Case Study: TikTok proves its B2B reach with GWI

Showcasing TikTok as a gateway to C-suites

TikTok used GWI’s consumer insights platform to validate first-party assumptions about its B2B audience. The team needed credible third-party data to confirm whether C-suite professionals were active on TikTok and to understand why they used the platform, especially in the UAE and Saudi Arabia.

Using GWI, TikTok analyzed senior executives’ behaviors and motivations, uncovering that 74% of C-level executives in those GCC markets were on TikTok and often using it for business activities like networking, discovery, and consideration. GWI’s insights helped TikTok create a one-page infographic for prospective partners, reposition the platform as a gateway to B2B engagement, and support stronger sales conversations that led to new partnerships and activations.

TikTok

Aaron Almeida

Insights Partner