TikTok has advanced considerably because it burst onto the socials scene in 2016. But, there’s a false impression of types that TikTok is just for leisure, or for creating content material that appeals on to shoppers.
While it stays an important platform for Gen Z within the UK, per social media statistics, it’s changing into simply as common for different demographics, making TikTok B2B advertising and gross sales simply as related.
Sprout’s Q2 2025 Pulse Survey discovered that 76% of individuals had buy choices influenced by social media previously 6 months, and this consists of deciding which companies to work with. TikTok represents a thriving community and a key alternative for UK B2B firms to get their firm and its providers in entrance of extra folks.
We’ll define why precisely TikTok B2B advertising is so essential, earlier than itemizing actionable methods with UK-specific model examples, and a few greatest practices to succeed on TikTok.
Why do you want TikTok for B2B advertising within the UK?
The financial and social panorama for B2B manufacturers is altering. Firms must adapt to those modifications to additional their attain and construct extra genuine connections with the individuals who work for his or her companions. These are a number of the greatest the reason why you ought to be utilizing TikTok as a B2B marketer right this moment.
Shifting demographics
Although TikTok nonetheless has a robust Gen Z group, its demographics are beginning to shift. Within the US in 2025, millennials are utilizing TikTok simply as a lot as Gen Z, and the app’s Gen X userbase can be rising.
As this development continues, so too will the necessity for UK B2B firms to construct a presence on the community. A significant a part of efficient social advertising is to satisfy your clients the place they’re at; right this moment, they’re more and more discovered on TikTok.
Natural attain potential
Round 28% of entrepreneurs are utilizing TikTok at present. This makes it a far much less saturated community for B2B content material compared with different platforms like Fb and LinkedIn. B2B manufacturers utilizing the community due to this fact, have a wider potential for natural attain.
Alongside showcasing the standard of their services or products, the 2025 Sprout Social UK Index™ discovered that UK customers need manufacturers to face out by means of the originality of their content material. By creating distinctive content material for TikTok, B2B entrepreneurs can stand out from their rivals and construct an natural viewers.
Authenticity and relatability
Similar to in B2C gross sales, B2B advertising will depend on creating genuine connections with folks working in different firms. Relatable content material thrives on TikTok, the place methods like confessional POVs and Q&As are a core a part of the community.
By tapping into this potential, you possibly can promote the abilities of your workers and humanise your model. Keep in mind that authenticity on socials is a shifting goal; it’s essential to keep up your popularity by means of interacting with and listening to your clients.
Innovation and thought management: Positioning your model
B2B gross sales and positioning usually depend on thought management, which includes constructing the popularity of your model and your workers as main authorities in your business.
Thought management has historically been within the type of long-form articles, ebooks or whitepapers. Nevertheless it’s potential to construct thought management by means of different sorts of content material, together with TikTok movies. By way of TikTok content material like podcast snippets, webinars or worker POV explanations, you need to use TikTok to show your organization’s experience.
Showcase merchandise
While B2B is a service-led sector, many firms can nonetheless profit from creating showcase-style content material. These place your services or products, by means of breakdowns, ads or different content material varieties.
This could be a significantly helpful technique for SaaS firms. You’ll be able to spotlight options supplied by your software, and supply TikTok demo movies that present viewers the way it works in real-time. This boosts your model’s authenticity and allows you to instantly market your answer in a means that solves issues to your followers.
Nevertheless it’s not only a technique for SaaS; by modifying this strategy, you possibly can showcase your organization’s distinctive service throughout the community.
Actionable methods to achieve UK B2B TikTok advertising
Success on TikTok doesn’t occur in a single day. For one of the best outcomes, UK B2B entrepreneurs must spend time strategising, with a thoughts to the distinctive alternatives and options that TikTok affords. These are some common methods that any B2B firm can begin utilizing right this moment.
Academic content material
Data-sharing on TikTok is without doubt one of the community’s main content material tendencies. By designing distinctive instructional content material to your followers, you possibly can train them helpful info whereas additionally positioning your self as a thought chief in your house.
Rachel Waring (@rachelemmawaring) is a gross sales strategist, and frequently makes use of her TikTok to create brief instructional movies designed to focus on small enterprise house owners.
Name to motion (CTA) content material
Including a CTA to your TikTok posts connects TikTok together with your wider advertising efforts, or to transform followers into gross sales.
Ensure to at all times pair your CTAs logically with the content material you’re creating. Should you’re selling a e-newsletter, make your CTA a sign-up hyperlink. Or if you happen to’re selling a product function, add a hyperlink to your web site with extra info. These CTAs enhance engagement together with your TikTok and improve their worth to your followers.
Humanise your model
TikTok affords a terrific alternative so that you can present what goes on behind-the-scenes at your enterprise. This technique can work whether or not you’re a world company or a one-person present. Should you’re managing B2B content material for an enterprise firm, contemplate specializing in a few of your smaller inner groups, and showcase why they’re so essential for your enterprise.
Should you’re managing a smaller firm, use TikTok to advertise your self as a founder. Daisy Morris (@the_self_hood) runs a social media consultancy and makes use of her TikTok to work together with followers and ask questions on how they use socials. She then makes use of this info to refine her providers and additional promote herself as an authority on all issues social media.
Observe tendencies creatively
Right now’s UK customers have a combined response to development leaping. The 2025 Index discovered that, whereas 40% of individuals nonetheless suppose it’s cool, 28% suppose it’s solely efficient inside 48 hours of the development beginning. Should you’re reacting to tendencies, you must due to this fact be well timed, however you also needs to suppose creatively and ensure it’s related to your model.
Take into account how your model might interpret the development in a means no one else can. By issues just a little in another way, you’ll be extra more likely to stand out out of your rivals and development your self.
Thought management
Selling thought management must be a key a part of your TikTok content material. Profitable thought management usually works properly when mixed with a few of these different methods above, like humanising your content material and specializing in training and worth.
Enterprise Nation (@enterprisenation) affords advisory assist for UK small companies. On this instance, they’ve paired their TikTok content material with a free four-week course, promoted by their workers, to point out off their experience in enterprise administration.
Showcase firm tradition
When plotting out your TikTok technique, take into consideration the targets for every submit. Generally, you may be creating content material to draw expertise, by constructing an affinity for your enterprise on-line. In these instances, use your content material to point out off what makes your organization distinct.
This may be by means of an workplace tour, a video of worker coaching days or a private video from one in all your management staff members.
5 UK B2B TikTok advertising examples to encourage you
Companies are utilizing TikTok advertising within the UK to bolster their wider digital advertising efforts. These are 5 examples of manufacturers getting it proper.
Sage
Sage (@sageuki) is without doubt one of the world’s greatest accounting software program suppliers, and their UK department manages an energetic TikTok account. Sage applies a number of totally different methods to their TikTok content material.
They usually pair content material with companywide occasions, and likewise associate with UK influencers and celebrities. Right here’s a profitable instance of their partnership with retired UK footballer Gary Neville to advertise their Accountex convention in Manchester.
However Sage doesn’t simply depend on influencers, their account additionally succeeds because of content material made by their workers and clients. They frequently highlight small enterprise house owners who use Sage instruments, who spotlight why their options are so helpful of their on a regular basis life. Any such content material builds Sage’s authenticity, and succeeds due to a transparent give attention to a audience of small enterprise house owners.
Healthxcel
Healthxcel (@healthxcel) is a superfoods supplier within the UK who’ve constructed an enormous TikTok following of over 140k. Although they do make B2C gross sales, additionally they promote their merchandise by means of different companies, making B2B part of their enterprise mannequin.
Healthxcel has achieved nice success by means of TikTok utilizing a mix of Spark Adverts, Computerized Focusing on and Customized Audiences. Firm founder Rima Deu usually narrates content material herself in a POV format, and posts concerning the realities of operating her enterprise.
She’s additionally dedicated to creating instructional well being content material for her customers, to advertise Healthxcel and wider entry to free well being training throughout the UK. She saves these movies to a playlist on the high of her account for straightforward entry. This choice makes it a lot simpler for customers to entry sure sorts of content material when navigating by means of Healthxcel’s profile. Should you’re creating several types of content material, take into consideration how one can modify your account to enhance accessibility to your followers.
Bolt UK
Bolt (@bolt) is without doubt one of the greatest taxi app suppliers in Europe, and has served the UK market since 2019. Bolt depends on its social media content material in a few methods.Firstly, to construct the model’s recognition and attain for riders, and secondly to place itself in its place taxi app possibility for drivers. These kind the B2C and B2B sides of its content material technique.
Bolt has used TikTok’s Conversion Carry Examine to optimise its output on the community and enhance app installs within the UK. Their success exhibits the significance of successfully monitoring and reporting on content material efficiency, to refine your strategy and enhance conversions.
When it comes to content material varieties, Bolt leans on humour to advertise its automobiles, scooters and meals supply providers to TikTok customers. They’ve just lately began a #passengerprincess development, and frequently reply to feedback to unravel any buyer issues.
Revolut
Revolut (@revolutapp) is a UK fintech banking supplier that gives accounts and cost options for people and companies. They’ve over 130k TikTok followers and sometimes create content material with esports influencers or that spotlight their apps’ options.
They usually submit B2B particular content material, which educates viewers on how the corporate operates. Right here’s an instance of an interview with their CEO, selling their worker administration answer, Revolut Folks. It’s an excellent instance of a bigger firm utilizing TikTok to humanise their model by means of content material, and as a means of positioning themselves as an progressive, tech-forward enterprise.
Attwell’s Solicitors
TikTok enterprise advertising might be simply as efficient for smaller UK firms with regional buyer bases, and Attwells Solicitors (@attwellssolicitors) is a superb instance. Attwells is an area regulation agency that gives providers for firms and people in Essex, Suffolk and London.
All of Attwell’s TikTok content material is filmed with their workers, and is designed to humanise the agency and educate followers. In 2024, they successfully jumped on the “on the lookout for a person in finance” TikTok soundbite development, that includes a video with their CEO, which achieved over 19 million views. Outdoors of good, well timed development content material, they submit constantly and mix helpful content material with humorous sketches that assist them stand out from different companies within the space.
Finest practices and suggestions for B2B advertising on TikTok
Should you’re simply beginning out with B2B TikTok advertising, otherwise you’re constructing your present community, these are some greatest practices that you need to use to spice up account efficiency.
Perceive your TikTok viewers
TikTok success will depend on figuring out who your viewers on the community is, and the kind of content material they need to see.
Apply any goal personas you have already got to your TikTok technique, however take into consideration how the community’s distinctive demographics will modify this info. With every bit of content material you create, ask your self what it might probably provide your viewers, and why it’ll resonate with them particularly.
Be constant
Very similar to any type of social advertising, the key to TikTok success is commonly consistency. Use a TikTok content material calendar to ensure you’re posting frequently.
But in addition depart room in your schedule to create extra well timed content material, or to react to any new tendencies.
Embrace lo-fi however high-quality content material
Not every little thing on TikTok must be a closely polished video. One of many community’s advantages is the way in which its creators and viewers embrace uncooked, lo-fi movies.
This doesn’t imply you shouldn’t put any effort in when filming, however try to focus extra in your artistic concepts, and the technique behind them, relatively than the execution. That is significantly essential if you happen to’re working in a smaller advertising staff with much less assets.
Interact with feedback and tendencies
Taking the time to answer to any feedback you’ve acquired can assist you construct stronger relationships together with your community of followers. Use your feedback so as to add extra worth to a submit, or to unravel particular person issues in case your followers have them.
The identical logic ought to apply to tendencies. If in case you have one thing to say, don’t wait; the earlier you possibly can add one thing associated to a development, the extra probably it’s that it’ll resonate. Simply be sure that the development aligns together with your model voice and is related to your followers.
Collaborate with workers or influencers
Filming content material together with your workers can promote firm tradition, and construct connections inside your inner staff. If this is part of your technique, be sure that everybody being filmed is snug with showing on firm socials, and construct this into any firm handbooks.
Discovering UK TikTok influencers also can additional your attain on the platform. Take time to discover a TikTok creator with an identical viewers to yours, and make your partnership a collaborative course of so you possibly can each profit from the tip consequence.
Analyse your efficiency
Lastly, assessment how your TikTok content material is performing usually. Have a look at essential TikTok metrics like engagement charges, views and follower development.
When you’ve began rising, delve deeper into TikTok analytics with instruments like Sprout, so you possibly can visualise extra knowledge and refine your technique additional.
Begin your TikTok B2B advertising journey strategically
As these examples present, profitable TikTok B2B advertising within the UK relies on experimental approaches and viewers understanding. It’s additionally about being constant and refining your methods over time.
Should you’re seeking to take the following step together with your TikTok account, otherwise you want extra pointers earlier than beginning one, learn by means of our full information to TikTok advertising for manufacturers.
