B2B brands in the UK using TikTok

TikTok has evolved substantially since it burst onto the socials scene in 2016. Yet, there’s a misconception of sorts that TikTok is only for entertainment, or for creating content that appeals directly to consumers.

Whilst it remains a crucial platform for Gen Z in the UK, per social media statistics, it’s becoming just as popular for other demographics, making TikTok B2B marketing and sales just as relevant.

Sprout’s Q2 2025 Pulse Survey found that 76% of people had purchase decisions influenced by social media in the past 6 months, and this includes deciding which businesses to work with. TikTok represents a thriving network and a key opportunity for UK B2B companies to get their company and its services in front of more people.

We’ll outline why exactly TikTok B2B marketing is so important, before listing actionable strategies with UK-specific brand examples, and some best practices to succeed on TikTok.

Why do you need TikTok for B2B marketing in the UK?

The economic and social landscape for B2B brands is changing. Companies need to adapt to these changes to further their reach and build more authentic connections with the people who work for their partners. These are some of the biggest reasons why you should be using TikTok as a B2B marketer today.

Shifting demographics

Even though TikTok still has a strong Gen Z community, its demographics are starting to shift. In the US in 2025, millennials are using TikTok just as much as Gen Z, and the app’s Gen X userbase is also growing.

As this trend continues, so too will the need for UK B2B companies to build a presence on the network. A vital part of effective social marketing is to meet your customers where they’re at; today, they’re increasingly found on TikTok.

Organic reach potential

Around 28% of marketers are using TikTok currently. This makes it a far less saturated network for B2B content when compared with other platforms like Facebook and LinkedIn. B2B brands using the network therefore, have a wider potential for organic reach.

Alongside showcasing the quality of their products or services, the 2025 Sprout Social UK Index™ found that UK users want brands to stand out through the originality of their content. By creating unique content for TikTok, B2B marketers can stand out from their competitors and build an organic audience.

Authenticity and relatability

Just like in B2C sales, B2B marketing depends on creating authentic connections with people working in other companies. Relatable content thrives on TikTok, where strategies like confessional POVs and Q&As are a core part of the network.

By tapping into this potential, you can promote the talents of your employees and humanise your brand. Remember that authenticity on socials is a moving target; it’s important to maintain your reputation through interacting with and listening to your customers.

Innovation and thought leadership: Positioning your brand

B2B sales and positioning often rely on thought leadership, which involves building the reputation of your brand and your employees as leading authorities in your industry.

Thought leadership has traditionally been in the form of long-form articles, ebooks or whitepapers. But it’s possible to build thought leadership through other types of content, including TikTok videos. Through TikTok content like podcast snippets, webinars or employee POV explanations, you can use TikTok to prove your company’s expertise.

Showcase products

Whilst B2B is a service-led sector, many companies can still benefit from creating showcase-style content. These position your products or services, through breakdowns, advertisements or other content types.

This can be a particularly useful strategy for SaaS companies. You can highlight features offered by your tool, and provide TikTok demo videos that show viewers how it works in real-time. This boosts your brand’s authenticity and enables you to directly market your solution in a way that solves problems for your followers.

But it’s not just a strategy for SaaS; by modifying this approach, you can showcase your company’s unique service across the network.

Actionable strategies to succeed in UK B2B TikTok marketing

Success on TikTok doesn’t happen overnight. For the best results, UK B2B marketers need to spend time strategising, with a mind to the unique opportunities and features that TikTok offers. These are some popular strategies that any B2B company can start using today.

Educational content

Knowledge-sharing on TikTok is one of the network’s leading content trends. By designing unique educational content for your followers, you can teach them useful information while also positioning yourself as a thought leader in your space.

Rachel Waring (@rachelemmawaring) is a sales strategist, and regularly uses her TikTok to create short educational videos designed to target small business owners.

Call to action (CTA) content

Adding a CTA to your TikTok posts connects TikTok with your wider marketing efforts, or to convert followers into sales.

Make sure to always pair your CTAs logically with the content you’re creating. If you’re promoting a newsletter, make your CTA a sign-up link. Or if you’re promoting a product feature, add a link to your website with more information. These CTAs boost engagement with your TikTok and enhance their value for your followers.

Humanise your brand

TikTok offers a great opportunity for you to show what goes on behind-the-scenes at your business. This strategy can work whether you’re a global corporation or a one-person show. If you’re managing B2B content for an enterprise company, consider focusing on some of your smaller internal teams, and showcase why they’re so important for your business.

If you’re managing a smaller company, use TikTok to promote yourself as a founder. Daisy Morris (@the_self_hood) runs a social media consultancy and uses her TikTok to interact with followers and ask questions about how they use socials. She then uses this information to refine her services and further promote herself as an authority on all things social media.

Follow trends creatively

Today’s UK users have a mixed response to trend jumping. The 2025 Index found that, while 40% of people still think it’s cool, 28% think it’s only effective within 48 hours of the trend starting. If you’re reacting to trends, you should therefore be timely, but you should also think creatively and make sure it’s relevant to your brand.

Consider how your brand could interpret the trend in a way nobody else can. By looking at things a little differently, you’ll be more likely to stand out from your competitors and trend yourself.

Thought leadership

Promoting thought leadership should be a key part of your TikTok content. Successful thought leadership often works well when combined with some of these other strategies above, like humanising your content and focusing on education and value.

Enterprise Nation (@enterprisenation) offers advisory support for UK small businesses. In this example, they’ve paired their TikTok content with a free four-week course, promoted by their employees, to show off their expertise in business management.

Showcase company culture

When plotting out your TikTok strategy, think about the goals for each post. Sometimes, you might be creating content to attract talent, by building an affinity for your business online. In these cases, use your content to show off what makes your company distinct.

This might be through an office tour, a video of employee training days or a personal video from one of your leadership team members.

5 UK B2B TikTok marketing examples to inspire you

Businesses are using TikTok marketing in the UK to bolster their wider digital marketing efforts. These are five examples of brands getting it right.

Sage

Sage (@sageuki) is one of the world’s biggest accounting software providers, and their UK branch manages an active TikTok account. Sage applies several different strategies to their TikTok content.

They often pair content with companywide events, and also partner with UK influencers and celebrities. Here’s a successful example of their partnership with retired UK footballer Gary Neville to promote their Accountex conference in Manchester.

But Sage doesn’t just rely on influencers, their account also succeeds thanks to content made by their employees and customers. They regularly spotlight small business owners who use Sage tools, who highlight why their solutions are so beneficial in their everyday life. This type of content builds Sage’s authenticity, and succeeds because of a clear focus on a target audience of small business owners.

Healthxcel

Healthxcel (@healthxcel) is a superfoods provider in the UK who have built a huge TikTok following of over 140k. Though they do make B2C sales, they also sell their products through other businesses, making B2B a part of their business model.

Healthxcel has achieved great success through TikTok using a combination of Spark Ads, Automatic Targeting and Custom Audiences. Company founder Rima Deu often narrates content herself in a POV format, and posts about the realities of running her business.

She’s also committed to creating educational health content for her users, to promote Healthxcel and wider access to free health education across the UK. She saves these videos to a playlist at the top of her account for easy access. This decision makes it much easier for users to access certain types of content when navigating through Healthxcel’s profile. If you’re creating different types of content, think about how you can modify your account to improve accessibility for your followers.

Bolt UK

Bolt (@bolt) is one of the biggest taxi app providers in Europe, and has served the UK market since 2019. Bolt relies on its social media content in a couple of ways.Firstly, to build the brand’s recognition and reach for riders, and secondly to position itself as an alternative taxi app option for drivers. These form the B2C and B2B sides of its content strategy.

Bolt has used TikTok’s Conversion Lift Study to optimise its output on the network and increase app installs in the UK. Their success shows the importance of effectively tracking and reporting on content performance, to refine your approach and increase conversions.

In terms of content types, Bolt leans on humour to promote its cars, scooters and food delivery services to TikTok users. They’ve recently started a #passengerprincess trend, and regularly respond to comments to solve any customer problems.

Revolut

Revolut (@revolutapp) is a UK fintech banking provider that offers accounts and payment solutions for individuals and businesses. They have over 130k TikTok followers and often create content with esports influencers or that highlight their apps’ features.

They often post B2B specific content, which educates viewers on how the company operates. Here’s an example of an interview with their CEO, promoting their employee management solution, Revolut People. It’s a good example of a larger company using TikTok to humanise their brand through content, and as a way of positioning themselves as an innovative, tech-forward business.

Attwell’s Solicitors

TikTok business marketing can be just as effective for smaller UK companies with regional customer bases, and Attwells Solicitors (@attwellssolicitors) is a great example. Attwells is a local law firm that provides services for companies and individuals in Essex, Suffolk and London.

All of Attwell’s TikTok content is filmed with their employees, and is designed to humanise the firm and educate followers. In 2024, they effectively jumped on the “looking for a man in finance” TikTok soundbite trend, featuring a video with their CEO, which achieved over 19 million views. Outside of smart, timely trend content, they post consistently and combine useful content with humorous sketches that help them stand out from other firms in the area.

Best practices and tips for B2B marketing on TikTok

If you’re just starting out with B2B TikTok marketing, or you’re building your existing network, these are some best practices that you can use to boost account performance.

Understand your TikTok audience

TikTok success depends on knowing who your audience on the network is, and the type of content they want to see.

Apply any target personas you already have to your TikTok strategy, but think about how the network’s unique demographics will modify this information. With every piece of content you create, ask yourself what it can offer your audience, and why it’ll resonate with them specifically.

Be consistent

Much like any form of social marketing, the secret to TikTok success is often consistency. Use a TikTok content calendar to make sure you’re posting regularly.

But also leave room in your schedule to create more timely content, or to react to any new trends.

Embrace lo-fi but high-quality content

Not everything on TikTok needs to be a heavily polished video. One of the network’s benefits is the way its creators and audience embrace raw, lo-fi videos.

This doesn’t mean you shouldn’t put any effort in when filming, but try and focus more on your creative ideas, and the strategy behind them, rather than the execution. This is particularly important if you’re working in a smaller marketing team with less resources.

Engage with comments and trends

Taking the time to reply to any comments you’ve received can help you build stronger relationships with your network of followers. Use your comments to add more value to a post, or to solve individual problems if your followers have them.

The same logic should apply to trends. If you have something to say, don’t wait; the sooner you can upload something related to a trend, the more likely it is that it’ll resonate. Just make sure the trend aligns with your brand voice and is relevant to your followers.

Collaborate with employees or influencers

Filming content with your employees can promote company culture, and build connections within your internal team. If this is a part of your strategy, make sure everyone being filmed is comfortable with appearing on company socials, and build this into any company handbooks.

Finding UK TikTok influencers can also further your reach on the platform. Take time to find a TikTok creator with a similar audience to yours, and make your partnership a collaborative process so you can both benefit from the end result.

Analyse your performance

Finally, review how your TikTok content is performing often. Look at important TikTok metrics like engagement rates, views and follower growth.

Once you’ve started growing, delve deeper into TikTok analytics with tools like Sprout, so you can visualise more data and refine your strategy further.

Start your TikTok B2B marketing journey strategically

As these examples show, successful TikTok B2B marketing in the UK is dependent on experimental approaches and audience understanding. It’s also about being consistent and refining your strategies over time.

If you’re looking to take the next step with your TikTok account, or you need more pointers before starting one, read through our complete guide to TikTok marketing for brands.