{"id":134855,"date":"2021-03-22T13:19:25","date_gmt":"2021-03-22T12:19:25","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=134855"},"modified":"2021-03-22T13:31:50","modified_gmt":"2021-03-22T12:31:50","slug":"5-tips-for-running-tiktok-campaigns-pr-strategy","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/5-tips-for-running-tiktok-campaigns-pr-strategy\/","title":{"rendered":"5 tips for running TikTok campaigns as part of your PR strategy"},"content":{"rendered":"

TikTok, launched in 2018 when Douyin merged with Musical.ly, has grown to attract a user base of 17 million people in the UK<\/a> alone \u2013 tempting numbers for PR teams looking for visibility and engagement for future campaigns. <\/strong><\/p>\n

If you find TikTok tempting but are yet to delve into creating content for the app, here is help with getting started (no dancing or sea shanties required) from CIPR\u2019s introduction to TikTok for PR, comms and marketing professionals<\/a> led by Access Intelligence\u2019s Michelle Goodall, with tips from Zero Waste Scotland\u2019s Claire Munro<\/a>.<\/p>\n

Watch the full video<\/a><\/p>\n

1) Get to know the platform <\/span><\/strong><\/p>\n

\u2018Older professionals like me have lived through a time of explosion, of digital platforms and emerging behaviors,\u2019 says Michelle Goodall. \u2018We understand how to access them and build them into integrated marketing and PR strategies and campaigns.\u2019 Incorporating TikTok into your PR toolkit is no different.<\/p>\n

\u2018Strategists need to stay on top of all social media platforms used by young people and niche social apps breaking through, and TikTok has a credible, fast-growing mass audience\u2019.<\/p>\n

\u2018My advice,\u2019 says Michelle, \u2018is to look at the data when it comes to planning where to create social presences, experiences, content and ads.\u2019<\/p>\n

2) Capitalise on its difference from other social media platforms<\/span><\/strong><\/p>\n

While TikTok shares key components with other social networks (following people, sharing content, using hashtags and liking posts), its algorithm is where it differs. Based on content that TikTok considers will be successful, aligned to what you\u2019ve engaged with in the past, its algorithm means that anyone or anything has the potential to go viral. And if you\u2019re looking for the attention of that that younger, Generation Z, audience, TikTok is where you\u2019ll find it.<\/p>\n

Zero Waste Scotland, a publicly-funded organisation delivering all things recycling, reusing and repairing, made great use of TikTok campaigns as part of the award-winning \u2018Scotland is Stunning \u2013 Let\u2019s Keep It That Way\u2019. Aiming to tackle the increase in littering in Scotland\u2019s public spaces during lockdown, Claire Munro and her team needed to engage the right audience.<\/p>\n

\u2018For our campaign, we had two key audiences \u2013 families and 18 to 34-year-olds,\u2019 explains Claire. \u2018We wanted to be creative about the channels we used \u2013 we didn\u2019t just want to do a kind of traditional PR and media campaign which would probably reach the family audience but might miss out the vital 18 to 34s. So, we hit on TikTok.<\/p>\n

\u2018As comms professionals, even if we don\u2019t use these platforms ourselves, it\u2019s our job to know what\u2019s out there, to know who\u2019s using it and know the power of it.\u2019<\/p>\n

3) Use TikTok as part of a larger strategy <\/span><\/strong><\/p>\n

TikTok is a platform for creativity, not so much for corporate messaging. Here is the place for video, use of trending hashtags, augmented reality and special effects, which may only be one element of your campaign.<\/p>\n

Mainstream print titles and traditional journalists, niche-subject blogs and websites, and other social media platforms like LinkedIn, YouTube and Facebook can do the heavy lifting where TikTok can\u2019t.<\/p>\n

4) Find the right influencer<\/span><\/strong><\/p>\n

While Zero Waste Scotland wanted to make the most of TikTok, it felt advertising with the platform was still relatively untested. The way forward for them was to work with influencers \u2013 dedicated content creators with dedicated followings who can produce video that is proven to be popular.<\/p>\n

Jared Rowan, aka littlestchicken, was the perfect fit for Zero Waste Scotland, who needed to engage a Scottish audience looking for entertaining content.<\/p>\n

\u2018When deciding on an influencer, look at who their audience is and what kind of content they use,\u2019 says Claire. \u2018Does that marry up with your values and your objectives?\u2019<\/p>\n

5) Have fun<\/span><\/strong><\/p>\n

While dance challenges, sea shanties and memes are abundant on TikTok, educational and activist videos are also widely-shared. What they all have in common is a genuine approach \u2013 salesy doesn\u2019t do so well. Any content created for TikTok as part of a campaign should take the same approach \u2013 have fun and be passionate about your topic and you\u2019ll find your audience.<\/p>\n

\u2018A preachy tone absolutely does not work with anyone – young audiences in particular,\u2019 says Claire.<\/p>\n

\u2018I would say, just go for it. And make sure you capture the learning, so you can do it again \u2013 even better next time.\u2019<\/p>\n

Sign up to watch the full video for an introduction to the basics of TikTok campaigns and how to make the most of the platform <\/strong>here<\/strong><\/a>. <\/strong><\/p>\n

For more on Zero Waste Scotland\u2019s \u2018Scotland is Stunning \u2013 Let\u2019s Keep It That Way\u2019<\/strong> campaign, <\/strong>read our interview with Claire Munro<\/strong><\/a> on the campaign\u2019s win at the 2020 Online Influence Awards. <\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

TikTok, launched in 2018 when Douyin merged with Musical.ly, has grown to attract a user base of 17 million people in the UK alone \u2013 tempting numbers for PR teams looking for visibility and engagement …<\/p>\n","protected":false},"author":423,"featured_media":134866,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,3531,3725,7238,1449],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/134855"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=134855"}],"version-history":[{"count":5,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/134855\/revisions"}],"predecessor-version":[{"id":134865,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/134855\/revisions\/134865"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/134866"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=134855"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=134855"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=134855"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}