It’s a common misconception among B2B brands that platforms like Instagram and TikTok are just for millennial and Gen Z consumers looking for entertainment.
Contrary to popular belief, these platforms are not limited to the B2C market or specific age groups as over 50% of TikTok users are aged over 30. So, there’s a wide audience out there for B2B brands to tap into too.
In fact, such assumptions overlook the potential these platforms hold for cultivating meaningful connections and driving engagement within B2B markets.
Introducing B2B Reels into your marketing strategy
Instagram Reels and TikTok provide a unique way for B2B brands to boost engagement and spread the word about their products and services in a fun and educational way! Major B2B brands are already leveraging it – and it’s working!
In this article, we’ll explore why Instagram Reels and TikTok are worth considering for your B2B marketing strategy and how they can help you achieve your business goals.
Understanding Instagram Reels and TikTok
Instagram Reels and TikTok are at the forefront of short-form video content, giving users a platform to make and share exciting, educational, entertaining videos.
While the platforms have emerged as a primary marketing platform for B2C brands in recent years, its relevance to the B2B market cannot be overlooked.
The power of B2B Reels
B2B brands like Shopify and SEMrush are already taking advantage of TikTok to connect with their audience and boost brand awareness.
Gone are the days when consumers made purchasing decisions solely based on traditional ads from newspapers, billboards or TV commercials. Today, people want to connect with the faces behind the brands.
Building trust via authentic content
Platforms like TikTok and Instagram provide a stage for businesses to showcase their authenticity, brand values, and behind-the-scenes glimpses, allowing the audiences to form genuine connections and trust.
While B2B and B2C marketers typically approach social media differently, TikTok, in fact, brings the two schools of thought together due to its core focus on education, value-based content and storytelling.
This type of content, which focuses on delivering value, enables community-building and brand recognition, which can be a strong growth driver for B2B brands.
When your audience feels like they know and trust you, they are more likely to choose you. People buy from people!
Why use Reels for your business?
There are many ways in which these platforms can add value to your current B2B marketing efforts, apart from just driving brand awareness.
Due to the nature of the platforms, TikTok and Instagram Reels make it easier for brands and their audiences to connect. In fact, the 2023 Sprout Social Index Report shows that short-form videos are the most engaging type of social content, enabling brands to build a strong connection with an audience:
- 44% of people prefer to learn about a new product or service via short video content.
- 87% of marketers say video marketing has directly increased sales.
- Short-form video offers marketers the highest ROI of any social media marketing strategy, with 30-60 videos seeing the most success.
Four creative ideas for your business Reels
Let’s explore some of the top ways brands can use TikTok and Instagram Reels for B2B marketing.
Give valuable advice:
To thrive on TikTok and Instagram, it’s crucial to understand why users are on those platforms – for entertainment or education.
Your content must align with these expectations to engage your audience and grow a loyal following.
Here are some examples of how brands try to offer valuable advice via Reels without directly promoting their products or services.
@grammarlyofficial Using these steps will make editing your résumé a breeze. 🤝 #Résumé #RésuméTips #RésuméWriting #JobApplication #JobSearchTips #JobSearch #Grammarly ♬ original sound - Grammarly
Spotlight on your products or services:
Make the most of Instagram Reels and TikTok to create engaging content that showcases the features and benefits of your offerings.
These platforms allow you to communicate the real value of your products or services to your audience and is a better way to catch people’s attention compared to just posting static pictures which often don’t stop the scroll.
Canva uses Reels to announce any new feature updates and keep their users informed, while John Deere, a dominant force in the fields of agriculture and construction worldwide, has fully seized the opportunities offered by content marketing and social media.
@canva New features just dropped! From full-width items to anonymous collaboration, here’s #WhatsNew in Janyary: 🎬 Use customizable dividers for more engaging docs ↔️ Click and drag items full width for morr aesthetic docs 🗣️Mention your teammates for better collaboration and accountability 👻 Anonymously collaborate on docs even if they don’t have a Canva account 🪄 More Magic means more of the best features from Magic Studio in Docs #Canva #CanvaDocs #MarketingDigital ♬ April (No Vocals) - The Young Ebenezers
Demonstrate how your product works:
Use Instagram and TikTok as platforms for B2B marketing to provide product demos, tutorials, and informative how-to videos aimed at educating potential customers.
For instance, Shopify has predominantly focused its TikTok content on engaging tutorials, using this approach.
While delivery specialists, FedEx, use Instagram Reels to create some impactful short-form videos to talk about their services.
@shopify selling in person? we got you 🤝
♬ original sound - Shopify
Show what goes on behind the scenes:
Ogilvy has identified “employee advocacy” as a key influencer trend for 2024, indicating that companies will increasingly feature their employees on camera to expand their marketing outreach.
Although B2B employee advocacy has primarily thrived on platforms such as LinkedIn, the prediction is that this trend will also embrace TikTok in 2024.
IBM uses these platforms strategically to post behind-the-scenes and a day in the life of videos which would resonate with prospects and help keep employee engagement high.
@ibm Take a walk in the shoes of Hafsa Sohail, a Commercial Manager under IBM’s Apprenticeship Program in London. Check out our link in bio to sign up for our talent network. #DayInTheLife ♬ original sound - IBM
Business Reels: key takeaways
Short-form content is the future, and the popularity of Instagram Reels and TikTok is a testament to it. Yet most B2B businesses have yet to tap into its potential.
To stay competitive in the B2B market, it’s important to be exploring new content types, platforms and Instagram Reels and TikTok are certainly on the top of the list.
They provide a unique way of connecting with your audience, displaying authenticity and sharing interesting stories, while also driving traffic to your business.
Ready to elevate your B2B marketing efforts but want experts to handle it so you can focus on other aspects of your business?
At R&Co, we can help you do just that.
Simply reach out to us today, and we’ll craft a winning social media strategy tailored to your business. Find out more about our social media marketing services or contact our team.
For more B2B content inspiration, read our recent blog post on social media trends for 2024.
