Should Your B2B Brand Be on TikTok? Here’s the Truth
Teah Richardson | March 2025
SOCIAL MEDIA • B2B MARKETING • BRAND
TikTok has undeniably taken the world by storm and it seems that everyone and their dog (in fact, especially the dogs!😂) are using the platform.
If you’ve somehow managed to avoid TikTok and its lure to make you endlessly scroll then you may not realise the powerful traction it has gained. Here’s a snapshot of its staggering growth captured by SEO.AI (2024):
Over 2 billion active users globally
Projected to reach 2.25 billion users by 2027
The average daily time spent on TikTok has more than doubled, from 27 minutes in 2019 to 58 minutes in 2024
What started as a platform for viral dance trends has evolved into a major player in digital marketing. Businesses are no longer just dipping their toes in - they’re diving in, and B2C brands are leading the charge with impressive results. And if you’re looking for a B2C success story to prove it, look no further than the language-learning app Duolingo.
Duolingo: A Masterclass in TikTok Marketing
Originally sitting at 50,000 followers, the language-learning app now has an eye-watering 16.5 million followers and 424.5 million likes. And it’s not just vanity metrics - Duolingo’s daily active users are growing at 60% year-over-year, even after a decade in business (Creator Economy, 2024).
According to Ad Age (2024), more than 37 million people log into Duolingo daily, thanks in part to its viral presence. But it’s not just about the numbers - Duolingo has embedded itself into internet culture.
“If there’s one brand right now that has the knack for going viral, it’s Duolingo. The language-learning app has gone all-in on social-first storytelling, turning its beloved but notoriously pushy green owl, Duo, into a pop culture phenomenon in the process.”
So, we know that TikTok can be used to create success for B2C brands. But what about B2B?
The Pros and Cons of TikTok for B2B
While TikTok offers exciting opportunities for businesses, it’s not a guaranteed win for every B2B brand.
✅ The Pros
1. Massive Reach - With billions of active users, TikTok isn’t just for Gen Z anymore. A growing number of professionals - including decision-makers in industries like tech, marketing, and finance - are using the platform.
2. Humanises Your Brand - B2B companies often struggle with appearing too corporate or impersonal. TikTok provides a way to showcase your authenticity. The more relatable your business feels, the more trust you build. And in a world where AI-generated content is everywhere, authenticity has never been more valuable. TikTok’s raw, unfiltered style allows businesses to create content that feels real, personal, and engaging - helping you stand out in a sea of polished, machine-generated messaging.
3. Encourages Creativity and Engagement - The best-performing TikToks are fun, authentic, and engaging. For B2B brands, this is an opportunity to make complex topics more digestible - whether through humour, storytelling, or trends. If done well, TikTok can make even the most “serious” industries feel approachable.
Plus, it provides a fresh way for B2B businesses to showcase thought leadership, offering insights and expertise in a more engaging, informal, and authentic way.
Take @Samantha Lydon, Empower Development, for example. With 29.5k followers and nearly 500k likes, this training consultancy has mastered the art of combining thought leadership with entertainment. Their content is engaging and often presents valuable industry insights in a fun, lighthearted way. See their TikTok here.
4. Potential for Virality - Unlike traditional B2B marketing, where growth is often slow and steady, TikTok allows brands to go viral overnight. A single creative, well-timed post could generate thousands (or even millions!) of views, dramatically boosting brand awareness. Not too shabby right?! 👀
5. Diverse Advertising Options - Beyond organic reach, TikTok offers paid advertising tools that let businesses target specific demographics - including job titles and industries.
❌ The Cons
1. Not Always the Right Fit - If your business operates in a highly niche or traditional industry, TikTok might not be the most effective channel. Decision-makers looking for enterprise-level solutions may still rely on platforms like LinkedIn, webinars, or in-person networking rather than short-form video.
2. Requires a Different Content Approach - TikTok’s informal, fast-paced style means traditional corporate messaging won’t work. B2B brands need to rethink their approach, shifting from polished, professional content to something more casual and engaging - which can be a challenge for companies used to a more buttoned-up style.
3. Time and Resource Intensive - Success on TikTok isn’t just about posting a few videos - it requires consistency. Brands need to stay on top of trends, engage with followers, and continuously create new content. Without dedicated resources, maintaining a strong presence can be difficult.
4. Unpredictability - TikTok’s algorithm favours engagement and trending content, making it hard to guarantee success. What works one week might flop the next, meaning brands need to be agile and willing to experiment.
So, Should B2B Be on TikTok?
There’s no one-size-fits-all answer. If your B2B brand sells complex, high-ticket solutions to a niche audience, TikTok may not be worth the investment - at least not yet. However, if you’re open to experimenting with creative content, want to build a stronger, more humanised brand, and are willing to put in the effort, TikTok could be a powerful addition to your marketing.
At the end of the day, success on TikTok isn’t just about being on the platform - it’s about using it in a way that aligns with your brand, your audience, and your goals. And as more professionals embrace short-form video, the opportunities for B2B businesses are only going to grow.
If you're curious about whether your B2B brand should be on TikTok and how to get started - or if you're looking for support with your B2B brand - Bright Lights Business Services is here to help.
We offer flexible, tailored support for B2B consultants and SMEs to help you make it happen.
Head to our website to find out more OR book a call with us.