The TikTok Tightrope: Balancing Trends and Client Wins

Not long ago, there was discussion about the possibility of banning TikTok in the United States due to national security and data privacy concerns. Other concerns have been raised about its impact on younger users. Meanwhile, millions of people are still using it. So, how do we determine if TikTok is part of the platform mix for a client’s initiatives? And how do we balance the visibility it offers in tandem with concerns of a disappearing channel? What we do know for sure is this: while it’s here, it is massively relevant – and we must consider how TikTok’s reach and impact fits with a client’s influencer campaigns and goals.

Power users have the perspective

The main way we approach this strategy is by staying up-to-date on trends and how to utilize them successfully. With several Gen Z team members who grew up in the digital age, Irvin PR is well-versed in social media strategy. This gives us a certain edge, as we combine our personal social media experiences with our professional expertise to create effective strategies for our clients. This dual user-advisor perspective provides a lens that allows us to utilize TikTok (in ways that actually trend) and achieve successful results.

Not all social media platform strategies are the same

TikTok can be tricky because of its unique algorithm. Who follows who is less important  than what pops up on someone’s “For You” page. Anyone with an understanding of what attracts an audience can go viral on TikTok. If you look at someone’s page and they are seeing consistently good results on every video, it’s likely that each of those posts follows a very similar flow or vibe. And if you see a video on their feed with fewer views, nine times out of 10, it’s probably because they veered from their tried-and-true playbook.

Alignment is everything

We have worked with numerous TikTok influencers and have seen a variety of results. One TikToker we worked with had a great following but did not have well-performing analytics for our campaign. Why? We won’t ever know for sure, but there are two things we learned. #1, using a sound that isn’t relevant, isn’t trending, and most importantly, doesn’t match the video, can push you way down in the algorithm. #2, we learned quickly how important it is to stick to an account’s specific niche when seeking good results on TikTok, despite the number of followers a user has. This influencer chronicled her artsy life every day. Switching from that to promoting a local event didn’t resonate the same, despite her follower count.

If we have a list of local influencers with more than 100K TikTok followers, some might assume they can help us target central Ohioans. Unfortunately, that’s not always the case, as they may not all be covering local happenings, and as a result, probably do not have a local following. If nine out of 10 of those influencers live in Columbus but focus on niches like fashion, makeup, or their day-to-day life, we’d opt for the tenth influencer who specializes in shining a light on Columbus. Even if they have a smaller following, their content will likely see more eyes than someone veering from their niche.

Our jobs as PR professionals are to ensure we are doing everything we can to elevate our clients, make sure they are up to date on the latest trends and strategies, and spread the word about their work or events. We take many steps to try to tackle these nuanced issues head-on. Our advice for any organization that wants to leverage TikTok and its influencers is threefold:

• Understand which influencers best align with your specific work or event
• Work with influencers who are successful with the type of content you’re after, and
• Engage a partner who’ll help you “navigate the nuances” to ensure your efforts pay off.