B2B in the Blended Feed: Reaching Buyers Where They Are (B2B Marketing Webinar Series)

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What happens when your next B2B buyer discovers your product in a feed curated to their passions—where business insights sit alongside the content they find most relevant and entertaining?

New research from TikTok and NewtonX shows this is today’s reality, starting with a broad cultural shift where 1 in 2 U.S. workers now prefer a blended work-life model. But for B2B marketers, the crucial insight is this: 6 in 10 business decision-makers believe that integrating personal and professional content is essential to their own career success.

Join leaders from TikTok and NewtonX as they unpack the study’s implications for B2B marketing. You’ll see the data behind a new environment where personal feeds shape business decisions, authentic voices build trust, and entertaining content outperforms traditional formats.

Key topics include:

The Blended Feed Opportunity: B2B marketers now compete for attention in a blended feed. See why 7 in 10 TikTok users find content engaging when it blends entertainment with practical business information.
The Rise of Short-Form B2B Content: B2B content now lives in the same feed as entertainment, and buyers prefer it that way. 53% of B2B buyers favor short-form videos (under 30 seconds) for business content.
How Passive Discovery Drives Action: Discovery is happening organically, with 74% of decision-makers encountering B2B content on social platforms without actively searching for it.
Why Buyers Trust Peers Over Pitches: Social proof is crucial. 50% of B2B buyers are influenced by user-generated content (UGC) and 40% by employee content. Millennials, who make up 45% of B2B decision-makers on TikTok , are leading this change as both influential buyers and internal product champions.
A Look at What's Working: We'll explore the value of educational, illustrative, and entertaining formats, including product demos, case studies, and creator partnerships.