Influencer Marketing on TikTok: PR Packages

Influencer marketing on social media is very common, as are PR packages often seen on TikTok. PR packages are complimentary gifts, meaning influencers are not obligated to post about them. These packages are developed to organically produce earned media with the intention of increasing the awareness of a brand and its products. As a young PR pro, when I view this type of content, I tend to think of the perceived advantages and disadvantages brands face in sending packages to influencers. 

Pros & Cons of Larger Influencer Unboxings

The first, and probably most obvious advantage is the opportunity to reach a wide audience on a larger scale. When brands send packages to influencers, like Mikayla Nogueira who has 15.9M followers, the size of their audience and content analytics are taken into consideration. Her recent unboxing haul, a three-part series, has amassed 6.6 million views and over 460k likes. Another advantage of sending to popular influencers is their ability to do just that: influence. Those who endorse a brand or product they like have the ability to persuade their audience to make a purchase as well as generate brand awareness. In Mikayla’s video, she is sent a pair of Hokas. calls them her favorite brand of sneakers and mentions their comfort as she holds the shoe for the camera.

A disadvantage is the amount of time an influencer may focus on a brand and its products. Influencers who post large unboxing hauls often do not provide information about the products or their application and instead, focus on the fact they received it. An example is Darcy McQueeny, who has 1.8M followers. In her video, she mentions each brand and the products it sent, yet unboxes them quickly and without going into much detail. I, like others in the comments, am not thinking about making a purchase and am instead living vicariously through the influencer receiving free products. This could sway a viewer against taking action. Not seeing how a product is used, its quality, or its benefits/drawbacks makes it more difficult to drive consumer purchase. This then requires the product or package to catch the viewer's eye, which is why some brands go to elaborate lengths in designing packages and special-edition products.

Pros & Cons of Smaller Influencer Unboxings

One advantage is that influencers typically take more time to unbox packages and show the products in more depth. An example is Aliya Rachinski, who has 628.5 k followers. In her video, she opens each package at a slower rate, says what each product is, and even tests some of them. This approach gives her audience a closer look at what brands have sent her and makes her appear more sincere and grateful in her reviews. Another advantage is that these influencers typically have a close-knit community with their followers, which can lead to more trust and credibility in the things they say about the products and their excitement in receiving them from brands. An example of this enthusiasm can be seen in a video posted by Binaca Lozano, who has 10k followers.

An obvious disadvantage is that the content posted by smaller influencers may not generate as much attention as those with larger followings. A second disadvantage is that some people may want PR packages simply because the products are free. There are plenty of videos on TikTok showcasing tips and tricks on how to get brands to send you packages so brands need to ensure their resources are going to the right candidates. 

Unpacking my Thoughts

In writing this blog, I aimed to explore whether PR packages are still a valuable piece of influencer marketing for sizable brands, given the rise of alternative methods. I approached this topic from my own perspective as a TikTok viewer, focusing on how watching both large and small influencer unboxing content impacts my consumer behavior. Since PR packages are not contracted, it can be hard for a brand to anticipate the effects of sending packages, especially free of charge. The use of brand deals and, more similar to PR packages, contracted reviews may be more valuable as influencer marketing continues to grow. An advantage of contracted reviews is that brands can establish shared media on TikTok. Additionally, if an influencer expresses their excitement or appeal to a product, it appears more genuine because they were not being paid for their review of the brand. Overall, PR packages can be an effective tactic to increase brand awareness, yet it must be done strategically to pique the interest of the influencer receiving them and the audience viewing the content. 

About Jaelyn

Jaelyn is a junior majoring in Advertising and Public Relations with a PR emphasis and minors in Digital Studies and Applied Communications. She is excited to expand her knowledge of the PR industry as a new member of GVPRSSA and GrandPR. Jaelyn hopes to obtain a summer internship next summer in Detroit at Lambert. After she graduates, she hopes to work at a PR agency in or near Detroit.