With nearly 100 million active users in the United States, TikTok has exploded as a video‑centric platform—but it remains largely untapped by B2B marketers. While 48 % of U.S. users are aged 18–29 and many professionals may prefer LinkedIn for product‑centric content, there is a distinct niche of business‑focused audiences who appreciate quick, insightful videos.
By adopting the right tone and focusing on value‑driven storytelling, B2B brands can leverage TikTok’s high engagement to build brand awareness, generate leads, and humanise their offerings. Below, we break down the tactics that work best and showcase four brands that are already thriving on the platform.
The Current State of TikTok
Sandie Hawkins, General Manager of Global Business Solutions at Digital NewFronts, notes that users “watch TikTok like Netflix and Hulu.” That level of binge‑watching signals a fertile ground for brands willing to embed themselves in authentic conversations and trends. A March 2021 Kantar study found that 30 % of U.S. TikTok users report watching less TV, streaming, and other video content since joining the app, indicating a shift toward platform‑native video consumption.
Although the majority of early adopters were B2C, the data suggest a growing appetite for professional, educational, and industry‑specific content—an opportunity for B2B marketers to connect with decision‑makers in an engaging environment.
What Works Well on TikTok
Successful TikTok content is typically entertaining, relatable, and niche‑focused. The algorithm rewards videos that resonate with specific interests, so tailoring your message to a clear audience segment increases the likelihood of appearing on the For You Page. “The key is to produce content that feels authentic and directly addresses the challenges your audience faces,” says Frank Emanuele, Social Media Manager at Wistia.
Consider stories that solve problems, share quick industry insights, or celebrate the creativity of your community. When done right, even highly technical subjects can become accessible and shareable.
B2B Brands Creating Content
Let’s explore four companies that have carved out unique voices on TikTok and achieved measurable impact.
1. Morning Brew
Morning Brew’s mission is to make business news digestible. Their TikTok profile—“Become smarter in 60 seconds”—mirrors their newsletter tagline, “Become smarter in just 5 minutes.” With over 35 k followers, they publish satirical yet insightful clips about tech startups, big‑tech trends, and industry gossip. Their consistent brand voice and clever humor keep the audience coming back for quick, educational bites.
2. Adobe
Adobe’s suite of creative tools is a natural fit for TikTok’s vibrant creator community. Their first video, which amassed 767 k views, leveraged the popular “put a finger down” trend to ask creators what drives them—drawing, writing, pixel‑per‑second calculations, and storytelling. The second video surpassed 1.3 M views by inviting aspiring TikTok creators to showcase their work. These high‑engagement posts demonstrate how aligning with trending formats and offering genuine value can rapidly amplify reach.
Adobe also uses TikTok to spotlight other creators, asking the community to tag or duet with them. This collaborative approach strengthens their positioning as a platform that celebrates and supports creative talent.
3. Shopify
Shopify’s strategy pivots from product demos to entrepreneurial storytelling. Their videos spotlight quirky inventions—such as the inflatable arm‑flailing tube man or dog goggles—and the innovators behind them. By celebrating the journey from idea to execution, Shopify inspires viewers to pursue their own ventures while subtly positioning their platform as the ideal launchpad.
4. Square
Square, the payments powerhouse founded by Jack Dorsey and Jim McKelvey, thrives on community engagement. Their TikTok bio invites users to “Send us your videos,” encouraging small businesses to showcase how Square powers their operations. Through the Duet feature, Square adds commentary, tips, or critique, effectively curating high‑quality user‑generated content that educates and entertains.
For emerging entrepreneurs who haven’t yet adopted Square, these videos serve as both inspiration and a subtle call to action, creating a win‑win scenario for brand exposure and audience growth.
What Makes Sense for Your Brand
Even if your primary audience isn’t active on TikTok, the platform’s low barrier to entry and high potential for niche reach make it worth exploring. Start by identifying a specific pain point or trend within your industry and create short, value‑rich videos that align with that theme. Iterate, test, and refine—TikTok rewards experimentation and authenticity.
With a strategic approach grounded in data and creativity, your B2B brand can carve out a meaningful presence on TikTok and tap into a vibrant, engaged community.