Why TikTok now matters for B2B?

TikTok is fast emerging as a credible B2B communications channel. Once seen as a consumer platform, it is now an influential space shaping brand image, credibility and visibility.

This paper examines how organisations are using TikTok across three key areas — employer branding, sustainability communication and authentic, employee-led thought leadership — and the challenges of engaging audiences who increasingly turn to social platforms to inform their views.

Designed for communication and marketing teams, it also highlights key watchpoints and shows how TikTok can be integrated into a coherent and secure communication ecosystem.

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1.94 billion users worldwide

A platform that can no longer be ignored.

A new B2B expression space

Recruitment, sustainability, leadership.

Clear conditions for success

Governance, formats, spokespersons.

Challenges

How is TikTok moving beyond its consumer image to become a credible channel for B2B organisations?

As Gen Z, and the generations after them, increasingly rely on social platforms for information, TikTok is becoming a space where expectations around corporate transparency, clarity and leadership presence are being redefined.

This opportunity comes with significant challenges: editorial governance, legal and reputational risk management, and consistency with existing social channels. Understanding these factors is now essential to building a communication strategy that that aligns with real audience behaviour.