How comms pros can incorporate TikTok features for marketing purposes

by | Aug 25, 2021 | Public Relations

The algorithm-driven, video-based app TikTok—where users can create, edit, and share their own videos—has skyrocketed in popularity over the last year, largely due to the pandemic. Users can follow other people to get a curated feed with content they’ll enjoy, or they can choose to browse a selection of videos that are promoted by the platform’s algorithm, and which is based on whatever content users engage with the most.

The app itself first began as a lip-syncing platform where users could sing and dance along to songs, but it quickly developed further and is now frequently regarded as the video-based Tumblr, or the new Vine. It’s an app where people can share content about food, comedy, politics, history, mental health, and more. It’s also incredibly easy to create an account and start creating and sharing videos because the app itself has numerous useful effects and features that help in editing those videos.

As luxury marketer Rick de La Croix noted, “Aside from the clear appeal of the app to younger generations, TikTok also provides a number of ad options for companies, and is taking great steps in educating users on how to safely utilize the platform. The platform also recently introduced a new length for videos, which can now be up to 3 minutes long, and there’s also an option for users looking to live stream.”

Creating content

Companies have a great opportunity in reaching younger audiences around the world in the app, while also allowing them to be at the forefront of emerging trends. There’s no need for companies to invest big marketing budgets for their content creation on the app because even spontaneous content that’s not expensively produced can go just as viral as content that is. In fact, even accounts that have no followers can easily acquire millions of news on a new video because of the nature of the platform’s viral algorithm.


TikTok also has higher engagement rates from the users compared to any other social media or digital PR platform, which means that with a carefully planned campaign, businesses can get plenty of attention. All companies have to do is create a branded profile for the business and start experimenting with different types of video-based content.

The content can range from infographics in video form, along with narration of facts that relate to the infographic. Companies can also use the platform’s library of sounds and songs to place over a short clip showcasing the behind the scenes environment of the company.

However, the key to getting that attention is utilizing the editing features that the platform gives the user base, including different filters and transitions. Users can also caption their videos, to make them even more accessible to the viewers, and use hashtags that help improve discoverability. Finally, one of the best ways to get as many people as possible to view a certain video is to follow current popular trends, including sounds or songs that are widely used by thousands on the platform.

Ronn Torossian
Ronn Torossian founded 5WPR, a leading PR agency..