The TikTok pandemic and how to take advantage of it

October 7, 2020
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COVID-19 faced new communication challenges and this was normal, even necessary. Like any crisis, many lessons have been learned. Many companies that have been more conservative in terms of positioning and online sales have realized that they cannot do without it. 

For two months, the audience, which is otherwise balanced between traditional media and the Internet, focused on information sources on the Internet and social networks, and this led to the triumph of the influencers. 

The Chinese social network TikTok became extremely popular during the quarantine. In March, the application became the most downloaded app with over 115 million installations.

The age category of the audience has also changed, as in just one month from a social network aimed at the Z generation, TikTok managed to cover a large part of the millennials. There is a creative competition between content creators every day, and this has attracted ingenious companies to start using tickers as a new arena for positioning their brand.

This trend is expected to grow, as many businesses have already entered the profiles of famous influencers on Instagram and Facebook in one form or another, and the new opportunities provided by TikTok would only upgrade the advertising mix.

The use of influencers as an advertising platform is logical, because their audience is more tolerant of the so-called hidden advertising. They offer brands voice and access to a new audience that is committed to their content and willing to look at everything related to their lifestyle and even imitate them.


As an agency, we advise brands to act prudently and in the long run if they want to campaign with influencers. Persistence and a clear vision of the steps and the desired audience are needed.

We should not forget that influencer marketing is only part of the advertising mix and its use will not replace traditional positioning channels such as radio, television, press and online media.

mix spices

The audiences of these communication channels are different and have different needs, so the more opportunities to reach are used, the greater the scope of the campaign.

The choice of influencers is currently very rich – chefs, models, travel maniacs, fitness gurus, artists, comedians and others. When choosing influencers for a campaign, their audience is looked at – what it is, what it is interested in, what its average age is and whether it is mostly engaged.


It makes no sense to choose an influencer just because it has over 300 k. followers, it is important whether his audience will comment, like and share what they see. To this end, we do in-depth research and take into account only those profiles that would be useful for the specific campaign.

Today you can see companies like Tesla, Amazon and Apple on the pages of influencers. With this, the work of PR and marketing agencies continues to change and evolve, because what the influencer does is make recommendations for word of mouth (albeit in the digital space), and this is the best way to create publicity.

About the author

Pavel Penchev is the founder and manager of PRPENCHEV with more than 9 years of experience in the field of works with media. His company has accomplished a number of successful projects in the spheres of Digital marketing and PR since its very founding. Pavel’s professional experience includes a long period of work as a television journalist after which he started looking into PR.