In today’s digital age, TikTok has emerged as a formidable force in social media, transcending industries, products and geographical boundaries. With its user-friendly interface and algorithm-driven feed, TikTok offers a unique platform for brands to connect authentically and engage with audiences. For professionals entering the field of public relations, understanding and harnessing the power of TikTok is not just advantageous — it’s essential.
The William Paterson University (WP) online Bachelor of Arts (BA) in Public Relations (PR) program provides aspiring PR professionals with the necessary skills and insights to navigate this dynamic landscape. Program courses like Social Media Marketing and Digital & Social Media Communication serve as invaluable tools for success.
As one Otter PR article notes, PR professionals must understand social media marketing for a number of reasons, as it helps them understand how to:
- Develop relationships with audiences and industry stakeholders
- Strengthen messages with original content
- Monitor and manage a brand’s reputation
- Remain relevant and up-to-speed on social and environmental climates
The following are some tips on how brands can utilize TikTok to boost PR and overall brand reputation:
Create Authentic and Entertaining Content
At the heart of TikTok’s appeal lies its emphasis on authenticity and entertainment. Brands that succeed on TikTok understand the importance of crafting content that resonates with their audience while staying true to the brand identity. Whether showcasing behind-the-scenes footage, sharing user-generated content or delivering tutorials and product demos, authenticity is key to capturing the attention and loyalty of TikTok users.
Embrace Trends and Challenges
One of TikTok’s defining features is its ever-evolving landscape of trends and challenges. Brands that stay ahead of the curve by embracing these trends can effectively ride the wave of viral content, reaching new audiences and reinforcing their brand’s relevance. Marketing agency Reason says that brands infusing their unique personalities into popular challenges or creating viral trends can establish them as leaders in their industry and foster a strong community of followers.
Showcase Your Brand Personality
TikTok offers organizations an unparalleled opportunity to showcase their personalities and values creatively and engagingly. Whether through humor, storytelling or heartfelt messages, a brand can humanize its image and forge deeper connections with its audience. By authentically expressing its identity, values and mission, a brand cultivates a loyal following of fans who resonate with its message, according to Keap.
Collaborate With Influencers
Influencer marketing has become a cornerstone of TikTok’s brand promotion. Collaborating with influencers allows brands to tap into existing communities and leverage the credibility and influence of popular content creators. Hootsuite suggests that partnering with influencers whose values align with their own helps brands authentically reach new audiences and drive engagement and awareness.
Optimize Video Format and Length
With TikTok’s short-form video format, brands must optimize their content to capture attention quickly and keep viewers engaged. Understanding the optimal video format and length for TikTok’s success is essential for maximizing reach and impact. Whether through eye-catching visuals, snappy editing or compelling storytelling, brands must craft videos that resonate with their audiences and leave a lasting impression, according to Comment Sold.
Leverage Hashtags and Captions
Hashtags and captions are crucial in maximizing a brand’s visibility and discoverability on TikTok, according to Hootsuite. By strategically incorporating relevant hashtags and compelling captions, brands can increase the reach and engagement of their content. From trending to branded hashtags, leveraging these tools effectively can help organizations amplify their messages and connect with their target audiences.
Engage With Your Audience
Active engagement is key to building a loyal and dedicated following on TikTok, Keap notes. Brands (and PR teams) that actively respond to comments, messages and trends demonstrate their commitment to fostering community and connection with their audience. By engaging authentically with their followers, brands build trust, loyalty and advocacy among their audiences. This ultimately drives brand awareness and loyalty.
Analyze Performance Metrics
Hootsuite notes that organizations must track and analyze performance metrics to refine and optimize their TikTok strategy over time. By monitoring metrics such as engagement rates, reach and conversion rates, brands can gain valuable insights into the effectiveness of their content and campaigns. With this data, brands can make informed decisions and continuously improve their TikTok presence to drive greater results.
Cross-Promote on Different Social Media Platforms
To extend the reach and impact of their TikTok content, PR professionals should cross-promote content across other social media platforms. By repurposing and sharing TikTok videos on platforms like Instagram, Facebook and Twitter, brands can maximize exposure and reach new audiences. Cross-promotion allows organizations to leverage their existing audiences across multiple sites, amplifying their message and increasing brand visibility.
By incorporating these strategies into their TikTok marketing efforts, brands effectively leverage the platform to drive brand awareness, engagement and loyalty. By understanding TikTok’s unique features and dynamics, PR professionals position themselves for success in the ever-evolving digital landscape. WP’s online BA in Public Relations program is the ideal opportunity to gain insights into this space. WP’s program arms students with tools and marketable certifications to leverage TikTok and other emerging social media platforms on behalf of brands and clients.
As The Pollack Group notes, “PR professionals must seize the opportunity and harness the platform’s potential while they can, ensuring that they continue to adapt and thrive in a rapidly changing industry.”
Learn more about WP’s online Bachelor of Arts in Public Relations program.
