Trending Treatment: How TikTok virality became the media’s must-have
Did you know
More than half of UK adults (52%) use social media for news, up from 47% in 2023. The most popular social media platform for news is Facebook, used by three out of 10 adults, followed by YouTube, Instagram and X. (source: Ofcom, September 2024).
The Social Media News Revolution
The media landscape has transformed dramatically in recent years as audiences increasingly consume news through social media rather than traditional websites or print publications. In response, magazines and newspapers are rapidly expanding their social media teams and establishing strong presences on platforms like TikTok, Snapchat and Instagram.
When Social Media Dictates the News Agenda
The relationship between social media trends and traditional media coverage has fundamentally shifted. What captures attention on TikTok or Instagram now directly influences editorial decisions across mainstream media outlets.
We’re seeing this play out daily, from Valentine’s PJs from Tu Clothing here and here on TikTok (which saw shoppers rushing to buy them in the first week of January), to aesthetically pleasing ice coffee cups from Nespresso here – if it’s viral, the media want to know about it.
Case Study: The Rhode Lip Case Phenomenon
The Rhode Beauty Peptide Lip Treatment Phone Case is a great example of how you can capitalise on viral product innovation through PR. Several key factors contributed to its explosive success in 2024:
– Perfect Market Timing: Launched when ‘phone-as-accessory’ aesthetics were peaking and clean girl beauty was dominating TikTok.
– Strategic Product Integration: By combining two essential Gen-Z items – phone protection and lip care – Rhode created a practical yet fashionable solution to an everyday need.
– Visual Appeal: The clear case design naturally generated user-generated content through mirror selfies, creating an organic content loop that kept the product visible across social platforms.
– Scarcity Marketing: Limited releases and rapid sell-outs created FOMO and newsworthy moments, giving media outlets multiple angles to cover – from initial launch to restocks.
– Celebrity Leverage: While Hailey Bieber’s influence was significant, the case transcended traditional celebrity endorsement by becoming a status symbol among micro-influencers and everyday consumers.
The PR Opportunity
Media outlets are drawn to the viral product and story for multiple reasons:
1. Quantifiable success metrics (sell-out times, waitlist numbers)
2. Rich visual content from both celebrities and everyday users, increasingly we are seeing media use UGC in their articles over brand imagery
3. Multiple narrative angles (beauty innovation, tech accessory, celebrity business success)
4. SEO potential from high search volume, in a competitive media landscape SEO is a lead factor outside of paid partnerships and affiliate marketing
5. Ultimately, as journalists need to write stories that people want to read, the insights from social on trending topics and conversations helps them ensure their content is relevant to growing conversations
What the media were saying
Grazia: As A Surprise Spring Treat, Hailey Biever’s Rhode Lip Phone Cases are Finally Back In Stock
OK: Michelle Keegan’s trending Rhode lip gloss phone case is the ultimate Secret Santa gift idea
The Guardian: How the humble lip balm became a status symbol
Vogue: Rhode Has Restocked – Vogue Editors Test The Best Rhode Products To Buy Before They’re Gone
Marie Claire: PSA: The Rhode Lip Case is getting restocked today, and it’s worth every penny I spent on it
What this means
Whilst this doesn’t apply to every single piece of media coverage, or all outlets and sectors, understanding this intersection of social media virality and traditional earned media coverage is crucial. Today’s most compelling stories often begin on social.
While not every product will achieve Rhode-level virality, we can implement some of the tactics discussed above to help an item gain traction on social media and create a compelling and timely social-first story for media to cover.
