TikTok isn’t essentially a brand new social media platform, nevertheless it’s actually taken the world by storm over the previous few years. Whereas it was initially seen as a platform for Gen Z, the pandemic modified that. Extra Millennials and even older generations started flocking to the app. Now, TikTok has over 1 billion energetic customers month-to-month.
It ought to come as no shock, then, that extra advertising groups are turning to TikTok to create content material. As a PR professional, you ought to be doing the identical. PR and communication professionals can make the most of TikTok for enterprise functions, doubtlessly reaching a brand new viewers when you’re at it.
Unsure the right way to get began? By setting objectives, measuring your course of, and understanding the kind of content material that performs effectively on TikTok, you should utilize the platform for every part from consumer status administration to establishing a model persona on your PR enterprise. As a bonus, you may have a variety of enjoyable whereas doing it.
Let’s cowl a number of methods you may implement as a PR professional to profit from TikTok.
Comply with tendencies and perceive content material
In each advertising and PR, content material is king. However that doesn’t imply you ought to be creating one-size-fits-all content material. You’re going to do issues in another way on Fb than you’ll on TikTok, and that’s precisely what’s going to assist to develop your viewers and assist folks perceive who you might be and what you stand for. For those who’re struggling to contemplate the kind of content material you ought to be sharing on TikTok, contemplate the platform’s persona. It’s younger, recent, and energetic.
If you begin to construct a technique round it for advertising your PR providers, consider issues like:
- Understanding your viewers
- Defining your goals
- Deciding whether or not to make use of paid commercials
- Launching adverts and measuring efficiency
The good factor about TikTok is that you just’ll be capable of see how effectively your content material is performing in a short time, so you can also make changes as wanted. For those who’re nonetheless unsure the right way to get began or what sort of content material will resonate along with your viewers, take the time to analysis present tendencies.
Social media is completely different at present than it was years in the past, and tendencies transfer shortly. The very last thing you need is on your efforts to be irrelevant, so it’s a superb rule of thumb to have somebody in your staff researching what’s well-liked always. It’s a fast and simple option to create one thing related and doubtlessly go “viral” whereas reaching a wholly new viewers.
Enhance model administration
If you’re within the PR trade, you understand the significance of constructing a strong model and understanding the right way to enhance its status when essential. Social media, basically, is a vital a part of model administration. It may provide help to preserve your small business’s status on constructive phrases along with your normal viewers. Managing social media to spice up model recognition and keep on high of your status contains often sharing what’s taking place with your small business, responding to questions and feedback, and fascinating along with your viewers.
TikTok is exclusive in that it permits you to not solely reply to feedback utilizing textual content however to “sew” movies or reply to feedback with a video. Doing this provides a private contact to your small business and might let your viewers know you’re listening.
This sort of model administration is particularly efficient when you’re attempting to overcome a PR disaster or rebuilding your model from the bottom up. At present, folks need relationships with the manufacturers they select, and placing your self on the market on a number of social media platforms is a good way to foster these connections.
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Construct a persona
Along with utilizing TikTok to spice up your current model, it’s also possible to put it to use to indicate off the “human” aspect of your PR enterprise. We talked about participating along with your viewers through quick TikTok movies and by replying on to feedback. However don’t look ahead to one thing “dangerous” to occur earlier than you exhibit the humanity of your model.
As an alternative, concentrate on constructing a persona utilizing social media. TikTok is a good place for that, whether or not you’re attempting to kind relationships or promote your PR providers. Editor’s be aware: An excellent instance is disaster comms skilled Molly McPherson’s TikToks, a few of which have a whole lot of hundreds of views!
For those who’re not comfy with the platform or don’t have a big following but, contemplate working with an influencer who can function the voice and persona of your model in the interim. Chipotle not too long ago noticed success with influencer advertising on TikTok. They labored with well-liked content material creator David Dobrik for his or her “Lid Flip Problem.” With Dobrik’s affect, the corporate acquired over 100,000 movies of individuals doing the problem.
You don’t must be a family identify or a significant company to work with influencers. Search out individuals who share the identical values as your model and those that take advantage of sense when selling your small business.
Don’t be afraid to have enjoyable in terms of utilizing TikTok as a PR platform. On TikTok, you may create a persona on your model that’s simpler on your viewers to interact with. It is likely to be completely different from different social media retailers, however in these quick snippets of video, you are able to do so much to construct a constructive status for your self and your shoppers.
Editor’s be aware: We’d be remiss if we didn’t point out the continuing privateness and cybersecurity issues with Bytedance, TikTok’s mum or dad firm.
For some reference, the Related Press (AP) reported on international locations with bans on TikTok. Many say it’s too tough to ban the favored app right here within the US, and NPR seemingly agrees with their story: The US is threatening to ban TikTok? Good luck.
Whereas we don’t assume TikTok goes wherever quickly, there’ll proceed to be regulatory and governance challenges. Keep in mind, diversifying your social media presence is at all times a wise transfer.
—Tressa Robbins, Content material Supervisor
For all of your monitoring wants, request a demo to see how we will help. And for precious tip sheets on reside streaming, on-line video content material, storytelling, search engine optimization, and lots of different subjects essential to constructing your model and enterprise, try our sources part right here.
Visitor Contributor: Katie Brenneman is a passionate author specializing in way of life, psychological well being, training, and fitness-related content material. When she isn’t writing, you will discover her together with her nostril buried in a e book or mountaineering together with her canine, Charlie.
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