Traditionally, TikTok was seen as entertainment for the young. Dances, challenges, memes — that’s how it looked in the beginning. At the same time, B2B companies turned to LinkedIn, industry conferences, and trade journals. That was where the “seriousness” was, where the “right” clients were. So it made sense that TikTok seemed far from the B2B world. After all, it’s hard to imagine a software company or a consulting firm recording a video to a trending song.

But times have changed. Today TikTok is no longer just a “platform for dancing.” It has become a space for educational and professional content. Imagine you’re looking for advice on automating business processes, and instead of a long article you find a one-minute video where an expert explains it in plain language, with an example right on the screen. And it works. People remember not only the advice but also the person who gave it. That’s how trust is built.

This is the key shift. TikTok has become a place where businesses can talk to clients the same way they talk in real life: short, clear, without complicated phrases. And even in B2B this works, because decisions are still made by people. People who scroll through their feed on the bus or during lunch.

Which leads to the real question: should B2B companies invest in TikTok? Can they not only “show up” there but also actually attract clients? And why, right now, are more and more businesses asking their marketers exactly that?

Why TikTok Is No Longer Just About Entertainment

Just a few years ago, TikTok was seen as a platform for dances, memes, and challenges. Funny to recall now, but most companies didn’t even take it seriously. The assumption was: “That’s for kids, we don’t belong there.” Today, that statement sounds just as strange as saying a business doesn’t need a website.

The Recommendation Algorithm: How the “For You Page” Works

TikTok’s biggest strength lies in its algorithm. On Facebook or LinkedIn, you mostly see posts from people you follow. Here, it works differently. The “For You Page” shows videos that might interest you, regardless of how many followers you have. This means that even a small startup with three employees could reach thousands of users with its very first video.

The algorithm focuses on reactions: do people watch the video to the end, do they like it, do they share it. If the answer is yes, TikTok pushes it further. Imagine a financial consultant posting a quick video: “3 budgeting mistakes companies often make.” A simple explanation, a quick sketch on paper — that’s it. If viewers find it useful, the video could attract more views than a long article on a professional industry site that’s been around for years.

Business Features Already in Place

TikTok has long since stopped being “just a video app.” It now has ad managers, detailed analytics, and advanced targeting capabilities. Businesses today can launch campaigns based on interests, job titles, and geography. Most importantly, they get statistics that show not just views but actual actions: website visits, form submissions, or leads.

Inside TikTok Ads Manager, you can set up a campaign as seriously as you would in Facebook or Google. The difference is that creativity is everything here. Users won’t forgive a stiff, overly formal ad, but they will engage with videos that feel natural, clear, and human.

Theoretical Market Examples

Let’s imagine a SaaS company offering a project management platform. A complex product, with a long sales cycle. How to explain its benefits? Through a series of short videos: “How to save 10 hours of work a week thanks to automation” or “Why Excel spreadsheets hurt your team.” This is not entertainment, but mini-lessons that present complex ideas in simple form.

Or a consulting company. Instead of long presentations, they can record short videos with tips: “3 questions to ask a client before starting cooperation.” A person scrolls the feed, sees the video — and immediately understands: these consultants speak clearly, without unnecessary pomp. And trust starts forming.

In TikTok, everything is built on simplicity. The algorithm doesn’t wait until you have thousands of followers. If you provide value, even in a niche, the content will find its audience. And that’s exactly what makes the platform attractive not only for B2C, but also for B2B.

Features of the B2B Audience on TikTok

Many still think TikTok is just a platform for schoolkids’ dances and cat videos. But reality has long been different. If you take a closer look at the feed, you can easily find videos from lawyers, IT specialists, café owners, and even financial consultants. And this is already a clear signal for business: clients aren’t always looking for you on LinkedIn — they might be “hanging out” on TikTok, scrolling videos on their way home from work or during a coffee break.

Why You Should Be Where No One Expects “Direct Advertising”

B2B marketing on TikTok works precisely because users aren’t set up for standard cold sales. On LinkedIn, everyone expects business content, but here the format is different. People come for entertainment but stay for usefulness. If a company delivers clear, light content that solves a problem or gives advice — it’s perceived much more warmly. As a result, attention to the brand appears naturally, without the feeling of “I’m being sold to.”

Imagine someone scrolling TikTok and stumbling upon a video titled “3 mistakes in lease agreements that cost businesses money.” That’s not an ad — that’s valuable expert content. And the same person, who just wanted to relax in the evening, may become your potential client.

Who’s Really on TikTok

It’s high time to drop the stereotype of “a platform for teenagers.” In recent years, TikTok has matured significantly. The average user is 25–40 years old. And these are exactly the people making business decisions: small business owners, marketing managers, HR specialists, department heads.

Think about it: a café owner watches videos with recipes for new drinks. A financial manager scrolls through tips on optimizing expenses. An HR professional watches clips about building corporate culture. That’s all TikTok. And this is exactly where you can reach people who really influence processes in their companies.

How They Behave on TikTok

Yes, people here love dances and memes. But more and more users are searching for educational and expert content. “How to attract clients through TikTok” is one of the popular search queries within the platform. People watch videos about business software, productivity hacks, legal advice.

This means that promoting a company on TikTok can actually work better than on “classic” social networks. Because what matters here is not “polished” advertising, but sincerity and simplicity. A format like a “short tip” or “useful hack” feels natural and quickly resonates.

Today, TikTok for B2B is no longer a fantasy but a working tool. You just need to realize one thing: your potential clients are here too. And instead of waiting for them on LinkedIn or at conferences, you can reach them directly on TikTok — with a simple tone, without unnecessary “formality.”

What Content Works for B2B

Many companies, when first considering TikTok for B2B, get stuck at the very beginning. The first question is always the same: “But what can we even show there? We’re not dancing.” And that’s where the biggest misunderstanding lies. TikTok isn’t about glamour or creativity “for the sake of creativity.” It’s about value. Simple language, accessible format, something you can watch quickly while waiting for a bus or standing in line.

Educational videos: short and to the point

You might be surprised, but in the B2B segment it’s not flashy ads that get the most views — it’s the simple “how to” videos. A 30-second explainer can deliver more than an entire conference presentation. For example:

• “3 ways to save on business processes without losing quality.”

• “How to choose a SaaS service for document management.”

These types of videos fit TikTok perfectly because people come looking for quick tips. If a company shares expertise in a format that’s clear without long introductions, that’s B2B marketing on TikTok that works.

Behind the scenes: show the real team

Another strong content type is behind-the-scenes. What matters here isn’t polish, but authenticity. Show how you test a product, how your team gathers for a meeting, how orders are packed, or even how developers debate a tough problem over coffee in the office kitchen.

Why does this work? Because in B2B, decisions are still made by people. When a future client sees not an abstract “brand” but real specialists, trust builds faster. Behind-the-scenes breaks down barriers, and these videos give a sense of transparency and openness.

Trends — but with substance

You don’t always need to invent something “unique.” TikTok thrives on trends. A popular sound, a new meme, or a challenge — and your video might land on the For You Page. But here’s the nuance: in B2B, balance is key.

For example, take a trending track and overlay text like: “5 reasons why cheap equipment ends up costing more in the long run.” Or use a popular meme to illustrate the difference between the right and wrong approach to customer service. This way it doesn’t feel like you’re borrowing someone else’s format — it becomes a bridge between entertainment and expertise.

A hypothetical example

Imagine a company that supplies business equipment. In classic marketing, they’d publish brochures with specifications. On TikTok, they could launch a series of short videos like:

• “5 mistakes when choosing office equipment.”

• “How we test equipment before sending it to a client.”

Short, lively, without unnecessary “formality.” These videos are perfect for people looking for practical tips. And even if someone isn’t ready to buy right now, they’ll remember the brand as an expert.

The bottom line is simple: in TikTok for B2B, the content that works is the one combining usefulness with simplicity. Educational clips, behind-the-scenes moments, and adapted trends — all these are tools that help not only gain views but also attract new clients. And most importantly — don’t be afraid to show your business as real and relatable. That’s exactly how trust is built.

Common B2B Mistakes on TikTok

Many companies still look at TikTok with suspicion: “This isn’t for us, we’re a serious business.” Or they try to “be modern,” but do it in a way that makes it obvious from the very first video — the platform is being used incorrectly. As a result, instead of clients they get a few random likes and silence. Let’s break down the most common pitfalls businesses face when entering TikTok for B2B.

Mistake #1. Treating TikTok like a “second Instagram”

This one’s a classic. Businesses simply take old corporate videos or presentations and upload them to TikTok. Dry text, long captions, static shots with a logo. On Instagram or a website this might still look okay, but on TikTok it feels like a banner ad that people scroll past in half a second.

The format is different. Here, short dynamic clips win — with pace, live footage, and simple explanations. If you try to “drag” an Instagram style into TikTok, it just won’t stick.

Mistake #2. Ignoring the format

It often happens like this: B2B companies try to squeeze long, complicated texts into TikTok. But the truth is, the audience here is used to taking in information quickly, without lengthy “introductions.” If the first seconds of a video sound like: “In today’s world, business processes are undergoing transformation…” — the viewer is already scrolling away.

People don’t want a lecture. They want to get the essence in a few seconds. TikTok holds attention when you speak simply: short sentences, examples, gestures, movement in the frame. Instead of dry theory, explain the idea “with your hands” — quickly, clearly, with visual details.

Twenty to thirty seconds of lively delivery will work a hundred times better than a one-minute video where long paragraphs have been pasted into subtitles.

Mistake #3. No strategy

Many companies enter TikTok “just to try.” They film one thing, then something completely different. Today it’s a team video, tomorrow it’s about the product, the next day — an office party. A week later — silence. The audience ends up confused: who are you, and why are you here?

B2B marketing on TikTok works when there’s a strategy. You don’t need to post daily, but you do need consistency: a clear tone, format, and themes. Without that, the profile looks like a chaotic diary, not a platform for attracting clients.

Mistake #4. Believing “our clients aren’t there”

This myth is still alive in many offices. “No, our clients don’t use TikTok. That’s for teenagers.” But the truth is, by 2026 the platform is long past being “just for kids.”

Entrepreneurs, small business owners, marketers, HR managers, IT specialists, lawyers — they’re all on TikTok. And they’re not only looking for memes but also for advice, instructions, case studies. Many have gotten used to consuming information in short video format because it’s fast and convenient. And if you’re not there, you’re missing the chance to reach them in the environment where they actually spend time.

What to Remember

Promoting a company on TikTok for B2B isn’t about “being like everyone else.” It’s about finding your own format and knowing how to explain complex things simply. Don’t copy Instagram, don’t hide behind dry texts, don’t post chaotic content, and don’t believe the myth that “our clients aren’t there.” Reality is different: they are. The only question is — will they see you among the millions of other videos?

How to Measure Effectiveness in B2B TikTok

Honestly, the biggest fear companies have when they try TikTok for B2B sounds something like this: “But how will we measure results?” They’re used to reports full of CTR, leads, ROI. And when instead they see “likes” and “views,” it feels like some kind of kids’ game. In reality, TikTok allows you to track very specific metrics. They just work a little differently than in traditional advertising.

Metrics That Really Matter

Don’t get stuck on follower count. For B2B on TikTok, that’s the least meaningful metric. It’s far more important to track:

• Views — how many times your video was actually watched. This shows reach.

• Reach — how many unique people interacted with your content.

• Engagement — reactions, comments, shares. In B2B this matters even more: if people are asking questions under your video, you’ve clearly touched on something relevant.

• Clicks — and here’s where the magic begins. TikTok lets you send people further: to your website, LinkedIn, or even a newsletter signup form.

Imagine you’re a consulting firm and you post a video called “3 Common Mistakes When Launching a Startup.” If someone watches, then clicks through to your site, reads an article, and leaves their email — that’s not just a like. That’s a lead.

What Goals Are Realistic

It’s important to understand: TikTok for B2B isn’t always about “closing a sale here and now.” Other goals matter just as much:

• Brand awareness. So that your name “pops up” when someone is looking for a vendor or service.

• Authority. When you regularly explain complex things in simple terms, people start to see you as “the ones who know their stuff.”

• Lead generation. Yes, it’s possible. But not in every video. It’s about strategy — a series of content that gradually nudges someone to reach out.

For example, a SaaS provider might first share quick business tips in short videos, then invite viewers to download a checklist on their site, and eventually collect contacts for email lead generation. It’s a longer path — but it works.

TikTok Working in Tandem With Other Channels

The biggest mistake is treating TikTok as a standalone island. It’s far more effective when integrated into your funnel. For instance: TikTok → website with a detailed article → signup form → email newsletter with case studies.

This way, you guide someone from a “light” interaction to a deeper connection. And here’s the catch: all channels need to match — tone, message, visuals. If after a friendly, straightforward TikTok someone lands on a website full of corporate jargon, trust disappears instantly.

So, is TikTok Worth It for B2B? Yes. But with the understanding that it’s not a magic button for instant sales. It’s a channel that helps build trust, showcase expertise, and gradually lead clients toward working with you.

TikTok: From Doubts to a Real B2B Tool

Not so long ago, the very idea of using TikTok in B2B sounded laughable. Most people pictured only dances, challenges, and memes — anything but serious business. But times have changed. Today, TikTok is no longer a “toy for teenagers” but a space where people look for something new: quick tips, useful insights, and simple explanations of complex topics. Here, you’ll find cases that help explain a product or service without long presentations. And this is exactly the opportunity for B2B companies — to show up where the client doesn’t expect “dry advertising,” but instead gets real value.

TikTok is No Longer Just for Entertainment

When you scroll through the “For You Page,” it’s often hard to tell whether a video is from a blogger or a company. The algorithm doesn’t favor “brands with money,” it pushes content that truly resonates. That could be a 20-second explainer on how to properly set up a CRM or a behind-the-scenes story of a team preparing a presentation for an international client. People watch, react, comment. And even if it’s a B2B product, it gets reach.

The First Movers Win

In B2B marketing, the rule is simple: whoever adopts a new channel first gains an edge. While competitors are still wondering “should we even use TikTok for B2B?”, the company that has already launched content is building awareness and collecting attention.

Imagine you sell accounting software. Instead of dry presentations, you create short videos like “3 Financial Reporting Mistakes That Are Easy to Avoid.” A simple format, no jargon, just practical examples from everyday work. These are the types of videos that can land in the feed of someone who could become your client tomorrow.

In B2B, It’s Not About Likes — It’s About Quality Contacts

Of course, success on TikTok shouldn’t be measured by likes or views alone. In B2B, the real value lies in trust, authority, and quality leads. One video can bring in just a handful of people, but they might be the ones who later sign multi-year contracts. That’s when it becomes clear: TikTok for B2B isn’t about “going viral,” but about speaking to your audience in a human, barrier-free way.

The Bottom Line

Promoting a company on TikTok is no longer an experiment — it’s part of a modern strategy. The platform’s algorithms allow even niche businesses to get reach that once required massive budgets.

So the question “should we use TikTok in B2B?” now sounds different: not “should we,” but “how fast can we adapt?” Because the ones who move first get the spoils.

Want to know how to attract clients through TikTok without spending years on trial and error? At COI.UA, we help businesses create content that actually works for B2B — from educational videos to full-scale promotion strategies.

COI.UA as Your Partner in the World of TikTok and B2B Marketing

Let’s be honest: launching B2B marketing on TikTok by yourself is no easy task. On the surface, it looks like you just need to “film a video,” but in reality, it’s far more complicated. The algorithm plays by its own rules. The audience instantly filters out anything dry or “corporate.” To make a video actually work, you need a strategy: what to show, which format fits your niche, and how to package the idea so people want to watch instead of swiping away in the first two seconds.

And TikTok doesn’t forgive a one-time effort. You can’t just post a single video “for all time” and expect a stream of clients. Trends change weekly, attention spans are measured in seconds, and without flexibility and a clear plan, even the most interested viewers will scroll past you.

Why a Partner Matters

Businesses often make a classic mistake: they take a standard presentation, cut it down to a minute, and call it TikTok content. The result? A boring video with numbers and graphs that has no chance in a fast-paced feed. On the other hand, some try to mimic youth trends with no connection to their own industry. Both extremes fail — either too dry or completely irrelevant.

That’s why it’s crucial to have an experienced partner who knows how to turn your B2B ideas into content that truly works on TikTok. This saves time, reduces stress, and helps you speak your clients’ language without losing your expertise.

How COI Marketing and Software Works

We don’t promise a “magic button” that solves everything. Instead, we start with analysis — who your audience is, what they’re looking for on TikTok, what triggers their trust, and which topics resonate. From there, we build a content plan where every video has a purpose: to show expertise, explain a product, bust a myth, or guide potential clients into your funnel.

We also handle production — from scripts to editing. Plus, we test different formats, from educational explainers to adapted trends. On top of that, we run ad campaigns so your promotion in TikTok doesn’t rely only on organic reach.

Why Now

In 2026, the simple formula “LinkedIn + Google Ads” is no longer enough. Audiences are scattered across platforms. Some still read newsletters, others scroll professional forums, but more and more people open TikTok every single day. And that’s exactly where B2B now has a chance — to get noticed where competitors haven’t even tried yet.

And most importantly — this isn’t about chasing likes or following trends for the sake of trends. What matters on TikTok is the quality of contacts. When your video reaches the right person — a procurement manager, a business owner, or a marketer actively searching for solutions — the impact is completely different. It’s not just a random view, it’s the beginning of a conversation that can grow into a partnership or a deal.

Our Proposal

So if you’re still hesitating about whether to use TikTok in B2B, the answer is clear: yes, you should. But not blindly. At COI.UA, we help brands speak TikTok’s language in a way that feels natural, engaging, and still truly professional. We’ll create a strategy that fits the platform and content that resonates with your audience.

While your competitors are still debating, you can already be where your clients’ attention is. And that’s what gives you the edge.