For years the B2B marketing rule was simple: business buyers live on LinkedIn, consumers live on TikTok and Instagram. That rule is out of date. The people who sign off on budgets (CEOs, heads of marketing, procurement leads, founders) scroll the same feeds as everyone else, and increasingly they use those feeds to discover products and vendors.
The LinkedIn-only myth
LinkedIn is still a powerful B2B channel. But it's one channel, and treating it as the only place decision-makers can be reached leaves most of their attention on the table. A decision-maker is a person first: they watch YouTube on the weekend, scroll TikTok in traffic, and check Instagram between meetings.
Decision-makers don't stop being people when they log off LinkedIn. Your content should meet them wherever they're actually paying attention.
What the data says
66%of company decision-makers on TikTok use it to learn about business products, software or services.TikTok B2B Playbook, 2024
5 in 10decision-makers use YouTube and Facebook when researching new products, the top platforms in GWI's study of 17,000 knowledge workers.GWI
63%of B2B tech buyers say short-form social video from industry experts helps inform their buying decisions.LinkedIn survey of 1,700+ buyers, 2024
2/3+of senior-level digital B2B purchasers are Millennials or Gen Z, the generations that grew up on social video.Forrester, 2022
The picture is consistent across sources:
- Discovery happens on social video. According to TikTok's own B2B research, two-thirds of company decision-makers on the platform use it to learn about business products and services.
- YouTube and Facebook are research tools. In GWI's research, YouTube and Facebook led "by some distance" as places decision-makers go when evaluating new products.
- Short video builds trust. In LinkedIn's own 2024 survey of B2B technology buyers in the US, UK and India, 63% said short-form social video from experts helps inform purchases, and 80% of video viewers called influencer videos one of the most trusted formats.
- The buyers are getting younger. Forrester found Millennials and Gen Z make up more than two-thirds of senior-level digital B2B purchasers, and it expects more than half of younger buyers to rely on external sources such as social media and personal networks when making purchase decisions.
The Kenya picture
In Kenya the gap between platforms is even starker. DataReportal's Digital 2026 report counts:
| Platform | Kenyan audience (ad reach) |
|---|
| TikTok (18+) | 18.4 million |
| Facebook | 17.0 million |
| YouTube | 12.1 million |
| LinkedIn | 6.3 million members |
| Instagram | 3.95 million |
TikTok's adult reach in Kenya is almost three times LinkedIn's member base. The managing director, the HR head and the procurement manager you want to reach are far more likely to be in that 18.4 million than to see your next LinkedIn post.
Source: DataReportal, Digital 2026: Kenya. Platform ad-reach figures aren't the same as monthly active users, and LinkedIn counts registered members.
Why short-form works on business buyers
- It's where attention is. Business buyers spend personal time on short-form apps, and that's when they're open to new ideas.
- It feels human. A 30-second clip of your CEO explaining a real customer problem lands differently from a brochure PDF.
- It compounds. Buyers rarely convert on the first touch. Seeing your expertise across TikTok, Reels and Shorts builds familiarity before the sales call.
- It spreads through people. Buyers trust peers and experts. Clips posted by real creators carry more credibility than another branded ad.
A B2B short-form playbook
- Mine your existing content. Webinars, panel talks, conference keynotes, podcasts and client interviews are full of expert moments.
- Lead with insight, not product. Clip the surprising stat, the bold opinion, the lesson learned. Save the pitch for the profile link.
- Distribute widely. Post the same moments across TikTok, Instagram Reels, YouTube Shorts and LinkedIn. A clipping network puts them on many accounts at once.
- Go local. Swahili or local-language captions can make B2B content feel accessible rather than corporate.
- Measure beyond likes. Track views, profile visits, website visits and inbound leads from each campaign.
Put your expertise in front of decision-makers
Katafy turns your webinars, panels and podcasts into short clips posted across TikTok, Reels and Shorts. You pay per verified view.
Book a free strategy call →
Sources
Frequently asked questions
Are B2B decision-makers really on TikTok?
Yes. TikTok's 2024 B2B research found that 66% of company decision-makers on TikTok use the platform to learn about business products, software or services.
Is LinkedIn still important for B2B marketing?
LinkedIn remains a valuable B2B channel, but decision-makers also research on YouTube, Facebook, Instagram and TikTok. In Kenya, TikTok's adult reach (18.4 million) is almost three times LinkedIn's 6.3 million members.
What B2B content works on TikTok and Reels?
Expert insights, surprising statistics, customer stories and behind-the-scenes moments, often clipped from webinars, panels and podcasts, tend to perform better than product-led ads.
How can a B2B brand start on short-form without a big team?
Start with content you already have. A clipping agency can turn long-form webinars and talks into short clips and distribute them across creator accounts.