In today’s constantly shifting digital landscape, it is a matter of minutes for a brand to build or destroy its reputation, particularly on platforms like TikTok. We have seen huge brands disappearing from TikTok as a result of the PR crisis. The speed at which the words spread across TikTok plays a crucial role during a crisis.
To aid brands in communicating effectively and help save themselves, TikTok stories have emerged as a powerful feature. They are considered a lifeline; brands need to survive, rebuild trust, reputation, and turn a disaster into a golden opportunity. This blog discusses actionable tips on how to use TikTok stories so your brand thrives after a crisis.
TikTok stories are crucial for brands during the PR crisis for two major reasons. Number one is for instant & authentic communication, and number two is controlling the TikTok viewer narrative. Let’s discuss them in detail for you to understand the significance of TikTok stories.
When a crisis unfolds for your brand, it rapidly spreads across the platform as the algorithm-driven environment of TikTok magnifies every emotion. Vague and delayed statements no longer help brands; TikTok viewers rely on statements that are honest, clear, and original. Using TikTok stories to communicate with your audience is the best method.
TikTok stories show your unscripted and immediate response in real time that connects you with your TikTok followers and encourages empathy while presenting you as someone demonstrating accountability. This move is highly helpful for brands during a PR crisis to restore trust and reputation.
A major role TikTok story plays is to let brands control the public narrative in real time and get more TikTok views. Because when you are in the middle of a crisis, people turn to your profile for real and latest information. TikTok stories let you correct misinformation instantly.
Additionally, you can remove negative sentiments by showing accountability. You can address people's concerns through a quick Q&A session on your TikTok story. Depending on the viewer's feedback, you can make adjustments to your strategy so it aligns with people’s interests.
The TikTok story viewer feature is paramount during a PR crisis. Brands can identify problems as well as solutions using the TikTok story viewer data. It allows brands to figure out which content is calming versus which fuels the controversy, how people are reacting to your actions, encourage positive emotions in TikTok viewers, and reduce negative emotions.
Use the data from TikTok Story Viewer tools to keep your crisis communications agile. If a video addressing an issue gets more positive engagement and lower bounce rates among your TikTok followers, double down on what’s working. Brands that underestimate the power of TikTok stories are often engulfed by the crisis and criticism.
Improving engagement and increasing visibility are critical for brands during a PR crisis to restore their image. Here are ways to get more views on TikTok during a PR crisis.
Allow your followers to take a look at what's going on at the backend of your brand and how you are making efforts to bring the best for your viewers. Use text like, “here is how we are fixing the problem,” to make people trust and support you in tough times. Demonstrate transparency and share the updates to keep people hooked and positive.
The best way to shift people’s narrative during a PR crisis is to activate limited-time offers on your brand. Shift viewers' focus towards things that benefit them, and it also lets them stick around during your tough times. Use TikTok stories to make announcements for your limited-time offer and offer a reward for the followers who support you.
Partner with micro-influencers who already have loyal, invested communities. Their endorsement can act as social proof, helping to sway perception and extend your reach. Co-created TikTok story content—shared authentically through influencer accounts—has been shown to repair and even enhance brand reputation after major incidents.
Branded hashtag challenges provide a chance for TikTok followers and viewers to rally together. The more people engage with your profile and positively use your brand name, the better it will be for you. These can dilute negative content in the “For You” feed and redirect attention to positive brand initiatives.
One important element that most brands neglect is “how to communicate through TikTok stories.” If you are using TikTok stories in a PR crisis but are unaware of the best communication tactics, then it will harm the brand reputation rather than restoring it. Here are some ways to communicate through TikTok stories.
Engage your audience directly by Q&A in the story to calm concerns and dispel rumors.
Shift focus by rewarding loyal followers with exclusive, time-sensitive deals.
Partner with micro-influencers to extend reach and add social proof.
Share authentic updates from your team’s operations to build trust.
Monitor viewer feedback and adapt your stories.
Chipotle, an American restaurant chain specializing in Mexican-inspired cuisine, has over 3,700 operational restaurants. The food chain found itself in crisis when there were multiple reports of food poisoning in 2025, causing shares to drop more than 6 percent to $366.86 in less than an hour.
To cope with the situation and put themself out of the crisis, Chipotle used TikTok stories in all possible and best ways to regain trust and TikTok followers. Moreover, they used inspirational hashtags, customer stories, food challenges with diverse creators, and a sneak peek into BTS earning billions of TikTok views and improving their reputation.
TikTok is not a platform for slow responders to a crisis. This platform is best known for speed and raw honesty. If your brand lacks these qualities, you will soon feel lost and nameless.
Brands using TikTok stories to own their missteps, respond openly, and show proactive recovery win back trust and grow their TikTok followers even after serious PR crises. Brands that leverage TikTok stories for crisis management don’t just survive; they set the standard for digital resilience.
In a nutshell, almost every brand has its digital version today, and users expect them to be transparent, clear, and honest. As social platforms have added various features for brands and creators to convey their message to viewers, TikTok stories stand out as an effective method for brands to navigate a PR crisis.
By using TikTok story viewer insights, engaging followers authentically, and responding quickly with eye-catching content, brands can minimize the risk and rebuild stronger relationships. TikTok stories are not just a communication channel; they are a vital lifeline for brand resilience and recovery.
Yes, TikTok stories are generally public, but there are differences in how visible they are. TikTok users have access to restrict the visibility of their stories only to their followers or to the people whom they are following, and they follow back too.
Yes, TikTok stories can get on the “for you page” of TikTok. It depends on TikTok algorithms, which story they decide to show on the FYP, and whether it will be visible to followers only or the non-follower users as well.
Yes, TikTok stories are a useful feature in building your brand reputation, engaging followers, and building a community. TikTok stories offer a unique way to share casual, BTS, or time-sensitive content that differs from your regular TikTok videos.
TikTok stories are photos or videos that disappear from your profile after 24 hours. People often share their less polished or immediate thoughts on the stories for their followers or even for non-followers to see.
Yes, TikTok stories have the potential to go viral. It appears on TikTok users' feeds or even on FYP. TikTok stories are easily discoverable and improve the engagement on your profile, and help you gain more TikTok followers.
Inez Nevaeh
Inez Nevaeh is an author with a passion for social media growth. She specializes in creating engaging content and expert guides for social media success. Skilled in translating complex algorithms into actionable strategies, building striking online presences, and empowering creators to thrive. Inspired by a mission to make social growth accessible and easy.
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