The video-sharing app TikTok has passed the 2 billion user mark. Thanks to TikTok's strong reach, more and more companies are taking a closer look at this social network and considering entering it.

But does this social network allow BtoB companies to offer a real advertising advantage?

More and more users

The video-sharing app TikTok continues to grow in popularity.

At the end of April 2020, it broke the sound barrier with a total of 2 billion downloads. 

Only Facebook , Facebook Messenger, WhatsApp and Instagram apps have surpassed this mark in the social media segment. 

In June 2020, TikTok recorded 87 million downloads, making it the most downloaded mobile program in the world on the App Store.

In France, the number of users today would be well over 11 million and each would spend an average of just over an hour a day on the app.

Use TikTok in BtoB: skeptical in Europe, convinced in China

Within the BtoB segment, European companies are often skeptical about advertising on TikTok.

With its young user structure, entrepreneurial decision-makers have a small presence on the platform, which means that BtoB companies can't really find their target group for their advertising campaigns.

In a fast-paced digital environment, the opportunity for a company to create a significant gap with its competitors, doesn't happen often.

With TikTok still ignored by many companies, you have the rare opportunity to use the "first-mover" advantage.

On average, French users spend 17 hours per month on TikTok.

If you think developing a TikTok community will be complex today, imagine what it will be like when all your competitors are using it.

Let's not forget that businesses didn't care about Instagram in the beginning either - today, corporate accounts are the rule, not the exception.

In China, where TikTok is known as Douyin, has become a new, well-established and important channel for selling industrial products via short videos and live streaming.

Why is TikTok interesting for your Employer Brand?

The most trending social network of the moment has a dedicated feature for business pages.

Like other social platforms, TikTok allows brands to post their ads. These, if deemed of good quality,will appear in users' feeds. 

In addition, the social network is launching its BtoB offer, TikTok For Business. A boon for brands and businesses that want to target more of a customer base between the ages of 15 and 25, or even older.

This will give companies the ability to measure the success of their campaign through analytics. The goal: improve its performance and the impact of each campaign.

Knowing that the majority of TikTok's active users are young and grafted to their cell phones, the platform is an effective tool for companies targeting this type of audience.

It's also worth noting that the content is visually appealing and fun.

As much as we love these videos, they are extremely effective when your content strategy is diverse and combines both organized and authentic content.  

TikTok is making it easier for brands to join the platform through integrated purchases.

So, it is essential to use some creativity. The platform is not suitable for neat videos and serious offers.

To promote your brand, products or services, creating videos on TikTok is an excellent choice. Especially since it's both simple and cheap.

But before you launch your content on TikTok, study the platform carefully. Check to make sure it works with your company's style.

How to succeed with your Digital Marketing strategy on TikTok?

Before setting up your digital strategy on TikTok, define your goals. Analyze how the platform works to see whether or not it will reach your targets.

In this regard, you will note that 35% of the active users are between the ages of 15 and 24 years.

Content on this social media is dominated by music videos.

It's important to adapt yourself to this type of format to generate curiosity and interest from consumers. As with other social networks, build on originality.

In order to get noticed, seek out the perfect frequency to post your content. And to engage your community, interact with users.

Launch a hashtag challenge

The idea is to encourage users to create content and input your brand's hashtag.

This challenge is fun and very effective for promoting your business.

It fosters also engagement with your audience.

Work with specific TikTok influencers

Use Influencer Marketing on TikTok is an effective way to get your brand known.

This strategy allows you to quickly increase your visibility on the social network and to grow your community in record time.

In addition, you can track the engagement rate of your audience more easily.

However, make sure beforehand that the influencer's community corresponds to your target audience.

Influencers have become the influencers for brands 

For best results, opt for a professional who specializes in a particular topic.

Take advantage of TikTok advertising

Advertisements on TikTok help you touch a high number of users.

The social media also offers more precise  targeting, making it easier for you to reach your audience.

Advertising on the platform is divided into four categories:

• native content: like ads on Snapchat and Instagram, native content on TikTok takes into account clicks on brand websites and app downloads.
• branding takeover: companies have the possibility to create images, GIFs, videos...
       
  To generate more traffic, insert links back to your website or other content with high added value in your contents.
• the hashtag challenge: it's not always easy to make it viral. The ideal is to use popular hashtags.
• branded lenses: these are similar to Snapchat's 2D and 3D lenses for faces and photos.

Be sure to adapt the format of your ads to how the platform works.

To get the most out of your digital strategy on TikTok, familiarize yourself with its features.

As not everyone is on TikTok yet, the earlier you start, the better your chances of standing out.