And why PR is key to making it stick!
TikTok is where culture happens now.
What starts as a dance challenge or viral audio can snowball into a movement, especially in the Philippines where Filipinos are among the most active TikTok users in the world. As of 2024, TikTok has over 45 million users in the Philippines alone, making it one of the platform’s biggest audiences in Southeast Asia (according to DataReportal).
Brands that wish to connect with Gen Zs and Millennials can turn to TikTok. But remember: it’s not just about hopping on a trend, but about showing your brand’s personality in a way that feels authentic, local, and PR-worthy. TikTok trends can boost visibility, drive engagement, and turn passive audiences into passionate communities when done right. Otherwise, your seemingly brilliant content could just disappear into TikTok noise.
Let’s explore how to use TikTok trends smartly—and how a PR partner can make the difference between momentary relevance and long-term brand love.
- Filter Trends Through Your Brand Lens
One of the biggest mistakes brands make is copying a trend just because it’s viral. But what works for one industry might not work for another. Every trend must be filtered through your brand personality, from tone to execution. Is your brand quirky? Aspirational? Youth-focused? Community-first? Local? Each of these identities has a different “voice” on TikTok.
Imagine ridesharing app Angkas, known for its tongue-in-cheek, ‘Filipino’ humour, taking on a more serious, polished tone. The message they’re trying to send may not land, given their market.
Remember: trends are temporary, but your brand personality shouldn’t be.
A good PR partner can help define your tone of voice and ensure your content strategy reflects your brand’s story across all platforms—including triumphing on TikTok. PR can also act as a guardrail, keeping your trend participation on-brand, on-message, and aligned with your long-term goals.
- Let Real People Tell the Story
User-generated content (UGC) is TikTok’s fuel. Whether it’s a customer using your product in a “before and after” challenge or a behind-the-scenes clip from your employees, real people make your brand feel human.
One brand that does this well is Locally PH, a juice company that taps into humor and Filipino wit. Their quirky voice and audience-driven content make them a favorite among Millennials and Gen Zs. But even small businesses can win with authenticity.
PR comes into play when it’s time to scale, managing not just the content but the message, too. They can:
- Help source content creators who match your brand tone
- Coordinate content calendars around relevant trends
- Integrate influencer collabs into broader storytelling campaigns
- Maximize Trends During Peak Cultural Moments
Filipino calendar moments are full of “viral potential.” From “-ber” months to fiesta season, back-to-school buzz to Holy Week reflections, there’s a rhythm to Filipino life that you can sync with TikTok’s trend ecosystem.
Don’t just post a generic ‘Happy [Observance]’. Choose a trend, connect it with relevant cultural moments, and anchor it to your brand message and personality.
- Build a Community Instead of Chasing Virality
Virality is unpredictable. Community brings real value.
Ask yourself: Is your TikTok following just watching, or are they engaging? Are they commenting? Using your hashtags in their posts? Duetting your videos? Tagging their friends? Or are they just scrolling past?
Trends can invite these community members and entice them to follow you, but it’s your value-adding, community-relevant contant that will get them to stay and engage.
PR amplifies these movements by:
- Pitching stories around your branded community to media
- Connecting your content with relevant advocacy or CSR angles
- Crafting press kits and digital PR that celebrates audience participation
- Crisis-Proof Your Trend Strategy
Not all TikTok trends are risk-free. Some may be tied to controversial issues or come with unintended interpretations. Having a crisis management plan can help you prepare, especially when the trend (controversial or not) is too important and too connected to your brand personality to pass up.
A PR team can guide you towards credibility over virality, with:
- Content review processes to avoid insensitive material
- Proper tone calibration when addressing social issues
- Fast response planning in case a trend backfires
Personality Wins, but Strategy Sustains
TikTok is a playground of brand purpose, not just pure play. Trends are great entry points, but personality, community, and strategic communication are what make brands stay in people’s minds and hearts.
That’s where PR makes all the difference.
With a PR partner, you get:
- Clearer positioning amidst the trend noise
- Media mileage from viral content
- Crisis-proof content planning
- Authentic storytelling that resonates locally
Because in a world of 15-second fame, a well-placed story lasts far longer.
Work with NGP IMC, for more than 15 seconds of fame. Let’s work on long-term, high-impact, purposeful PR.
Jem earned a Bachelor’s Degree in Marketing from the University of Asia and the Pacific. When h’s not sharpening his digital marketing skillset, he’s out writing technical articles or reading a good book (or two).
