Harnessing TikTok for Effective Nation Branding

Introduction

TikTok, the global sensation, has become more than just a fun platform. With 1.2 billion monthly users across 150 countries and 2.6 billion downloads worldwide, it’s an influential communication channel. PR professionals can leverage TikTok strategically for nation branding.

TikTok’s Impact

TikTok hosts diverse content, and it’s not just for entertainment; it’s a community influencer. It has become a vital channel for businesses, particularly in the travel sector, to engage their audience. But how can Africa use TikTok for nation branding?

Leveraging Local Talents

Engaging local talents, like artists and content creators, is key. For instance, Nigerian artist Ckay’s song went viral on TikTok, showcasing the power of local culture. PR pros should involve local talents in tourism projects to reshape perceptions.

Long-term Vision

To sustain nation branding efforts, strategic storytelling is essential. Ghana’s “Year of Return” campaign, which attracted $1.9 billion to its economy, is an example. TikTok can be a powerful tool to create lasting trends that promote identity and purpose.

Become a Content Powerhouse

TikTok’s creative expressions offer opportunities for storytelling. PR experts should create flexible content formats that showcase their country’s strengths. Content can range from fashion-themed ideas to teaching tourists local dialects.

Collaboration is Key

Nation branding on TikTok requires collaboration. The Philippines’ Department of Tourism engaged creators to promote provinces through TikTok Live, resulting in increased engagement. Collaboration enhances the campaign’s reach and creates a strong following.

Conclusion

Effective nation branding involves engaging all citizens in the process, and TikTok can be a powerful tool in this endeavor. PR professionals must adapt to new platforms to drive effective communication, ensuring that messages are understood by the target audience.

About the Author

Davina Nnawuihe is a senior communications strategist at Opinion & Public BCW and a member of the PRCA Africa NextGen group. With over six years of experience, she supports multinationals in Francophone Africa by delivering a wide range of communication services.

First published on Marketing Edge