It’s possible you’ll consider TikTok istargeted on the dance-loving, banana-bread-baking Gen Z consumers of the world, however there’s a lot extra to the platform than many give it credit score for.
TikTok, when used accurately, could be a wonderful device for PR. When utilising it to the most effective of its capacity, you possibly can create some good tales, assist out journalists, and construct some juicy hyperlinks.
A lot of the recommendation on the market focuses on the way to use the app for natural social, however if you happen to simply open your eyes to the total potential of TikTok, you’ll discover a complete aspect to the platform that may assist elevate your PR tales.
Discover your model’s neighborhood
- 49% of customers have made purchases from manufacturers after seeing them marketed, promoted, or reviewed on TikTok.
- 67% of customers say TikTok impressed them to buy even after they weren’t desiring to.
- There are 39 billion views on movies with the hashtag#tiktokmademebuyit.
I might reel off lots of of stats about how influential a touchpoint TikTok could be, and in all honesty, I’m a first-rate instance. If you happen to have a look round my bed room and also you’d have the ability to spot the Uniqlo bag that went viral for saving as a lot area as Mary Poppins’ purse, the Sony headphones that have been a prime suggestion from tech reviewers, and the packing cubes I’ll be taking with me on each vacation from right here on out.
Simply my shopping for habits alone show that the app could be revolutionary for e-commerce shoppers. It’s a good way for paid and natural social groups to actually elevate their model and get observed. However what about whenever you’re not really creating content material on the app? What about when your KPI is protection and hyperlinks?
Tailor your ‘For You Web page’ to your shoppers
It’s clear that TikTok takes prospects all the way in which from discovery, to motion, to purchasing. That’s partly as a result of reality it’s good at creating hyper-personalised, area of interest neighborhood teams.
For instance, if you happen to love studying, you’re almost certainly on #BookTok and could have seen loads of Colleen Hoover suggestions. If you happen to love utilizing the newest know-how, you’re most likely already on #TechTok. There’s additionally #CatTok, #FoodieTok, #NostalgiaTok, #SwiftTok, #CleanTok… I believe you get the image.
While your natural and paid groups is perhaps focusing on these niches with influencers or advertisements, us PR folks can nonetheless use them to our benefit. Finding out these neighborhood teams (or ‘communities of follow’ if we’re getting actually tutorial), could be nice to your PR technique.
If you wish to get into the guts of your consumer’s neighborhood on TikTok, create a separate account and tailor your FYP to check traits. Like and touch upon content material th
at’s related to your consumer, and nearly instantly you’ll discover tremendous related movies popping up in your display. The algorithm is extremely particular, so that you’ll have the ability to use this curated content material to select up on traits actually rapidly.
Find out how to create PR protection and hyperlinks
Journalists completely wish to cowl trending tales on TikTok. From opinion items concerning the app’s utilization, to editors’ evaluations of TikTok well-known merchandise, to easy information tales letting readers know what’s blowing up on the app, the headlines are infinite.
Right here’s how one can capitalise on TikTok tales and make them work to your consumer:
Put the model in the midst of a pattern
Step one is to make use of your information of business traits to discover a story angle that may suit your consumer like a glove. Simply scroll by way of your client-tailored ‘For You’ web page on daily basis, and see what’s repeatedly showing.
When you’ve discovered the appropriate pattern or story, it’s time to get your consumer concerned. They want to have the ability to remark or add one thing to the story {that a} journalist will care about. There are a couple of methods you can method this:
Tutorial press releases
Journalists typically write articles about the way to take part in a brand new pattern, so create a press launch with knowledgeable recommendation.
Possibly it’s the way to recreate a brand new viral recipe (why does she put the ice dice in with the salmon and rice?) Maybe folks wish to understand how they will have nails like Hailey Bieber. Or perhaps they wish to slot in with the cottagecore aesthetic and are after some styling concepts.
In case your consumer can remark and provide recommendation on a subject that’s trending, a journalist is way extra doubtless to make use of your press launch.
Measuring the affect and giving statistics
In Digital PR, all of us completely like to whack out a Google Tendencies statistic, so why aren’t all of us doing this with TikTok? It’s attainable to see what number of views totally different hashtags have on the app, so ensure you’re taking observe. This may be actually useful if you happen to’re attempting to create an index of ‘The most well-liked X on TikTok’.
Likewise, if out of the blue your whole FYP is stuffed with folks attempting that loopy luxurious sizzling chocolate in Paris, why not examine if Google searches have gone up for flights to France? Work out if related traits are having a real-world affect and let your consumer be the one to tell the press about it.
Giving recommendation on whether or not a pattern is secure
Bear in mind when ‘slugging’ was the most well liked new skincare methodology? Ask a skincare consumer if it’s really secure.
What about these pimple patches which can be going round? Do you may have a medical consumer who might touch upon whether or not they actually work?
Discover out in case your consumer might provide their knowledgeable opinion to assist anybody excited by a pattern.
Be fast
Tendencies can rise and fall actually rapidly on social media, so it’s important that you just all the time act quick and deal with TikTok press releases such as you would another reactive PR story. Be certain that your angle is powerful, you’ve received good stats in there, and crucially, your consumer has one thing to say that may improve the story.
Journalists know that TikTok articles carry out effectively, so give them the entire data they want and also you’re onto a winner!
Create an built-in method
Utilizing TikTok to your press releases is a good way to begin utilizing the app to your benefit. However if you happen to actually wish to go above and past, work together with your colleagues in search engine optimisation and natural social to create a very built-in method.
If there’s a pattern that your consumer may benefit from, convey within the natural social guys to create content material and work with influencers to generate buzz round your consumer. Then be sure your search engine optimisation workforce has you rating excessive in Google for no matter phrases the pattern is said to. And naturally, get the PR workforce to outreach articles to journalists placing the model on the centre of the pattern.
Granted, not each story or marketing campaign must have all of the bells and whistles. However when natural works hand in hand throughout natural social, search engine optimisation, and PR, magical issues can occur.
If you happen to’re excited by studying extra about how TikTok might work to your model organically, get in contact.