The PR Net Digital Event Recap: Navigating the TikTok Uncertainty

Navigating the future of TikTok amidst ongoing uncertainty is challenging for creators and brands alike. We heard from Deneka Dosant, Director of Talent at Kensington Grey; Haley Henning, Senior Director of Talent, Social at YMU; and Lindsey Cook, Marketing Director at The Digital Dept., as they share insights on how to approach TikTok and overall social media strategy in this shifting landscape. The discussion will cover advice for creators, brands, and talent managers, with best practices for meeting KPIs in this fast-moving space, and much more. 

The takeaways: 

• Brands are prioritizing transparency and collaboration in uncertain times, working with creators to adjust campaigns and maximize ROI despite platform uncertainty.
• Community building and ownership are central themes across the creator economy right now. Creators are more focused on long-term audience relationships, especially in light of platform uncertainties.
• To safeguard creators, include clauses in contracts that ensure continued promotion if a platform like TikTok faces disruptions (e.g., Instagram or other platforms).
• Maximize the use of content by repurposing it across various platforms (e.g., TikTok content can work on YouTube Shorts, Instagram, or even in-store).
• Focus on content rather than just a creator's following, especially when audience reach may change across platforms.
• YouTube is a strong alternative, particularly YouTube Shorts for short-form content.
• Snapchat is also gaining traction as it offers short-form content and creator incentives.
• Other platforms like Substack, Pinterest, and blogs are growing in importance for creators, offering more control and direct audience engagement.
• If a platform shift is necessary, it should be tailored based on the brand’s target audience and where they are most active.
• Creators with strong communities (rather than just large followings) are becoming more valuable, as they are likely to bring their audience to other platforms if needed (e.g., from TikTok to Instagram or YouTube).
• Creators are increasingly focusing on building and owning their communities, with tools like newsletters, podcasts, and Substack being key for creating a more stable, direct connection to their audience. This also ensures creators aren’t fully reliant on third-party platforms that can change or shut down unexpectedly.
• On the brand side, it's important to clarify the desired outcome—whether brand awareness or conversion—before choosing creators. Some creators are better suited for pushing brand awareness, while others might focus more on converting sales. Understanding the role of each creator can help shape the campaign strategy.
• Talent management also emphasizes long-term relationships, choosing creators with a strong personal vibe and content quality. Having a strategic approach and playing the long game can lead to long-term success and lucrative opportunities.
• Engagement metrics are critical, with likes, shares, comments, and completion rates being highly valued. Shares are particularly important as they signal that users are encouraging others to engage with the content, helping brands maximize reach.
• Creators with serialized content are particularly valuable. A series of videos that resonate with a creator's audience can have a significant impact, even for creators with a relatively small following. Brands should tap into this type of content for long-term engagement.
• Gen Z is highly adept at identifying ads, so brands need to be creative and authentic in their influencer partnerships. A strong community will stick with creators if they feel the content is genuine, but Gen Z's short attention span means brands must be careful not to appear too sales-driven.
• As TikTok remains in limbo, attention-grabbing content and a strong hook in the first few seconds are key to capturing viewers. Cross-posting on multiple platforms like TikTok and Instagram can be an effective way to reach a broader audience.
• Brands should trust creators and their communities more, allowing for greater creative freedom. While it might feel daunting to relinquish control, working with creators who know their audience can lead to more impactful and authentic content.
• PR and marketing teams should avoid abandoning their community during uncertain times. Maintaining engagement and continuing to nurture relationships with the community can help brands weather shifts in social media platforms.
• Looking ahead, the creator economy will focus more on community and authenticity. YouTube, with its long-form content, offers an opportunity for creators to monetize their work and build a loyal following. Community ownership, such as through platforms like Substack, is becoming more valuable to creators and brands alike as it provides direct access to an audience without algorithm interference.
• The future of the creator economy lies in personality-driven content. Creators who can transcend platform-specific labels and build a strong, personal brand will have enduring success. Brands should invest in creators who focus on personality and community, as these attributes drive long-term growth.