The TikTok Era of B2B: Why Buyers Expect Insights in 60 Seconds or Less
- Calista Carbajal
- Sep 18
- 2 min read
Scroll. Swipe. Skip.
That’s the quick rhythm of how people consume content today.
TikTok didn’t just change entertainment—it changed attention spans worldwide. Millions of quick videos have trained us to expect information that’s fast, visual, and to the point. And while that might sound like a consumer trend, here’s the twist: the same people bingeing 15-second clips at night are making high-stakes B2B buying decisions during the day.
The expectation has shifted. Buyers don’t want to sit through a lengthy 60-minute webinar before they get to the “aha” moment. They want the insight upfront in under a minute.
Why this matters for B2B marketers
Short-form content isn’t just for cat videos or recipes. In B2B, it’s becoming the first handshake, the trust-builder, and sometimes even the deciding factor. A quick testimonial from a customer or even a 45-second explainer from an executive can carry more influence than the most polished report.
And that’s because short feels real. A bite-sized soundbite from a subject matter expert comes across as authentic, unfiltered, and human. In an era where trust is everything, speed and honesty are working together.
The 60-second rule
This doesn’t mean long-form content is dead, it means the gateway has changed. Short-form is now the trailer that earns someone’s time for the full story. Nail the first 60 seconds, and you’ve earned yourself 60 minutes.
The short-form shift
The TikTok effect has shrunken attention spans which increased the standards of value. B2B buyers don’t have less time; they just have less patience for fluff. The brands that learn to say something meaningful, quickly, will be the ones who get heard.
In today’s B2B world, a minute is more than enough if you use it well.
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