TikTok and B2B Branding: A Creative Approach to Video Marketing Insights from a Digital Agency Study

Abstract

The rapid development of technology and severe contention among businesses urge business-to-business (B2B) organizations to address this by presenting company values through short video marketing on innovative social media platforms. This research aims to discover how B2B companies—in this case, a TikTok Indonesia Partner Award for a creative digital marketing agency—build brand awareness through video marketing strategies on TikTok. This study employed a qualitative descriptive method and approach by collecting interview data with the managers responsible for content creation, optimal strategy creation handling, and social media activation of the TikTok account (“@doxadigital”). From the point of view of the video marketing concept, the study shows that the company used video marketing in a planned and appropriate way at all stages, including planning, production, and activation. This was based on the idea of a video marketing strategy. The study also shows that B2B companies that use video marketing do best when they get paid views. However, more research is needed to determine how B2B companies define themselves by optimizing different parts of their content and changing how they connect with stakeholders in the digital communication generation.