TikTok for B2B? Here’s How Kiwi Professional Services Are Making It Work
TikTok might not be the first platform that comes to mind when you think of accountants, HR consultants, or business coaches, but that’s exactly why it’s working. While other brands stick to LinkedIn posts and quarterly newsletters, a growing number of Kiwi service businesses are taking a leap with short-form video. And guess what? It’s paying off.
Let’s break down why TikTok deserves a spot in your content strategy, what B2B success actually looks like on the app, and how to get started (no dance moves required).
Why TikTok’s Worth a Second Look for B2B
Still think TikTok’s just teens and trending audios? Time to update that take.
1.8 million+ monthly users in NZ
1 in 4 global decision-makers use TikTok to inform business or purchase choices (GWI, 2023)
40% of Gen Z and Millennials use TikTok instead of Google to search for tips, services, and info (Google, 2022)
That’s your future clients, and they’re already searching.
The best part? TikTok doesn’t care if you’re a recruiter or a roofer. It cares if your content is helpful, interesting, or entertaining. You don’t need a massive following, either. The algorithm prioritises quality content, not big brand names or boosted posts.
What B2B Success on TikTok Actually Looks Like
No, we’re not saying your law firm needs to start lip-syncing disclaimers. B2B TikTok done right is smart, snappy, and human.
Think:
A Wellington-based employment lawyer sharing “3 Things Not to Say in a Resignation Letter”
A boutique HR agency posting skits about awkward onboarding fails
A Christchurch accounting firm breaking down GST in plain English (in under 30 seconds)
A marketing coach jumping on TikTok Live to answer questions and build trust
None of it’s viral-for-the-sake-of-it. It’s just helpful content, consistently delivered, with a little personality.
What’s Actually Working Right Now
You don’t need a camera crew or perfect lighting. You do need a strategy.
Here’s what’s cutting through:
Founder- or expert-led content
Show the real people behind the brand. Thoughts on the fly? Two-minute explainer? That stuff is gold.
FAQ or myth-busting series
Answer the stuff your clients ask all the time. Think: “Do cover letters still matter?” or “How do I know if I hired the wrong person?”
A little humour goes a long way
Yes, even B2B brands can have fun. Use skits or real-life scenarios to make dry topics feel human.
Niche, educational content
Don’t just hop on trends, focus on adding value. Teach something useful, in plain English.
How to Start (Without Feeling Icky)
No pressure. No perfection required. Here’s how to dip your toe in:
Pick a simple series concept. Think “Quick HR Wins” or “Friday Finance Fix.”
Batch a few videos on your phone. Clean audio and natural light are your friends.
Post 2–3 times a week. Nothing fancy, just consistent.
Cross-post to Reels and Shorts. You’ve already done the work, get more mileage from it.
Watch the right metrics: profile visits, saves, and watch time matter more than likes.
And above all: don’t overthink it. TikTok rewards relevance over polish.
Standing Out by Showing Up
The brands doing best on TikTok aren’t trying to go viral, they’re showing up consistently, speaking directly to their audience, and making content that actually helps.
The truth is, your next client might not be on LinkedIn at 11 a.m. They might be on TikTok at 9pm, searching for “how to fire someone legally in NZ” or “easy GST tips.” And if your face pops up, delivering that info in a way that feels easy and real? You’ve just earned trust and a potential client.
So if you’ve been watching from the sidelines, waiting for a sign to give TikTok a go - this is it.
Want to Make TikTok Work for Your B2B Brand?
At Daring Digital, we build short-form content strategies that don’t feel forced. From content calendars to shoot plans, we help NZ businesses show up online with confidence.
