Traditional PR campaigns can be months in the making: so how can the industry react to the ever-changing landscape of social media trends to help their clients reap the rewards of these hugely engaged audiences?
How can beauty PRs capitalise on TikTok beauty trends?
Beauty PRs can effectively capitalise on TikTok beauty trends by employing several strategic approaches. Here are some main considerations.
Trend Monitoring and Quick Response
Staying vigilant in monitoring emerging TikTok beauty trends is key to success. Beauty PRs can dedicate resources to regularly scan the platform for viral beauty content and develop agile processes to quickly respond to relevant trends. Using existing products and adapting campaign messaging to capitalise on trends is more effective than creating an individual campaign or launch for each trend.
Read the Flipside PR guide to Trendjacking
Authentic Content Creation
Where possible, TikTok trends can be utilised by collaborating with brands to create content that aligns with the brand’s identity while tapping into trends. This is where collaborating with creators and influencers who understand the platform’s nuances is key: so strong influencer relations is essential. Timing is key: arriving too late to a trend can have a negative rather than positive result.
Influencer Partnerships
As mentioned, partnering with both influencers and micro-influencers is key to supporting brand goals and capitalising on trends in an authentic way. PR agencies should build ongoing relationships with influencers rather than one-off engagements. Here’s how we do it.
Utilise TikTok Features
PRs and brands can take advantage of TikTok’s unique features and incorporate popular audio tracks and filters into content to capitalise on algorithm trends. Brands can also make use of the platform’s AR and AI technologies for virtual try-ons and personalised recommendations, and launch user-generated content campaigns to increase engagement.
Learn more about our social media services.
Entertainment Vs Education
Prioritise content that entertains or educates. PRs should collaborate with brands to create fun, engaging videos that showcase products in creative ways or develop educational content that teaches users new makeup techniques or skincare routines. “Get Ready With Me” (GRWM) formats work well and can perform well outside of the ups and downs of TikTok beauty trends.
Optimise for TikTok SEO
Implement TikTok SEO strategies to increase visibility, such as using relevant keywords in video captions and hashtags and creating content that answers common beauty-related queries.
Make It Shoppable
Utilise TikTok’s e-commerce capabilities and implement shoppable videos to drive direct sales for brands. Highlight limited-time offers or exclusive TikTok promotions to drive urgency and engagement.
Learn more about our ecommerce solutions.
Work With Flipside PR
Want to work together? Email us at info@flipsidepr.co.uk
