Five reasons your B2B content strategy should include TikTok

Did you know TikTok eclipsed Google as the most popular search engine in 2021?

While Google has since regained its status as the most popular web-based search tool, today’s younger generations increasingly use TikTok as a viable alternative. That’s big news for a viral lip-synching platform launched in 2016.

In fact, TikTok’s rapid rise to success has piqued interests around the world, from emerging artists to corporate content creators. The app currently hosts 1.677 billion users. This article details the five biggest reasons that your company should be on TikTok, especially if you produce content to promote your B2B business.

1. TikTok is the new Google. You read that right; over a third of Gen Z users prefer conducting web searches through TikTok instead of Google, and we expect that number to grow. The app, which is known for lip-synching and dancing videos, offers a search feature for users to search restaurants, careers, statistics and more. While still a video-based platform, TikTok searches call up relevant results using the app’s sophisticated algorithm. If you want people to find your business through organic search, TikTok is a must-have.
2. You lose business credibility by not having an account. At Charles Aris, our Gen Z hires have told us that seeing the Charles Aris TikTok account verified the firm’s credibility and, ultimately, their decision to join. Having a business account is more than a trendy way to interact with your consumers; it shows you’re an authentic company that cares about engaging with its consumers.
3. Looking for affordable podcast hosting and video editing software? Look no further. Podcasts have become central to many B2B organizations’ content marketing strategies—for good reason. Hundreds of millions of Americans listen to a podcast at least once a month, and TikTok recently changed its maximum video length to 10 minutes, which means shorter podcasts can live entirely on the platform. Paired with its built in, user-friendly video editing software that allows you to shoot and edit raw video, the app has become a go-to for companies producing visual content.
4. TikTok is the first stop for influencer marketing. Your audience wants to trust your brand, and having a person, or “influencer,” tied to that brand is a great first step. TikTok makes users feel more connected to content by having video interactions. For example, a how-to video shot in “selfie mode” may feel like a friend on FaceTime helping you solve an issue in real time. The platform offers one of the best mediums to connect directly with your audience and put a “face to the name.”
5. You don’t have to dance (unless you want to). It’s easy to feel out of the loop when it comes to emerging platforms like TikTok. In fact, when our team recruits nonmarketing employees to engage in content, we often hear “do I have to dance?” The answer is no! TikTok has grown to host such a wide variety of content that you no longer need to sacrifice your brand voice or sense of professionalism to produce great content.

The takeaway:

With its growing search engine capabilities and diverse content landscape, TikTok isn’t just a platform for dance enthusiasts—it’s a dynamic platform where content creation can be as simple as pointing, shooting and applying a unique filter.

Check out the Charles Aris TikTok here!