7 Creative TikTok Ideas for B2B Small Business Owners
Updated: Nov 22
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Bonus Tip 💡: Automate TikTok Posting and Save Time
In today’s rapidly evolving digital landscape, B2B small businesses are increasingly leveraging social media platforms like TikTok to connect with their audience.
According to a HubSpot study, 52% of B2B buyers say they’re more likely to purchase from a business they follow on social media, and TikTok is quickly becoming a key platform in this space source. With TikTok’s unique format of short, engaging videos, B2B brands can showcase their products, services, and expertise in fresh and creative ways.
TikTok tends to be more informal and allows for less polished content compared to LinkedIn, where quality is paramount and significant effort is required for marketing.
In this article, we’ll explore seven TikTok content ideas that B2B small business owners can implement to engage their audience, boost brand awareness, and grow their business. But first, let’s look at why TikTok matters for B2B marketing.
Why TikTok Matters for B2B Marketing
TikTok may have started as a platform for entertainment, but it has quickly evolved into a powerful tool for B2B marketing - especially for small businesses. As more professionals turn to social media for business solutions, it’s crucial for small businesses to embrace platforms like TikTok to stay competitive.
TikTok has quickly evolved into a powerful tool for small businesses
From behind-the-scenes content to educational videos and interactive polls, TikTok provides endless opportunities to showcase your brand in a way that resonates with today’s B2B buyers.
You Can Reach Younger, Decision-Making Audience: As younger generations like Gen Z step into decision-making roles, B2B brands must adapt to reach them. With 21.7% of TikTok's U.S. audience made up of millennials, and over 1 billion active users globally, TikTok is where this demographic spends time. Building a presence on TikTok helps your brand gain recognition and trust among these influential buyers.
Humanize Your Brand: TikTok’s informal vibe allows B2B brands to show their personality and values authentically. Sharing company culture, employee stories, or participating in challenges can foster deeper connections with your audience, making your brand more relatable.
Demonstrate Your Expertise: TikTok isn’t just for entertainment - many users go there to learn. By creating educational content that addresses industry pain points, you can position your brand as a thought leader and offer valuable insights to your audience.
Drive Engagement (and Potential Conversions): TikTok’s algorithm favors content that resonates with viewers, regardless of follower count. Even for new B2B accounts, engaging content can reach a wide audience. While TikTok may not close deals, it’s a great starting point for building brand awareness and trust in a creative, authentic way.
Now, let's dive into the actual ideas for B2B small business owners!
1. Behind-the-Scenes Videos
Video by brookibakehouse on TikTok
One of the best ways to build trust and humanize your brand is by giving your audience a behind-the-scenes look at your business, just like Brooki Bake House in Brisbane has done, as shown above.
Show them what goes into creating your products or services, introduce your team, or showcase your office or workspace. B2B buyers are often looking for authenticity and transparency, and showing your day-to-day operations can help establish credibility.
Why it works: Behind-the-scenes content offers a personal touch, giving potential clients a sense of who they’re working with. Plus, it showcases your company’s work ethic and expertise in an engaging, relatable way.
2. Customer Testimonials and Case Studies
Video by sameera_collection1 on TikTok
It doesn't need to be complicated - a simple video of a happy customer, like Sameera Collection from Kathmandu, as seen above, works well.
B2B buyers rely on testimonials and proven results when making decisions. TikTok offers a great way to share these success stories in a creative, engaging format. You can transform written case studies or testimonials into compelling videos by adding video clips, images, and text overlays.
Why it works: B2B clients want to see tangible evidence of success. Showcasing testimonials and case studies in a TikTok-friendly format allows you to highlight your expertise and build trust with potential customers.
3. Educational and How-To Videos
Video by lennyrachitsky on TikTok
TikTok isn't just for fun dance challenges - it’s a powerful platform for educating your audience. As Lenny demonstrated above, you can create a short 'how-to' video on B2B sales. Sharing your expertise through how-to videos or quick tips can position your brand as an industry leader. Educational content is highly valuable for B2B buyers, who are often searching for solutions to their pain points.
Why it works: Educational content showcases your expertise and builds credibility. When B2B buyers see that your business can offer valuable knowledge, they’re more likely to trust your services.
4. Product Demos
Video by bestboughtproducts on TikTok
For B2B companies, product demonstrations are essential. In the example above, this online store is selling professional scissors and shows how to use them and the results, effectively 'showing the product' to barbers.
If your business offers project management software, create a quick video demonstrating its key features, such as task assignments, progress tracking, or team collaboration tools.
TikTok's short-video format is perfect for making product demos more engaging and easy to digest, especially for busy professionals. Create concise videos that highlight your product’s main features, functionality, and benefits.
Why it works: Product demos on TikTok allow potential customers to get a quick understanding of how your product works and how it can benefit their business, all in an entertaining and visual format.
5. Industry News and Trends
Video by neilpatel on TikTok
A great example is Neil Patel, who shares industry trends for his business audience through his award-winning marketing agency, as seen above. Keeping your audience informed about the latest industry news and trends is an excellent way to position your business as a thought leader.
Use TikTok to share quick updates on what's happening in your industry, or provide insights on emerging trends and how they might impact your target audience. If you’re in the technology space, share a quick update about the latest developments in AI or cybersecurity. Use relevant hashtags to increase visibility and reach a broader audience.
Why it works: B2B buyers value staying informed about industry trends. Sharing timely content not only shows that your business is on the cutting edge but also keeps your audience engaged and coming back for more insights.
6. Interactive Content: Polls and Q&A Sessions
Video by the.business.expl on TikTok
One of the unique aspects of TikTok is the ability to create interactive content, as demonstrated by The Business Explorer's poll about the biggest business challenges in the video above.
Utilize the platform’s built-in features like polls, Q&A sessions, or challenges to engage your audience directly. This not only fosters interaction but also helps you gain insights into your audience’s needs and preferences.
Why it works: Interactive content invites your audience to participate, making your brand feel more approachable and responsive. It’s also a great way to gather insights on what your audience is interested in, which can inform your future content.
7. Employee Takeovers
Video by renewi on TikTok
Here's a fantastic and simple example from Renewi, a recruitment business, showcasing a fun video where employees choose between working from home or in the office.
Let your employees take over your TikTok account for a day or a week to offer a fresh perspective on your business. This can be a fun way to showcase your company culture, highlight different departments, and share personal stories from your team members. It also provides your audience with a more diverse view of your brand.
Why it works: Employee takeovers add variety to your content and humanize your brand. They also allow potential clients to see the different faces behind your business, which can make your brand feel more relatable and trustworthy.
Automate TikTok Posting and Save Time
By applying these TikTok ideas, B2B small business owners can creatively engage their target audience, boost brand visibility, and ultimately drive leads and sales.
However, keeping up with TikTok can be challenging for busy small business owners. To maximize your TikTok strategy, AI-powered tools like Hookle can help you automate and track your posts with ease.
AI-powered tools can help you automate and track your posts with ease
With smart features like content suggestions and daily post ideas, Hookle makes it easy to maintain a consistent presence on TikTok and across multiple platforms.
Don’t just take our word for it - experience it for yourself. Try Hookle for free today and simplify your TikTok and social media marketing once and for all!
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