TikTok isn’t essentially a brand new social media platform, but it surely’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 lively customers month-to-month.
It ought to come as no shock, then, that extra e book advertising companies are turning to TikTok to create content material. As a PR professional, try to be doing the identical. PR and communication professionals can make the most of TikTok for enterprise functions, probably reaching a brand new viewers whilst you’re at it.
Unsure find out how to get began? By setting objectives, measuring your course of, and understanding the kind of content material that performs effectively on TikTok, you should use the platform for every little thing from consumer repute administration to establishing a model character in your PR enterprise. As a bonus, you’ll be able to have a whole lot of enjoyable whereas doing it.
Let’s cowl a number of methods you’ll be able to implement as a PR professional to take advantage of TikTok.
Observe developments and perceive content material
In each advertising and PR, content material is king. However that doesn’t imply try 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 is going to assist to develop your viewers and assist individuals perceive who you’re and what you stand for. In the event you’re struggling to contemplate the kind of content material try to be sharing on TikTok, contemplate the platform’s character. It’s younger, contemporary, and energetic.
If you begin to construct a technique round it for advertising your PR companies, 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 to see how effectively your content material is performing in a short time, so you can also make changes as wanted. In the event you’re nonetheless unsure find out how to get began or what sort of content material will resonate along with your viewers, take the time to analysis present developments.
Social media is totally different at the moment than it was years in the past, and developments transfer shortly. The very last thing you need is in your efforts to be irrelevant, so it’s a very good rule of thumb to have somebody in your group researching what’s widespread always. It’s a fast and straightforward technique to create one thing related and probably go “viral” whereas reaching a completely new viewers.
Enhance model administration
If you’re within the PR business, the significance of constructing a stable model and understanding find out how to enhance its repute when vital. Social media, normally, is a crucial a part of model administration. It may make it easier to hold what you are promoting’s repute on constructive phrases along with your normal viewers. Managing social media to spice up model recognition and keep on high of your repute contains recurrently sharing what’s taking place with what you are promoting, responding to questions and feedback, and interesting along with your viewers.
TikTok is exclusive in that it means that you can 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 what you are promoting and might let your viewers know you’re listening.
This type of model administration is particularly efficient in the event you’re making an attempt to overcome a PR disaster or rebuilding your model from the bottom up. At this time, 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.
Associated: Quick-Type Video: Easy methods to Leverage This Sizzling Pattern
Construct a character
Along with utilizing TikTok to spice up your present 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 a substitute, concentrate on constructing a character utilizing social media. TikTok is a superb place for that, whether or not you’re making an attempt to kind relationships or promote your PR companies. Editor’s observe: An amazing instance is disaster comms knowledgeable Molly McPherson’s TikToks, a few of which have a whole bunch of hundreds of views!
In the event you’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 character of your model in the interim. Chipotle not too long ago noticed success with influencer advertising on TikTok. They labored with widespread 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 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 people who take advantage of sense when selling what you are promoting.
Don’t be afraid to have enjoyable relating to utilizing TikTok as a PR platform. On TikTok, you’ll be able to create a character in your model that’s simpler in your viewers to interact with. It could be totally different from different social media shops, however in these quick snippets of video, you are able to do quite a bit to construct a constructive repute for your self and your shoppers.
Editor’s observe: We’d be remiss if we didn’t point out the continued privateness and cybersecurity issues with Bytedance, TikTok’s mother or father firm.
For some reference, the Related Press (AP) reported on nations 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 anyplace quickly, there’ll proceed to be regulatory and governance challenges. Keep in mind, diversifying your social media presence is all the time a wise transfer.
—Tressa Robbins, Content material Supervisor
For all of your monitoring wants, request a demo to see how we may help. And for precious tip sheets on dwell streaming, on-line video content material, storytelling, search engine optimization, 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, training, and fitness-related content material. When she isn’t writing, you could find her together with her nostril buried in a e book or mountain climbing together with her canine, Charlie.
To attach with Katie, you’ll be able to comply with her on Twitter.
The copy and opinions expressed right here belong solely to the creator and don’t essentially mirror these of Burrelles, our staff, companions or associates.
The submit AI in Buyer Service: The Race to the Backside? first appeared on Burrelles.
