Since its launch, TikTok has taken the social media world by storm, evolving into a major player across the industry. Whether your focus is fitness, food, or fashion, TikTok offers the potential for brands to grow their reach, attract new customers and connect with a highly engaged audience.

With the app currently catering to around 30 million monthly visitors, and projected to surpass 1.5 billion users by the end of the year, TikTok is now an essential platform for marketing, advertising – and can even be utilised for PR.

Here we’ve summarised our top tips for brands when it comes to using TikTok to compliment a PR strategy.

Tap into trends to inform PR proposals 

Unlike advertising on social media platforms such as Instagram or Facebook, TikTok requires users to be constantly engaged with the latest trends to ensure their content has maximum reach and impact. It’s therefore a great tactic for PRs to continuously monitor trending music, hashtags, videos, and challenges – to ensure the content themes they are commenting on align with what’s currently popular on the platform. This means the content is more likely to resonate better with media, as it’s on trend.

A group of people sat at a table speaking to each other

Keep an eye on relevant hashtags 

TikTok users rely heavily on hashtags to navigate the app, meaning they are key to driving brand discovery. Videos with hashtags are not only available in a user’s normal feed, but also on their ‘For you Page’, meaning they are widely viewable by users. PR teams should monitor relevant hashtags for their brand to allow them to tap into relevant content.

For example, if you’re a food brand – you might want to keep an eye on ‘#foodie’ ‘#foodtrend’, in order to see what type of food related content is resonating well with consumers. You can then use this insight to inform your next press release or feature.

Leverage Influencer Partnerships

As with other social media platforms, TikTok influencers can be great to bring a campaign together. If you’re preparing an integrated campaign that encompasses earned and shared media, TikTok influencer partnerships can be a great option.

A good example of this is when content creator David Dobrik, partnered with Chipotle for its Lid Flip Challenge, which was coined to promote the chain’s free delivery for online orders. Chipotle found that Gen-Z order delivery more than any other demographic, so cleverly partnered with an influencer who’s audience is predominantly Gen-Z to bring the campaign together, alongside PR activity.

Influencer putting on makeup in front of a camera

For more interesting articles from us check out these posts:

  1. Five reasons why public relations is important for brands
  2. Top 5 luxury PR campaigns from 2022 so far 
  3. The importance of storytelling in PR


At Prohibition, we work with a range of brands across all sectors, B2B and B2C, to create innovative PR campaigns that deliver real ROI and help meet business goals. Get in touch with us today to find out how we could support you with your Public Relations. Drop us an email: or give us a bell on  0113 430 4160.