TikTok is one of the biggest social media platforms that provides entertainment to billions of its active users. Starting as a purely entertainment platform, we have witnessed a huge surge in its application for various purposes. Whether it’s the rise of influencer culture or the domination of businesses on TikTok, people have utilized the platform to its fullest. Still, for many B2B companies, this is uncharted territory, and they don’t know how to optimize it. In this guide, we will delve into how companies can harness its potential to build a brand and connect with potential customers worldwide.
SaaS Marketing Through TikTok
What is SaaS Marketing? SaaS is a marketing strategy and tactic where software-as-a-service is promoted as a product. Unlike traditional software, SaaS products are hosted online and typically sold on a subscription basis. SaaS marketing focuses on creating awareness, attracting leads, converting them into paying customers, and retaining them over time.
TikTok has a massive audience providing perfect setting for businesses and brands to establish a voice and gain a loyal fan base. TikTok matters in SaaS marketing for the following reasons:
- Massive, engaged audience: As of now, TikTok tallies one billion monthly active users, to which users dedicate 52 minutes daily. This is a massive and very active target population which SaaS marketers should take advantage of in order to reach more people and new users.
- Early mover advantage: Although TikTok was launched back in 2016, to date, it remains underutilized by many SaaS companies as a marketing platform. What this implies is that the market for such content is not saturated, thus, early birds will be able to get a first mover advantage in the platform and grow their target audience. But if you are struggling to gain traction in your TikTok views consider using authentic sites such as Celebian to get a step ahead of your competitor.
- High shareability and virality: The TikTok algorithm is set up to different content that will hold people’s attention, so even if you are a small account, you have the capability of gaining a lot of followers quickly. This high shareability means that SaaS marketers can create plenty of content and spread it among a wide network of people, albeit spending a lot of money on advertising.
Let’s Build Your SaaS Content Strategy
Create Engaging Educational Content
One of the most effective ways SaaS brands can use TikTok is by creating educational content. Through a series of short and concise videos, potential consumers can learn about various products and their functionalities in an entertaining manner. For instance, a company that provides marketing automation software may create posts that present short lessons on using its platform, provide recommendations on improving email marketing campaigns, or share insights into trends affecting the industry. This is what lends your campaign credibility and puts your brand out there as a reference point in your niche.
Showcase your Company Culture
One sure-fire way SaaS companies can leverage TikTok is to highlight the culture of their company. This is a good way of posting behind the scenes videos, office tours or even meeting the team members can make the brand to be more friendly. It attracts not only potential customers but also talent, both of which are crucial for the growth of SaaS companies.
Leverage User-Generated Content
User-generated content (UGC) is another key strategy for SaaS companies on TikTok. Encourage your existing users to share their experiences, reviews, or testimonials through creative videos. This social proof can help build trust and showcase the effectiveness of your software in real-life scenarios. UGC can be a powerful tool to amplify brand awareness and encourage engagement from new users who may be hesitant about your product.
Participate in TikTok Trends
TikTok is known for its ever-changing trends, from viral challenges to trending sounds and hashtags. While SaaS companies may not be the first to jump on dance trends, there’s always room for creative adaptation. For instance, a SaaS business could participate in a trending hashtag by showcasing how its product solves a common problem or supports productivity. The key is to balance trend participation with the company’s core messaging to stay authentic.
Influencer Collaborations
Influencer marketing on TikTok is another underutilized strategy for SaaS companies. Collaborating with relevant influencers in your industry can provide an additional avenue for brand promotion. Influencers can create content that demonstrates how your software can be used, making it more relatable to their followers. For example, partnering with a business coach or marketing consultant who uses your product in their daily work could help drive interest in your software among their audience.
Utilize TikTok Ads
If organic growth is moving too slowly, TikTok ads offer a more direct way to reach potential customers. SaaS brands can run paid campaigns that target specific audiences based on interests, behaviors, and demographics. TikTok’s algorithm does an excellent job of showing ads to users most likely to engage, and with features like in-feed ads and branded hashtag challenges, there are multiple ways to tailor your message to your target audience.
Showcase Customer Success Stories
Customer success stories are an impactful way to showcase your software’s value on TikTok. Short, testimonial-based videos that highlight how your product has solved real problems can resonate with your audience. These case studies can build credibility and offer proof of the effectiveness of your solution in a way that feels natural and relatable.
How to Measure Success on TikTok
To make the most of TikTok marketing, SaaS companies should track performance metrics. Monitor engagement rates, video views, and follower growth to understand which content resonates with your audience. Adjust your strategy as needed to ensure that your efforts are aligned with your goals.
Final Thoughts
TikTok offers SaaS companies a unique opportunity to engage with customers in a more informal, creative way. By leveraging educational content, showcasing company culture, and staying on top of trends, SaaS brands can elevate their marketing strategy and foster a deeper connection with their audience. Whether through organic content or paid ads, TikTok is a platform that can help SaaS businesses scale their brand and reach new heights.
