According to HubSpot, 83% of marketers say short-form video (like TikTok, Reels, Shorts) is integral to their B2B strategy, with 71% reporting it provides the highest ROI.
TikTok’s own B2B playbook highlights that millennials still control the majority of B2B purchasing power today and they’re spending significant time on TikTok. It’s more than entertainment – 54% of millennial TikTok users report learning something new or discovering information there in the past 30 days (TikTok For Business).
This makes TikTok one of the key places for B2B brands to reach their audience.
Brands that build trust, visibility, and community on TikTok early, are positioning themselves as buying power shifts.
In this report, we spotlight some of the most creative and effective B2B brands on TikTok. These brands stand out for their originality, consistency, and ability to connect with audiences in a way that feels authentic, engaging, and uniquely ‘TikTok’.
To identify the Top 10 Global B2B Brands on TikTok, we conducted an in-depth evaluation based on their organic content performance and strategy.
Our assessment focused on the following key areas:
We examined the creativity and effectiveness of each brand’s TikTok content, looking at:
This methodology highlights brands that are not just growing their presence but leading the way in B2B organic TikTok content, setting benchmarks for creativity and engagement in retail.
Please note: this is not a ranking but a collection of accounts that we love and think deserve the praise and recognition!
From small businesses to global enterprises, Semrush is the go-to platform for enabling businesses globally to run AI SEO, pay-per-click, content, social media and competitive research campaigns and get measurable results from online marketing. They also excel at bringing digital marketing relatability to life on TikTok and are one of the best B2B brands on the platform right now.
The aim of the Semrush TikTok account is simple: to entertain marketers. They create content that’s painfully relatable to digital marketers, tapping into their biggest fears, frustrations, and everyday challenges. Their content often features the character Chris, who is every tired, overworked full stack marketer rolled into one and has become the face of the Semrush TikTok account. He’s now a recognisable figure in the digital marketing space – even getting noticed at industry events.
By building Chris into a TikTok ‘celebrity,’ this has strengthened brand recognition both on and off the platform. Semrush has since gone on to achieve over 10 million views on TikTok and has had comments from the likes of major global brands, including NBC Studios, IMDb, Vimeo, Upwork, Fiverr, Lenovo, Subway, Chilly’s, and more, showcasing the impact and effectiveness of their strategy.
ClickUp is a project management software platform designed to streamline workflows and enhance team collaboration. Their TikTok presence leans into relatable corporate and office humour taking it to another level, with its main account described in their bio as “actual footage of the corporate world.” Their content stands out with its parodies and sketch style comedy giving The Office vibes, poking fun at daily workplace dynamics and the nuances of office culture.
Standout content includes ‘When the HR meeting goes too hard’ singing a play on words to Sister Sledge “we’re not family” with over 19M views, and another recent Eminem parody “When ‘we’ means ‘me’” referring to tasks from their boss.
Alongside this, ClickUp runs a second account, Almost Quitting Time, their corporate comedy sketch show which extends their storytelling into more world-building content, giving audiences an extremely witty and entertaining perspective on the realities of work culture. Another B2B brand killing the game on TikTok!
Hootsuite is a global leader in social media management, with 200,000+ paid accounts and millions of users across 200+ countries. On TikTok, their content stands out for its mix of playful branding and relatable storytelling.
A big part of their strategy features the Hootsuite mascot, which brings fun energy to their videos while keeping the brand instantly recognisable. Alongside this, they lean into employee-generated content (EGC) and interview and presenter-camera styles that highlight everyday office scenarios that their audience resonates with.
Standout content includes their response to the infamous “Death of Duo” viral marketing campaign by Duolingo, in which Hootsuite, with its own owl mascot, humorously acknowledged the fictional death of Duolingo’s Duo the owl with “Good riddance. You know who we’re talking about”. A perfect example of knowing your audience and playing to your strengths during a viral moment. Great work Hootsuite.
tl;dv short for Too long; didn’t view, is an AI-powered tool that records, transcribes, and summarizes online meetings on platforms such as Zoom, Google Meet, and Microsoft Teams. tl;dv’s TikTok success comes from their ability to create funny, highly recognisable short-form videos that hook viewers instantly. While they are fundamentally an AI meeting recorder, their content strategy focuses less on the product and more on relatable, sketch-style narratives that resonate with their audience.
By leaning into character-driven content, often built around one or two recognisable team members, they strengthen brand association and trust. At the same time, behind-the-scenes storytelling – from everyday operations to campaigns like their company retreat series – humanises the brand and showcases their culture.
This standout example works well because it combines a humorous and yet relatable scenario, making the brand feel approachable and authentic.
Square is a financial services and technology company best known for helping small businesses accept payments. This brand takes a slightly different approach from many of the others on this list. Their TikTok content is built around speaking directly to local businesses, offering tips and advice through presenter-to-camera videos. Alongside this, they run a standout interview series called “Talking Chit,” where they sit down with local and small business owners to share their stories in an engaging and authentic way.
The mix of practical advice and real voices from the business community makes their content feel both useful and human. “Talking Chit” has quickly become a recognisable and scalable content format, giving them a consistent series to build around while also highlighting the diversity of entrepreneurs they feature.
This approach shows the power of creating content that’s both episodic and rooted in real experiences, allowing them to build familiarity, strengthen their community, and stand out with a strategy that’s easy to sustain and expand. It’s smart, scalable, and a great example of how to make B2B content feel personal.
Notion is an all-in-one productivity platform that serves as a connected workspace, allowing users to capture ideas, manage projects, take notes, and build custom databases and wikis. Notion has built its TikTok presence around content that is relatable and entertaining. Similar to others on this list, much of their strategy leans into EGC, giving their videos a behind-the-scenes feel that resonates with their audience.
Their content styles include staff interviews, unique and engaging EGC moments in the HQ and clever use of trends/reactive content to engage with their following. Standout content includes, essentially a thirst trap compilation video of their founder with the comments section popping off – “now THIS is marketing” and “give the social team a raise”. A great example of listening to your audience and giving them what they want, while also giving Notion a bit of personality behind it.
By blending EGC and reactive content, Notion has managed to humanise its brand while still tying back to productivity and work life.
Lucid Software’s suite, featuring Lucidchart and Lucidspark, helps teams collaborate, solve problems, and bring ideas to life through whiteboarding and diagramming tools.
Their TikTok account really stands out for its unhinged and really engaging storytelling with ‘Lucid Explains’ content series using a diagram on their software to explain what’s happening in the video. This series has really captured their audience’s attention with comments asking them to explain different animals next and one user even saying “This is the best marketing strategy I’ve ever seen”.
This is a prime example of creating scalable, episodic content, helping them maintain consistency and continue to drive better engagement, also allowing the opportunity to showcase the brand in an interesting and unique way. We love your account, please post more!
Canva has become a household name for making design simple and accessible, but their TikTok strategy demonstrates they know how to blend education with entertainment. Canva focuses on creating content that’s genuinely useful and also fun – a formula that works well on TikTok.
Their content includes design tips, tricks, and relatable office moments that resonate with their audience. Whether it’s helping small businesses design more efficiently or showing professionals how to upgrade their work, Canva’s TikTok content speaks directly to the people who actually use the platform day to day.
By balancing education, entertainment, and community, Canva has built a strong TikTok presence that reinforces their role as both a tool and a creative partner. They provide value first, while still keeping the Canva brand at the forefront.
Shopify is the all-in-one commerce platform powering millions of businesses worldwide. As TikTok’s official e-commerce partner, they already play a huge role in helping entrepreneurs and brands sell online. They’ve set themselves apart on TikTok by showing that e-commerce can be fun and engaging.
Their content is a clever mix of quick-fire tips, industry news, trends, product demos, and sketch-style videos designed to resonate with entrepreneurs and small business owners. Through a mix of entertaining and informative content they tap into the real experiences of running a business – the wins, the struggles, and everything in between.
This approach makes Shopify feel relatable to its audience, showing it understands what running a business is really like. With consistent content from their team, Shopify’s TikTok manages to both entertain and inspire.
While technically not a B2B business, they do create content for the B2B audience and they are smashing it on TikTok, so it only felt right to give them a shoutout. The media company, known for its newsletters and podcasts, has a stand out TikTok strategy for its ability to bring mundane topics to life through creative concepts, often using sketch-style investigations, playful interviews, and tongue-in-cheek direct-to-camera delivery.
Their videos explore workplace trends, unpack major business news, and highlight the realities of corporate careers, allowing them to connect with audiences of all ages. Much of this content is driven by creator Macy, who began as an employee at Morning Brew and now continues to front their TikTok under a creator agreement, helping to give the brand a consistent, recognisable voice and style. Go on Morning Brew!
No one wants to see a brand pushing a hard sell on TikTok. The best B2B brands on TikTok also focus on humour, storytelling, and everyday work experiences, not just product features.
Getting cut-through on TikTok is a journey. Strengthen your brand awareness with a unique content style – whether it’s employees, mascots, or recurring characters, having recognisable faces builds trust and keeps audiences coming back.
Episodic content, clever use of trends, and timely reactions to cultural moments can help keep your brand relevant and visible.
Stay tuned for our next report on The Top Beauty Brands on TikTok Shop!
We’re a TikTok agency based in the UK who work across strategy, organic, influencer, paid and TikTok Shop.
You can find more TikTok insight from us in our Substack – The TikTok Sauce that releases every 2 weeks.
