TikTok got banned in the U.S.—almost. After being shut down for about 12 hours, this social media platform finally came back online after President-elect Donald Trump restored it. The president vowed to save the app moving forward.
There’s no denying the potential impact of the ban on users and brands. TikTok has become the go-to platform for video engagement not only in the U.S. but worldwide. This social media platform is used for personal interactions and business endeavors.
TikTok is indeed one of the best social media channels for public relations and marketing. You can utilize this channel to connect with people and promote your brand, products, or services. But how can you specifically leverage TikTok trends to boost your PR campaigns?
Read on to find out the answer to this critical question.
Overview: Understanding TikTok Trends
TikTok is a social media app used for personal and business interactions. It allows you to create and post short video content and interact with others on the platform. What was initially launched as a digital platform for Chinese audiences in 2016 has quickly become a popular social media channel globally, projected to hit 2.25 billion users in 2027.
The United States has about 170 million users using the app for various reasons. A divest-or-ban law on TikTok was initially enacted to eliminate this app in the country. However, the President issued an executive order to delay its enforcement during his inauguration. Still, this app remains active in most countries, making it ‘business as usual’ for global brands.
Take note that TikTok users aren’t only consumers but also content creators, influencers, trendsetters, and even entrepreneurs. You can use this channel to connect with your target stakeholders and gain the impactful benefits of unified communications. However, the key here is to keep up with the latest trends on the platform, such as the following:
- Trending songs: Have you heard of those familiar sounds used by most content creators being played over and over again on TikTok? They are trending songs that easily and quickly become the audience’s last song syndrome (LSS)!
- Trending dances: See those Gen-Zers showing off their moves and grooves on TikTok? You can take advantage of these viral dances to engage with young audiences and make your brand conspicuous to them!
- Trending challenges: Every now and then, TikTok offers something to users who are up for the challenge. Whether it’s a dance, lip sync, travel, or makeup challenge, your brand has to keep up!
- Trending hashtags: Content creators or TikTok users leverage the right hashtags to connect with the right audiences. As a brand, you can use them to reach the right people in your PR campaigns.
TikTok has the power to expand your reach on a global scale and connect you with the right stakeholders. It ranks fifth as the most-used social media channel globally after Facebook, YouTube, WhatsApp, and Instagram. That’s why it’s best to use this platform as one of your social media channels to boost your PR campaigns.
Discover the potential benefits of TikTok trends for your PR campaigns below.
Key benefits of using TikTok in your PR campaigns
There’s no denying the growing importance of a robust brand PR strategy in the age of social media. Businesses should harness the power of channels like TikTok to increase brand awareness and engage stakeholders.
Max Tang, CMO at GEEKOM, recommends capitalizing on TikTok for PR campaigns. He has witnessed how this platform has enabled them to engage with tech-savvy geeks who are looking for the latest computers, gadgets, and accessories.
Tang explains, “TikTok is a game-changer for PR campaigns. It’s where we’ve been able to connect with tech-savvy users in a fun, authentic way while showcasing our latest gadgets. The platform’s viral nature makes it perfect for boosting visibility and building genuine relationships with our audience.”
Tang shares the potential benefits of using TikTok in PR campaigns:
- Increased brand visibility and instant virality: It’s best to take space on all social media channels, including TikTok. Why? As it’s where people live and breathe, your PR campaign on these platforms lets you connect with a wide range of global audiences. Your brand can even go viral if you have the power to keep up with trends!
- Enhanced engagement and built relationships: The TikTok platform thrives on authenticity, paving the way for real connections according to the same interests. When done strategically without losing realness and value, you can engage with the right people and build positive stakeholder relationships.
- Authentic connections with younger generations: Did you know that TikTok is the go-to search engine for Gen Z? About 40% of Gen Zers prefer to use this channel (along with Instagram) over Google. Likewise, the highest number of TikTok users is the age group between 18 to 34 years old, comprising nearly 40% of the total users. Connect with them!
- Reliable user feedback and market insights: TikTok has a data analytics feature that allows you to get user insights and analyze data sets. This feature is helpful for your PR campaigns in monitoring and measuring your performance, especially your engagement rate on the platform. Leverage social media analytics!
Learn practical ways to use TikTok trends for PR campaigns in the next section.
How To Effectively Use TikTok Trends for Your PR Campaigns
TikTok trends are taking the whole world by storm. What better way to boost your PR tactics than to jump on these bandwagons? Keeping up with these trends puts your brand in the spotlight and helps you rub elbows with various people.
However, you’ve got to strategize your TikTok leverage to maximize the potential of this platform for boosting your PR campaigns. That said, here’s how to use TikTok trends effectively and efficiently:
1) Be on the lookout for trends regularly
TikTok trends come and go—one minute, your video goes instantly viral; the next minute, people will quickly forget about it. Start by learning the platform’s ins and outs, then review possible trends regularly. While at it, make the most of this opportunity to boost your brand awareness and user engagement.
Jeffrey Zhou, CEO and Founder of Fig Loans, suggests checking the TikTok platform for upcoming trends. He recommends posting video clips on financial tips for New Year’s resolutions as a perfect example of the TikTok trend in January. “We’ve seen how timely content can resonate with users and boost engagement. It’s all about spotting the right moment and jumping in.”
2) Align TikTok trends with your brand messaging
Once you identify some TikTok trends, you can kick off your PR campaign on the platform. However, you have to match these trends with your brand messaging. How relevant are they to your industry/niche, and will they resonate with your target audience? Fret not, as the TikTok content ideas for brands are boundless—the sky’s the limit!
Roman Zrazhevskiy, Founder and CEO at MIRA Safety, recommends brainstorming with your PR team to align TikTok trends with your brand messaging. “Aligning TikTok trends with your brand messaging is crucial for creating impactful content. Brainstorm with your PR team to find creative ways to tie trends to your industry. The key here is to make the trend work for your audience while staying true to your brand.”
3) Hop on the trends bandwagon creatively
Now, it’s time to join the TikTok trends by creating viral videos. However, ensure these videos aren’t just trending but make sense for your business and target stakeholders. Ultimately, craft a content-driven PR strategy on social media to boost audience engagement and brand recognition.
Learn from Conrad Wang, Managing Director at EnableU. They leverage TikTok to connect with older people and those with disabilities in Australia. “Joining TikTok trends creatively is all about making them meaningful for your audience. It’s about blending relevance with impact to foster genuine engagement and enhance your brand reputation.”
4) Find and work with TikTok influencers
Leveraging social media influencers is another effective PR campaign trick. However, identify influencer fraud and work with truly influential people. Since they already have growing followers, these influencers can further promote your brand on their individual platforms. This allows you to engage with their followers as well.
Take it from Chris Aubeeluck, Head of Sales and Marketing at Osborne’s Law. As a lawyer, he plans to leverage TikTok to engage potential clients and collaborate with influencers to stay updated with trends. “By collaborating with influencers, you can tap into their reach and authenticity to engage people in a relatable and impactful way while staying on top of the latest trends.”
5) Monitor and measure your performance
Finally, you’ve reached the last step—performance tracking and measurement. It’s not enough to publish trending videos on TikTok; you also need to see if they are actually working for your brand. Start by setting key performance indicators (KPIs), such as engagement rate and session duration. Then, measure your performance against these set metrics using social media analytics.
Gary Hemming, Owner and finance Director at ABC Finance, stresses the importance of performance monitoring for any PR campaign—even on TikTok. “Without monitoring metrics, it’s impossible to know what’s working and where to improve. Consistent evaluation helps you make the necessary adjustments on your strategies, ensuring your efforts are impactful and aligned with your goals.”
Final Words
TikTok trends come and go, but they have a lasting impact on businesses. Consider leveraging these trends to promote your brand and engage with your target audiences. More importantly, follow our crucial steps above, from checking regular trends to tracking your performance.
Remember, TikTok can help promote your brand and enhance your engagement. Keep up with the latest viral trends, and you can kick your PR campaigns up a notch! If you need help, work with Agility PR Solutions and leverage its AI-powered PR platform. Speak with an expert to get started today!
