s reshaping how users engage with businesses.
How Did TikTok Become So Big?
The platform gained momentum quickly, especially after merging with Musical.ly in 2018. Since then, its user base has surged past one billion monthly active users. Its success lies in its powerful algorithm: one engaging post can reach millions of users without paid support.
For B2B brands, this creates a unique opportunity. While other platforms rely on ad budgets and established followings, TikTok rewards creativity and relevance—two traits that aren't gated by follower count.
Who Uses TikTok?
The majority of TikTok users are between ages 16–34, with Gen Z leading the way. In the United States alone, there are around 80 million active users.
While B2C brands have long tapped into this audience, B2B companies are realizing the value of TikTok as more young professionals enter leadership roles. These users are no longer just scrolling for fun—they’re researching tools, engaging with thought leadership, and evaluating brands based on their digital presence.
What is TikTok Marketing (and Why Should B2B Brands Care)?
TikTok marketing is the strategic use of video content on TikTok to engage audiences, build brand awareness, and drive action. For B2B companies, it offers a fresh channel to:
- Humanize your brand
- Showcase product use cases
- Share customer success stories
- Educate your market
- Connect with next-gen buyers
It’s not about chasing trends blindly—it’s about finding your angle and showing up with authenticity.
Types of TikTok Ads
TikTok offers several ad formats for businesses ready to invest:
- In-Feed Ads
Appear between organic posts, blending naturally into the For You page. - TopView Ads
Appear as the first video when the app opens—ideal for reach and recall. - Branded Hashtag Challenges
Invite users to engage with your product or idea through a specific challenge. - Branded Effects
Create custom stickers or filters users can apply to their videos. - Spark Ads
Boost your own organic content or a creator's post that mentions your brand.
But paid is just one side. For most B2B brands, the bigger opportunity lies in organic reach.
Examples of B2B Brands Succeeding on TikTok
DolFinContent
At DolFinContent, we’ve helped elevate B2B clients through creative, concise TikTok strategies that prioritize storytelling, authenticity, and design. We focus on using video to extend long-form thought leadership, enhance brand personality, and drive performance marketing.
Mailchimp
Mailchimp uses TikTok to tell humorous stories about small business struggles, making their email automation tools feel approachable and human.
Notion
Notion taps into user-generated content by reposting creators who build and share templates. It’s a subtle way to showcase the product without heavy selling.
Semrush
The SEO platform uses a blend of tips, tutorials, and memes to educate marketers and entrepreneurs in under 60 seconds.
How to Get Started with TikTok for B2B
1. Start with Research
Use TikTok like a consumer. Search hashtags related to your industry (#marketingtips, #entrepreneurtok, #B2Bsoftware) and analyze how brands and creators engage with those audiences.
2. Define Your Content Pillars
Identify 3–5 themes that align with your brand. For B2B, that might include:
- Behind the scenes of your team or product
- Educational tips or industry insights
- Testimonials or user success stories
- Reactions to trending news or topics
- Product walkthroughs and feature highlights
3. Don’t Overproduce
Polished ads don’t perform well on TikTok. Use your phone. Keep it human. Experiment with direct-to-camera videos, UGC-style edits, and natural lighting.
4. Stay Consistent
The TikTok algorithm rewards regular posting. Try batching 3–4 videos at once and scheduling them out. Even two posts a week can build momentum.
8 TikTok Marketing Best Practices
1. Follow Trends with Intention
Use popular sounds or formats, but make sure the context fits your brand message.
2. Inform or Entertain First
Educate or inspire your audience before you ever ask them to buy.
3. Use Influencers Wisely
Partner with creators in your niche—not just for reach, but for trust.
4. Show Personality
Introduce team members. Use humor. Build relatability into your brand.
5. Optimize for Mobile Viewing
Keep videos vertical and captions short. Hook viewers in the first 3 seconds.
6. Analyze Performance
Use TikTok analytics to track views, watch time, and engagement. See what content your audience watches all the way through.
7. Repurpose Content
Turn webinars into clips, eBooks into tips, and blog posts into scripts.
8. Adapt Quickly
Trends move fast on TikTok. Keep your content calendar flexible to jump in while a format is hot.
Final Thoughts on TikTok for B2B Marketing
TikTok isn’t just another social media channel. It’s an ecosystem driven by storytelling, community, and authenticity. For B2B brands, it’s a chance to drop the sales pitch and build a human connection first—then let your product shine.
If your audience includes modern decision-makers, early adopters, or curious learners, TikTok is where they are.
DolFinContent helps B2B brands show up where it matters. Our creative team produces TikTok-ready assets that combine brand voice, platform trends, and marketing strategy.
Ready to start building your TikTok presence?
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