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Should B2B Brands Be On TikTok?: Let's Unpack It
- 1. 1 FROM GEN Z TO THE C-SUITE CREATIVE MARKETING WITH TIKTOK By Julie Bourne, Freelance Content Strategist June 2021 HelloMorningPerson.com
- 2. 2 TWO QUICK THINGS BEFORE WE START: Sign up for my email list, if you’re interested in getting fun emails about non-bs marketing with some existential brain dumps from time to time (sorry): www.hellomorningperson.com *website is still under construction as I’m just starting to get my freelance ducks in a row. (pssst – hire me: Julie@hellomorningperson.com)
- 3. 3 WHY TIKTOK? Represents an important shift in social. Also: Growing degree of influence on other platforms (see Instagram Reels). The ways people are engaging and what they are open to from brands / what is expected from brands is changing. It’s also now one of the few places on the Internet where quality and authenticity is rewarded. Potential for organic growth is higher.
- 4. 4 via Tasha Kim, Medium THE ERA OF IMMERSIVE SOCIAL
- 5. 5 FACEBOOK TWITTER LINKEDIN PINTEREST INSTAGRAM CONTENT AGGREGATORS A mostly curated feed of links to other websites (distribution channels). Keeps friends, family, or acquaintances in touch. IMMERSIVE EXPERIENCES The platform IS the content. Thrives on ad- hoc interactions and authenticity. Brings strangers together over shared interests. TIKTOK Slightly less-so because can be passive: CLUBHOUSE INSTAGRAM
- 6. 6 HOW DOES TIKTOK WORK? • Video-based mobile app • Maximum length = 60 seconds - some users have early access to 180 secs • Proprietary environment • Scroll-thru FYP • Edits, filters, music/sounds, memes, co-creation • Content versatility – duet and stitch, trends, Q&A • Like / Comment / Share (via DM, SMS, & other social apps) • Quality means being clever, not being polished.
- 8. 8 THE ALGORITHM TikTok’s experience is rooted in the algorithm observing & interfering. You “train” the algorithm over time, with increased use.
- 9. 9 PERSONALIZATION: EXPLOIT/EXPLORE Exploit: using a learning to know what will garner immediate engagement, but user may get bored. Explore: can reveal new preferences but may be risky if it’s a bad recommendation. TikTok collects 100x more signals per user session than Netflix. The cost of a bad recommendation is also lower – seconds vs. hours. The result = a way to explore user tastes and personalize at an unprecedented level. https://twitter.com/ericstromberg/status/1326965330082750464/photo/1
- 10. MILLENNIAL WORK HUMOR K-POP FANCAMS DUMB CELEB IMPRESSIONS HEALTHY SNACKS PRODUCTIVIT Y TIPS BOOK RECOS DJ SETS NYC APARTMENT TOURS ANIMALS BEING FUNNY “STORYTIMES” TECH TIPS “DAY IN THE LIFE IN [___]” HEALTHY SNACKS BAD SONG DUETS QUARANTINE HUMOR COVID EXISTENTIAL DREAD DISNEY CHANNEL MOVIE RE-ENACTMENTS
- 11. A Got Milk ad of a guy scaling a wall; they say he’ll need milk to do that. A tour of BTS’ favorite restaurant in LA Corporate-life humor one-woman skit about how everything is time-sensitive A history museum from a small town does a re-enactment of Victorian pharmacists joyfully selling lethal doses of arsenic to angry housewives, to the song ‘Mariners Apartment Complex’ by Lana Del Rey A cat is at an Italian deli looking at all the meat in the window and the deli owner pretends to take his order A how-to of turning your Word document into a set of PowerPoint slides in one click A puppy who had his ears tied back with a scrunchie at the vet because they were too big A guy ranks NYC neighborhoods based on the likelihood that you’ll get punched in the face for looking at someone A ceramicist provides food and shelter for a carpenter bee named Harold after he loses his wing A step-by-step recipe demonstration for The Ultimate Veggie Sandwich 11
- 12. 12 ISNT IT JUST A DUMB APP FOR TEENS??
- 15. 15 75% of users are over 20. Over half are 30+. Statista March ‘21
- 16. 16
- 18. 18 TIKTOK IS PARTICULARLY RIPE FOR • Small businesses • Local businesses • Consumer (especially lifestyle) brands • Sports industry / teams • Journalists/News sources
- 19. 19
- 20. 09 August 2021 © Metia 20
- 21. 21
- 22. 09 August 2021 © Metia 22
- 23. 23 B2B DECISION MAKERS ARE ON SOCIAL MEDIA https://www.i-scoop.eu/b2b-buyers-professional-social-networks-purchase- decision/
- 24. 24 Tik Tok told The Drum: "We want people to turn to TikTok not just for entertainment, entertainment, but to learn something new, to acquire a new skill, or simply get inspired to do something they've never done before.”
- 25. 25 BUT WHY
- 26. 26 The numbers are on brands’ side (for now) 800M monthly active users 54% say they’ll maintain pandemic-level usage of the platform, 33% say they’ll increase it 79% have discovered new brands through TikTok 54% purchased a brand after seeing it on the platform (same as Instagram) via Attest
- 27. 27 Wide variety of ways to engage Organic Content Paid Content Sponsored Content Native Content
- 28. 28 Other Sponsored Filters (AR) Sponsored Hashtags and Challenges Original Sounds “Build in Public” Recruiting Commenting
- 30. 30 Time spent on TikTok means less time spent on other platforms.
- 32. 32 Insight into customers Use all the tools at your disposal to understand customers and culture 24/7 focus group (Use hashtags related to your brand, product, industry, etc).
- 33. 33 Experimentation Younger platform = less crowded. And appetite for out-of-the-box thinking. One exception to “spray and pray”
- 34. 34
- 35. 35 REVISITING THE BENEFITS OF SOCIAL FOR B2B High-funnel marketing objectives: • Creating brand awareness – let the world know who you are • Educating audiences – tell them something helpful, surprising, or interesting • Building credibility & trust – social proof, share customer stories, position yourselves as knowledgeable All of these lend themselves well to TikTok: • Can you educate them? • Can you entertain them? • Can you help them? Think: How-To’s, Industry News, Interviews/Podcast bits, Behind-the-Scenes content, HR/hiring
- 36. 36 Having a TikTok presence doesn’t make sense for all brands. It will likely be several more years for B2B brands to be active on TikTok. Depending on: • marketing goals • audience • willingness/ability to experiment it’s a giant white space & could be a big differentiator.
- 37. 37 (FAIR ENOUGH) REASONS TO BE NERVOUS • Measuring is difficult • Privacy concerns • Timeliness is vital – to be too late can mean invisibility • Quality control is looser • But can also take more time (can’t duplicate content efforts across channels)
- 38. 38 BEFORE YOU TAKE TO TIKTOK 1. Define your goals – focus on your brand identity and overall marketing goals 2. Observe, learn, play
- 39. 39 LESSONS • Don’t underestimate the power of leveraging individual “characters” in your socials • Hire skilled platform experts to do your socials • Celebrate humor and relatability • Use all the tools at your disposal to understand customers and culture • Invest in video content (duh) • Show what’s not so boring about your “boring” product/service
- 40. 40 LIKE THIS PRESENTATION?? I AM A FREELANCE CONTENT STRATEGIST WHO LOVES DIGGING UP ALL SORTS OF INTERESTING INFO. I CAN HELP YOU* WITH: -DESK RESEARCH -USER/AUDIENCE INTERVIEWS (1-1 & FOCUS GROUPS) -BUILD A CASE FOR SOMETHING / WRITE A POV -COMPETITIVE AUDITS -CONTENT AUDITS *agencies, entrepreneurs, start-ups, small businesses And much more. Email me at : julie@hellomorningperson.com And/or sign up for my email list at : hellomorningperson.com
Hinweis der Redaktion
- Full of opportunities not only for TikTok itself but for other social platforms that brands might already have a presence on. More human interaction
- Era 1- desktop native experience, centered around your group of friends (smaller group). Era 2 – users venture outside their intimate circles, rise of influencers. Users start interacting w/ brands in social. Still, they’re extensions of real life vs. ecosystems in themselves. Era 3 – defined by immersive experience. Distraction-free, hyper personalized, niche. Strong reliance on algorithms to boost content mostly outside your own circle. Actively influences IRL culture, vs. reflecting back real-world events.
- The way I’ve thought about this differentiation, as a content marketer, has to do a lot with distribution and where the content truly lives/ where we want people to end up. Use is passive, follows culture. Tend to be ad-heavy. Polished and edited. Active audiences, encouraged participation and co-creation, creates cultural influence, vs. reflecting it.
- proprietary environment. No time or battery % available while in the app. Sensation of opening and closing – can’t passively check. -very simple to use. Swipe up function, infinite loop -easy to share – quick links to share video to IG, or internally to friends, or text. Videos can be downloaded to view offline. -content versatility and legs – duet and stich features (see someone else’s video and then add your video next to it or overlapped on top), you can pull just the audio from tiktoks and do your own riff on it (this is why a lot of music artists get famous from tiktok), lots of filters. Memes that aren’t just pictures (like social awkward penguin or Wonka) but are videos that contain a lot of layers and can be perplexing without context.
- TikTok has more in common with TV than other social channels. In fact, Netflix has already recognized TikTok as a competitor in their last few earnings reports.
- What really makes tiktok special is -algorithm – It will boost high traffic content as well as relatively unknown content. It gets a sense of your preferences while throwing in the occasional odd-ball selection. However you interact – if you like, comment, or how long you watch it “trains” the algorithm to serve you more of that type of content This is what makes the experience personalized, and addictive. It also gives anybody with content that can resonate a chance to organically stand out.
- A way to think about personalization on social channels is as exploiting vs. exploring -algorithm – boosts high traffic content AND relatively unknown content. The more users engage, the more it boosts it’s reach. It gets a sense of your preferences while throwing in the occasional odd-ball selection.
- Here is what I tend to see on TikTok based on the way I’ve trained the algorithm
- The tallest bar is in the teen range but…
- And they’re making money!
- Brands that are successful on tiktik tend to be historically playful or a bit more experimental – they’ll find the app to be a more natural fit, but it’s also just a great place for fans of something (think: sports) or people who want to be well-informed about the news or know the latest products, whether it’s tech gear or a food that’s trending.
- Here are some brands that are standing out on TikTok Chipotle brand is already pretty silly / experimental . The joke here being that society would have advanced so much if boomers could only get past the correct pronounciation of chipotle which was a meme on Twitter that then multiple tiktokers had their boomer parents read the tweet and then chipotle compiled them. Low quality but genius how it came together. Magdas hotel – bit more high quality than you’d usually see but it works because it’s silly and clever and uses a trending song. Which was bored in the house by tyga
- I looked to see if any clients or big B2b brands are on social – not many of them are, some are but have zero content. Saving their place. Trends, fun filters. Jumping on cultural moments.
- Someone who talks about Microsoft 365 but has more followers is this guy who is a PM at Microsoft. I saw his post on LinkedIn and he’s talking about how he’s had great success onn TikTok sharing these super short Micro Tips on Office products. Personality is a big part of what makes a TikTok presence successful. Employee brand ambassador – some do it themselves because they’re particularly savvy and passionate, and some will be handed over the brand’s TikTok account as their owned project – they’ll be in charge of making and starring in the TikToks. People feel connected to the person and they’re often more relatable than a random influencer speaking on behalf of your brand.
- Mike’s not alone!
- TikTok is much more “pop-marketing” but remember that B2B decision makers are on social media, in general. 75% have used social to assist with company purchasing decisions. With c-level execs, that’s even higher (84%). (also important to consider the people who INFLUENCE decision makers – people who raise interest or seek budget to implement new tools, etc), which are the millennials and soon to be gen z’ers that are very active on tiktok
- The way that B2B brands currently do content marketing (if they do it well) is actually not far off with the way people engage on TikTok – they’re wanting to learn things, develop skills, get inspired – these aren’t unfamiliar goals for B2B marketing campaigns.
- The numbers are good. Pandemic brought record numbers to the platform – people were bored and couldn’t go anywhere and wanted to relate and cope with other people around the world. Where’d the world go during the pandemic – it went onto TikTok. And they’re not going away. Funny content – riffing on trending memes and formats / capitalizing on the weird Tutorials – showing how products work Education / topical content – creating broader understanding of a subject Gen Z is acutely aware that they’re being marketed to – they don’t mind hearing from brands, they just don’t want you to try and pull the hood over their eyes. I have a hypothesis that the rest of us are similarly becoming numbed to a lot of social advertising. Be inspired by this to be honest, genuine, and leverage the humans behind your business.
- Organic (lives on your account page and on the feed, comes up on people’s algorithm): The key: lean into individual personalities and be quick to jump on serendipity with trending sounds and filters and memes Paid – basically boosted organic posts - Best paid campaigns have seen companies create their own audio clips / could be talking or a jingle, generating their own virality. These don’t feel disruptive and users consume ads without realizing it – feels like part of the overall experience. Sponsored –Works best when brands tap into a user that was already engaged with its product. Resonates as authentic and natural, vs. heavy-handed. If employees are on TikTok – lean into their popularity and engaged audiences with official #sponcon. Ex) there are absolutely popular developers, gamers, productivity experts, financial experts, armchair or actual expert. Excellent opportunities to sponsor content. Native content – in-feed ads with a button that are more noticeably an ad in format and content (they don’t rely on trends and are more product focused) but should still adhere to the general principles of the app of creating something eye catching and appealing to people with specific types of interests.
- show the behind the scenes. HOW a company, product, etc. is built rather than promoting an existing, finished process. Tech is ripe to share as they go / grow. Even if you’re an established brand, you can tease new launches or new features by sharing a glimpse of the work behind it. Tell people you’re hiring / show what it’s like to work there / do a day in the life – give a charismatic employee the reigns. I could see Google doing a “what to expect on your first day of your internship” quick video
- On most platforms, you have to pay to be seen. Pay to play is only one of many options for brands on tiktok – this is one of the few remaining opportunities on social for people to organically discover your brand and not only because you’re organically promoting your own stuff, but because people are interested in discovering new products, their eyes are peeled for what other people are recommending The algorithm does a lot of work for you – not all of it, but a lot more than other socials. You create something that resonates, your chances of it going viral are much more significant.
- Because it’s so captivating and is more like getting into a TV show than checking in on social media, TikTok has surpassed Facebook in time spent on-app. We have finite time, so if you’re looking for where the eyeballs are – they are on TikTok (at least in the US)
- It’s easier than other platforms to grow an influence within a niche, meaning you have fairly regularly, level headed people becoming micro influencers who are able to build greater trust with their audience for the reason that they probably aren’t a full-time influencers
- As of now – most of the research that can be done is anecdotal and observational. but if we could conduct an actual study compiling audience sentiment around a certain subject or product in the way that you could with the social listening tools we currently have, it would be a game changer, with the level of honesty and lack of filtering ppl bring to the app. There are so many nuances that it’d have to be manual for a while, until we can get machines better at understanding deep nuance and context. Because it’s deeper storytelling, that goes beyond simply words of images, you can glean a lot more information.
- Platform that is safe for experimentation – as we saw before it has low cost of a bad recommendation, so if you don’t hit the mark, people are gonna move on pretty quickly . Exception to spray and pray because you can and should try different thing out. There’s not an Instagram grid to be precious about or major competition and spend to worry about on Facebook.
- Think about typical SOCIAL marketing objectives for B2b – the things we see a lot of are brand awareness, educating audiences, and building credibility and trust. Good content marketers know you don’t shove your product in people’s faces, you figure out where your interest overlap and you share interesting content related to that.
- TikTok definitely isn’t going to be for every brand. By the time all brands have moved onto the platform, audiences will probably be on their way out. but all brands can take inspiration and learn from what we’re seeing unfold and how it impacts the media landscape.