The DMA B2B Council posed a question to BIG little London's up-and-coming marketeers, Maya Behzadi, TikTok Strategist and Lili Small, Junior Planner about whether there is space for B2B brands on TikTok.

There is a big opportunity for B2B brands to make waves on TikTok because it’s levelled the playing field in terms of what consumers now expect in terms of creative output and finesse. The days of needing big production budgets and celebrity endorsement are no longer a necessity when driving education, acquisition or retention.

TikTok allows brands to speak directly to their community using authentic, prebuilt creative solutions which makes it intuitive - even for TikTok rookies - to produce highly engaging, creative content. Yet, the mindset shift from polished film, to quick and dirty TikTok may take time for some brand managers to get past, but those who successfully embed their message within a TikTok trend or insight to make fun engaging content, not an ad, will be the ones who succeed.

Embrace authenticity and influencers

Authenticity is key on TikTok, especially when it comes to brand and influencer collaborations. There has to be a similarity in terms of the content they create and their ethics. The Kourtney Kardashian x Boohoo sustainable fashion collaboration was called out for greenwashing all over TikTok as the two brands are known for ostentatious overconsumption which contradicts the ethics of sustainability.

Lili Small, Junior Planner at BIG little LDN explains, “It’s difficult to tell how genuine influencers are when branding themselves as “sustainable” because when a paid partnership is offered with a brand associated with underpaying their workers or being unecological, it’s sad to see many influencers jump at the opportunity.”

What this teaches us is it’s no longer acceptable to make advertising and marketing claims that do not match a B2B brands internal processes and operations. It’s something we’ve seen being called out in B2C Marketing, but B2B brands need to be equally as aware, especially if planning to introduce TikTok as a marketing channel. Where big budgets don’t get in the way of execution, the sourcing and contracting of influencers must authentically align with the campaign message.

Lili Small continues, “There are so many sustainable fashion influencers, and they’re such a huge part of why I love TikTok. Over the years they’ve inspired me to make my wardrobe more sustainable by showing me how I can keep up with the latest trends while also being kinder to the environment.

Many influencers have expanded their profiles by showing people that second-hand shopping is not only a cheaper option but a better one for our future. I love following @madisonxwild who shops sustainably for her clothing, creating thrift hauls that inspire outfit combinations and styling tips.”

Choosing influencers for their values over their celebrity reach may not drive as many eyeballs, but they will be the eyeballs that matter and drive positive ROI and brand recall for the right reasons.

Unleash employee culture

In any business, the employees shape the culture and are the biggest asset, which is why putting them front and centre of branded content is a proven B2B mechanic. It puts a face to the business, shows off internal culture and makes the business more relatable and engaging.

Maya Behzadi, TikTok Strategist at BIG little LDN explains what great can look like, “New Look is one of many companies that have embraced the power of employee culture, giving sales assistants at their Stevenage branch the creative reigns to publish content they know will resonate with potential customers. What started as 30-second outfit challenges in the summer of 2021, has since gained the branch over 382k followers - 228% more than the official brand channel - and more than 21 million views on one video alone.

Employees have 30 seconds to find a suitable outfit for an occasion that a viewer had commented on in a previous video – much like the everyday questions staff on the shop floor may receive.”

This embrace of employee creativity has made the Stevenage store the largest voice for New Look on TikTok. While on the surface this is very much B2C marketing - showing off the latest stock, staff product knowledge and excellent customer service - from a B2B perspective, New Look is seen to be a company that values the ideas of employees and as a result, become a desirable career destination for prospective recruits.

While employee culture can be expressed under the brand umbrella, TikTok can also be a place for individuals to create content while at work – subsequently promoting the brand they work for.

Maya continues, “Laura Fulgenzi is a shop assistant for Asda and creates funny content based on what customers ask her for in-store. For example, instead of finding chives, she does a jive. Generally getting over 1 million views on her videos, Laura has become an influencer in her own right and with over 55k followers, has become a powerful influencer for Asda – creating authentic content which advertises the brand, while potentially saving big on influencer fees.”

Getting started on TikTok in 2023

In summary, TikTok presents a significant opportunity for B2B brands to connect with their audience in a fun and engaging way, breaking the traditional norms of B2B marketing with content that entertains and warms people to your brand, filling the top of the funnel.

The key to success however, is knowing how to create content for TikTok, keeping up with trends and knowing what metrics you should be tracking.

If you’re looking to innovate your social media strategy to include TikTok, or have tried TikTok and not seen the viral success you were hoping for, get in touch with Maya, Lili, Alice and Emma for a helping hand.