TikTok – The Influence Over the Market

Late in the year 2021, TikTok overtook Google as the most popular website in the entire planet. That should have served as a major wake-up call for marketing professionals who are already formulating plans and allocating funds for the coming year.

TikTok - The Influence Over the Market

Consumer brands were early adopters of leveraging social media and influencer marketing to interact with their customers; however, specialists quoted in a recent article published by The Drum anticipate that in the year ahead, B2B firms will account for roughly 50 percent of the influencer sector. But what about B2B tech specifically? After all, enterprise technology influencers are not found dancing on social media; rather, they are employed at research firms, where they give us with profound insights on product features, performance, and pricing. Is it possible for B2B IT marketers to utilize influencer marketing and TikTok in order to connect with their target audience? Shouldn’t they, even?

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The Economy Based on Creation

While “influencers” with large followings have been around since the rise of modern social media, the era of the creator economy has been defined by a rapid expansion in tools and platforms that allow anyone to monetize their creations. This expansion has occurred concurrently with the rise of the creator economy. The term “creator” refers to almost anyone who generates content online, and the most successful creators have followings in the millions, which has marketing professionals turning their heads in their direction. As a means of capitalizing on this reach, they started paying creators to include their brands and products, and so the creator economy came into being.

Being a creator has evolved into a respectable profession, and creators can now generate income from a variety of sources, including but not limited to subscriptions, the sale of exclusive merchandise, affiliate marketing, and sponsorship deals with major brands. Forbes estimates that there are currently “more than 50 million independent content creators, curators, and community builders” contributing to the growth of the creator economy. The current “generation of micro-entrepreneurs” is estimated to be worth $20 billion, and analysts predict that the industry as a whole will reach more than $104 billion in market value by 2022.

The impact of those who have influence

Authenticity is the single most important factor in determining success in the creative economy. The more “genuine” you are or appear to be, the more trust you develop with your audience, and the larger your following becomes. The same is true for brands, and considerable consideration is given to the organizations companies choose to collaborate with in order to produce this content. It’s somewhat easier for B2C marketers to locate potential creator partners because they target consumers according to broader parameters such as age and gender. However, in order to attract more specialist B2B technology customers, a more personalized and targeted strategy is required.

If you are interested in expanding your enterprise technology customer base through the use of influencer marketing strategies, TikTok and the creative economy, the following are a few points to keep in mind.

1. Be Creative When Thinking About Your Connections With Customers

According to the findings of recent research, the most difficult task for marketers continues to be identifying appropriate influencers. Traditional marketing campaigns for B2B technology companies center on the enterprise products and features offered by the company. However, shifting to an influencer marketing strategy requires a renewed focus on the customer that takes into consideration the customer’s requirements and motivations in addition to those related to the business world. The process of mapping out personas might be helpful in situations like these.

Persona mapping is a useful method for generating a comprehensive perspective of your consumer that takes into account their individual characteristics, as well as their motives and attitudes, as is common knowledge among marketers. When it comes to B2B technology companies, the customer they are targeting is a decision-maker, who is typically at a senior level, suspicious by nature, and likely to consider a number of different possibilities before spending the company’s budget. The question now is, how can you exert some influence over these customers?

It’s logical to also believe this audience is more inclined to use word-of-mouth referrals from people they already know and trust when making their judgments. In addition, we have a propensity to put our faith in individuals who are near to us and share our interests. Who then is significant to her on a day-to-day basis if your ideal client is a middle-aged woman who lives in the Cleveland area and is fifty years old? On social media, who might she choose to follow? Which shows does she regularly watch on television? Even if the clues have nothing to do with the characteristics of your technology products and services, all of this information will provide you with hints regarding who you should partner with in order to create your content. After all, individuals will always be individuals.

Understanding the personalities of your customers can have a significant impact on how well your influencer marketing campaign connects with them. This is similar to how account-based marketing (ABM) aligns sales and marketing efforts in order to deliver personalized content to high-value accounts. The benefit of this for B2B technology is that it works in the same way.

2. Think Targeted Rather Than Mass Appeal

It is important to keep in mind that the concept of influencer marketing is not limited to social media platforms such as Instagram and TikTok. The economy of creators is extensive, and it is essential to match the channel and the creator to the level of maturity of the audience. Podcasts are wonderful outlets for a more laid-back and intellectual experience, and B2B businesses frequently partner with academics, authors, and other thought leaders that command a significant following of listeners.

Make sure that your campaign has a goal in mind, regardless of the channel that you decide to use. An excellent illustration of this can be seen in the Cisco Champions campaign, which included prominent figures from the information technology industry on a podcast where they discussed issues that were pertinent to end-users of Cisco products. This made it possible for Cisco to strike a chord with prospective customers who might not be familiar with a specific Cisco product but who follow the IT influencer and might happen upon the podcast.

You should also take into consideration channels that are “customer adjacent” in order to locate creators that might share the preferences of your ideal audience. For instance, if your software product is engaging to someone who is focused on numbers, there is a community on Excel TikTok where popular influencers discuss spreadsheets. Or, if you work in the automation industry, you might want to check out the YouTube channel called Two Minute Papers. It has 1.15 million members who are interested in artificial intelligence and machine learning issues.

The benefit of using technology in business-to-business interactions is that micro-influencers who operate within specific online communities are potentially even more important for B2B brands than celebrity influencers who have mass appeal. This is especially true when considering the fact that micro-influencers in TikTok can frequently attract a higher engagement rate than celebrity influencers. For instance, IBM has had significant success in recent years cultivating its own employees to act as micro-influencers on the company’s behalf.

The Brave New World

It can be difficult to exert influence on large clients who have established long-term vendor relationships, but a whole new generation of customers is maturing and entering the labor force every year, through TikTok. You can assist in the creation of new markets, promote your brand to new audiences, and attract new talent for recruitment if you begin experimenting with influencer marketing right now. You may be able to harness some of the magic that is taking place in the creator economy if you keep a close eye on the data generated by your influencer marketing activities and are quick to make adjustments.

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