TikTok for B2B: Strategies & Content Ideas to Grow
Written by Brent Barnhart
Published on July 16, 2025
Reading time 8 minutes
Table of Contents
B2B marketing on TikTok is no longer uncharted territory.
And while TikTok is a proven powerhouse for B2C, more and more B2B brands and buyers are moving to the platform.
Look no further than household names in SaaS like Salesforce, ClickUp and Zapier actively posting on TikTok. Not to mention the 1m+ posts across tags like #CorporateLife, #CRM and #ProjectManagement.
From creative customer engagement to thought leadership, TikTok marketing as a B2B brand doesn’t mean making dry, “corporate” videos.
This post explains how to use TikTok for B2B with strategies and ideas to inspire you.
How can TikTok benefit B2B marketing?
Sure, using TikTok for business is nothing new.
But the platform is largely associated with ecommerce, apparel and beauty brands versus B2B.
What are the benefits of TikTok for B2B marketing, then?
For starters, TikTok offers brands an opportunity to leverage short-form video. Bite-sized, vertical videos are still the dominant content format across social media at large. Recent social media video statistics also highlight that short-form video delivers the highest ROI versus other formats.
Concise content and creativity thrive on TikTok. That’s what makes it the perfect place for B2B brands to break down complex ideas and concepts. For example, many buyers would rather watch a 15-second snippet about a potential software purchase versus an hour-long webinar.
Another benefit of TikTok for B2B marketing is the opportunity to reach new and younger professionals. New social media demographics show that TikTok’s largest user base is made up of 24-to 34-year-olds. This represents a huge slice of young professionals, including those who may not be as active on more “professional” networks like LinkedIn.
However, consider that TikTok’s Gen Z and Millennial professionals are prime B2B buyers. Food for thought: 75% of B2B buyers use social media in their purchasing decisions. Beyond that, TikTok offers opportunities to reach professionals via ads or events for recruiting purposes.
Compared to other networks, TikTok also provides a place for brands to showcase their personality and authenticity. Humanizing your company is crucial to reach buyers today and stand apart from competitors.
Ways to use TikTok for B2B growth
B2B brands have no shortage of options when it comes to what they post on TikTok.
But your content strategy ultimately boils down to your goals for growth.
Below is a breakdown of the most common ways brands use TikTok for B2B. Any combination of these tactics is fair game, depending on what you want to get out of the platform:
- Create compelling product demos & tutorials. Show people how to actually use your products in specific use cases. Create TikTok posts that demonstrate how a product or service works, including “how-to” guides and hacks.
- Promote thought leadership & educational content. Sharing industry insights, trends and breaking news can help establish your brand as an authority in your field. This type of content can also attract debate and discussions to drive visibility in the TikTok algorithm.
- Show off your company culture. Whether in-person or remotely, give your team the spotlight to give a glimpse into why your company is different from your competitors. Use the opportunity to humanize your brand, build transparency and reliability.
- Leverage social proof. Showcasing testimonials and user-generated content can build trust and credibility for your brand. Feature real customers, their experiences, success narratives or endorsements of your product or service.
- Add humorous content into the mix. Humorous content makes your brand more approachable and memorable. Not to mention, it increases engagement and share-ability. Create some lighthearted videos, skits or scenarios that resonate with your target audience’s daily experiences or relevant industry-specific humor.
- Facilitate community engagement. Engaging your audience through your content and interactions fosters a sense of community and increases both engagement and brand loyalty. Create TikToks that encourage audience interaction, such as Q&A sessions, polls, challenges, or calls for user-generated content.
- Partner with B2B influencers. Partnering with creators in your space is yet another way to build credibility through recommendations. It expands your reach to new audiences and leverages credibility of partners or influencers, producing organic endorsements of your brand.
- Run targeted TikTok ads. B2B brands can tap into TikTok’s ad platform to get in front of extremely specific audiences.
Tools like Sprout Social can help you in all of the above with streamlined social media publishing capabilities. For example, you can use the platform’s social media calendar to plan and schedule announcements while making sure that your promotional calendar is aligned across networks.
TikTok strategies for B2B success
While there are plenty of opportunities for cross-posting, don’t treat TikTok for B2B exactly like LinkedIn. Consider these specific strategies and best practices to maximize your brand’s reach and engage your target audience.
Put people first in your B2B TikTok content
The common thread between all successful brands on TikTok (B2B or otherwise)?
Real people are front-and-center in their feeds.
Whether you’re selling software or services, it’s crucial to have some sort of human element in your content. B2B brands that drive meaningful engagement on TikTok aren’t just posting screenshots of software. Instead, they’re doing behind-the-scenes content, “person-on-the-street” interviews content and comedy skits.
Just take a peek at the feeds of any “big” SaaS brands on TikTok. Chances are, their most recent videos will primarily feature real people in the real world.
That’s not to say there isn’t a time and place for more business-relevant content, such as educational content and product tutorials. The key is finding creative ways to feature your team, employees or customers in those types of content when appropriate. More product-centric content is fair game, granted it doesn’t totally dominate your strategy.
Piggyback on TikTok video trends
It’s no secret that the TikTok algorithm is super trend-centric and fast-moving. There’s a reason why memes, skits and videos containing trending audio are so popular for B2B brands.
Brands like ClickUp do a brilliant job of coming up with skits and piggybacking on memes that speak to their audience of project managers.
Adapting memes and trending audio to your brand can be tricky. It’s important to make sure that whatever you choose doesn’t clash with your brand’s voice or values. Given the never-ending stream of new trends daily, you should never feel forced to hop on a trend. There will always be more!
Incorporate TikTok hashtags and keywords in your videos
The boom of TikTok SEO is impacting businesses of all shapes and sizes.
And B2B brands are no exception.
That’s why you should be mindful of the TikTok hashtags and keywords you include in your videos. This includes descriptions and spoken speech detected by TikTok.
A combination of broad, niche and industry-specific hashtags is ideal. In terms of volume, three to five hashtags per video is the norm. You don’t want to risk keyword stuffing or distracting from your content.
Below are some actual examples of hashtags for B2B TikTok to give you a frame of reference:
- #B2Bmarketing
- #CorporateTikTOk
- #ProjectManagement
- #CRM
- #SalesTips
- #WorkLife
- #CareerGoals
- #MarketingStrategy
Again, social media is where B2B buyers are searching for solutions. That includes TikTok. Hashtags and keywords are low-hanging fruit to help your videos rank and get served to relevant buyers.
Hook customers with TikTok ads
The power of TikTok ads is extremely well-documented.
This is especially true for Spark Ads that feature creators.
These B2B influencer ads are great for telling authentic customer stories while also expanding the reach of your ad targeting. Check out this Spark Ad from QuickBooks with nearly 2 million views featuring a creator with 12,000 followers.
This ad uses the “day-in-the-life” content that’s popular on corporate TikTok as the source for an effective ad. When TikTok tells brands this “Make TikToks, not ads,” this is what they mean.
Repurpose your brand’s short-form video
Assuming your brand is already posting short-form video to platforms like LinkedIn, you can probably squeeze even more out of those same assets on TikTok.
Have any recent podcast snippets, announcements or employee advocacy videos? Cross-post them to TikTok if they’re relevant to your audience there!
That’s where a social media management tool like Sprout Social can help. The platform provides a comprehensive calendar and asset library to organize and schedule your content across networks.
These features guarantee that you maximize your existing content and that your social team doesn’t miss opportunities to promote major milestones for your company.
Start a free Sprout Social trial
Effective TikTok content ideas for B2B
The best practices above show how B2B brands can post on TikTok. To wrap things up, here are some additional content ideas to consider with actual examples to inspire your brand.
Day-at-the-office videos and skits
Low-edit smartphone videos are the office can be surprisingly effective when done right. This simple, seven-second video from HubSpot highlights how to piggyback on a TikTok trend as a B2B brand.
The “Say something stupid like” trend is in line with the brand’s playful voice and TikTok presence at large. That said, not every day-in-the-life video has to be humorous.
This video from Lucid Software takes a different approach with a “tools I use” breakdown from a B2B influencer. The creator’s narration provides the much-needed human element, which is a must-have for TikTok videos.
Hype up what makes your business special
Whether for recruiting purposes or simple branding, TikTok is a great place to show off your company’s personality. Making a case for what makes your brand stand out from the crowd should be part of your TikTok content strategy as a B2B brand.
This video from Salesforce is a great example, with an actual employee breaking down the benefits of working with the company and enticing new potential hires with a call-to-action at the end.
Promote your presence at events
Chances are, your company is attending its fair share of B2B events these days. If so, documenting the day-to-day happenings of those events can serve as awesome TikTok content.
MailChimp regularly covers its own events and conference presence, including panels and time-lapse event overviews.
Whether it’s a Q&A panel, a POV of the conference floor or something in between, consider how you can use in-person events to fuel your TikTok content strategy. These types of videos are major credibility boosters for B2B brands.
Product tips and explainer videos
Again, TikTok for B2B SaaS doesn’t mean just posting screenshots of software.
That said, brands on TikTok shouldn’t be shy about promoting themselves. It’s all about being creative and framing your content in a way that’s appropriate for the platform.
For example, Zapier uses a talking head-style video featuring an actual person to make announcements and break down the platform’s latest features.
By contrast, here’s a video from KNIME Software breaking down a very specific use case for their product. This video has a clear target audience and the friendly narration from an actual employee provides the human touch.
From new features to tools that your users may not be aware of, these types of videos are valuable to weave into your TikTok strategy in addition to more culture-centric content.
Talk to your customers
Perhaps one of the most powerful types of content to post on TikTok is testimonial videos.
Square has an entire series where the company regularly interviews brick-and-mortar businesses that use their platform. Regularly posting these reminds viewers of how many satisfied customers the brand has across industries.
Whether it’s a success story or a customer interview, talking to people who can sing your praises is an effective way to promote your brand on TikTok.
Putting your B2B TikTok strategy into action
TikTok provides countless opportunities for B2B brands to promote themselves. There’s no denying how unique the platform and its audience are, making it tricky for first-timers in the B2B space.
With a defined content strategy and goals in mind, your brand can make the most of the platform and stand out from the crowd. Granted, you have the right tools to build your presence and empower your team to promote your company effectively.
Try a free trial of Sprout Social to see how the platform can help you do exactly that.
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