Why Octopus Energy’s TikTok Bet Broke the B2B Mould
If you asked me a few years ago which B2B marketing gambit would become the oddest – and oddly successful – story, I’d never have guessed TikTok would be part of the answer. Yet, Octopus Energy, a UK-based supplier, proved that even in the world of B2B services, breaking convention can offer surprising rewards.
Why TikTok for B2B? Isn’t That a Teen’s Playground?
You’re not alone if TikTok sets off alarm bells for you as a B2B marketer. Most of us tend to stick to LinkedIn, with a smattering of Twitter and maybe a touch of YouTube for tech explainers. TikTok seems like the last place for a complex topic such as business energy supply contracts.
But Octopus Energy saw something different: the chance to humanise their brand using humour, irreverence and bags of personality. Instead of cold emails and dry whitepapers, they launched short videos showing real staff, workplace quirks, and even the occasional office pranks. The target? Not just business managers, but the employees, decision influencers and, importantly, the industry talent pool.
Measurable Results or Mere Gimmick?
The real surprise: their TikTok strategy resulted in a genuine boost in both B2B leads and employer brand recognition. It started conversations in boardrooms and put Octopus on the radar of businesses looking for a different kind of supplier. Feedback ranged from “never would have thought to contact an energy supplier on TikTok!” to “it feels like we know your whole team”.
The authentic, behind-the-scenes content resonated with decision makers who were just as likely to scroll TikTok after work as they were to check LinkedIn over their morning coffee. That relatability opened doors in a crowded, mature market.
Key Takeaway: Don’t Dismiss the Unusual
What stands out here is not just the medium, but the willingness to do what no one else in the sector dared try. It’s a reminder that in the noisy B2B marketplace, the oddest route might, in fact, become the most effective – so long as you do it with authenticity and measure your results.
References and Further Reading
Octopus Energy’s TikTok B2B marketing story explained
https://www.marketingweek.com/octopus-energy-tiktok-b2b-marketing/
How TikTok is changing B2B engagement
https://www.campaignlive.co.uk/article/how-tiktok-changing-b2b-marketing/1811792
Brand lessons from Octopus Energy’s B2B approach
https://www.thedrum.com/news/2023/04/17/why-octopus-energy-sense-brand-humour-hits-home
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