Among various social media platforms, TikTok has emerged as a PR campaign powerhouse. But don’t just take my word for it.
Recent data from Emplifi shows an impressive trend:
During the second quarter of 2023, brands experienced a remarkable five-fold increase in TikTok followers compared to the previous quarter.
To put this in perspective, Instagram only saw a modest 6% growth in followers during the same period.
While TikTok's rapid rise is noteworthy, using it effectively for public relations (PR) isn't straightforward.
The platform's appeal lies in its young user base and entertaining content. This poses a unique challenge for marketers, who must create TikTok content that not only entertains but also builds brand awareness effectively.
Are you ready to learn how to create engaging TikTok PR videos? This post will help.
7 Tips to Create Engaging TikTok PR Campaign Videos
Creating TikTok PR videos combines creativity and purpose. In this section, you’ll find seven essential tips to craft videos that engage your audience while serving your PR objectives.
Let’s understand each tip in detail to unlock TikTok's full potential for your brand's public relations efforts.
Here you go.
1. Make Your Videos Valuable
While TikTok is renowned for its bite-sized entertainment, infusing your TikTok PR videos with content that resonates with your target viewers is crucial.
Check this video, for instance, that offers a useful travel hack:
Since the video provides value, it has garnered a whopping 9K+ comments and 3.5 million likes over the past year.
Creating TikTok PR videos that provide value doesn't mean deviating from the platform's fun and playful nature. It's about striking the right balance between entertainment and education.
Here's how you can do it:
- Quick tutorials: Craft concise and engaging tutorials that share practical knowledge or skills relevant to your industry or product. These snappy guides offer viewers immediate gratification and a sense of accomplishment.
- Product demonstrations: Showcase your product or service in action, allowing your audience to witness their tangible benefits and real-world applications. Demonstrations can be highly persuasive.
- How-to guides: Develop step-by-step how-to guides that solve common problems your audience encounters. Whether it's a life hack or a DIY project, offering solutions is one of the effective TikTok tricks for boosting engagement.
2. Work with TikTok Influencers
Collaborating with TikTok influencers turbocharges your TikTok PR efforts.
Influencers on TikTok have sizable, engaged followings and know how to create captivating content. Leveraging their expertise amps up your brand's presence on the platform.
For example, an influencer like Terry Crews can expose your content to more than 23 million people:
This is massive, especially if your own audience base is not nearly as large.
Here's why you should prioritize TikTok influencer marketing:
- Audience access: Influencers bring ready-made, aligned viewerships to the table. Instantly connect with your target demographic by working with influencers who have an audience similar to yours.
- Trust and credibility: Influencers are trusted voices in their niches. Their endorsement adds authenticity and weight to your TikTok PR campaign.
- Creative flair: TikTok influencers excel in creating engaging content tailored to the platform. Their creativity breathes life into your TokTok PR videos, making them both entertaining and on-brand.
Ready to start? Here's your action plan:
- Choose the right influencers: Research and select those whose style, audience, and values align with your brand. You’ll find a list of the different types of social media influencers in this Attrock post to work with. Remember, the closer the fit, the more impactful the collaboration.
- Set clear objectives: Define your TikTok PR campaign's goals and convey the same to influencers you work with.
- Encourage creative collaboration: Let influencers infuse their creativity into the content while staying true to your brand's messaging and goals. It's a harmonious blend of their expertise and your PR strategy.
- Monitor and adjust: Keep a watchful eye on each influencer’s performance. Analyze metrics, reach, and audience sentiment to fine-tune your TikTok PR campaign strategy.
3. Make Visually Compelling Videos
To captivate your audience on TikTok, your PR videos must be visually striking.
For instance, TikTok creator Airrack frequently employs vibrant text overlays to emphasize key statements in his videos. Here’s an example.
Want to craft TikTok PR videos that captivate through stunning visuals? Leveraging the right TikTok video editors can help you make your videos more effective.
Follow these post-video production steps to make them more engaging and attractive videos:
- Storyboard your content: Plan visuals and flow in advance for effective execution.
- Eye-catching transitions: Use creative transitions to maintain viewer interest and engagement.
- Experiment with filters: Make your TikTok videos more engaging using filters.
- Master color use: Utilize colors strategically to create an emotional impact and strengthen your brand identity.
- Use text and captions: Use legible complementary text to add context and offer more value through visuals.
- Use engaging animation: If suitable, add animations or motion graphics to add excitement and intrigue.
- Aim for aesthetic excellence: Pay attention to visual aesthetics. Ensure well-lit, visually pleasing videos that match your brand's image. High-quality visuals build confidence in your audience.
4. Don’t Neglect the Audio
Audio is a potent tool for captivating your TikTok audience, setting the mood, and enhancing your videos' impact.
For example, LG often shares product videos with clear audio and ASMR effects, providing viewers with an immersive experience.
Here's why audio matters:
- Enhancing engagement: Thoughtfully chosen background music or sound effects captivate viewers and elevate content enjoyment.
- Conveying emotion: Audio evokes emotions, forging a stronger connection between viewers and your message. This can help you achieve your TikTok PR campaign's goals.
- Narration and storytelling: Clear and well-paced narration adds depth and clarity to your message.
- Sound effects: Timely sound effects emphasize crucial moments or infuse humor, enhancing the overall entertainment value of videos.
To maximize the potential of audio in your TikTok PR videos, consider these tips:
- Choose music wisely: Select music that aligns with your brand image and video's tone.
- Balance audio levels: Maintain equilibrium between background music, sound effects, and narration to enhance your videos.
- Test audio quality: Ensure clear, noise-free audio recording.
- Sync audio with visuals: Precisely time audio with visual elements for a seamless, engaging viewer experience.
5. Leverage TikTok Challenges
TikTok challenges are the vibrant core of the platform, offering a unique opportunity to connect with a broader audience and infuse fresh vitality into your TikTok PR campaign.
Here's the extent to which TikTok challenges can reach:
The “Couples Challenge” has garnered over 180 billion views and continues to attract couples worldwide, encouraging them to engage in enjoyable activities and create beautiful moments.
To leverage TikTok challenges for your PR campaign, consider the following:
- Choose relevant challenges: Pick those aligning with your brand or campaign's objectives.
- Infuse brand identity: Make your videos uniquely stand out using your brand's identity and messaging.
- Encourage participation: Motivate followers to join using a dedicated hashtag.
- Engage with participants: Interact with users who take part in a brand challenge, boosting engagement and reinforcing your brand's presence.
Embracing TikTok challenges enhances your brand's visibility and creates an engaging experience that resonates deeply with the TikTok community.
6. Hook Your Audience in the First Few Seconds
TikTok is fast-paced, so grabbing attention from the start is crucial. With countless videos competing for attention, your TikTok PR videos must hook viewers instantly.
The first few seconds of a video can make a lasting impression. A compelling start convinces viewers your content is worth their time. Moreover, TikTok's algorithm prefers videos that are engaging right from the start.
MrBeast, a YouTube star, effectively uses this strategy on TikTok with attention-grabbing visuals and clear narratives in the first three seconds of his videos.
To instantly captivate your audience, employ the following strategies:
- Visual intrigue: Begin with striking imagery, an unexpected visual element, or a captivating shot that compels viewers to continue watching.
- Add a teaser: Offer a glimpse of what's coming without revealing everything, building anticipation for the video's most thrilling part.
- Ask a question: Start with a thought-provoking question related to your video's content, encouraging viewers to stay for the answer.
- Bold statements: Make a daring statement or assertion that sparks curiosity or challenges conventional thinking.
- Text overlay: Use attention-grabbing text overlay to convey a crucial message or question immediately.
Mastering this art enhances viewer retention and amplifies your TikTok PR videos’ impact.
7. Host a Live Stream
TikTok's live streaming feature is a potent addition to your PR strategy, offering a chance for direct, real-time engagement with your audience. It’s a channel to showcase your brand in an authentic manner.
This is what a TikTok live stream looks like:
Live streaming presents several benefits for your PR campaign, including:
- Real-time engagement: Engage with your audience live, addressing comments and questions as they unfold. This level of interaction fosters a strong sense of community.
- Transparency: Live streams offer an opportunity to showcase your brand's transparency by providing behind-the-scenes glimpses, live product demonstrations, or genuine interactions.
- Versatile content: You can employ live streams for diverse purposes, including behind-the-scenes coverage of events and ask-me-anything (AMA) sessions.
Check out Planly’s guide to getting more views on TikTok livestreams to use this channel to your advantage.
With TikTok’s rapid growth, the social platform is undoubtedly a great way to boost your brand presence and audience engagement. Now that you’re armed with these seven strategies, it's time to take action.
Create engaging TikTok PR videos that captivate your audience and align with your brand's goals. Use challenges, influencer collaborations, and live streams to connect authentically with your viewers.
It’s time to make TikTok work for your brand. Good luck!