Four B2B Event Marketing Takeaways From TikTok

TikTok isn't just a platform for sharing fun dance videos; it's an all-in-one app full of cooking tutorials, celebrity gossip, venture capital chatter and more. It was the No. 1 most downloaded app globally in Q1 of 2022 and communications are changing rapidly. We can learn fundamental lessons from TikTok that can positively affect B2B event marketers.

Content is king and it's short. For B2B marketing events, it's not realistic for a guest speaker to unravel the complexities of our industry in 10-30 seconds, but we must remember the core value proposition: attendees attend events to learn and network. Personalization and recommendations can always improve, and by instituting true machine-learning and AI models into event marketing platforms, we can get real-time insights from attendees.

Creating a customer-tailored experience is essential for successful events and enterprises should be able to host them with ease. TikTok broke away from Instagram and Facebook by placing less emphasis on friends and followers and making the experience about the individual user. Event marketers must match relevant content to unique customer journeys and deliver that content within memorable experiences to strengthen customer relationships.