TikTok isn’t essentially a brand new social media platform, nevertheless it’s actually taken the world by storm over the previous couple of 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 and marketing groups 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, doubtlessly reaching a brand new viewers when you’re at it.
Unsure easy methods to get began? By setting objectives, measuring your course of, and understanding the kind of content material that performs nicely on TikTok, you should utilize the platform for every thing from consumer fame administration to establishing a model character on your PR enterprise. As a bonus, you may have a number of enjoyable whereas doing it.
Let’s cowl just a few methods you may implement as a PR professional to benefit from TikTok.
Observe tendencies and perceive content material
In each advertising and marketing 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 another 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 might be and what you stand for. When 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.
Once you begin to construct a method round it for advertising and marketing 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 of see how nicely your content material is performing in a short time, so you may make changes as wanted. When you’re nonetheless undecided easy methods to get began or what kind of content material will resonate together with your viewers, take the time to analysis present tendencies.
Social media is completely different in the present day 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 widespread always. It’s a fast and straightforward approach to create one thing related and doubtlessly go “viral” whereas reaching a wholly new viewers.
Enhance model administration
Once you’re within the PR trade, you already know the significance of constructing a strong model and understanding easy methods to increase its fame when vital. Social media, normally, is a crucial a part of model administration. It could actually assist you hold your enterprise’s fame on constructive phrases together with your normal viewers. Managing social media to spice up model recognition and keep on high of your fame contains usually sharing what’s occurring with your enterprise, responding to questions and feedback, and fascinating together 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 your enterprise and might let your viewers know you’re listening.
This type of model administration is very efficient when you’re attempting to overcome a PR disaster or rebuilding your model from the bottom up. In the present day, 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, you may also put it to use to point out off the “human” facet of your PR enterprise. We talked about participating together with your viewers by way of quick TikTok movies and by replying on to feedback. However don’t await one thing “dangerous” to occur earlier than you showcase the humanity of your model.
As an alternative, give attention to constructing a character utilizing social media. TikTok is a superb place for that, whether or not you’re attempting to kind relationships or promote your PR companies. Editor’s observe: An ideal instance is disaster comms professional Molly McPherson’s TikToks, a few of which have a whole lot of hundreds of views!
When 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 just lately noticed success with influencer advertising and marketing 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 should be a family title or a serious company to work with influencers. Hunt down individuals who share the identical values as your model and people who take advantage of sense when selling your enterprise.
Don’t be afraid to have enjoyable relating to utilizing TikTok as a PR platform. On TikTok, you may create a character on your model that’s simpler on your viewers to interact with. It is perhaps completely different from different social media shops, however in these quick snippets of video, you are able to do loads to construct a constructive fame for your self and your purchasers.
Editor’s observe: We might 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 suppose TikTok goes wherever quickly, there’ll proceed to be regulatory and governance challenges. Bear 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 helpful tip sheets on stay streaming, on-line video content material, storytelling, search engine optimisation, and lots of different subjects essential to constructing your model and enterprise, take a look at our sources part right here.
Visitor Contributor: Katie Brenneman is a passionate author specializing in way of life, psychological well being, schooling, and fitness-related content material. When she isn’t writing, yow will discover her together with her nostril buried in a e book or mountaineering together with her canine, Charlie.
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