Blog / Paid social
TikTok for B2B: what worked in our last 12 tests
Tom Hale
· 8 min read
In this article
What worked
What did not
Where to start
TikTok is not just for consumer brands. But B2B needs a different playbook.
What worked
Founders and engineers talking plainly about a problem beat polished brand videos every time. Short explainers that answered one question earned the cheapest leads.
What did not
Lead forms inside TikTok brought volume but poor quality. Sending people to a short landing page with one clear offer worked far better.
Where to start
Pick one buyer problem, film five short answers to it and run them for two weeks. You will learn more than from a month of planning.
Tom Hale
Head of Paid Social at Tidemark. Runs creative testing for brands spending up to £500k a month on Meta and TikTok.
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