61% of B2B Entrepreneurs Are Utilizing TikTok: Survey Outcomes

In the event you haven’t downloaded TikTok or discovered any trending dance strikes for the reason that platform’s launch in 2016, then you definately’re in all probability within the minority. The app has skyrocketed in recognition, with over 1 billion active users, based on Hootsuite — and it doesn’t appear to be that quantity goes down anytime quickly. 

However, simply because individuals are head over heels for the social media app doesn’t imply it’s a wholly very important advertising and marketing platform for promoting professionals to implement into their social technique. The app has suffered from privacy concerns in recent times because of its knack for accumulating customers’ private information. However has that stopped manufacturers from utilizing the social media platform? 

We needed to see how entrepreneurs really feel about TikTok and whether or not or not the social sensation is a tactful (and protected) place to publish model content material. To reply our burning questions, we performed a survey that was despatched to and answered by 100 B2B digital advertising and marketing professionals — with stunning outcomes. 

Right here’s what we found:

Key Findings:

1. TikTok has been broadly adopted by many firms as a part of their advertising and marketing technique, even with potential security issues current. 61% of respondents stated their firm has a TikTok channel. The opposite 39% of individuals claimed the principle purpose their enterprise doesn’t use the platform is that the app’s demographics don’t align with their goal audiences. 
2. Whereas there are a number of explanation why firms use TikTok, the commonest are to increase attain and enhance model consciousness, making the social media app a fantastic place to attach with beforehand unreached prospects. 
3. Though 60% of respondents stated the largest advertising and marketing benefit of TikTok is reaching new teams of individuals, the highest problem of utilizing the app for advertising and marketing functions is measuring ROI (39% of individuals responded that they’ve points monitoring success). 

Who Did We Ballot?

To get a full view of our key findings, let’s take a more in-depth take a look at who our respondents are:

Though Brafton companions with a number of varieties of firms throughout numerous industries, all of our respondents have been advertising and marketing professionals working inside the B2B house. They’re additionally working all around the globe, with nearly all of respondents based mostly within the U.S. (71%), the U.Ok. (26%) and Australia (3%). 

Able to see what these promoting professionals take into consideration TikTok? Let’s leap into our key findings.

Takeaway 1: 61% of Responders’ Corporations Have a TikTok Channel

When requested if their firm has a TikTok account, 61% of individuals stated sure — and that’s a pretty big share. The app has come beneath warmth for posing a risk to American information, however massive numbers of firms proceed to make use of TikTok to push their model in entrance of viewers — and it’s working! In reality, 72% of the 61 respondents who use TikTok stated they’re attaining the targets they initially set as an organization.

Though these folks all work in numerous varieties of advertising and marketing jobs, most stated they don’t even have a hand in managing the account. 65% of the businesses that use TikTok job their social media crew with creating and posting content material; 31% have their accounts managed by their advertising and marketing, communications or PR crew; and the remaining 3% of companies depend on different administration strategies (e.g., outsourcing). One fascinating truth to focus on is that nobody on this survey outsources their TikTok channel content material creation.

As for the 39% of respondents whose firms don’t use TikTok, 51% of them stated the reason being that the app’s consumer demographics don’t line up with their audience. That stated, there are a number of different components maintaining firms off the platform: 

• 18% – The corporate’s crew lacks vital assets like finances, time or folks.
• 10% – The app conflicts with firm values.
• 10% – The enterprise has privateness issues.
• 3% – TikTok doesn’t have the performance they want.
• 3% – Staff are afraid TikTok will likely be banned.

That stated, simply over 40% of those that don’t use TikTok but stated they deliberate on organising an account within the subsequent few months. 

That brings us to our second takeaway … 

Takeaway 2: The Principal Causes Corporations Use TikTok Are To Develop Attain and Enhance Model Consciousness

Respondents stated the principle causes they use TikTok is to increase attain (31%), enhance model consciousness (30%), showcase merchandise (25%) and join with their viewers (15%).  

Additionally they stated that the highest benefit of utilizing TikTok for advertising and marketing is its potential to attach firms to new audiences. As a result of TikTok customers spend a median of 1.5 hours on the app every day, companies that publish video content material have a excessive probability of showing on the screens of extraordinarily energetic viewers. 

Survey responders stated different precious advantages that TikTok offers embrace its cost-effective outreach and straightforward content material creation course of.

Takeaway 3: Though TikTok Supplies A number of Advertising and marketing Advantages, 39% of Responders Have Points Measuring ROI 

TikTok comes with its fair proportion of points, the principle one being its issue with measuring ROI. In reality, 39% of respondents stated this was the largest problem with utilizing TikTok for advertising and marketing functions. 

Of the businesses utilizing TikTok as a part of their social media advertising and marketing efforts, 13% stated they haven’t any documented TikTok technique. It may be particularly exhausting for firms that make content material with out a clear, measurable end result in thoughts to know in the event that they’re truly receiving optimistic outcomes, which can be why figuring out success on TikTok is tough. That is significantly true when you think about model consciousness is the principle objective for therefore many B2B firms utilizing TikTok — model attain is notoriously tough to measure meaningfully.

Different reported issues with the social platform embrace an absence of focusing on choices (29%) and low engagement (20%).

Suggestions for Utilizing TikTok for Advertising and marketing

Now that you already know entrepreneurs’ trustworthy ideas about using TikTok to flow into model content material, you could be able to create an account to your firm. Use this info as you get began:

Know what metrics to measure: TikTok’s algorithm could also be a bit elusive, however your metrics don’t should be. Some key numbers to trace to refine your social technique embrace: 

• Engagement price by view.
• Engagement price by follower.
• Engagement whole.
• Hashtags per video.
• Month-to-month follower progress price.
• Movies by mentions.
• Movies per week.
• Views per follower.

Present worth to viewers: Individuals typically don’t wish to be straight offered services or products whereas they’re utilizing social media. Use TikTok as a possibility to present your viewers necessary info in order that they consider your model once they do have to make a purchase order.

Use trending content material whereas nonetheless providing authentic work: In the event you’ve been on TikTok, then you definately’ve almost certainly heard or seen the identical music, dance or sound chew used over and over in numerous movies. To get in entrance of extra folks, incorporate these developments in your personal movies, however make sure you’re bringing one thing distinctive and helpful to the social media desk. 

In Conclusion

Even with the privateness issues that TikTok faces, the app remains to be thought of a precious advertising and marketing device by a stunning variety of B2B firms — particularly amongst people who have a set technique in place and perceive the platform’s strengths. If TikTok wasn’t significantly in your B2B crosshairs prior to now, it is perhaps time to rethink.