Using TikTok Trends to Capture Media Attention
How an AI Fashion Company Got Featured in Refinery29
Hi friends!
First, a question for you: how are you leveraging TikTok for PR?
TikTok’s Trend Discovery feature is an excellent resource for identifying trends and keeping up with the latest developments. Here’s how you can make the most of this powerful tool:
Select Your Target Country: Choose the country where your target audience resides. This allows you to see the most viral content specific to that region and stay updated on the latest trends.
Follow Hashtags: When you find an interesting video, check out the hashtags used by the creator. These hashtags are often linked to broader trends you can leverage.
Filter Creators by Followers and Likes: Influential creators are typically at the forefront of new trends. Analyzing their content can help you understand what’s popular and how much engagement a trend is receiving.
Get Creative with Your Content: After identifying a trend, allocate some budget for video production tailored to social media. Observing how others interpret the trend can inspire your content creation and help you resonate with your audience.
Real-World Example: Refinery29’s "ChatGPT Is TikTok’s New Virtual Stylist"
When ChatGPT was making headlines in early 2023, Frances Solá-Santiago, a journalist at Refinery29, wrote a fascinating article exploring how people were using the tool to figure out their next outfit. The piece features interviews with content creators like Rachel Schwab, who used ChatGPT to style ballet flats in NYC.
The article also highlights Lewk.ai, a chat-based AI app that personalizes fashion choices, addressing the issue that ChatGPT doesn't factor in individual style preferences. Interestingly, Refinery29 found Lewk.ai organically through TikTok, showcasing the power of a solid social media strategy.
Key Takeaways for Your PR Pitches:
Use data tied to trends
Offer counter-arguments with credible data
Present products as solutions to trending issues
Check out a recent Digital PR Explained podcast episode on this topic:
In this episode of "Digital PR Explained," we delve deeper into this case study and discuss how you can leverage TikTok trends for your PR pitches. I’ll share practical tips and insights on staying up-to-date with TikTok trends and creating compelling pitches that capture media attention.
The episode can also be found here and on Spotify.
Keep an eye out for new episodes every Friday, and thank you for listening!
Happy pitching!
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