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How much revenue can your B2B podcast generate on TikTok?
What is B2B podcasting?
According to Ofcom, 20% of UK adults now listen to at least one podcast a week. This equates to 1.7 million people. Among those listeners, a fifth tune in to news and current affairs podcasts daily, the highest daily percentage for any genre. For businesses, podcasts can be a strategic tool used to reach customers and other professionals within their industries.
Over 40% of business leaders now tune into podcasts for B2B content to learn or to stay informed. Whether the goal is to help your business build industry authority, increase brand visibility, or attract new potential customers, podcasting can become an effective B2B marketing strategy. But as an emerging hub for B2B marketing, TikTok provides an opportunity to reach wider audiences and drive revenue through sharing your podcast on the platform.
Podcasting statistics
- 79% of podcast fans say they listen to podcasts to learn new things (Idea Ape)
- The global podcasting market is expected to grow at a compound annual growth rate of 27.6% from 2023 to 2030 (Idea Ape)
- As of April 2024, 33% of US weekly podcast listeners prefer watching a podcast, that’s up from 30% in April 2022 (Backlinko)
- Businesses with podcasts report an 89% increase in brand awareness and 25% higher brand favourability (Lower Street)
Video podcasting statistics
- YouTube ranks as a preferred platform for listening to podcasts according to 33% of monthly podcast listeners in the US, followed by Spotify (24%) and Apple Podcasts (12%) (eMarketer)
- 47% say promotion is the most challenging part of podcast production (The Podcast Host)
- 41% of Gen Z have made a career decision based on TikTok (Resume Builder)
Why uploading your B2B podcast to TikTok matters for your marketing
TikTok is rarely the first platform that comes to mind for B2B marketing, but its value cannot be ignored. With over 1 billion active global users, TikTok is one of the fastest-growing social media platforms, making it an important tool for reaching your audience, whether that’s B2C or B2B. For B2B marketers, TikTok provides a chance to meet their audience where they already spend their time. By sharing engaging, bite-sized snippets of your podcast episodes on TikTok, you can repackage long-form content into highly consumable formats, attracting new listeners while reinforcing your brand’s expertise.
B2B marketers are increasingly adopting strategies borrowed from consumer brands. Social media is being used for live streaming and promoting webinars and launch events, with more businesses now considering podcast integration.
A Harris Poll survey highlights that 50% of B2B marketers plan to increase their investment in podcast marketing in 2025 by utilising platforms like TikTok to expand their reach. Podcasts are already among the top channels for accessing business-related content, with 43% of decision-makers using them to stay informed on news in their industry. Pairing podcasts with TikTok’s massive user base can help your B2B brand break through to other professionals and businesses alike.
The impact of B2B podcasting on your business
TikTok can help drive growth for your business as its algorithm prioritises engaging, relevant content, which means that even niche B2B podcasts have a chance to reach the right audience without requiring massive ad budgets. By uploading podcast snippets to TikTok, your brand benefits in several important ways.
By adding simple video production equipment to your set-up for your podcast, you can begin to generate content for various platforms that expands your reach and offers new monetisation opportunities.
Brands your podcast to the right audience
TikTok’s ‘For You’ page is a personalised feed of content based on your interests and engagement. Posting clips featuring advice, thought leadership, or behind-the-scenes podcast content can introduce your business to other professionals who may not yet follow you on traditional platforms like LinkedIn.
Drives traffic to your podcast
Well-edited, attention-grabbing clips can serve as teasers on your TikTok channel, driving users to listen to full episodes on your website or streaming platforms. According to a Nielsen study, 45% of podcast listeners in the US earn at least $250,000 or more annually. This means that traffic to your TikTok channel and your podcast can translate to profitable opportunities.
Generates leads and builds authority
Similar to traditional Digital PR like expert comments and guest post creation, B2B podcasts help position your business as a thought leader. When shared on TikTok, these snippets attract comments, shares, and direct interactions, providing your business with insights into audience pain points and generating qualified leads so you can stay ahead of the curve.
What are the B2B podcasts making the most profit from TikTok?
How to start your own successful B2B podcast
Determine your podcast’s unique angle
Define a clear niche that sets your podcast apart. Conduct a competitive analysis to identify gaps in your industry and create a list of episodes that appeal directly to your target audience. A targeted, specific focus ensures your TikTok clips resonate with potential listeners.
Be flexible in your episode format
Opt for a podcast style that suits both long-form episodes and short-form highlights. For example, interview-style podcasts are great for pulling out memorable soundbites, while solo episodes let you share impactful insights succinctly.
Invest in quality production equipment
Good-quality AV solutions really go a long way in making your podcast a credible source of information. A high-quality microphone camera or webcam ensures both your podcast and TikTok snippets look professional and polished.
Share the most engaging snippets
Edit your podcast and pull out the most compelling moments for your TikTok channel. These could be interesting statistics, a bold opinion, or a call to take action. Add subtitles and dynamic visuals to make them stand out on TikTok’s fast-paced feed.
Utilise TikTok trends
Even B2B marketers should stay informed on popular trends, especially on TikTok. Integrating popular sounds, hashtags, or memes into your podcast snippets can increase their visibility and appeal, although this depends on your company’s niche and audience.
Encourage engagement across different platforms
Use TikTok to drive traffic back to your podcast by including a clear call-to-action in your captions to visit Apple Podcasts/Spotify to hear more – or even to visit your business website to learn more information on a particular topic.
How we calculated the results
- Experts at London Filmed used the ‘Top Shows’ chart on Apple Podcasts to find the most popular business podcasts, including shows that have been popular for a while and new shows that are rising in popularity.
- We selected the Top 50 Business Podcasts on the list and searched each one on TikTok to find a respective channel where clips of the show are uploaded.
- As not all podcasts on the Apple Top 50 were available on TikTok, we cut down our list to the Top 20 B2B Podcasts on TikTok.
- We listed the number of followers and total likes of each channel, which is readily available on TikTok. We then used the Google Extension ‘UpDog’ to find the average number of likes per video.
- Dividing the total number of likes by the average number of likes from each video gave us an estimate of the number of clips each podcast posted to their TikTok channel.
- Next, we used the TikTok Calculator tool, which helped us estimate the amount of money your B2B Podcast can earn by marketing it on TikTok through videos/clips.
- To create the ranking above, we provided the number of followers, total likes and estimated number of videos from each podcast listed in the calculator. The calculator then gave us an estimate of how much each TikTok post earned.
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