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Katy Townshend, Senior Digital PR Executive at Rise at Seven said:
“With the rise of social media and influencers, over the past few years consumers have been bombarded with paid advertising and brand promotions.
Whilst this can work very well when done right, consumers are becoming more immune and more resistant to these kinds of promotions, and we can see influencer marketing trying very hard to appear more organic and natural.
We are already seeing, and will continue to see this trend infiltrate the press and product PR strategies in 2023.
Publications are moving away from covering new launches from a brand perspective, and more towards covering new launches from a reader perspective, whereby products are presented as already being popular and approved by their audience.
For example, we can see this in the trend of products now being covered not as a ‘new launch from X’, but as the ‘new TikTok viral product’.
To keep up with this change, product PR releases and strategies will need to reangle themselves to be already relevant and approved by an audience in an organic manner.
This is where we will also see a shift towards social media strategies and PR working closer together.
For example, making a beauty product go viral on TikTok, and then sending this story to press to indirectly promote a new launch.’’
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