TikTok performance for major B2B SaaS brands has collapsed. Average views per post fell from approximately 12.4M in 2022–2023 to roughly 118K in 2025–2026 — a drop of around 100x — across HubSpot, Notion, Salesforce, and Slack, based on Draper's analysis of TikTok posts spanning the four accounts in May 2026. Peak-era TikTok virality for enterprise software has effectively ended.
The signal
Draper query: Is TikTok still working for B2B SaaS brands in 2026? Compare TikTok performance against Instagram and LinkedIn for the same accounts and tell me whether TikTok performance is rising, flat, or declining for this segment.
The decline is era-dependent and steep. Splitting the same four accounts by year shows the curve clearly:
| Era | Avg views per post | Accounts in sample |
|---|---|---|
| 2022–2023 (peak) | ~12.4M | HubSpot, Salesforce, Notion |
| 2023–2024 (decline) | ~725K | HubSpot, Notion |
| 2025–2026 (current) | ~118K | HubSpot, Salesforce |
Account-level numbers reflect the same pattern. HubSpot's all-time average sits at ~6.5M views per post, but that figure is heavily skewed by 2022–23 peaks; recent posts perform far below it, and the account's last TikTok post is from October 2024. Notion averages ~799K views per post lifetime — a number that masks the fact that Notion built its early growth on the platform (the #notion hashtag drove 8M+ organic views in 2021–22) but has largely stepped back since 2024. Salesforce's most recent TikTok in February 2026 was a MrBeast collab and still only reached 193,800 views. Mega-creator collabs no longer guarantee viral reach for B2B brands.
Why is it happening?
Three structural drivers show up in the data. First, TikTok shifted to a "follower-first" distribution model in 2025–2026, reducing cold reach for brand accounts. Second, completion-rate thresholds rose from roughly 50% to 70%, which disproportionately penalises informational B2B content — it skews long and educational rather than entertainment-first. Third, the 2022–23 spike was a specific cultural moment: enterprise software briefly became relatable on TikTok, with consumer and student audiences driving the virality. That novelty has worn off, and the original audience was never the B2B buyer in the first place.
The decline compounds. When brands post less, the algorithm deprioritises them further — a self-reinforcing loop that explains why HubSpot, Notion, and Slack have effectively gone quiet on the platform.
Is it too late to act?
For broadcast-style B2B content on TikTok, yes — that strategy has stopped working. But community-reactive content still earns response. Notion's October 2024 reactive post — "We've seen the videos… we understand" — generated 24,400 likes and 336,900 views by responding to existing community conversation rather than broadcasting product messaging. Salesforce's MrBeast collab earned the highest comment count of any 2025–2026 post in the dataset (234 comments) despite its modest view count, suggesting engagement quality remains available even where reach has collapsed.
How to act on it
Move TikTok to third in the platform stack, and rebuild the strategy around community response rather than broadcast. LinkedIn is the stronger bet for B2B SaaS pipeline in 2026; Instagram delivers stable, modest engagement (Notion and Salesforce currently generate 2,000–3,000 likes on their best Instagram posts) and works as a brand-presence channel. TikTok is worth keeping only with a clear community-engagement strategy: respond to organic conversation, lean into reactive formats, and accept that the 2022–23 reach numbers are not coming back.
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