Over the past few years, TikTok has evolved from a novelty app for dance trends into a full-fledged media platform influencing culture, commerce, and communications. For PR professionals in the tech industry, it’s no longer a question of whether short-form video belongs in a PR strategy—it’s about how to use it effectively.

With over a billion active users and an algorithm that rewards creativity over brand size, TikTok presents a powerful opportunity to amplify tech messaging in engaging, bite-sized formats. Whether launching a product, spotlighting innovation, or building thought leadership, short-form video offers new ways to connect with global audiences—especially younger and digitally native ones.

Here’s how short-form video is reshaping the PR playbook and what tech communicators should keep in mind when building campaigns for platforms like TikTok.

How Short-Form Videos Are Reshaping Brand Communications

Short-form video is changing the rhythm and structure of brand storytelling. Traditional long-form press releases, articles, and media pitches still have their place, but attention spans are shrinking. Today’s audiences expect to be engaged quickly—often within the first few seconds.

For tech brands, this means condensing complex messages into digestible content without sacrificing clarity. Short-form videos are ideal for highlighting product features, showing behind-the-scenes R&D, or explaining technical concepts with simple visuals and voiceovers. Instead of relying on static images or long text blocks, PR professionals can now demonstrate innovation in motion.

The short video format also encourages authenticity and accessibility. TikTok videos often feature real employees, engineers, or creators rather than polished spokespeople. This raw, human approach allows brands to build trust and relatability, which is especially valuable when communicating about cutting-edge technology.

Additionally, the viral nature of TikTok’s algorithm means that content doesn’t need a large following to perform well. A single creative idea can reach hundreds of thousands—or millions—of viewers if it resonates. For PR teams, this levels the playing field and opens new doors to visibility beyond traditional media.

Best Practices for Creating Viral PR Content on TikTok

Success on TikTok doesn’t happen by chance. While virality is never guaranteed, certain strategies increase the chances of your content gaining traction and delivering real value for your brand.

Focus on storytelling, not selling
Audiences scroll past content that feels like an ad. Instead of promoting a product directly, tell a story that illustrates its value. Use humor, surprise, or educational content to pull viewers in. A 15-second “day in the life” of an engineer or a demo of a time-saving tech feature often lands better than a scripted pitch.
Stay on top of trends
TikTok trends evolve quickly—music, challenges, and formats can shift from hot to outdated in a matter of days. Use the platform regularly to spot emerging trends and find creative ways to incorporate them into your brand message while remaining authentic.
Keep it short and punchy
The best TikToks get their point across fast. Open with an attention-grabbing visual or question, and keep edits tight. Even though the platform allows up to 10 minutes of video, content under 30–60 seconds still performs best for most PR objectives.
Invest in subtitles and mobile-first visuals
Since many users scroll with sound off, adding clear captions is critical. Use bold text, visual callouts, and dynamic transitions to keep viewers engaged. Most importantly, ensure that your video makes sense vertically and on a small screen.
Encourage interaction
Ask viewers to comment, stitch, duet, or share your content. These features drive engagement and signal to TikTok’s algorithm that your content is valuable, increasing its chance of being shown to a wider audience.

For tech PR teams, a good starting point is identifying moments in your organization where education, curiosity, or surprise intersect with your product or people—and capturing them on video.

TikTok and short-form video aren’t replacing other PR strategies—they’re expanding them. For tech brands, especially those seeking to reach younger or global audiences, this format offers a dynamic, visual way to tell stories and build affinity.

As the platform continues to evolve, expect new features, monetization tools, and creative formats that will further influence how tech companies communicate. PR teams that embrace experimentation, prioritize authenticity, and stay close to platform trends will be best positioned to harness its full potential.

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