TikTok isn’t essentially a brand new social media platform, however 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 need to be doing the identical. PR and communication professionals can make the most of TikTok for enterprise functions, doubtlessly reaching a brand new viewers whilst you’re at it.
Undecided easy methods to get began? By setting objectives, measuring your course of, and understanding the kind of content material that performs effectively on TikTok, you need to use the platform for every thing from shopper fame administration to establishing a model character to your PR enterprise. As a bonus, you may have loads of enjoyable whereas doing it.
Let’s cowl a couple of methods you may implement as a PR professional to profit from TikTok.
Observe tendencies and perceive content material
In each advertising and PR, content material is king. However that doesn’t imply you need to be creating one-size-fits-all content material. You’re going to do issues in a different way on Fb than you’ll on TikTok, and that’s precisely what’s going to assist to develop your viewers and assist individuals perceive who you’re and what you stand for. If you happen to’re struggling to contemplate the kind of content material you need to be sharing on TikTok, contemplate the platform’s character. It’s younger, recent, and energetic.
Once you begin to construct a method round it for advertising your PR companies, consider issues like:
- Understanding your viewers
- Defining your aims
- Deciding whether or not to make use of paid ads
- Launching adverts and measuring efficiency
The good factor about TikTok is that you simply’ll have the ability to see how effectively your content material is performing in a short time, so you may make changes as wanted. If you happen to’re nonetheless undecided easy methods to get began or what kind of content material will resonate along with your viewers, take the time to analysis present tendencies.
Social media is totally different at present than it was years in the past, and tendencies transfer rapidly. The very last thing you need is to your efforts to be irrelevant, so it’s an excellent rule of thumb to have somebody in your staff researching what’s standard always. It’s a fast and simple technique to create one thing related and doubtlessly go “viral” whereas reaching a completely new viewers.
Enhance model administration
Once you’re within the PR business, you understand the significance of constructing a stable model and understanding easy methods to increase its fame when obligatory. Social media, usually, is a crucial a part of model administration. It could actually aid you hold your small business’s fame on constructive phrases along with your normal viewers. Managing social media to spice up model recognition and keep on high of your fame consists of commonly sharing what’s taking place with your small business, responding to questions and feedback, and interesting along with your viewers.
TikTok is exclusive in that it lets you 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 may let your viewers know you’re listening.
This type of model administration is very efficient in the event you’re attempting to overcome a PR disaster or rebuilding your model from the bottom up. At the moment, individuals 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 character
Along with utilizing TikTok to spice up your present model, it’s also possible to put it to use to point out off the “human” facet of your PR enterprise. We talked about participating along with your viewers by way of brief TikTok movies and by replying on to feedback. However don’t await one thing “dangerous” to occur earlier than you exhibit the humanity of your model.
As a substitute, give attention to constructing a character utilizing social media. TikTok is a superb place for that, whether or not you’re attempting to type relationships or promote your PR companies. Editor’s be aware: An incredible instance is disaster comms skilled Molly McPherson’s TikToks, a few of which have lots of of hundreds of views!
If you happen to’re not snug with the platform or don’t have a big following but, contemplate working with an influencer who can function the voice and character of your model in the interim. Chipotle lately noticed success with influencer advertising on TikTok. They labored with standard content material creator David Dobrik for his or her “Lid Flip Problem.” With Dobrik’s affect, the corporate obtained over 100,000 movies of individuals doing the problem.
You don’t need to be a family title 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 relating to utilizing TikTok as a PR platform. On TikTok, you may create a character to your model that’s simpler to your viewers to interact with. It may be totally different from different social media retailers, however in these brief snippets of video, you are able to do lots to construct a constructive fame for your self and your shoppers.
Editor’s be aware: We’d be remiss if we didn’t point out the continued privateness and cybersecurity considerations with Bytedance, TikTok’s mum or dad firm.
For some reference, the Related Press (AP) reported on nations with bans on TikTok. Many say it’s too troublesome 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 suppose TikTok goes anyplace quickly, there’ll proceed to be regulatory and governance challenges. Keep in mind, diversifying your social media presence is all the time a sensible transfer.
—Tressa Robbins, Content material Supervisor
For all of your monitoring wants, request a demo to see how we may also help. And for beneficial tip sheets on stay streaming, on-line video content material, storytelling, search engine optimisation, and plenty of different matters essential to constructing your model and enterprise, try our sources part right here.
Visitor Contributor: Katie Brenneman is a passionate author specializing in life-style, psychological well being, schooling, and fitness-related content material. When she isn’t writing, you could find her along with her nostril buried in a e-book or climbing along with her canine, Charlie.
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