YouTube Shorts<\/a>.<\/p>\nFrom a creative standpoint, you can run the same, if not similar, ads across all three platforms. Each carries its own unique set of targeting, which separates them in their ability to drive quality user volume.<\/p>\n
For ecommerce<\/strong>: My recommendation would be Reels first due to the Instagram shops integration. Followed by TikTok due to trends, audience, and engagement opportunities.<\/p>\nFor B2B<\/strong>: I would start on Shorts, a better transition from this ad to the YouTube channel to engage with more content. Also, you can leverage the power of Google Ads and Analytics to serve ads to audiences who have either shown interest in the brand or provided a level of intent within Google Search and\/or YouTube.<\/p>\n\nVertical video: Comparison by platform<\/div>\n
<\/span>TikTok for B2B<\/span><\/h2>\nUsing TikTok for B2B is a common concern for marketers. Can it really be effective, specifically when targeting executives? <\/p>\n
The short answer is, \u201cyes.\u201d The long answer, however, includes some nuance.\u00a0<\/p>\n
When targeting executives, we can assume these busy individuals are not necessarily on TikTok, but those who relay key messages to these executives (partners, assistants, managers) would be the ones to relay this type of messaging to the decision-maker.\u00a0<\/p>\n
Thus, I don\u2019t think TikTok needs to hit the target to be effective. Rather, the creative, messaging, and product need to attract the target audience to take action \u2013 to learn more and deepen the impact to take the next step of passing it up the ladder to the executive.<\/p>\n
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While TikTok can be very effective for brands, we find that it is more effective for some vs. others. However, the platform is building tools to help B2B advertisers, including the following:<\/p>\n
Hashtag targeting<\/strong>: For the first time, we can leverage the power of search intent and video by targeting specific keywords users have either searched or tagged.<\/p>\nLead gen campaign<\/strong>: Decrease friction by allowing users to convert directly from an ad to your CRM with a max survey of 10 questions.<\/p>\nVideo length<\/strong>: Organic length has increased to 3 minutes from 1 minute earlier this year, and I believe 10 minutes would be the next jump as TikTok looks to capture longer time spent, where YouTube currently holds the crown.<\/p>\nInfluencers<\/strong>: While not a specific product, this is a tactic we have seen to be a clear advantage. Leveraging product integration with an influencer with your target demographic following can work for B2B.<\/p>\n