How to Use TikTok Videos for B2B Marketing: An Essential Guide

How to use the Right Videos for each Stage of your Marketing Funnel and Why?

How to Use TikTok videos for B2B Marketing An Essential Guide

If you’re looking to get started with TikTok videos for your B2B SaaS marketing success, then you’ve come to the right place.

In this guide, we’ll give you an overview of what TikTok video is and how you can use it to create many types of videos including social media ads, social shorts, and product marketing videos to promote your B2B SaaS business.

We’ll also share some tips on how to get your social media marketing going with the help of TikTok videos.

Let’s begin by understanding more about TikTok.

Table of Contents

PART I: Introduction to TikTok

1. What is TikTok?

TikTok is a social media app that allows you to create short clips and easily share them. B2B SaaS brands and businesses can use this app to create social video ads and social shorts for social media marketing campaigns.

TikTok’s main features are its short videos, vertical video format, and the ability to share the videos on other social media platforms.

Other types of TikTok content include: songs, videos, best memes, DIY projects, and short videos. But vertical videos, which have the ability to go viral quickly, are its most popular offering.

2. Why is TikTok the ultimate marketing tool for B2B SaaS companies?

B2B SaaS marketing is one of the most challenging marketing channels because B2B customers are not as easily persuaded by social media platforms.

They don’t like to be marketed to; they want to be educated and shown the value of a product before they make a purchase decision.

Marketing on social media platforms requires more than just a catchy headline or an attractive design. You need to understand your customer demographics and how they use social media. Your content needs to appeal to them and create leads for your business.

That being the case, you might be forgiven for being skeptical about social media marketing in general and TikTok videos in particular. Let us present you with some statistics:

  • says that over 3 billion people have downloaded TikTok.
  • The revenue generated by TikTok in 2021 was estimated at $4.6 billion, a 142% increase from the previous year, according to
  • Statista reports that 20% of industry professionals have increased their use of TikTok for marketing.

3. What factors make TikTok videos a perfect tool for social media marketing for B2B SaaS companies?

TikTok has been gaining popularity rapidly in the last few years. Let’s see why:

  • TikTok has an audience of over 200 million active monthly users, making it an attractive marketing channel for B2B SaaS companies looking to build their brand awareness and increase customer acquisition.
  • B2B SaaS Companies that market to young people often use the app to make their product or service appear relevant and novel among social media users.
  • It allows B2B SaaS brands to create their own content that can go viral.

TikTok For Business provides useful resources for businesses and brands to create content. Using the business account, they can use ad tools, track performance metrics, and gain audience insights. Here is the TikTok For Business website home page:

PART II: Using TikTok Video Ads

As the need for continuous engagement with customers and prospects rises, B2B SaaS companies find themselves with the need to produce large amounts of concise and entertaining visual content.

This need might pose challenges to some B2B SaaS companies, especially if they do not have in-house video production capabilities to create vertical video content such as social ads, social shorts, or product marketing videos.

Meeting their large video, dsign, and audio requirements is now easy. All you need to do is subscribe to Content Beta’s Content Studio, a product marketing and education content studio platform that is supported by a team consisting of some of the best creatives and UX writers.

We introduce you two of the recent examples:

1. Repurposing webinars into video blogs

Content Beta uses your old webinar/podcast recordings, hunts for the best parts, creates vertical videos, and posts them for you. All they would need is your existing video or your recording or maybe with a blog article.

This video blog example is created for WorkRamp, the All-in-One Learning platform that helps teams to build customized learning experiences for employees, customers, and partners.


2. Creating Vertical videos

Content Beta is seeing an increasing trend towards vertical videos with TikTok shorts, YouTube Shorts, and Instagram Reels getting 10X more views than just YouTube videos.

Imagine the impact your B2B SaaS brand will have with 150+ videos going out every month, establishing your presence and influence across all popular social media platforms.

This vertical video example is created for Mobile Monkey, a premier platform for Facebook Messenger marketing:


PART III: Other Types of Video Ads

There are a number of different video ad formats that businesses can use to reach their target audiences:

1. Spark Ads

Spark Ads are short video ads using which you can amplify your own organic content as well as promote published User Generated Content (UGC) by adding your link to it.

These ads can be used to promote products, services, or events.

2. Lead Ads

B2B SaaS Lead Ads are designed to help businesses generate leads from TikTok users. These ads are short, vertical videos that are up to 60 seconds long.

These ads allow businesses to collect contact information from users who express interest in their products or services. This information can then be used to follow up with potential customers.


3. Video Shorts

Video shorts are short, vertical videos that are up to 30 seconds long. They can be used to promote products, services, or events.

Businesses can use video shorts to give users a quick overview of what they have to offer. They are a great way to generate interest and get users to take action.

PART IV: Best Practices

TikTok is primarily known as a platform for Gen Zers to share short, funny videos. But that doesn’t mean it can’t be a powerful tool for B2B marketers.

In fact, TikTok can be a great way to reach and engage your target audience, and even turn them into brand advocates.

Here are some best practices B2B SaaS businesses can follow while creating social video ads and social shorts for their social media marketing campaigns:

1. Create engaging content

The key to any successful marketing campaign is to create engaging content. This aspect assumes additional significance when it comes to social media marketing.

When creating content for TikTok, it is important to keep your target audience in mind and the kind of content they want to see. Here are some tips:

  • Create content that is creative and engaging.
  • Tell a story that interests your target audience.
  • Use eye-catching visuals and catchy music.

Have a look at this example from Jotform:


2. Create concise videos

TikTok is all about short, sweet, and to-the-point videos. And that’s a good thing for B2B SaaS marketers, who often have a lot to say but not a lot of time to say it.

With viewers’ attention spans decreasing further, a good rule of thumb to follow is to keep them under 60 seconds, and focus on a single message or call to action.

Here is an example from Post-it:

3. Use vertical video

TikTok is a mobile-first platform, which means you should be creating vertical video to allow users to watch them on their phones.

Vertical videos are filmed in a vertical orientation, rather than horizontal. And they have become increasingly popular in recent years, as more people prefer to watch videos on their phones.

Here is an example of a vertical video from


4. Use humor

TikTok is all about fun and laughter. So, if you can find a way to inject some humor into your social videos, you’ll be more likely to engage your target audience.

Of course, that doesn’t mean you should be making a joke out of your product or service. But if you can find a way to make your videos fun and entertaining, you’ll be more likely to engage your target audience.

This video shorts is fun to watch:

5. Be creative

TikTok is a creative platform, which means that users are looking for creative content. So, if you can find a way to be creative with your social videos, you’ll be more likely to engage your target audience.

Think outside the box, and don’t be afraid to experiment. The more creative you can be with your social videos, the more likely you are to engage your target audience.

Look at this example from Airtable:

6. Partner with Influencers

Influencer marketing is a great way to promote your B2B SaaS product on TikTok. Look for TikTok users who have a large following and who are relevant to your product or industry.

Partnering with influencers can help you reach a wider audience and promote your product in a positive light.

7. Run a contest

Running a contest is a great way to generate interest in your product. Offer a prize that will be of value to your target audience.

Make sure to promote your contest on TikTok and other social media platforms. This will help you reach a wider audience and increase the chances of people entering your contest.

8. Use TikTok ads

TikTok offers a variety of ad formats that you can use to promote your B2B SaaS product including social video ads and social shorts.

Social video ads are short, vertical videos that are up to 15 seconds long. They can help you reach a large audience and promote your product in a creative way.

Here is a useful video that teaches you how to run TikTok ads:


9. Use hashtags

TikTok can be a powerful marketing tool, but only if you use it correctly. Using relevant hashtags that are specific to your product or industry is one of the ways.

Hashtags help increase the reach of your TikTok videos and appeal to a wider audience that is interested in your product or service.

Here are some tips on how to use hashtags to maximize your marketing efforts:

  • Use relevant hashtags: If your video is about B2B SaaS marketing, for example, then you’ll want to use hashtags like #socialvideoad or #socialshorts.
  • Use popular hashtags: Popular hashtags are those that are used frequently and have a large number of followers.
  • Use trending hashtags: Use them to promote a new product or service, or to start a conversation about a current event.
  • Use branded hashtags: Branded hashtags are great for promoting your brand and get people talking about your business.

10. Use effective captions

Captions are a great way to give context to your video and help people understand what it’s about. They are important for a number of reasons:

  • First, they make your content accessible to a wider audience.
  • Second, it helps viewers who are hard of hearing to enjoy your content.
  • Third, you can reach a non-English speaking audience.
  • Fourth, they help people watch the video without sound.

11. Use call to action

Call-to-actions are phrases that encourage people to take a specific action, such as liking your video, commenting on it, or sharing it with their friends.

A good Call-to-action (CTA) can help engage your target audience and get them to take action. They can be anything from asking your viewers to share your video with their friends to asking them to visit your website or sign up for your email list.

Whatever you do, make sure your call to action is clear and concise.

Here is a vertical video from HubSpot about using captions effectively:

12. Measure performance & Analyze results

There are a number of different ways to reach your target audience, but make sure your marketing campaign tracks the outcome to see what’s working and what’s not.

There are a number of different analytics tools out there, but one of the best is Google Analytics (GA), a free tool that you can use to track your website traffic.

Pay attention to the number of views, likes, and comments your videos have received. Looking at the demographics of your audience can help you adjust your marketing strategy and create better content in the future.

To set up Google Analytics, you should have a Google account. Here is a video on GA:



As a B2B SaaS marketer, you’re always looking for new ways to reach and engage your target audience. And with the rise of social media, there’s no shortage of platforms to choose from.

Many businesses use TikTok for fun and entertainment, but there’s a lot more to this social media platform than just making videos for laughs.

TikTok is primarily known as a consumer platform, but it can also be used for B2B SaaS social media marketing.

Here are some more reasons:

  • TikTok is now a popular platform, especially among younger users and has over 800 million active users worldwide.
  • TikTok videos are typically vertical and short, making them perfect for creating social media shorts and social video ads.

Finally, should your B2B SaaS business use TikTok?

Absolutely. As the competition hots up in the B2B SaaS space, you should be open to exploring creative ways to market your B2B SaaS products using engaging product marketing videos. And TikTok provides a great platform to do just that!

Frequently Asked Questions (FAQs)

For example, a B2B SaaS company selling marketing software could create product marketing videos like “How to put your marketing on autopilot” or “How to boost your marketing 10X” and use it to demonstrate how its product can help and promote it on social media.

TikTok videos tend to be short, typically less than three minutes long. This makes them perfect for Social Media marketing.

Plus, because TikTok videos are easy to make and share, they can be used as a way to introduce new products or services or to provide customer testimonials.

TikTok video ads can be used to create engaging content that will attract attention from potential customers.

So if you’re looking for a way to increase your B2B Social Media reach and drive more leads through content marketing, consider using TikTok videos as a powerful tool.

You can use TikTok videos to showcase your product or services. These videos by their very nature lend themselves to making product videos that are fun and interesting.

This will not only keep the current customers engaged but also attract potential customers.

Social video ads and social shorts are useful for targeted demographic marketing. You can create product marketing videos to show your satisfied customers using your product or service.

You should make these videos a fun experience because you are catering to an audience that differs from average Facebook or YouTube viewers.

Content Beta