How to maximize TikTok wins for and media attention
If your brand or clients are experiencing social media wins and you’re unsure how to maximize them, this article is for you.
Suanny Garcia is an author and PR coach.
In 2020, while we were all home waiting out the pandemic, many social media stars rose to fame via TikTok. Videos went viral by the minute, like the Doggface phenomenon and the rise of Addison Rae. Even ordinary people gained significant reach on the app.
And while much has changed since then, one thing hasn’t: TikTok remains an app where trends start. This means it’s relatively easier to go viral by jumping on a trend, but more importantly, it offers a golden opportunity for press coverage. Being the first to provide an editor with a hot take on a trending topic can be incredibly valuable.
Have you ever wondered why so many publications publish stories on TikTok trends? As a former editor-in-chief of a digital publication that published hot TikTok takes weekly, I can share some insights.
It’s not only about being first to cover the story — which does establish the publication as a primary source of breaking and trending news. It’s also about SEO. If a user searches for something related to a TikTok trend, they’ll see the article come up, not just now but for years to come.
Media companies now prioritize content that drives revenue, such as shoppable content, partnerships, and podcasts with influential content creators. Equally, they prioritize fresh takes on trends because timely coverage is the nature of media.
What this means for brands is social media wins can be transformed into significant press coverage — and not just on TikTok, but across any social app. Leveraging social media successes can be a powerful way to amplify your broader message or storytelling efforts. You don’t need a million views to make an impact. Starting or jumping in on a trending topic can be enough.
By offering editors your fresh take on a trending social media topic, you provide them with a valuable opportunity to join a popular conversation or, even better, gain exclusive coverage. This approach offers them a clear incentive to feature your client or company, ultimately creating a win-win situation for both parties.
To do so, follow these steps:
- Identify high-performing topics: Review your social media posts that have performed well. Look for topics that resonate with your audience, as these are likely to appeal to a larger audience.
- Connect with current trends: Tie these popular topics into current trends by creating relevant and engaging videos on social media.
- Craft a compelling pitch: Develop a pitch that extends the conversation about the trending topic. Highlight how it ties into the current trend or addresses a popular query.
- Leverage successful posts: Use your successful social media post as a foundation for your media pitch. This serves as a strong starting point for the brand’s broader storytelling efforts.
Securing coverage is about providing a story people want to hear, and one of the most effective ways to share that story is by telling it in the spaces where people are already engaged. Add this strategy to your public relations efforts. Happy pitching!
