Not only is TikTok generally, with over 1 billion users today, the fastest growing social media platform for GenZ, no, TikTok is also becoming increasingly important among millennials and even boomers — TikTok recorded 24% here (GlobalWebIndex GWI) even the biggest growth.
According to one Merit-Survey, 73% of 20 to 35 year olds are already actively involved in decision-making processes for service or product purchases in their company. Even the somewhat younger so-called GenZ, which made up not much more than around 6% of the workforce in companies in 2020, will already account for over 20% in 2025.
The trend towards the platform will certainly continue for a while. Whether the expenditure of resources is worthwhile depends, of course, on the evaluation for your own company, the target target groups, the brand message and the products or services advertised.
Compared to the other “big” platforms, with the right creation, it is also possible to quickly and effectively build up organic reach and followers on TikTok.
However, the skepticism of most B2B marketers, particularly in Germany, offers Opportunities: experiment, learn and be the first in its segment Being active on such an accepted and trendy platform sets you apart from the competition. This has the advantage for the future of already being known by the target groups in whose hands the economic future lies.
Especially in employer branding Of course, TikTok currently offers the best opportunity to roll out effective employee campaigns, maintain the employer brand and get new employees interested in the company.
TikTok is an entertainment platform, yet recent studies show that 40% of 18-24 year olds are more likely to research search results on TikTok than on Google. This new user behavior is pushing more and more companies, including through their Social SEO options to think. Social SEO can ensure more visibility for your own company among potential employees or customers — even in the lower areas of the sales and awareness funnel.
The TikTok algorithm is certainly one of the strengths of the platform. It quickly learns to adapt to user behavior and preferences. When these preferences change — and this happens more often than you think — the algorithm also adapts quickly.
The most important parameters are user engagement: Who do users follow, what is liked, commented on or saved? Certain keywords, video subtitling and, above all, hashtags also support the algorithm in evaluating relevant content for the user.
The most effective is the combination and well-balanced use of three pillars: The creation of unique organic content (Organic Beats), the effective use of paid ads (Paid Peaks) and the establishment of authentic Creative partnerships with content creators on the platform. This mix enables continuous and meaningful interaction with your own target audience.
Companies and events such as SAY, WIX, Berlin Fashion Week, ADOBE or Shopify are already successful with various strategies and content formats. The following approaches can be identified:
• Make an effort to Discover-Page to come
• Take advantage of Hashtag challenges (such as the #Bossit2021 challenge from SAGE)
• Use hashtags correctly and stay up to date to viral trends not to miss
• Authenticity is essential: Your content must match the company in order to credibly address your target group
• Do you have Courage and fun when creating by TikTok videos
• Don't just imitate your own ideas, because originality is rewarded
• Take advantage of Effects and soundsto stand out from the crowd with content
To quickly achieve satisfactory results or to support your own profiles and campaigns, TikTok offers a variety of different ad formats and targeting options:
Reach, traffic, app installations, video views, conversion
Select a product/offer category, up to 20 keywords, location, granular interests, behavior, age, gender
Spark ads, in-feed ads, brand take-over ads, top view ads,
Branded Hashtag Challenges Ads, Branded Effects
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Even though TikTok is not suitable for every company in the B2B sector, the platform is already interesting for B2B companies, at least for use in employer branding. Anyone who wants to successfully position their brand among decision makers over the next few years should include TikTok in the relevant set of their marketing activities.
Not sure and want to check your social media activity? Uhura offers with the Social media audit test your social media marketing effectively and shows you opportunities in an insight and opportunity report. Talk to us.
