The evolution of TikTok into a major player on the social media landscape has B2B marketers once again evaluating their social strategies. Today, 76% of B2B companies use some form of social media as a part of their multichannel marketing, so it’s only a matter of time before more businesses begin to leverage TikTok and other emerging platforms. But jumping on the bandwagon isn’t just about keeping up with trends; it’s about adjusting to rapidly changing channels and technologies in order to meet your target audience where they are.
Many B2B companies have underutilized social media as a whole with the reasoning that B2B means marketing to businesses, not people. However, businesses are made up of people who frequently use social media for both company and personal use. Those decision makers are absolutely swayed by the social media they follow — according to IDG, a whopping 84% of C-suite and VP-level decision makers are influenced by social media in their purchasing choices.
If you haven’t revisited your channel strategy in a while, here’s a rundown of all the social platforms a B2B marketer should at least be aware of in 2021 and how to take advantage of unique opportunities on each one.
With roughly three billion active users browsing the site every month, Facebook is still the biggest social media platform in the world. The age range of the average Facebook user skews older these days, which can be beneficial for some B2B marketers, depending on the industry. Your target audience is likely to have a Facebook, and, judging that nearly two billion people use Facebook every day, there’s a good chance they use Facebook as their platform of choice.
According to WordStream, B2B companies can best use Facebook to improve their brand awareness, increase lead generation, and boost traffic. For example, you can launch a lead generation campaign to gather data from the profiles of potential customers to expand your business. When it comes to organic content, you can post updates on promotions and new offerings, along with brand-building posts like staff profiles and holiday greetings.
With a billion monthly active users and a huge population skewing under the age of 35, any B2B company in an industry that trends younger audiences should be connecting with clients on this visually stunning platform.
Instagram’s business account option gives you the ability to track data on your posts and stories, with extra benefits such as the “swipe up” story link once you get over 10,000 followers. But Instagram is effective for more than tracking alone. 69% of marketers use the majority of their influencer budget on Instagram, leveraging its daily stories feature and prioritization of pictures for a powerful way to spread brand awareness..
LinkedIn is the obvious platform for B2B marketing, as it has credibility as a social network for business professionals. LinkedIn’s highest demographic is people between 46 and 55 years of age with a shared interest in networking and professional development. You can connect with other companies and potential customers easily through LinkedIn, while driving engagement by connecting with your employees, potential job applicants, and other interested industry personnel, too.
On LinkedIn, the focus isn’t just on humanizing your company image — you can use LinkedIn posts as a microphone for thought leadership to gain professional respect from other companies in your industry, as well as current and potential clients. Sharing new research and relevant third-party content will also help make your LinkedIn a hub of industry conversation.
Twitter is the second most popular social media platform for B2B companies, with 86% of B2B marketers using it for content marketing. To get started, it’s important to follow the right people. Marketing Insider Group has a list of great examples of B2B marketing influencers to consider.
Twitter skews toward a younger audience, but not as much as you might think. 25- to 35-year-olds and 35- to 49-year-olds are tied as the largest age segments on Twitter. That means you’re definitely getting an audience with B2B decision makers in it as well as the younger set, who might be up-and-comers in their organizations and often have more organizational influence than marketers might expect. In fact, over 45% of today’s B2B technology buyers are 25- to 34-year-olds. Twitter is best for getting into conversations with other B2B companies, potential clients, and people who are passionate about your industry, which is why it’s important to be responsive on the platform.
If you doubt the potential reach you can achieve on YouTube, think again: over one billion hours of video is watched on Youtube every day. Plus, 60% of people prefer it to live television. If you had TV ads in your marketing budget, consider switching to YouTube ads.
The age range is also productively different from other platforms: 67% of people over 50 use Youtube, so you’ll be more likely to reach the most powerful people at companies you work with. 50.9% of B2B buyers said they use Youtube to research before they buy. Since buyers are using Youtube specifically for research, produce content for your Youtube that focuses on the selling points of your products.
On YouTube, your company can post more than ads. It’s an excellent platform for showcasing your products, company culture, and other details that make your business stand out. YouTube videos can also be featured on your chosen social media channels, allowing you to increase overall engagement.
TikTok features an addicting algorithm, which delivers content tailored to users with precision. Unlike other platforms, TikTok uses a wider variety of metrics to adjust a user’s stream of content. The user base is the youngest of the major social media channels, with 32.5% of U.S. users ranging from 10 to 19 years old.
Consequently, TikTok is fertile ground to grow a brand. When your business joins a social media platform early on, engagement can grow at the speed of the platform itself. Design software provider Adobe is an excellent example of a B2B business that has found success on TikTok. Adobe posts motivational videos, quick and educational content, user showcases, and more on the platform to the company’s 85K followers. They’ve used TikTok to promote their brand and the designers who use it on a daily basis.
Where do I start?
If watching TikTok videos makes your head spin, begin promoting on established platforms like Facebook, LinkedIn, and Twitter. Each platform appeals to different audiences and demographics, which enables businesses to reach a range of different personas. The key to success on social media is consistency and keeping an eye on your data to understand what content performs well and what can be improved upon. By promoting via appropriate social media channels, you can engage new audiences and contribute to meaningful business growth.