Promotion on TikTok: A Guide to TikTok Shop & PR
- Olivia Albers
- 6 days ago
- 5 min read
Information in this blog post was obtained from Channel Engine, Pak Factory, and Sprout Social.
Picture this: you’re scrolling through TikTok and you notice an orange shopping link in the bottom left corner of the video. You go to the account The next video features an influencer sharing a PR Haul that she received from a high end brand. You think to yourself, what are these people doing to receive this, and how can I do it too? The good news is that anyone can receive PR or make money from TikTok Shop, you just need to take a step in the right direction.
I have been passionate about social media marketing, specifically the beauty and fashion industry, and I’m here to guide you on how to jump into the industry through social media strategy. Throughout this blog post, I will be discussing the following ways that you can use TikTok to promote your brand:
What is TikTok Shop?
How you can use TikTok Shop in your marketing strategy
How to send out PR
What is TikTok Shop?
The way that we shop is constantly evolving. From brick and mortar stores, to catalogs, and now to online shopping, it can be difficult to stay up with the next big thing. TikTok has now jumped into the fashion and shopping space with TikTok Shop.
TikTok Shop is an in-app feature that allows users to shop without having to leave the app. You can reach this feature by either tapping the shopping bag logo or you can click on a link for a specific item on another user's video. This feature is used by creators to gain commission for every purchase that came through their specific link.
How TikTok Shop Can Be Used in Your Marketing Strategy
According to a blog by Channel Engine, TikTok Shop sales hit 100 million in the U.S. during the 2024 Black Friday season. TikTok Shop is a great way to start gaining more traction on your brand. As it’s popularity continues to grow, more brands are taking initiative by having their products available for sale on TikTok Shop.
The first thing that you should know about integrating TikTok Shop into your brand's strategy is to keep a consistent brand image when it comes to your content. You shouldn’t change your content strategy just because you want to promote your brand on TikTok Shop. The content should still resonate with your audience.
TikTok Shop Coupons
One way to get your audience to engage with your TikTok shops is to use TikTok Shop coupons. Here are a few things that you should do when making a TikTok Shop coupon for your brand:
Choose a main way to promote your shop: You can promote your TikTok Shop link on a Live, Regular Video, or a Sponsored Advertisement. Make sure you pick a channel that will resonate with your audience.
Once a channel has been identified, choose how you want to showcase your product. There are a few ways to do this:
Creating a video that goes through the functions and features of your product
Using a Live to showcase the product
Creating a video that has the product in it, but doesn’t necessarily go into detail about the product (this is a more subtle way to promote your product)
Next, think about a coupon that will allow new customers to be enticed to purchase the product. Allowing the customer a chance to save money will bring awareness to your products, and allow you to reach more users if they leave a video review.
Integrating TikTok Shop into your marketing strategy can give your brand increased visibility, engagement, and revenue. Keeping up with the industry in this way, will allow you to show your audience that you are willing to cater to their preferences.
How to Send Out PR
Sending out PR to your most loyal customers is a great way to produce user generated content. This allows your customers to create videos showcasing your product and how it works. Positive and honest reviews from your customers that you send PR will allow other users to trust your brand is reputable.
But, you are probably wondering, what do people even want in a PR package, and how do I find people to send it to?
According to Pak Factory, these are the most important things to keep in mind when creating a PR package to send to customers.
Find your target audience: understand your target audience and their wants/needs.
Focus on clear communication: confirm that the customer has interest in collaborating with you, and discuss your expectations for their content/messaging.
Put together a story: each part of your package should be curated intentionally. Putting in the effort to personalize a PR package can make a lasting impression on your audience.
Encourage action: giving your customer a personalized discount code for your product to share with their audience allows other users to take action.
Send a follow up: leaving a lasting impression on your customers means going the extra mile. Send a thank-you note to show them that you appreciate their support.
Keeping these in the back of your mind when sending PR will shine a positive light on your brand, and keep customers loyal. It is crucial to keep your PR aligned with your brand's values and interests in order to keep the content true to your brand. Your audience will appreciate seeing other users that they are familiar with giving honest feedback to your brand.
Conclusion
Now that you have the information that you need, it's time to stop scrolling and start taking action.
The results of integrating these into your brand's strategy may leave you shocked, but you won’t reap the benefits if you don’t take a leap and start now. The social media marketing industry is constantly evolving and you have to evolve alongside it in order to keep your brand relevant. TikTok shop, utilizing it in your marketing strategy, and sending out PR are easy ways to boost your brand, and create a lasting relationship with your audience.
Want to know more about TikTok marketing? Read my colleague Elle's article here!
Resources
How-to guide for creating PR packages: Best 5 examples. PakFactory Blog. (2025, February 13). https://pakfactory.com/blog/pr-packages-guide-examples/?srsltid=AfmBOorO3oXAbYYFq8BIubJOCVhyIqIDlOZ9DfaSR2J06kog0WOc0DXw
Scarabelli, A. (2025, February 3). Tiktok shop - what is it and how does it work?. TikTok Shop - What is it and how does it work? https://www.channelengine.com/en/blog/tiktok-shop-what-is-it-and-how-does-it-work
Tiktok Marketing: The Complete Guide for Brands in 2025. Sprout Social. (2024, December 27). https://sproutsocial.com/insights/tiktok-marketing/
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