Katy Townshend, Senior Digital PR Govt at Rise at 7 mentioned:
“With the increase of social media and influencers, more than the earlier few decades customers have been bombarded with compensated marketing and brand name promotions.
Although this can function incredibly perfectly when done correct, individuals are getting to be more immune and much more resistant to these types of promotions, and we can see influencer advertising and marketing trying extremely hard to surface additional organic and natural and pure.
We are previously viewing, and will keep on to see this craze infiltrate the push and product PR tactics in 2023.
Publications are moving absent from covering new launches from a brand name viewpoint, and far more in the direction of covering new launches from a reader perspective, whereby products are presented as by now currently being popular and permitted by their viewers.
For illustration, we can see this in the development of items now getting protected not as a ‘new start from X’, but as the ‘new TikTok viral product’.
To preserve up with this improve, products PR releases and methods will require to reangle themselves to be already appropriate and authorised by an viewers in an natural method.
This is where we will also see a shift toward social media methods and PR working closer together.
For instance, making a natural beauty product or service go viral on TikTok, and then sending this tale to push to indirectly promote a new launch.’’