Social Media experts reveal how businesses can use the global giant to ride the wave of virality

It is no secret that TikTok is an immensely popular social media platform, having experienced rapid global growth and boasting over one billion monthly users.

With its diverse range of content and broad appeal there is quite literally something for everyone, from lip-syncing videos to comedy skits and dance trends.

Formerly known as Musical.ly, TikTok was acquired by ByteDance and rebranded in 2017. Within a short span of time, the app soared to the top of free application downloads.

As the platform evolved to cater to different types of users and content, businesses also seized the opportunity to leverage its immense user base.

In 2019, TikTok introduced the option for users to include merchandise sales links in their videos, and later expanded its e-commerce capabilities with the launch of TikTok Shop in the UK in 2022.

With an expanding business landscape, it has become a critical moment for companies across various sectors to tap into TikTok’s rapid growth for their own digital strategies.

This is especially pertinent for media relations professionals, as a recent Ofcom study revealed that TikTok, Instagram and YouTube have become the primary source of news for British young people aged 12 to 15.

So why is it crucial for businesses to incorporate TikTok into their digital strategies?

TikTok’s distinctive layout and innovative features have had a ripple effect on other social media platforms, such as Instagram’s introduction of reels.

The platform offers a myriad of trending audio, filters and templates, enabling businesses to craft visually captivating and relatable videos tailored to a specific niche.

By emphasising creativity and minimising text-heavy content, TikTok provides a more engaging way for businesses to showcase their activities.

Moreover, its algorithm and ‘For You Page’ present opportunities for effective marketing, thanks to an extensive reach. This allows businesses to share content with targeted niche audiences or reach new ones.

Public relations agencies in particular can leverage TikTok’s vast audience and engage with a highly receptive user base.

The algorithm-driven content enables PR agencies with limited followers to gain significant organic visibility through keywords and hashtags.

With an abundance of trends and the potential for virality, TikTok offers businesses the chance to generate excitement around client news and establish strong brand reputation in a visually captivating way.

Lastly, TikTok enables businesses to foster relatability with their audience by capitalising on trends, whether through audio or visual means. By participating in and adapting to popular trends, businesses can share content in a captivating way.

At Holyrood PR, our team of digital PR experts understand the immense value of a robust social media presence.

As we handle an expanding portfolio of digital client projects and maintain our own digital strategy, it becomes evident that TikTok is exerting a significant influence on the social media landscape.

We firmly believe that embracing TikTok is essential for staying ahead of the latest trends and remaining relevant in today’s dynamic digital world.

Why not stick out from the crowd with the help of our digital PR experts?

Our PR team is more than happy to help you on your journey to success. Simply give us a call on 0131 561 2244 or take a few minutes to fill in the form below and one of our digital PR experts will get straight back to you: