Serious PR on TikTok

TikTok, no longer a platform focused on personal challenges alone, has become a network hosting thoughtful matters. That’s right. At FleishmanHillard, we have had requests for inclusion on TikTok for topics with more in-depth content, such as ESG – and recommendations for executive profiles. They have certainly seen the exponential growth of TikTok.

According to the platform, today, it has one billion active users monthly – in Brazil, there are 4,72 million, placing the country second in users globally, behind only China, according to Statisa, a German company specializing in market and consumer data.

TikTok has played an essential role in corporate communication alongside LinkedIn. Tutorials, classes, and technical content are produced especially for the platform, to the point that the platform has surpassed YouTube in average time spent per day. Typically, Brazilians have spent 5,4 hours daily on TikTok! Take that number and imagine someone with a busy daily routine – there are not much more hours left in the day. This way, it’s not surprising that 35% of new users who downloaded TikTok on their smartphones are watching less TV, according to data released by the platform.

Quick messages are suitable for our everyday runs, and the production of relaxing videos allows more profound subjects to be inserted lightly – and can still maintain their legitimacy and credibility.

If you don’t have time to get into the platform, it’s worth looking and seeing what’s happening there. You will be surprised. Not long ago, TikTok was basically the exclusive environment of the Z generation. In fact, they are still the majority on the platform – however, they are no longer just teenagers. Now they are economically active young people with purchasing power and are opinion leaders, old enough to decide on new rulers by voting.

TikTok’s evolving format opens a new window of opportunity for us to work with our customers. Take, for example, that young share of audience you want to reach that is not always on LinkedIn but may be active on TikTok.

Notably, it is a change of behavior within networks. It’s just as we live the evolving pattern in TV consumption behavior, from networks to cable, then to streaming platforms, and the same from radio broadcast to podcast. On the whole, communication brings agile behavior changes that constantly challenge us.

So, I ask you: Have you ever thought about including TikTok in your communication strategies? If not yet, you may be missing a great opportunity.