B2B social media marketing used to be all about LinkedIn, but a growing number of brands are experimenting with platforms previously reserved for consumer-focused content.
Take TikTok. Not so long ago, B2B brands wouldn’t be seen dead on an app full of dance routines and makeup tutorials. But today, three in five B2B marketers say they’re actively using the short-form video platform, with 31% doing so to expand reach, 29.5% to boost brand awareness, and 25% to showcase their products.
Eager to start doing the same? Get inspired by our roundup of 10 B2B brands that excel at TikTok marketing…
1. Shopify
⚡ Average posting frequency (last 20 posts): One post per six days
💡 Main themes: Small business motivation; platform-specific tips and best practices; product updates
🎥 Examples:
While Shopify has a bunch of enterprise-grade customers, a big part of the ecommerce platform’s marketing strategy is geared toward persuading would-be entrepreneurs to take the leap and start their own business.
You can see this from their TikTok content, which aims to remove barriers to entry by demonstrating how easy it is to create an ecommerce store with Shopify. Like in this post showcasing Shopify’s generative AI store-building tool…
@shopifyour new AI store setup will create a custom store faster than you can say, “i’ve got a great business idea”♬ original sound – Shopify
…or this one demonstrating a bunch of other recently launched AI features that make it easier for people with no coding skills to bring their web design ideas to life:
@shopifynew features, good vibes…and more AI♬ original sound – Shopify
Plus there are regular motivational posts to remind audiences why they want to run their own business in the first place – generally, to make money:
@shopifysorry, did you say something?♬ original sound – Shopify
Watch a bunch of these videos and you’ll be dreaming of building your own ecommerce empire too. After all, the world definitely needs another scented candle business!
2. Adobe
⚡ Average posting frequency (last 20 posts): One post per two days
💡 Main themes: User stories; company culture; content inspiration
🎥 Examples:
With 68% of Zoomers using social media to apply for jobs, platforms like TikTok have an increasingly important role to play in the recruitment process. Adobe clearly realizes this, because much of its TikTok content positions the company as a cool place to work:
@adobe “This is where you want to be.” 🌟 At Adobe, interns don’t just get a seat at the table…they lead projects, innovate, and help shape the future of creativity and technology. Ready to make your mark? 🔗 Learn more and apply at the link in bio. #AdobeLife ♬ original sound – Adobe
It’s not just about reaching talent, though.
There’s also plenty of product-focused content, including bite-sized tips from real-world Adobe users on how to create more impactful imagery and videos:
@adobe Motion designer @Eran Stern is here to get things moving! Learn how he uses @adobefirefly with After Effects for award–winning results at #AdobeMAX ♬ original sound – Adobe
3. Canva
⚡ Average posting frequency (last 20 posts): One post per day
💡 Main themes: Platform tips and tricks; content inspiration; humor
🎥 Examples:
Who said B2B content has to be super serious? While there’s a time and a place for dry corporate speak, TikTok certainly isn’t it – that’s not what people use the platform for.
Canva leans into this by sharing plenty of humorous content:
@canva“I need space.” And I need Canva Pro so…. 🤷🏻♀️♬ original sound – hails
Still, even when it’s having some fun, Canva still makes sure to position its product front and center. Because they’re trying to drive sales, not just entertain people.
As you’d expect from a SaaS tool, there’s also a bunch of tips and tricks designed to help people get the most from Canva, like this post explaining the platform’s audio enhancer:
@canva For those moments when your coworker just has to vacuum the window ledge, you know? #CanvaTok ♬ original sound – Canva
4. Grammarly
⚡ Average posting frequency (last 20 posts): One post per four days
💡 Main themes: Platform-related tips and tricks; product updates; platform use cases
🎥 Examples:
Grammarly prefers to keep its TikTok content product-centric.
Scroll their profile and you’ll discover a bunch of posts offering advice on how to use Grammarly more effectively, including this example starring TikToker and YouTube Liz Espinoza (AKA thebeekid):
@grammarlyofficial @liz 🐝 ♬ Countless – Official Sound Studio
There are also plenty of videos sharing different use cases. For instance, have you ever thought of leveraging Grammarly’s in-line translation tool to bring a little local flavor to your vacation photos?
Or how about using it to organize your Notes app?
@grammarlyofficialI may not be perfect, but at least I don’t leave my notes app a mess.♬ GASLIGHT – INJI
It’s all designed to make Grammarly feel relevant to a wider audience than writers and students.
5. Salesforce
⚡ Average posting frequency (last 20 posts): One post every two or three days
💡 Main themes: Brand building; promoting events; product features
🎥 Examples:
Salesforce predominantly uses TikTok as a brand-building channel.
For instance, the SaaS platform leveraged its sponsorship with the McLaren Formula 1 team to showcase its agentic AI platform, with a little help from drivers Lando Norris and Oscar Piastri:
@salesforce The @mclaren Formula 1 Team Drivers, @landonorris and @Oscar Piastri, built custom trading cards for one another with help from #Agentforce ♬ original sound – Salesforce
You’ll also find plenty of content promoting Salesforce’s various “IRL” community events, like Dreamforce:
@salesforce ❓Dreamforce Questions, Answered.👇 From first-timers to long-time vets, here’s 4 reasons why #DF25 ♬ original sound – Salesforce
This brand-focused approach makes sense. Most people aren’t going to sign up for an expensive SaaS tool after watching a couple TikTok videos – but it might make them more inclined to choose Salesforce when they’re in the market for a new CRM.
6. HubSpot
⚡ Average posting frequency (last 20 posts): One post per four days
💡 Main themes: Relatable content; marketing tips
🎥 Examples:
HubSpot is all about inbound marketing, so you’d assume their TikTok content wouldn’t be super salesy – and you’d be right. Mostly, they focus on relatable videos that resonate with their audience of marketers…
@hubspotyes, this recipe was A/B tested 🙂↕️ serving size: 12-15 stakeholders prep time: 3 hours of team “alignment” cook time: 6 months or Q4, whichever comes first 100% certified organic strategy♬ original sound – HubSpot
…along with the occasional piece of educational content designed to help brands do better marketing:
@hubspot POV: Your TikTok strategy *might* need a backup plan 👀 let’s talk about maximizing that Instagram engagement while TikTok does… whatever it’s doing 🫠 0:11 the platform’s potential 0:38 content that actually converts 1:07 feed hacks that’ll make the algorithm love you 1:30 brand collab strategies #socialmedia #business #marketing #contentstrategy #instagram ♬ original sound – HubSpot
Like Salesforce, it’s not necessarily going to persuade you to sign up for HubSpot right away, but it positions the platform as a trusted expert that understands marketers and knows how to make their lives easier.
7. Notion
⚡ Average posting frequency (last 20 posts): One post per eight days
💡 Main themes: Thought leadership; brand building; humor
🎥 Examples:
Honestly, when I started researching this article, I thought I’d see way more thought leadership content. Shows what I know 🤷♀️ Notion leans into it in a big way, though, by regularly sharing insightful, opinion-based videos featuring authoritative speakers:
@notionhq We asked startup founders “What shouldn’t AI takeover?” #notion #ai #startup ♬ original sound – Notion
Notion also uses TikTok to build its brand and position itself as a generally cool company. That includes showing off its swanky offices…
@notionhq Immaculate office vibes. #officelife ♬ original sound – Notion
…and revealing that basically all of its employees are part-time DJs:
All of which helps to humanize Notion, which is a big deal for a brand built around AI.
8. QuickBooks
⚡ Average posting frequency (last 20 posts): One post per 10 days
💡 Main themes: Product promotion; case studies and testimonials
🎥 Examples:
Let’s be honest – talking endlessly about the complexities of accounting software might not make for an engaging TikTok strategy.
Instead, QuickBooks focuses on presenting the benefits of its product rather than the features, such as describing how business automation saves you time to focus on the things you’d rather be doing:
@quickbooks More blooming, less time buried in busywork—thanks to automation where it counts in QuickBooks 🌼✨ @Twiggies #SmallBusiness #AI #QuickBooks ♬ original sound – QuickBooks
QuickBooks also leverages a classic B2B content format – case studies featuring real customers – to build trust in its product and share social proof:
@quickbooksLess time buried in tax season stress, more time buried in sand. 🏖️ The ‘Invite Girl’ and ‘Invite Guy’ have this whole business thing down to a blissful science. @blissimprints♬ original sound – QuickBooks
This is a smart move given that 50% of B2B buyers say they want vendors to share more content featuring actionable insights and use cases.
9. FedEx
⚡ Average posting frequency (last 20 posts): One post every one or two days
💡 Main themes: Case studies; behind-the-scenes videos; relatable content
🎥 Examples:
FedEx is another B2B brand that relies heavily on case studies and testimonials, like this one featuring Fedex customer Memphis Record Pressing, North America’s largest manufacturer of vinyl records:
@fedexWhat happens when PVC meets metal? Magic 🪄 and a vinyl record ready to be played. Join Titus as he steps inside Memphis Record Pressing to find out how millions of records are made, packaged, and shipped around the world.♬ original sound – FedEx
This makes sense. Businesses need to feel that they can rely on their logistics partner – and what better way to build trust than by sharing real-world success stories?
FedEx also lifts the lid on the inner workings of its business. For example, its Unpacked series focuses on the “invisible science” of packing:
@fedex This sticker? Smarter than it looks. 👀 #Unpacked ♬ original sound – FedEx
It helps to position FedEx as a company that knows its stuff, which makes it feel more trustworthy.
10. Cisco
⚡ Average posting frequency (last 20 posts): One post per five days
💡 Main themes: Thought leadership; humor; day-in-the-life content
🎥 Examples:
Cisco is a classic example of a faceless B2B corporation. Everyone’s heard of them, but no one really knows what they do. So it’s no surprise to see that Cisco shares a bunch of day-in-the-life content on TikTok:
@cisco It’s #ITDay 💻 See a day in the life of #Cisco #ITAdministrator, Jorge Vargas and learn what he loves most about his role. #IT #techtok ♬ Upbeat Uplifting Positive Pop Rock Happy Inspirational Fun Background Music – 佚名
After all, content like this reminds us all that real people work at Cisco, which helps us build a connection with the brand. For the same reason, the company also shares plenty of relatable humor:
@cisco ▶️ #Quantum leaps made practical ▶️ #AI shaping #backtoschool ▶️ GM factories: secure + smooth Catch it all in this month’s #Cisco Newsroom Recap 🎥 #techtok ♬ original sound – Cisco
On a less humorous note, Cisco regularly posts thought leadership…
@cisco ▶️ #Quantum leaps made practical ▶️ #AI shaping #backtoschool ▶️ GM factories: secure + smooth Catch it all in this month’s #Cisco Newsroom Recap 🎥 #techtok ♬ original sound – Cisco
…which makes sense for a company that wants to be seen as innovative and boundary-pushing.
Want to learn more about creating impactful, viral-worthy social media content? Sign up for one of our upcoming social media conferences.
Featured image by Freepik.
