TikTok for B2B marketing: Key takeaways from the London B2B Marketing Expo
Traditional search tools like Google are increasingly being challenged by social platforms, with TikTok and YouTube leading the way. So, how can your business stay relevant on these platforms and to your audience? In this blog post, we’ll dive into key takeaways and insights from the B2B Marketing Expo in London.
At the end of November, Emma, Tim, and Erik from All Ears attended the B2B Marketing Expo, held this year in London. In addition to spreading the word about All Ears, they gained an insight that could reshape how businesses view information discovery and their digital presence.
At the expo, Christina Minshull, CEO of The Brand Audit, highlighted the importance of TikTok for B2B marketing. It’s no longer just a platform for dancing videos and funny clips. Today, TikTok is the largest search engine, especially among Gen Z and Millennials.
“TikTok might not seem like an obvious platform for businesses, but it’s still people behind job titles using it. Even if they’re not on it during work hours, chances are high they’re spending time there in their free time,” Emma explains.
By using keyword data from traditional search engines, businesses can start creating content that works on TikTok.
“This shows how critical audio-based communication has become. When people use platforms like TikTok to search for information, just like they do on traditional search engines, it opens up new opportunities for businesses to connect with their audience in a more relevant and natural way,” adds Tim.
"Spend your money where your audience spend their time." - Christina Minshull, The Brand Audit
Strategic opportunities for businesses
Emma and the team identified several ways TikTok can be leveraged as a strategic platform for businesses:
Reducing churn: By creating short, educational videos, businesses can reduce customer attrition. Adobe, for example, successfully uses TikTok to share instructional videos and enhance user experiences.
Trendspotting: TikTok is a powerful source for viral trends. By monitoring product categories and analyzing frequently mentioned words or brands, businesses can act quickly and create more relevant content.
Reaching micro-creators: Small, niche creators generate higher ROI than large influencers, making them key to effective marketing strategies.
Stay ahead with audio monitoring on TikTok
Trends start on TikTok—it’s a fact by now. A great example is the “Swedish candy” trend, which exploded on TikTok and created an entirely new market. To avoid missing out on similar conversations, businesses need to monitor TikTok—not just through text-based keywords but also with audio-based tracking.
With All Ears’ AI service, you can easily follow what’s being said about your brand, products, and industry on platforms like TikTok and YouTube. By setting up monitoring, you can identify when and where your products are mentioned and discover trends before they explode.
So make sure you’re ready to listen to what your customers are really saying about your business!