Why TikTok went into ‘professional mode’ to win B2B hearts

Dwelling of viral movies and Gen Z trendsetting, TikTok needed to persuade manufacturers it was additionally a platform for efficiency advertising and marketing.

In keeping with analysis, suggestions from colleagues and posts on LinkedIn had been the 2 most influential touchpoints for B2B decision-makers. Qualitative analysis additionally revealed TikTok was perceived as a tough promote for efficiency entrepreneurs who needed information proving the channel carried out.

The group knew it will be dangerous to spend cash making an attempt to persuade entrepreneurs on LinkedIn of the industrial potential of TikTok. Conscious of the necessity to reduce via, TikTok and the group at company Gravity Street went into full ‘skilled mode’ in a bid to disrupt the traditional LinkedIn speaking head case research.

Designed to be enjoyable and fascinating, the three case research clicked via to a marketing campaign touchdown web page supposed to nurture leads utilizing the tagline ‘Nice efficiency begins on TikTok’. The group posted efficiency stats for the ‘Speaking Heads’ marketing campaign, revealing TikTok’s value per view was 96% extra environment friendly than LinkedIn.

The social media app recruited creator and Gravity Street artistic director Rob Mayhew as its official TikTok for Enterprise spokesperson, tasked with sharing the message on social.

The marketing campaign drove a 12% enhance in entrepreneurs transferring from reservation to public sale base buying and selling on TikTok. A model uplift research achieved double digital development throughout key efficiency indicators, with 11% of entrepreneurs claiming TikTok helps them obtain their marketing campaign objectives.

As well as, greater than 400 efficiency entrepreneurs opted-in for TikTok for Enterprise marcomms, serving to the social media model win the Enterprise-to-Enterprise accolade on the 2023 Advertising and marketing Week Awards.