TikTok’s growing B2B marketing potential
While many still assume TikTok is strictly a consumer-facing platform, the reality is quite different. Increasingly, it has become a powerful tool for B2B marketing. A key driver behind this shift is the changing demographic of decision-makers. Millennials and Gen Z professionals, who are digital natives, now occupy positions where they influence purchasing decisions. These professionals don’t engage with traditional forms of B2B marketing like trade magazines or cold emails; instead, they consume content in quick, engaging formats on platforms like TikTok.
The app’s short-form video format offers a distinct advantage. B2B marketing often involves explaining complex products and services, requiring multiple stakeholders and industry-specific language. TikTok forces clarity by rewarding content that distills key messages into concise, visually engaging videos. This shift resembles the evolution of the elevator pitch, except now, it happens through viral videos rather than face-to-face meetings.
Research supports TikTok’s growing influence in this space. According to Meltwater, TikTok ads have the potential to reach 48.8% of U.S. adults over the age of 18. Additionally, a study by TikTok and Nielsen found that 15% of all product discoveries now begin on TikTok. These numbers make it clear: companies that overlook TikTok as a B2B channel are missing a rapidly expanding opportunity.
The reality of TikTok’s audience
One of the biggest misconceptions about TikTok is that it primarily serves a teenage audience. While the platform initially gained popularity among younger users, its demographics have expanded. Millennials now represent 21.7% of U.S. TikTok users, making them a key audience for B2B marketing. The platform is also nearly balanced in gender distribution, with 54% of users identifying as male and 45% as female.
In terms of global reach, the United States leads with 148 million active monthly users, followed by Indonesia with 126.83 million and Brazil with 98.59 million. Additionally, TikTok has proven to be a valuable space for small and mid-size businesses, with a report from The Drum indicating that 52% of users exposed to small business content have made a purchase.
This data confirms that TikTok has become a hub for business conversations and purchasing decisions. As the professional audience on TikTok continues to grow, companies must recognize the platform’s potential beyond its early reputation as a space for casual, youth-driven content.
Cracking the TikTok algorithm
Unlike traditional social media platforms where follower count determines reach, TikTok’s algorithm levels the playing field by prioritizing content quality over audience size. Even small accounts can see exposure if they create engaging content.
TikTok’s For You Page (FYP) is the key to visibility. The algorithm prioritizes content based on several factors, including user engagement, watch time, hashtag usage, and posting consistency. The more people interact with a video, whether through likes, comments, or shares, the more likely it is to appear on the FYP of similar users. Videos that are watched to completion or replayed are also favored by the algorithm, as these metrics signal high engagement.
Smaller brands benefit from this system because TikTok does not automatically favor large accounts. If content resonates with viewers, it can go viral regardless of the creator’s follower count. This dynamic makes TikTok a unique opportunity for B2B brands looking to gain traction in a crowded digital landscape.
How B2B brands succeed on TikTok
Traditional B2B marketing approaches do not translate well on TikTok. A straightforward corporate video or a product explainer may struggle to gain traction. Instead, the most successful brands use creative storytelling and relatable content to connect with their audience.
Companies that succeed on TikTok focus on showcasing their brand personality, as seen with Adobe’s humorous skits that make fun of their own products. Others, like HubSpot, use short-form videos to establish thought leadership by sharing actionable marketing tips. Behind-the-scenes content is another effective approach, helping businesses build transparency and authenticity by offering a closer look at company culture or product development.
Influencer collaborations have also proven to be a powerful tool. TikTok users tend to trust influencers more than traditional brand messaging. Zendesk effectively used this strategy by working with TikTok creator Jax to create an original song that resonated with their audience. Additionally, companies like Shopify have found success with user-generated content, allowing real customers to showcase their experiences with the brand in a way that feels more organic than a traditional advertisement.
“The most successful B2B brands on TikTok are those that embrace the platform’s culture rather than trying to force traditional marketing tactics into a format that doesn’t suit them.”
TikTok advertising
Paid advertising on TikTok is still relatively affordable compared to platforms like Facebook or LinkedIn. The return on investment is also impressive, with advertisers seeing an average return of $2 for every $1 spent. In 2024, total ad spending on TikTok reached $4.8 billion, reflecting a 27% increase from the previous year. Major brands like Disney, Walmart, and Amazon collectively spent $690 million on the platform, explaining its growing importance in advertising.
What sets TikTok ads apart is their ability to blend with organic content. Unlike traditional banner ads, which can feel intrusive, TikTok ads often appear as native content that aligns with the platform’s style. This makes them more engaging and harder to ignore. The platform also provides advanced targeting options, allowing B2B marketers to reach highly specific professional audiences.
For businesses looking for cost-effective digital advertising solutions, TikTok remains a highly attractive option.
Is TikTok’s U.S. ban a real concern for businesses?
Despite its rapid growth, TikTok faces ongoing legal and political scrutiny in the United States. The U.S. government has raised concerns over data privacy and national security due to TikTok’s connection to its China-based parent company, ByteDance. As a result, legislation was introduced in 2024 to ban TikTok, with enforcement originally set for April 2025. However, political negotiations and legal challenges have stalled the process.
In January 2025, TikTok briefly shut down in the U.S., causing an 85% drop in traffic. Within days, usage rebounded to 90% of pre-ban levels, highlighting the platform’s resilience and the strong demand for its content. Advertisers have also continued to invest, demonstrating confidence that TikTok will remain a viable marketing channel.
For businesses using TikTok, the best approach is to stay informed about regulatory developments while diversifying their social media strategy. Even if restrictions are imposed, short-form video content will continue to thrive on platforms like Instagram Reels and YouTube Shorts, ensuring that the underlying marketing strategy remains relevant.
The future of B2B marketing on TikTok
TikTok has cemented itself as a major force in digital marketing. For B2B companies, the question is no longer whether TikTok is a viable platform, but rather how soon they should establish a presence. The companies that act now will gain a competitive edge, while those that hesitate risk being left behind.
The evidence is clear: TikTok offers massive organic reach, direct engagement with decision-makers, and cost-effective advertising opportunities. Businesses that embrace the platform’s unique culture and prioritize engaging content will be the ones that lead the coming years.
Key executive takeaways
- Expanding B2B potential: TikTok has grown beyond a Gen Z platform to become a powerful tool for B2B marketing. Decision-makers are younger and more digitally native, making the platform ideal for delivering concise, engaging content that drives product discovery.
- Diverse audience and global reach: The platform’s audience now spans across millennials and older demographics, with global penetration in key markets such as the United States, Indonesia, and Brazil. Leaders should recognize TikTok’s potential to connect with a broad professional audience and drive business engagement.
- Algorithm-driven visibility: TikTok’s unique algorithm prioritizes content quality and user engagement over follower count, offering equal opportunities for smaller brands to go viral. Decision-makers should invest in creative, high-engagement content and use strategic hashtags and trends to maximize visibility.
- High ROI and strategic advertising: With advertisers seeing an average return of $2 for every $1 spent and increasing ad spend trends, TikTok offers a cost-effective channel for reaching targeted audiences. Leaders should consider integrating TikTok ads into their marketing mix while monitoring regulatory developments to mitigate potential risks.
