The B2B counterexample
B2B founders under 40 are on TikTok. Procurement managers over 55 are not. Match your category and persona before assuming the platform is a miss.
Formats that convert
Founder-led explainers, short product walkthroughs, and POV-style case studies. Corporate announcements don't get a second of attention.
Tracking is still rough
iOS measurement is lossy. Lean on post-click landing page events, UTM tags, and 'How did you hear about us?' on demo forms.
When to revisit
If you've tried and it didn't work in 2024, TikTok's B2B ad product has matured. Revisit every 6 months — the creative cost is low, the upside is real.