How to Request PR on TikTok: The Process and Key Points When Companies Work with Creators

“We want to request PR on TikTok, but we don't know who to ask or how.” We have been receiving more and more inquiries like this recently.

On TikTok, even videos from accounts with few followers can reach many people depending on their content. That is why, for TikTok PR, “what kind of video” matters as much as “who you ask.”

In this article, we summarize the process of requesting PR from creators on TikTok and the common pitfalls, from the perspective of casting work.

How TikTok PR requests differ from other social media

On Instagram and YouTube, posts tend to be watched mainly by followers and subscribers. On TikTok, many people watch videos shown in the For You feed, so videos easily reach people who do not follow the account.

For that reason, the following ideas are useful for TikTok PR requests.

• Look not only at follower counts but at how much their usual videos are watched
• Make a video that stops viewers' scrolling in the first few seconds
• Value the creator's natural style over an ad-like feel

For how to choose people in the first place, see our article on how to choose influencers.

Three things to decide before making a request

Deciding the following three things internally before requesting PR on TikTok makes the later communication smoother.

1. Goal Decide whether you want people to learn your product name, understand how to use it, or visit your store or website. The right video format and the way to measure results change with the goal.

2. What must be communicated Organize what must go into the video, such as the product name and features, and what to avoid, such as prohibited expressions. Too many requirements make the video feel cramped, so narrow them down to what truly matters.

3. Budget and schedule Decide how many creators to ask and when you want the posts to go live. If you are aligning with a launch date or campaign period, allow time for filming and review and start early.

The basic process of a TikTok PR request

The typical process is as follows.

1. Organize your goal and conditions
2. Find suitable creators and shortlist candidates
3. Agree on the request and terms (posting date, number of posts, usage scope, fees, etc.)
4. Sign a contract
5. Send the product; the creator plans and films
6. Review the content before posting
7. Post and review the results

Of these, step 2 (choosing candidates) and step 3 (agreeing on terms) tend to take the most time. They involve a lot of communication with creators and their agencies, and take more effort than expected if you are not used to it.

Separate “what to brief” from “what to leave to the creator”

A common mistake in TikTok PR requests is for the company to script everything in too much detail.

Videos that get watched on TikTok depend on the creator's own way of speaking, editing and pacing. A video that simply reads out a company's prepared explanation is quickly recognized as “an ad” and may not be watched to the end.

We recommend splitting it up as follows.

• What the company briefs: product name, must-include features, prohibited expressions, and legal points such as Japan's Pharmaceutical and Medical Device Act
• What to leave to the creator: video structure, way of speaking, filming style, and the feel of the music and editing

Asking in advance “what angle would you like to take?” can bring out ideas the company would never have thought of.

Points to check before posting

Disclosing that it is PR

Since October 2023, advertising that hides the fact that it is advertising (stealth marketing) has been regulated under Japan's Act against Unjustifiable Premiums and Misleading Representations. On TikTok too, it is important to make it clear with “PR” or “Ad” in the caption or hashtags. TikTok also has an official disclosure setting to show that a post is a brand partnership.

For the disclosure rules, see our article on the stealth marketing regulation.

Secondary use of videos

If you want to use a creator's video on your company account, in ads or on your website, you need to agree on the scope and period of use in advance. TikTok also has a way to run creators' posts as ads (Spark Ads), but it requires the creator's permission.

Deciding later that you “want to use it in ads too” means renegotiating terms, so we recommend deciding this at the start.

Handling music

TikTok has rules on which sounds can be used in PR posts. Even if you want to use a popular song as background music, check whether it can be used in a PR video.

How to review the results

After posting, check not just views but the numbers that fit your goal, such as likes, comments, saves, shares and visits to the profile or website.

If you worked with several creators, comparing which videos and angles drew the most response gives you hints for the next campaign. Comments are also valuable for learning what resonated about the product.

For TikTok PR requests, talk to us first

TikTok PR involves many things to watch, from choosing creators and agreeing on terms to reviewing videos and following disclosure rules.

At nicoichii, we have supported TikTok promotions for a wide range of products and services, including beverages, cosmetics and theme parks. You can see our past work on the Works page, and our services on the Marketing page.

It is fine to start at the stage of “we want to try PR on TikTok but don't know where to begin.” If you are unsure about TikTok PR requests or casting, feel free to Contact.