B2B companies must leverage TikTok to build brand awareness

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 19, 2021, 3:06 AM UTC

Using the brand’s repurposed TikTok content on other platforms helps build visibility.

The author makes a case for B2B businesses to consider being on TikTok seriously, especially given the platform’s billion active users, as per Market watch data. B2B brands can particularly leverage TikTok to build brand awareness and for employee advocacy.

B2B companies must also explore TikTok as it might help showcase their workplace culture, break through corporate formalities and humanise the brand. It also lowers the risk a B2B company becoming a “faceless” brand.

Further, short-form video content, organic video, paid campaigns could be explored by B2B brands on TikTok. Having checked suitability, the content created for TikTok could be repurposed for use on Instagram, YouTube Shorts or Facebook.   

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