Email marketing: what it is and how to implement it

TikTok

 More than 2 billion downloads speak for themselves: The video-sharing app TikTok has quickly become one of the most popular social media platforms and can now compete with the likes of Instagram or Facebook.

Due to the high reach, more and more companies are deciding to increase their awareness through TikTok advertising and successfully acquire new customers - at least in B2C.

But can the trending app, which is particularly popular with young people, also be used as a marketing tool in B2B? In combination with a lot of creativity and future thinking, the platform is definitely worth considering! Here you can find out why.

Things to know about the app: What is TikTok?

The social media app TikTok was launched in 2016 by the Chinese company ByteDance. In 2017 ByteDance bought the social media service Musical.ly to integrate it into TikTok. According to its own statements, the app is available in a total of 75 languages ​​and is enjoying an increasing number of users worldwide.

TikTok is primarily aimed at a younger audience, the so-called “ Generation Z ” between 16 and 24 years of age.

The main components of the app are short video clips of 3 to 60 seconds that can be shared with the global community. The creation of a video is intuitive: Clips can be edited, provided with filters and features, or stored with popular sounds from a large database.

TikTok is thus a skillful response to the increasing consumption of videos worldwide and provides the perfect basis for attracting the attention of users in a world overstimulated by stimuli.

What opportunities does TikTok offer companies in B2B?

TikTok seems to be the new trending app for marketing. But the video platform is met with great skepticism, especially in the B2B sector: Due to the very young fans, TikTok has hardly any entrepreneurial decision-makers. This means that the desired target group for B2B marketing does not (yet) exist. There is also the question of whether TikTok will continue to be considered relevant in the future.

On the other hand, TikTok can offer B2B companies a decisive competitive advantage: there is a high probability that competing companies are not yet represented on the channel. So the chances are good to stand out and build a community that will grow into the coveted age structure in the coming years. Aside from its use as a pure sales channel, TikTok also offers interesting opportunities for employer branding - after all, there is a large number of potential workers on the platform who can be addressed cost-effectively and efficiently.

Compatibility check, creativity, and a pinch of courage

Although TikTok is currently not considered as an advertising channel in the B2B sector, attractive opportunities can open up for your company. When you advertise on TikTok, you show your innovative streak and arouse the interest of potential customers. In B2B, it is essential to let creativity run free without sacrificing authenticity or integrity. Admittedly not an easy task!

If you dare to test new ideas and carefully study and validate your company's compatibility with TikTok, the experiment can certainly have its benefits.

Create TikTok ads through a business account on TikTok

The creation of a TikTok-Pro business account requires only a few steps and is similar to Facebook, Instagram, and Co.:

First, you download the TikTok app onto your smartphone and open it. In the menu bar, tap "Profile" on the right to register. After successful registration, select the three dots on the top right of your profile page and click on "Manage account". After that, the option “Switch to business account” will appear, which you tap and define a category for your company.

Once these steps are done, you can start advertising on TikTok.

The ads are created and managed in the TikTok Ads Manager: You will be guided step by step and can define essential factors such as the campaign goal (traffic, online sales, etc.), target group, or budget. TikTok provides a helpful "Smart Video" tool for the professional design of your ads.

In addition, ads on TikTok are completely quantifiable: You can use transparent analyzes and performance metrics to test and optimize your campaigns.

TikTok content in B2B marketing

Ads are displayed on TikTok based on relevance. This means that content should be designed for a predominantly young target group and for smartphone use. TikTok is particularly suitable for advertising brands, products, or services. To convey the marketing message precisely, ads should be visually appealing and contain a lot of creativity. TikTok is rather unsuitable for a serious offer of products that require explanation in the B2B area. But no rule without exception!

Marketing events conducted on the platform are already more interesting for B2B companies – such as the digital industry fair mentioned above. During the current corona crisis, in which masses of industrial and trade fairs as well as other classic advertising events are canceled, virtual sales events can be transformed into real opportunities for B2B companies.

In principle, it is important to weigh up in advance whether TikTok as an advertising channel is beneficial for your own company and does not damage your reputation!

Relevant postings for B2B companies

The content of the social media platform mainly consists of music videos. B2B advertisers should adapt to this format to pique app users' curiosity and interest. For this purpose, TikTok provides the so-called " Commercial Music Library" (CML). It contains over 150,000 songs and sound effects of various genres that companies can use royalty-free for their commercial purposes on the platform.

B2B companies in particular are well advised to focus on originality. The focus of the posts should be clear on the advertising message - and on TikTok, this is best reached by an unconventional idea or campaign.

The Tagesschau, for example, is one of the institutions that you probably wouldn't expect to see on TikTok. Nevertheless, those responsible for the television show have shown courage and regularly post a mix of entertainment, knowledge, and news. With relevant hashtags and sounds, the Tagesschau has become popular with a broad community within a concise time.

Creativity and the will to adapt the postings of the platform can also be promising for "atypical" institutions and companies from the B2B sector.

Business ad formats on TikTok

The video-sharing platform TikTok currently offers four different types of advertisements:

• 1. Branded Hashtag Challenge

• 2. Brand takeover

• 3. In-Feed Native Ads

• 4. Branded Effects / Lenses

1. Branded Hashtag Challenge

The hashtag challenges are a unique user-centric interaction format: companies can invite specific audiences to take part in the "challenge", create additional content around the campaign and point out the respective hashtag.

Such challenges are fun and increase audience engagement many times over. The hashtag search also makes other users aware of the campaign and the company gains in popularity.

2. Brand takeover

These static or dynamic ads in the form of images, GIFs, and videos appear when you open the TikTok app in full screen. Your offer thus achieves a strong visual impact and attracts the immediate attention of users. Using embedded links, the ads can be connected to an external landing page, challenges, or hashtags within the platform. According to TikTok, JPGs are displayed for 3 seconds, and videos between 3 to 5 seconds.

3. In-Feed Native Ads

As the name suggests, these video ads appear directly in the user's feed - more specifically in the "For You" section, which provides recommendations based on past activity. Approximately five videos apart, these ads will play full screen.

The advantage is that companies such as "TikTok Creator" can leave an authentic impression on the target group and efficiently present their brand. There is also the option of sharing or liking the ad, which further increases the reach.

4. Branded Effects / Lenses

“Lenses” are custom Snapchat - like stickers, filters, or special effects developed by TikTok. Users can interact with the brand through these filters. If lenses are integrated into a hashtag challenge, for example, a stronger connection to the respective company is created and the purchase decision is encouraged.

How often and when should B2B companies post on TikTok?

Unfortunately, there is no secret formula for how often and when to post on TikTok. The quality and originality of the posts

are a lot more important: If you manage to combine business-relevant content with entertainment even in a rather "dry" business, you will attract a lot of attention on TikTok - without having to post every day.

However, especially at the beginning, it is advisable to publish at regular intervals - and then when your target group is active. With a TikTok Business account, you get access to TikTok Analytics. This tool provides you with valuable information on how successful your posts are and when the target audience of your choice is most active in the app.

Advantages of TikTok for B2B companies at a glance:

• Long range

• Little competition

• Attractive presentation of products, services, and brands

• Participation in digital marketing events

• Innovative employer branding

• Likable, authentic,, and contemporary appearance

• Small, controllable entry-level budget

Conclusion

TikTok has long since established itself as a marketing tool for B2C companies. In the B2B sector, however, there is restraint. Due to the young users, the video platform does not appear to be the most effective advertising channel at first glance.

On closer inspection, however, it becomes clear: TikTok should not be completely ignored in B2B. Whether employer branding, marketing events, or advertisements - TikTok has a lot of B2B potential that can make your company famous without much competition.