By skyforbes 
TikTok’s raw authenticity and viral nature make it a goldmine for brands seeking media attention. The platform’s ability to spark cultural moments and drive conversations has caught journalists’ attention, creating natural bridges between social trends and news coverage. Many brands miss these opportunities by treating TikTok solely as an advertising channel rather than a springboard for broader media exposure. The most successful companies understand that TikTok trends can become compelling news hooks when approached strategically.
Finding the Right Trends for Your Brand
Not every TikTok trend deserves media attention. The key lies in identifying movements that connect authentically to your brand’s story and values. The TikTok Creative Center provides real-time insights into trending hashtags, sounds, and content formats. Focus on trends that show sustained growth rather than flash-in-the-pan viral moments.
When evaluating trends, ask: Does this trend relate meaningfully to our brand? Can we add value to the conversation? Will this resonate with journalists in our space? For example, when the “TikTok Made Me Buy It” trend gained momentum, smart retail brands highlighted specific products that went viral, turning social proof into compelling data stories for retail and business reporters.
Creating News Angles from Social Trends
The most effective earned media opportunities arise when brands connect TikTok trends to broader cultural narratives. This requires looking beyond surface-level engagement metrics to understand why certain content resonates with audiences.
Take Duolingo’s approach: The language learning app noticed TikTok’s obsession with their green owl mascot and developed a distinct personality for their mascot that generated consistent media coverage. Their strategy worked because it tapped into existing conversations about brand mascots and corporate social media voices.
Consider these angles when developing your pitch:
- Consumer behavior insights revealed through trend participation
- Demographic shifts highlighted by trending content
- Business impact of viral moments
- Cultural significance of emerging trends
Building Relationships with Creators
TikTok creators often serve as both content partners and media sources. Identify creators who align with your brand values and have demonstrated the ability to spark meaningful conversations. Look beyond follower counts to engagement quality and topic authority.
When Washington Post journalist Dave Jorgenson started creating TikTok content, he showed how traditional media could adapt to the platform’s style while maintaining journalistic integrity. This opened doors for brands to collaborate with creators who bridge social media and traditional press.
Measuring Impact Beyond Views
Traditional social media metrics tell only part of the story when evaluating TikTok-driven earned media success. Track these key indicators:
- Media mentions stemming from TikTok content
- Quality of coverage (tier of publications, message pull-through)
- Spokesperson opportunities generated
- Long-term relationship development with journalists
- Share of voice in trend-related coverage
Crafting Effective Media Pitches
When pitching TikTok-related stories, timing proves critical. Reporters want to cover trends while they’re still relevant but need enough data to justify coverage. Structure your pitch with:
- Clear connection to current trends
- Supporting data showing impact
- Expert commentary from your team
- Visual assets ready for publication
- Exclusive angles for priority outlets
Working with Media Teams
Success requires close coordination between social media and PR teams. Social teams spot emerging trends while PR professionals shape the media narrative. Regular check-ins between these groups help identify opportunities early.
Set up monitoring systems to track both TikTok trends and related media coverage. Tools like Meltwater or Cision can track when competitors receive coverage for their TikTok activities, revealing potential opportunities for your brand.
Making Content Media-Ready
Prepare assets that make it easy for media to cover your TikTok success:
- High-resolution screenshots and video clips
- Performance metrics and growth data
- Customer testimonials and impact stories
- Executive commentary on trends
- Behind-the-scenes content showing strategy
Your TikTok presence can drive meaningful earned media results when approached strategically. Start by identifying trends that align with your brand story, develop clear news angles that connect to broader narratives, and build relationships with both creators and journalists. Track your results beyond basic engagement metrics, and ensure your teams work together to spot and act on opportunities quickly. Most importantly, remember that authenticity matters — focus on trends where your brand can add real value to the conversation.