Keeping Up with PR Trends: TikTok
As we all know, social media is becoming more of a prominent tool for digital marketing across the industry. Media has moved away from traditional newspapers, radio, and television to the small mobile devices people carry everywhere. There is an abundance of social media platforms but today, one is starting to outshine the others: TikTok.
TikTok is a video-sharing app that allows creators to post 15-second to 10-minute videos on whatever topic they choose. The platform has the option of combining content with various filters, music, voiceovers, sound effects, duets, etc. The app initially started out as a platform designed for lip-syncing videos but has grown to be its own universe full of creative individuals. TikTok is only destined to grow as users participate in many more viral trends, challenges, hashtags, influencer partnerships, and more. Additionally, more celebrities have been joining the platform which only brings more viewers to join the app.
TikTok has been growing immensely, holding over even larger power across the world which makes it a remarkable place to market a brand and its products. The app currently has over 1.53 billion users and one billion of those are active monthly users. This is an amazing opportunity for brands trying to reach a wider audience and maintain a solid online presence with their current and potential consumers.
PR Tips for Using TikTok
As a public relations professional, it is crucial to find the most efficient way to communicate with your audience, connect with your followers, and reach as many people as possible. Social media has made it easier to reach wider demographics in one app. But, with so many competitors across these platforms, brands must try to resonate deeper than their counterparts. This means being especially present in places that are rapidly growing in popularity, in this case, TikTok. An article by Alice Preece, a Digital PR Specialist, shares some tips on how to use TikTok within your digital strategy, This includes:
Find your brand’s community. Analyze and determine where your brand stands amongst the users; see who is talking about you on the platform.
Next, tailor your ‘For You Page’ to your clients by utilizing hashtags that are trending with relevant words to your company like #Booktok, #Foodtalk, etc.
Trending stories in the media can often result from a viral TikTok which is also relevant because it creates PR coverage and links that will help bring attention to your brand.
TikTok is flooded with trends so it is crucial to put the brand in the middle of a trend so that your company has a higher chance of going viral and reaching a wider audience.
Tutorial press releases are also relevant as journalists write articles about participating in new trends, we can write press releases with advice too. You can write about how to create a new viral recipe, for example.
To track the potential of TikTok, it is important to measure the impact and give statistics to see what trends are leading to more product sales or profit in other organizations; for example, Alix Earle’s makeup products are always sold out after she mentions them in her videos.
Giving advice on whether a trend is safe also brings more attention and credibility to your brand because sharing expert advice, regarding trends, on your account attracts more attention as you prove things right and wrong.
It is also essential to be quick in the TikTok world because the trends are unpredictable, they can rise and fall within days, and staying on top of those trends will be very beneficial to your account’s growth.
Lastly, creating an integrated approach is a great way to maximize your platform because it is combining several ways to gain attention with organic and SEO.
It is important to recognize how your brand can fit into the TikTok algorithm and take advantage of its popularity appropriately. Finding the right audience and the content you want to share will help your brand’s account blossom. Brands that have taken advantage of current TikTok trends can be seen with Tarte, Duolingo, Gymshark, and so many more. When companies participate in these viral trends, they better resonate with the entire community because they will be deemed more relatable and authentic. Additionally, the more your content sticks with its followers, the higher the likelihood of reposts, views, and followers will increase. So if you are finding a new outlet to represent your brand, TikTok is the next step to dominate as it is quickly growing and attracting new users.
Start Creating Content
TikTok maintains an array of varying content types and topics, so it is essential for your brand to figure out what works and what doesn’t. There are plenty of TikTok content styles to choose from: entertaining and informative content, hashtag challenges, running ads, influencer partnerships, video replies, stitches, etc. Endless ideas can be incorporated into each content style and could further leverage your brand and be representative of a successful social media presence. Be creative and be unique! You can make your brand stick out when you utilize the various media styles and content opportunities to make consumer-engaging content that will lead to a stronger brand loyalty and recognition across the world.
About Elise
Elise Rapeyko is a senior striving for a BS in Advertising and Public Relations while minoring in Psychology. This will be her first semester as a GrandPR Account Executive. This past summer, Elise interned for Seyferth PR, an agency right in heartside of downtown Grand Rapids. In the fall, she began working for the GVSU Lanthorn as a Promotions Team Member. She also started a student organization in 2022, the Fashion Club. She hopes, as she works in GrandPR, that she will continue to enjoy her time, learning and experiencing what PR really is.