In a market that is becoming increasingly crowded by app browsers and consumers, TikTok is determined to make the most of its unique position as the most popular social media app among users of Gen-Z. With over 80 million registered users, it is a powerful force to be reckoned with. This comes as no surprise, as the platform has consistently ranked as one of the most downloaded apps for several consecutive years.
This year, it once again closed out the year as one of the top-grossing apps in the App Store. As TikTok continues to grow and add new features to the platform, it will show no signs of slowing down its commitment to fans and advertisers alike. This will help the platform maintain its status as one of the most popular apps among users of Gen-Z as it prepares to move into the college-age demographic by 2023.
Meanwhile, as trends continue to shift and consumers grow increasingly wary of third-party data collection, the level of interaction on TikTok may not remain unchanged — especially as on-boarding new users becomes increasingly difficult for brands. As for now, TikTok continues to dominate in terms of usage and engagement. And, as it continues to grow, it will become more important for brands that are looking to connect with the younger generation.
TikTok’s rise to the forefront of social media influencer culture has been nothing short of meteoric, and with it has come a wave of new trends that public relations professionals must understand and navigate. One such trend is ‘deinfluencing’, which has been defined as a conscious decision to move away from the traditional influencer model and focus instead on more authentic, genuine, and meaningful content. PR pros must be aware of this trend and know how to navigate it in order to create campaigns that resonate with modern audiences. By understanding the ins and outs of deinfluencing and how it can be used to create content that is more relatable and impactful, PR pros can capitalise on the ever-changing social media landscape and stay ahead of the competition.
One of the biggest challenges in dealing with TikTok’s “deinfluencing” trend is that it’s a relatively new phenomenon, and there are no established best practices for PR professionals to follow. Nevertheless, there are some key steps that PR professionals can take to ensure that they’re well-positioned to respond to this trend:
Stay informed: PR professionals need to stay up-to-date on the latest developments in the world of TikTok and influencer marketing, including any changes to the platform’s algorithms or policies that could impact their clients.
Be proactive: PR professionals should be proactive in identifying potential influencer partners and establishing relationships with them early on, before the platform’s algorithms or policies change. This will help to ensure that their clients are well-positioned to benefit from any potential influencer marketing opportunities.
Monitor your client’s reach: Regularly monitoring the reach and engagement of your clients’ content on TikTok is essential to identify any potential issues early on and take proactive steps to address them.
Diversify your influencer partnerships: PR professionals should also consider diversifying their influencer partnerships across multiple platforms to mitigate the risk of a single platform’s algorithms or policies affecting their clients’ reach.
TikTok’s “deinfluencing” trend is a significant challenge for PR professionals, but it’s one that can be overcome with careful planning and execution. By staying informed, being proactive, monitoring your clients’ reach, and diversifying your influencer partnerships, PR professionals can help to ensure that their clients continue to reap the benefits of influencer marketing on TikTok.
Achi is a digital PR strategist, analytics expert and techpreneur
