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6 Tips To Creating Binge-Worthy Videos


April 18, 2022·6 min read

Want to dominate the TikTok B2B market? We’ve rounded up the top tips to get started, crush trendy content creation and crack the TikTok B2B formula.

TikTok has quickly become a cultural juggernaut. Expected to grow to 1.5 billion monthly active users by the end of 2022, it’s no wonder marketing teams are scratching their heads thinking, “How do we get in on this?

Enter Will Aitken. As Head Sales Evangelist at Sales Feed, he’s contributing to a media network of music, parodies, short films, and memes that celebrate how awesome—and at times ridiculous—the world of sales can be. Within nine months, Will has grown his TikTok and the Sales Feed TikTok to a cumulative total of 80,000 followers. I sat down with Will to find out how he cracked the TikTok for B2B formula—and how you can too. We discuss how he got started, being the first on B2B TikTok, riding the wave of trends, and getting your business’ ROI in surprising ways.

  1. Contents
  2. 1. Steal These TikTok For B2B Tips
  3. 1.1 Getting Started: TikTok For B2B Businesses
  4. 1.2 Balancing Trends And Batching TikToks For B2B
  5. 1.3 TikTok Is Your Ground Floor Moment
  6. 1.4 Apply The 80/20 Rule To Your TikToks
  7. 1.5 Fail, Reflect, Improve
  8. 1.6 Support Your TikTok Creators’ Wacky Ideas
  9. 2. Ride The TikTok for B2B Wave

Steal These TikTok For B2B Tips

It can be hard to know where to start—TikTok can feel a little intimidating. But fear not, with these handy tips from Will on creating binge-worthy content, you’ll be hitting For You pages in no time.

Getting Started: TikTok For B2B Businesses

Brands often underestimate the importance of fun. TikTok’s platform prioritizes quick hits of entertainment or education. If businesses—especially B2B SaaS businesses—want to be successful on the app, they have to create lighthearted, non-salesy videos.

“If businesses want to be successful on TikTok, they have to create lighthearted, non-salesy videos.”

Will Aitken headshoot, expert on TikTok for B2B

Will AitkenSales FeedHead Sales Evangelist

First and foremost, your creators should absorb TikTok content regularly. To make good TikToks you have to watch good TikToks. Get on the app, scroll through videos, and find creators who are already making content in your niche.

Take a look at the hashtags and begin to analyze the common things that make those videos successful and engaging. What happened in the first five seconds that hooked your attention? What kept you watching till the end? What made you feel compelled to comment and continue the conversation?

Once you’ve gotten to know the platform, apply Will’s four principles to your TikTok content strategy:

  1. Forget all the content you already have—Don’t try to directly repurpose your current B2B video for TikTok—that’s how you get boring, generic content. I know it’s scary, but trust me. Absorbing great TikTok content will help you discover what kinds of videos you want to create. Educational, workplace lifestyle, comedy—there’s bound to be something that works for your brand.
  2. Time-to-value is everything—TikTok is primarily for short-form video, which means you need to hook your audience quickly. You only have a few seconds before users lose interest and keep scrolling. Ask a question or begin with the central idea of your video. “What does every single sales call need to include?” or “Here’s why every meeting will be in the Metaverse in five years …”
  3. Know your voice—When building your brand’s TikTok or responding to comments, ensure you have a clearly defined brand voice. Is your brand voice sassy? Funny? Playfully rude? Make sure it’s consistent throughout your videos and comments.
  4. Reduce, reuse, recycle—If you’re creating for TikTok, you should be reposting those videos on LinkedIn, YouTube Shorts, Instagram Reels, and even Pinterest. In fact, TikToks often perform just as well or even better on other social media sites. (What a relief!)

“You should be reposting your TikToks to LinkedIn, YouTube Shorts, Instagram Reels, and even Pinterest.”

Will Aitken headshoot, expert on TikTok for B2B

Will AitkenSales FeedHead Sales Evangelist

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It’s a delicate balance to both batch-create original content and ride the wave of TikTok trends. Will’s advice is to do trends while they’re still on the rise—you’re more likely to get eyes on your video if the trend is approaching its peak. He also follows hashtags like #trendwarning or #trendalert to keep updated on what’s coming.

The best way to figure out your rhythm is to create and schedule your planned content as early as possible—for Will, that’s Sales Help Desk episodes, interview footage, career advice, and spotlights on other creators. He plans and creates his video content in the month prior, so he can leave time for all the trendy, relatable videos that come up throughout the current month.

TikTok Is Your Ground Floor Moment

In 1995, a fresh-faced Bill Gates explained the early internet to David Letterman. It may come as a surprise that David and his late-night audience found the concept laughable. But the irony isn’t lost on us now. We watch videos of misguided people underestimating the internet with embarrassed awe. Don’t be a David—especially when it comes to TikTok for B2B.

The value of being early to a platform today is immeasurable, especially as a B2B brand. That’s what makes TikTok unique. Will launched the Sales Feed TikTok less than a year ago and it will continue to grow because it capitalized on being one of the firsts to the platform.

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