Originally written off as a "Snapchat-esque" platform, TikTok has fast become one of the most popular social media platforms to date, especially with younger audiences. Yet, despite being the sixth largest social network worldwide, many businesses are still unsure what it does or how the app actually works. As its popularity increases, TikTok is becoming a marketing source not to be ignored. If you’re interested in how your business can use TikTok as part of your PR strategy, then read on.
What is TikTok And How Does it Work?
Simply put, TikTok allows its users to create short videos, which typically last from 5 to 60 seconds in length. Crucially, TikTok allows all users to become creators. There are no set guidelines or rules about how the app should be used, meaning that users can create content of all formats. From the more publicized videos of lip syncing and dancing, to more serious videos on topics including politics and climate changes, TikTok offers a platform for everyone to express themselves creatively.
As with many other social platforms, users can view, like, comment and react, and share videos. Users can also add music to their videos from the extensive music library available on the app. TikTok offers this music in coordination with Apple Music, which is something other social platforms don’t currently offer. Additionally, users can also spend virtual coins by purchasing virtual gifts. Whenever a gift is purchased, users can convert them into bits, such as diamonds, which can then be exchanged for cash.
However, TikTok’s most appealing and central feature is its AI-driven algorithm. Upon opening the app, TikTok will immediately play videos, based on the individual users’ personalized recommendations and preferences. This is essential for businesses because it ensures that a brand’s videos will actually be able to reach its target audience.
Who Uses TikTok And How do They Use it?
TikTok is primarily used by younger generations, with around 42% of its U.S. and U.K. users aged between 18 to 24. The next biggest age group are the 13- to 17-year-olds. Importantly, the average TikTok user will typically open the app more than 8 times each day. In the U.K. and U.S., the average user spends approximately 46 minutes on the app every day. There are slightly more females than males currently using the app, with females making up around 53.4%.
As previously mentioned, there are no set rules about how to use TikTok. However, some types of videos are more popular than others, which is important to know, particularly for businesses who want to use the platform to reach wider audiences. These include reaction videos, duets and TikTok Challenges.
Using TikTok For Your PR Strategy
TikTok has introduced self-serve advertising platforms, which are especially useful for businesses seeking to reach out and connect with users. With a range of options available, there are plenty of ways for brands to increase their visibility and connect with users on the platform.
1. Branded hashtags
Branded hashtags are one of the most effective and popular strategies used by brands on TikTok. Companies can use a branded hashtag to encourage users to create their own video content in response to it, often accompanied by a specific dance move or song as well. The reason this approach is so popular is because a branded hashtag appears in the Trending section of the Discover tab, as well as being available in users’ normal feeds. As such, a branded hashtag can actually help brands to reach wider audiences and be more widely viewed. There are a number of high-profile brands that have used branded hashtags for their PR campaigns. One of the most successful campaigns was #SwagStepChallenge by Pepsi. It was incredibly successful, managing to reach one million video creations worldwide and receiving 95.5 billion views as a result of user generated content (UGC). Moreover, success on TikTok can easily spill over on to other social platforms, including YouTube and Twitter, meaning that one campaign can actually be reused across multiple platforms.
2. Video adverts
As you might expect, video ads tend to be the most common format adopted by brands for their marketing purposes. By leveraging the power of TikTok spark ads, you can not only boost your brand awareness but also drive traffic to your website, generate leads and make sales. The current advantage of TikTok over other platforms is the fact that it's not as saturated as Facebook or Instagram. There are three types of video ads that you can use on TikTok – branded takeovers, in-feed videos and top-view videos. Branded takeovers are pop up adverts that appear when someone opens the app, typically lasting only 3-5 seconds. These can be videos, or they can also be GIFs or images, that usually have a link to a specific landing page. Whilst TikTok only allows brands to have one branded takeover per day, it guarantees that the single advert will make 5 million impressions, which is a promise that for many companies makes it a worthy investment. In-feed videos are essentially normal TikTok videos which have been promoted. These are a bit longer in length, usually lasting around 5 to 15 seconds. Brands can get access to in-feed video ads via the auction model. Users can interact with these adverts in the same way as they would other videos, as well as being able to click onto the brand’s profiles. This is a good way to establish and grow user interaction and brand visibility. The third format is top-view videos. These are a cross between in-feed videos and branded takeovers. Top-view videos usually start off as a takeover, but then transition into in-feed videos. These types of videos only last around 15 seconds overall.
3. Branded lenses
Another popular marketing strategy is to use branded lenses. This is when brands partner up with TikTok to create 2D and 3D lenses. Users then have the opportunity to "try on" the lenses and share. More importantly for marketing purposes, is the fact that branded lenses allow companies to land in the Trending section of the Discover tab and remain there for 10 days. Branded lenses have proven to be a valuable and effective option for companies. For example, facial features and lenses have proven popular with TikTok users, with around 64% of them having tried them.4. Partnerships with influencers
As with any other social media platform, partnering up with an influencer on TikTok can be highly beneficial for businesses. Similarly to other platforms, brands can work together with influencers to generate and share sponsored content. TikTok can even provide companies with lists of potential creators or influencers that might be interested in signing contracts to work with you. Given that TikTok has such a primarily young demographic, it is particularly important to be aware of the types of collaborations you make. This is especially important if you agree to a partnership with an influencer who is a teenager. It’s important to discuss the content clearly in advance and make sure that whatever is created and shared is appropriate for your own brand and target audience, as well as that of the influencer with whom you are working. There have been several highly successful campaigns resulting from collaborations with influencers on TikTok. David Dobrik’s partnership with Chipotle for its Lid Flip Challenge is one of the most successful. Aimed at promoting the chain’s free delivery for digital orders, it was able to generate 111,000 videos in just six days, as well as garner record-breaking digital sales for the company.What Are The Advantages of Using TikTok For Your Business?
There are numerous advantages for using TikTok as part of your PR strategy. Although TikTok is primarily consumer orientated, it nevertheless provides valuable opportunities for businesses to reach out and connect with users. One of the most important aspects of the platform is that it allows brands to connect with users. In a time where users want more personalized and genuine contact and interaction, TikTok enables brands to become more approachable and personal.
You can use the platform to share behind-the-scenes content, to share insights into your brand’s work culture or to share your story to success. Sharing videos on the realities of day-to-day working practices can also be very revealing and allow users to feel more connected and engaged with your company. Above all, creating content on TikTok allows your brand to stay relevant and top-of-mind, which is essential when trying to engage with your target audience. Even better, any content that you create on TikTok is also likely to be high-performing content on other social media platforms too.
To Sum up: How to Use TikTok For Your PR Strategy
Unlike other social media apps, TikTok is primarily devoted to promoting creativity. It encourages users to become creators, as well as viewers, whilst exposing them to personalized content. For businesses, this means that you have a greater opportunity to directly communicate, connect and engage with your target audience. It’s also a platform that promotes a sense of community, meaning that users will keep coming back and engaging with content more regularly. As with any other marketing strategy, it’s essential that you research first and create a marketing plan, so that you can utilize the platform most effectively for your brand. If you’re hoping to target younger audiences and connect with them in more effective ways, then TikTok is definitely a platform worth investing in. With the rise of influencers, it 's a platform that can be used to create hype for your product. Give yourself an edge by partnering with someone who has already established themselves on TikTok and knows how to generate views quickly- all you have to do is make sure they are using your branded hashtags, video advert or wearing one of their branded lenses! The possibilities are endless when it comes marketing through social media channels like this. We’ve given you four ways in which brands can use TikTok for publicity purposes; if any seem like something you might want help with don’t hesitate to reach out our team today. At Growth Hackers is an award-winning PR agency helping you get viral growth, help you with lead generation, social media, conversions, content, SEO, public relations, TikTok marketing, growth hacking, email marketing and much more. Don't hesitate to contact Growth Hackers now and discover how we can help your business grow!
Christina Lee
I am an experienced project manager at Studemic and Student writing services, where I offer tips and advice to businesses of all sizes, helping them to improve their marketing strategies and increase sales. I regularly write articles about the latest marketing news and technologies for a range of services, including Australian reviewer, among others. In my spare time, I enjoy attending conferences and hiking with friends.
