4 Keys to Incorporate TikTok for PR Success
In today’s world, trends seem to be changing faster than ever before. It is difficult to keep a consumer’s attention for long. TikTok is a social media platform for creators to post 15 seconds to 10-minute-long videos consisting of whatever they choose. This may include something they’re passionate about such as cooking, an educational video on current events, or just a video with friends. TikTok is keeping up with society’s attention span because it is ever-changing. What remains consistent is there is always something for everyone. TikTok is useful to incorporate into PR today because of the endless audiences it is being targeted towards. There are key strategies that assist the incorporation of TikTok into your current PR methods that will keep them up to date.
The 4 keys for utilizing TikTok as a PR strategy for success
- Identify your target audience
- Discover relatable influencers
- Understand current trends
- Evaluate effectiveness of contacts
Identify your Target Audience:
Understanding who/what you are representing is crucial when identifying the audience you are trying to reach. When this is understood, you can research TikTok accounts or creators relevant to your goals; whether it be sales, brand awareness, or thought leadership.
On TikTok, there is a ForYou page for videos users are interested in based on what they frequently watch. This algorithm can be utilized to a publicist’s advantage by implementing keywords, phrases, and trends within the video to push the content to a desired audience’s ForYou page.
Discover Relatable Influencers:
Once the target audience is established, a publicist can research TikTok influencers that will effectively promote what they are representing. If you are looking to reach a cooking audience, you do not have to only locate chefs on the app. You could research lifestyle or health influencers that incorporate cooking or nutrition into their content. This concept applies to all types of content.
Also, take the creator’s following into consideration when determining if an influencer is aligned with your brand and its goals. As a publicist, if you are seeking to promote a newly launched brand, it can often be more effective to begin targeting microfluencers. Once the pace of popularity picks up, cast a wider net and begin reaching out to creators with a larger following.
Understand Current Trends:
Trends are constantly changing and evolving, that’s what makes them trends. TikTok trends can be used as an advantage in PR strategy because they help reach beyond the target audience as they’re often promoted by the algorithm This results in landing content on a new audience’s feed and can potentially generate new interest. When taking advantage of a specific trend, it must be current. Utilize the timeliness of a trendy creator or trending sound on TikTok to appeal to audiences. Acquiring a trendy creator to use a product or promote it will also reach a more expansive audience, and a demographic a publicist may have been unaware of.
Evaluate Effectiveness of Contacts:
Publicists can evaluate TikTok’s effectiveness through likes, comments, or reposts. Post engagement can display what appeals to consumers, as well as feedback on what they would like to see more or less of. Analytics can be studied that can display what audience the content appealed to, then viewing the post and reading comments can provide insight straight from the source on how they feel about what they watched.
After using all the keys needed for an effective TikTok post, studying engagement is the most important step to understanding how to strengthen content. It gives publicists the knowledge on how they can improve and keep content current and exciting to target audiences.
“Dedicated to research and writing”
Mickey Solomon is a current student at the University of Central Florida and a proud intern of Kafka Media Group.