When we think of TikTok and social commerce, we usually picture beauty brands, Gen Z influencers, and impulse buys—not enterprise software or B2B consulting. But in 2025, the lines are blurring.
This post breaks down how social commerce is evolving in the B2B world—and why platforms like TikTok might be more viable for reaching decision-makers than you think.
🧠What Is B2B Social Commerce?
In B2C, social commerce = in-platform purchases.
In B2B, it’s more about discovery and influence—using social platforms to educate, inspire, and nudge a buyer toward action. It includes:
- Thought leadership on TikTok and Reels
- Lead generation via short-form videos
- Driving webinar signups or demo requests
- Recruiting through employer branding
📱 Are B2B Buyers Really on TikTok?
Yes. And not only are they there—they’re engaged.
60%+ of business buyers are under 40. They scroll TikTok. They research vendors via social content. And they form impressions fast.
B2B brands like Notion and Zapier are already on TikTok. They educate, they entertain, and they drive real engagement.
đź’ˇ B2B Use Cases for TikTok and Reels
- SaaS Walkthroughs
- Consulting Skits or POVs
- Pain Point Humor
- Demo Highlights or Event Promos
- Customer Storytelling
- Recruiting for Agencies & Startups
🎯 Content That Works
- Day-in-the-life content
- “If you work in [industry], you’ll get this…” humor
- Myth-busting or tips
- Quick tutorials or breakdowns
- Founder or subject matter expert Q&A videos
âś… Best Practices
- Keep it native—no stiff, overly produced videos
- Use captions and sound
- Hook viewers in 2 seconds or less
- Build community through comments and DMs
- Track performance and iterate
đź“Ś Final Thought
You’re not selling a $10 product—you’re starting a long-term conversation. TikTok is just one channel, but for many B2B brands, it’s an untapped goldmine.
Ready to test your first B2B TikTok?