Conventional wisdom says TikTok is for B2C and that B2B lives on LinkedIn. Conventional wisdom is out of date. Business decision-makers also scroll TikTok after work, also watch YouTube Shorts between calls, and also consume vertical content from their phones.
And as almost no one in B2B is producing content for those formats, the opportunity for organic reach is enormous.
What works in B2B vertical
Quick explanations of industry concepts: "How programmatic SEO really works in 60 seconds", "The mistake 80% of SMEs make in Google Ads". If your audience is learning, this content delivers immediate value.
Behind the scenes: the day-to-day of the team, the processes, the mistakes that get made. It builds identification and trust. It doesn’t have to be perfect — authenticity matters more than production.
Results with data: "We did X at Y company and achieved Z result". Concrete figures are what generate the most engagement on any platform.
Hot takes and positions: opinions on industry changes, trends, common mistakes. Content with a clear stance generates more interaction than neutral content.
The format that works
Vertical (9:16), between 30 and 90 seconds, hook in the first 3 seconds, one idea per video. Production quality matters less than it seems — content beats polish.
Five videos a week published consistently over six months generates more results in B2B than two perfect videos a month. Consistency is what activates the algorithm.