Brand trips have long been a staple of public relations. They offer curated itineraries and beautiful settings designed to promote a product, service, or destination through influencer content. Traditional trips showcased beautifully staged photos, luxury moments featured in a YouTube video, and polished Instagram posts. Now, TikTok continues to change how consumers interact with promotional content. It’s less about picture-perfect moments and more about content that feels genuine and worth watching.

To better understand how brand trips are evolving in response to these shifts, I asked our PR and growth experts to discuss what makes a brand trip successful. Here are my questions to the experts:

What makes a travel brand trip feel TikTok-worthy in today’s content landscape? How can PR teams design brand trips that support strong content without feeling overly scripted? What lessons can PR teams learn from recent viral (or flopped) brand trips?

And here is the insight from our experts.

• Luxurious excess and unique experiences
• The genuine reaction to something off-the-beaten-path
• The finest content is not created, it is experienced.
• Let creators lead the story
• Trending sounds and organic experiences
• Creators know what works on their feed
• People watch for chaos, not coordination.
• TikTok users are seeking something that seems impulsive and emotionally pure
• Personal experiences and live reactions
• Structuring trips like open playgrounds
• Truth, surprise, things they have not seen before
• Let creators behave instinctively
• Empower influencers to engage in ways that matter to them and their followers
• Give the creators complete creative freedom
• Trust the influencer. Let them lead the story.
• TikTok creators are storytellers, not models.
• TikTok excels in real-life and human reactions that people can relate to
• Breathtaking visuals and raw moments
• Eliminate the pressure of being perfect
• Let influencers write their personality into the script of the brand

Luxurious excess and unique experiences

Emily Reynolds-Bergh, Owner at R Public Relations

"Consumers are interested in two types of brand trips: luxurious excess and unique experiences. Trippin’ with Tarte is a great example of “excess,” with content creators receiving multiple suitcases worth of goodies and attending gorgeous, wedding-worthy events. Kerrygold Butter is a great example of a brand that curated a unique event, with creators participating in an enviable food-centric trip in Europe. To curate a successful trip, focus on one of these two categories and invite creators that are well-aligned with your brand’s values and organically use your products."

The genuine reaction to something off-the-beaten-path

Caleb Johnstone, SEO Director at Paperstack

"To render a brand trip TikTok-worthy, it should be able to capture moments that appear real and not necessarily picture-perfect scenery. TikTok lives on unscripted and authentic-looking content, so travel brands need to work on experiences that seem surprising or odd, not only beautiful backgrounds. Consider the genuine reaction of the influencer to something off-the-beaten-path, or a humorous moment with locals that would not qualify to be in a professional advertisement. It is all about real moments such as when a well-prepared dinner goes horribly wrong and becomes a comic situation, or when an influencer makes an unedited exclamation of wow when he or she finds something new. It is that kind of content that will prevent people to scroll and begin actual conversation.

PR teams should allow spontaneity but not allowing too much that will lack structure to steer the experience. Rather than driving influencers through a strict timeline, provide them with ample time to discover on their own and accidentally find moments that seem natural. As an example, rather than telling them, “You have to go to this well-known attraction at 4 p.m.,” encourage them to explore the place and post anything they happen to find. It is about letting the influencer be who he or she is and film what is most exciting to them and not what is in the script. Allow them to get off the beaten track, meet locals, or do things uncritically, such as trying street food the first time or getting lost in an underground market. When influencers have the liberty to produce their contents, authenticity is achieved.

Lesson one is that the over-polished content fails. TikTok viewers are quick to detect something that is not authentic, and when a trip seems too planned, it simply falls flat. Many viral campaigns have worked because the influencers were allowed to improvise they did not act on a script but expressed their true feelings and experiences. On the other hand, unsuccessful trips were mostly caused by a sense of influencers being mere checklists. They were not passionate about the brand or the destination and it was forced. Therefore, the lesson that PR teams should take away is that they should aim at establishing real partnerships with influencers who feel a connection with the brand and that they could find a place where they can express their true experiences, even when things do not work out the way they should."

The finest content is not created, it is experienced.

Ben Richardson, Director & Owner at Acuity Training

"In a world where we create TikTok worthy brand trips, perfection is a thing of the past. Viewers are fed up with scripted and overdone productions. They desire some raw uncut, real moments they can relate to. The trick is that the brand should be smoothly embedded into the actual experience such that it is not contrived. The audience is sharing only things that they think are real and - If they get the feeling that it is an advertisement, it will not be shared.

The PR departments ought to concentrate on providing toughest influencers with the use of their own stories. Do not order participants every word, and every step; rather, give them a possibility to explore the trip in their manners. This makes the content have the feel of an experience as opposed to the marketing message of a brand. The influencers must socialize with the destination, products and other influencers. This generates content that is interactable, natural and identifiable.

Viewing some past recent viral brand trips the best one felt like an experience that people actually wanted to be in essence. As an example, imagine a recent cosmetics visit, the emphasis of the latter was shifted to the actual relationships- the casual encounters, rather than lines to which you were to adhere to. Contrarily, trips that are executed badly end up being a failure as they are too scripted and the content lacks an attachment to the audience. PR departments ought to bear in mind: the finest content is not created, it is experienced.

The takeaway to the PR teams here is, organize a visit that will lead to a spontaneous, organic content, but leave it at that. Make the story tell the experience. This enables you to generate content that can be shared, watched and is likely to be consumed."

Let creators lead the story

Eugene Leow, Director at MarketingAgency.sg

"We recently helped a skincare client plan a Bali brand trip, and instead of packing the schedule with product demos, we gave creators open windows to explore, and capture whatever felt real. One TikTok showing a spilled serum next to a sunset went viral precisely because it wasn’t perfect. That’s the new bar: authentic moments with a hint of chaos.

TikTok-worthy brand trips don’t try too hard. The content sweet spot is in the unscripted: overheard jokes, behind-the-scenes mishaps, or quick reactions to local culture. PR teams should create content-friendly environments with beautiful lighting, distinct locations, and flexible timelines, but let creators lead the story.

Audiences now see through manufactured perfection. A recent flop we studied tried to mimic a cinematic style with rigid posting rules. It tanked because it felt like homework. Today, the vibe wins over polish."

Trending sounds and organic experiences

Sanju Zachariah, Owner & President at Portiva

"It’s in the authenticity. Audiences are after real, unscripted content, not perfection. Fun and relatable content like behind the scenes clips or personal stories does the best. Think trending sounds and organic experiences, not staged luxury photos.

Keep it flexible. Give some loose guidelines but step back and let the influencers go free. The trip should have room for the unexpected so influencers can live in the moment and what is shared is real not forced.

Virals work when they feel very real, with the brand integrated into the influencer’s story in a natural way. Flops tend to be when content is too polished or too scripted audiences want real, not rehearsed."

Creators know what works on their feed

Sean M Clancy, Managing Director at SEO Gold Coast

"TikTok made polished content feel outdated, brand trips used to be built around hotel upgrades, champagne on arrival and the usual sunset drone shots. That does not cut through anymore, clips that work now feel like accidents. A suitcase lost at the airport, a hotel check-in gone wrong, or someone reacting to local food they clearly cannot handle. That is the kind of thing that lands, it gets shared because it feels unscripted and watchable.

PR teams still get stuck trying to choreograph every moment, that makes the whole thing feel like work for everyone involved. The best move is to set a loose outline and let the creators lead, they know what works on their feed. Some will want to film five things a day, others might get their best clip off a throwaway comment in the van. The more natural it looks, the better it performs.

There was a skincare brand trip earlier this year where the creators looked bored in every video. The posts were all too polished, no personality. One creator posted a sarcastic clip mocking the whole thing, calling it a sponsored field trip. That one post hit a million views and did more for brand reach than any of the planned ones. There is your lesson, stop chasing perfect. Let people film what actually happens, that is what people watch."

People watch for chaos, not coordination.

Paul DeMott, Chief Technology Officer at Helium SEO

"What is making a brand trip successful right now is not polish. It is the friction. It is the unscripted, behind-the-scenes mess that sparks curiosity. TikTok rewards content that feels like it was caught mid-thought, not delivered on a silver platter. The standout brand trip moments look like accidents. Someone crying from jet lag, someone venting about the trip rules, someone narrating from the hotel bathroom because the lobby is full of other creators doing the same thing. That chaos draws attention. That is what gets stitched, duetted, and turned into discourse.

PR teams often think logistics are the content. Views come from story tension. The better play is to give creators loose goals, then let them figure out how to make the experience their own. Do not script the brand voice. Script the friction. Put two creators who barely know each other in a room. Give them a challenge with a deadline. Let the personality mismatches, travel delays, or budget constraints become the content. Those dynamics hit harder than another poolside selfie.

The flops come from overcontrol. Brands stage every moment like a catalog shoot and end up with zero traction. The lesson is simple. People watch for chaos, not coordination. If it looks like an ad, they scroll. If it looks like a story barely holding itself together, they watch."

TikTok users are seeking something that seems impulsive and emotionally pure

Tracie Crites, Chief Marketing Officer at HEAVY Equipment Appraisal

"The brand trip these days TikTok-worthy is inclined to use verbal art even more than visual one. Showing and selling luxury is no longer in trend, showing something worth talking about is. That may be some unexpected local adventure, some stressful travel memory or even the author doubting something about the trip. What TikTok users are seeking is something that seems impulsive and emotionally pure, though awkward and sloppy. When a trip provokes a real response, such as curiosity, humor or even a touch of awkwardness, then that will be more likely to appear on a For You page than another series of aerial shots of a beach.

Creators have freedom to develop the story on the most successful brand trips nowadays. PR teams should not approach a story through talking points or predetermined shots but ought to consider environment and emotional beats. Create self-generating moments of inquiry or engagement such as that of cooking with a local vendor rather than having a meal in a five-star restaurant. Provide alternatives and options as opposed to fixed schedules. The addition of such things as letting creators film at their own will and their own preferences can be the key to the difference between a flat based footage and one that makes a strong connection with their followers.

Another common pitfall in failed brand trips is underappreciating the speed at which the online mood can change and the pace at which genuine is rewarded or met with retribution. A flight that is tone-deaf, elitist, or too performative might gather a backlash in a few hours. Here is one tip; do not make the trip about the brands ego, make it about the experience of the creator. Stop controlling the narrative and develop real moments. It is more beneficial to win the brand when the audience of the creator gets the feeling that they are along being taken to the ride, rather than being sold something under disguise."

Personal experiences and live reactions

Doug Crawford, Founder at Best Trade Schools LLC

"A TikTok-obsessed brand trip is organic, funny, and impulsive. TikTok is all about unfiltered moments rather than professional-looking ones found on Instagram. In order to make a trip TikTok-able, PR teams ought to compel influencers to present personal experiences and behind-the-scenes moments, as well as live reactions. Such trends as entertaining challenges, music, and interactive content also do well. It is important to put priority on engagement and entertainment rather than perfection, which is something the viewers of TikTok cherish. It is not necessary to create staged moments but to rely on authenticity and creativity that will make the content feel more real, which is essential in the ever-changing social media context nowadays.

The design of brand trips should put more emphasis on the experience, making them seem like organic trips, along the way, to not trying to have a finger on all of the tasks. Instead of dictating to influencers, leave them free to develop and work on the content that they find interesting and that suits their brand. Develop an itinerary with flexible plans so that influencers can demonstrate more of their reactions and personalities. It is also possible to make the experience feel more real by using local culture, hidden gems, and personal touches. By leaving more room for improvisation and providing them with lax specifications, PR teams enable influencers to create content that does not seem artificially constructed and hits the right note with the audiences.

Usually, viral brand trips work when they have the right kind of authenticity and a feeling of fun, and when they fail to work, they seem too corporate or too orchestrated. In the case of successful campaigns, the PR teams will get to learn that the audiences respond well to elements of transparency and relatability. Something that is felt and shared by the influencer, or a spontaneous, light-hearted content, is more effective than the over-timed moments. On the other hand, PR teams are to avoid injecting this commercial or elite feel in the trip- this brings a red carpet kind of effect, which crowds can detect a mile before. The lesson of the flopped trips is also a simple one, being too controlling, content-driven, or disregarding the personalities of influencers can be the wrong decision. The keys to success are flexibility, creativity, and realness."

Structuring trips like open playgrounds

Chris M Walker, Founder at Legiit

"People no longer connect with perfect settings and posed photos. What works now is the unfiltered human side of travel. A travel brand trip becomes TikTok worthy when the experience encourages creators to capture funny awkward surprising or emotional moments that feel real. I have seen creators within our Legiit platform and SuperstarSEO community generate far better engagement with a relatable coffee spill or an off the-cuff reaction than with staged luxury content.

I recommend structuring trips like open playgrounds. Give a clear goal but let creators find their story. At Legiit and through projects with Audiit and SuperstarSEO Agency we always advise leaving space for interpretation. Creators perform best when they are treated like collaborators not actors. Give them access trust and time not strict directions.

Flops usually happen when the brand ignores the creator audience or tone. The most successful trips embrace co-creation and unexpected moments. One recent example I saw involved an ecommerce brand that turned a minor delay into a running joke across creators content which became the most watched part of the campaign. Brands that try to overengineer the experience often miss these viral chances."

Truth, surprise, things they have not seen before

Dr Maria Knobel, Medical Director at Medical Cert UK

"TikTok punishes a polish. The airbrushed content is never the content that sticks; it is crazy, humorous, intimate. A clip of a creator going through a rainstorm on a brand trip has also reached 1.6 million views within two days simply because it was genuine. Such channels are constructed to respond swiftly and give uncivilized narratives not luxurious to-do-lists. It is not a staged drone shot that makes people watch till the end but a creator falling in the mud or giving a rating to local food with brutal honesty. When the brand trip is the highlight reel, then you have lost them. However, when it seems to be a friend sharing a strange or funny moment with you, you have them. What people desire is personality rather than perfection. All you need to do is leave creators room to be human beings and they will transform the seemingly mundane into something that people will care to actually watch.

You are killing the content when you are plotting every second. The most successful posts are created by people that are free to experiment and respond. On a health-themed trip I went to, one day we were wide open and that was the one that drove the most views. The spontaneous video of one creator of breathwork at a windy cliff reached 800K in a week due to the fact that It did not feel created. The PR teams are supposed to quit ordering and begin facilitating. Put creators in context, and leave them alone. No more templated captions or shot lists, just question them about what is interesting, weird or unexpected. That is what makes people watch. A strict schedule may satisfy a customer, but it chokes interaction. What makes the type of content that generates reach, savings, and real connection is loose structure that allows creators to explore.

The biggest flops all possess one common factor of being too much in control. I saw a luxury brand fly in top-tier influencers to an island, script the entire thing and get piss-poor results. Carbon copies of the posts were pool, robe, cocktail. No character, no sharpness. On the other hand, a beauty tour to Iceland has become viral as nothing ran according to the plan. Directors were wet, chilled and giggling and the crowd ate it up. A single rain-induced makeup disaster is among the videos that received 2.3 million views. This did the trick because it seemed more like a story and not an advertisement. PR teams should quit trying to create moments and listen to what people really want to hear: truth, surprise, things they have not seen before. Measure engagement trends, and not reach. Then adjust. A scrap, A scrawl a wimp—that is the gold."

Let creators behave instinctively

Dr. David Ghozland, Owner and OB/GYN

"People are no longer impressed by the scheduled photo shots. It is what seems unwritten. One of the creators I collaborated with taped herself experimenting with a dish she could hardly say. No lights, no staging, no lying through the teeth, that video garnered 2.3 million views. Human beings desire what is real. When the journey is over-refined, the viewers will get bored quickly. What is really compelling is the out-of-beat material - a missed train, a street vender with a crazy sense of humor, a cultural moment that surprises a person. You should construct trips that allow surprises. In case every hour is under lockdown, then creators do not have anything to mess around with. The most viewed contents are normally those that occur within the scheduled halts. Perfection is not needed. You require people to respond the way they would when nobody is filming them.

Quit overloading the calendar. A hectic schedule closes creativity. During one of my trips on which I consulted, the brand presented creators with a very easy task, show what your day was through five clips. The slight variation allowed folks to get their slant. One made it a post about the steps to food ratio and it went to more than 900,000 views. It did not happen because it was planned. It is so because the creator found time to think. The most ideal trip content is created by creating a few slack moments in the day and allowing people to work with what is available. Provide them with an unusual means of transport. Turn them loose in a noisy hometown market. Allow them to speak with people they do not know. Better still when one of them breaks. The sticky content does not appear like a campaign. It is a real day, and there are real reactions.

When it appears staged it will flop. So one brand flew the influencers to Europe and every post was exactly the same table at dinner, the same sunset, the same generic caption. It was unnatural and audiences switched off. On the other hand, a sloppy airport wait on another journey turned into a mini-series that got 3.6 million views, where people vein recording one another to stay awake and laugh at the mess. PR teams have to redefine success. What you do not want is a perfect reel. You desire what other people do not skip. When creators are not permitted to behave instinctively, nothing sticks. The most effective trip content is the kind that your mate would write when on their journey to a break, not a marketing leaflet. The minute something is too clean, too staged, or too polished, it vanishes off the feed."

Empower influencers to engage in ways that matter to them and their followers

Mariana Delgado, Marketing Director at DesignRush

"A TikTok-worthy travel-brand trip these days is all about authenticity and real moments. TikTok is full of original and unfiltered behind-the-scenes moments, so it's no longer enough to create a picture-perfect moment. What resonates most are things that feel real whether an influencer is sharing an unexpected hidden gem, or the oddities of a local destination, or showing the less polished "day in the life" moments. To make for a TikTok-worthy trip, PR teams need to move away from showing stage-directed perfection, and open up to storytelling that evokes curiosity, humor or real emotion. This could simply include the moment an influencer interacts with locals or has a wholly unexpected experience. Emotional, authentic, and unexpected moments that can evoke riding along with the viewer have the potential to catapult mundane travel moments into viral travel experiences.

To produce branded trips that don’t feel overly scripted, PR teams must embrace giving influencers flexibility within a loose format. Instead of detailing every last moment and every step of the trip, give influencers everything they need to help them document their own experience and ideas along the way. You might consider determining and structuring a few key experiences or places but allow the content creation process to be up to the influencer themselves. This way, you allow the influencer to depict their own point-of-view, eccentricities, and reactions. Ultimately, creativity can flow more naturally when giving freedom, and content comes from a more authentic place. In addition, allowing real-time elements to be seen on camera that are spontaneous (ex: questions, behind-the-scenes) to the digital content will more closely reflect the essence of TikTok as a place of relatability, spontaneity, and connection. In all, you should create defined opportunities for organic storytelling that is less rigid.

One major takeaway from examining the viral brand trips is how important engaging communities with brands is throughout the trip. A viral trip often creates community/family-feeling through shared experience, like influencers talking with locals, or creating content that prompts their audience to be involved. PR teams should look to do this by including ways to create interaction or spur conversations, like interactive challenges or themed hashtags that an audience can easily engage with. A brand trip that flops, usually has no community for the influencers to tap into. An example is anything that feels heavily scripted, utility-oriented, luxury-focused, or isn't relatable to their TikTok audience's sense of spontaneity. Too much brand focus is also not a good thing. PR teams should look to create more experiences that empower influencers to engage in ways that matter to them and their follower communities. Authenticity, not perfection, is what drives meaningful connection."

Give the creators complete creative freedom

Andrew Reichek, CEO at Bode Builders

"A TikTok-worthy brand journey is about unplanned moments of real reaction to really incredible experiences. The magic occurs when influencers experience real surprise, not artificial wonder at staged photo ops. When we collaborated with lifestyle influencers to promote our high-end home constructions, the most viral material was their real reactions to finding surprise elements like secret rooms or bespoke wine cellars. Their real shock and amazement generated 3.2 million views versus staged tours that got only 75,000 views.

PR teams must cultivate systemic flexibility - provide amazing spaces and experiences, but enable creators to discover them organically rather than scripting content moments. I learned this when we invited actual real estate social media influencers to live in our custom homes. We kept the homes accessible to them and gave them the liberty to move freely about them instead of putting them through scripted tours. The casualness of them stumbling upon interesting architectural elements and providing personal stories about their dream homes created much more engaging content than any scripted presentation ever could have.

The biggest lesson from recent brand trip disasters is that audiences will immediately call out inauthenticity. When many influencers post the same images from the exact locations with the same captions, it screams as a coordinated marketing campaign and not an authentic experience. We've seen big real estate brands lose credibility when their property tours provided generic content that felt more like marketing playbook content and not authentic human exploration.

Excellent brand experiences nowadays imply giving the creators complete creative freedom, with the bonus of providing them with great experiences that they'd naturally want to share. The content should be something they'd naturally want to create and share if they were not getting paid for it.

The future of brand experiences is creating actual experiences that creators want to share, and not just experiences they must push."

Trust the influencer. Let them lead the story.

Marc Bishop, Director of Business Growth at Wytlabs

"We quickly realized that TikTok does not care about luxury. It cares about real moments that feel unfiltered and honest. So we started planning brand trips that looked more like behind-the-scenes vlogs. They were imperfect and sometimes a bit chaotic, but that worked. Instead of filling every hour with back-to-back events, we left space for boredom.

That is when creators did their best work. They had time to think, play, and be real. The biggest lesson we learned was to trust the influencer. Let them lead the story. Do not overproduce their experience. If the content feels fake or too polished, the audience will notice and scroll right past it."

TikTok creators are storytellers, not models.

Jason Hennessey, CEO at Hennessey Digital

"PR teams must create space for surprise because real stories come from real moments. We build our trips around honest experiences, not brand bullet points. If a place or product truly offers something fun or different, the creators will show it on their own. We do not tell them what to film; we give them the freedom to explore.

The trips that failed did not understand this. They treated influencers like models, but TikTok creators are storytellers. A good brand trip lets them live a story worth sharing. A poorly lit moment filled with laughter feels more real than a perfect sunset shot. The content always gets better when we lower control and raise the fun."

TikTok excels in real-life and human reactions that people can relate to

Steven Bahbah, Managing Director at Service First Plumbing

"The authenticity is the key to making a brand trip TikTok-worthy. TikTok excels in real-life and human reactions that people can relate to them instead of candid perfection. It is all about recording actual experiences, which bring to light the human nature of the brand, so that content creators share raw and real-time feelings. To build brand trips, PR teams can allow influencers creative freedom to develop content without putting them in a strict, predestined storyline. This allows influencers to use their personal style and tone, which is what the TikTok audience is used to.

Service First Plumbing is a great place to work because we have conducted team-building sessions that allow the employees to share behind-the-scenes materials of their day, displaying the struggles and the funny moments of the plumbing business. This bare-faced attitude received tremendous feedback among our followers who loved to view the actual face of our operation. PR teams should be cautious not to be excessively scripted in their travel so that it does not come across as fake, since viewers on TikTok are very knowing and will not accept what is not genuine.

Based on lessons learnt amid recent viral campaigns, one of the lessons that should be learnt is that one should not overproduce content. Though brand trips have failed miserably in the past because both control and creativity were in excess, trips with the precedents of organic creation seem to proliferate. The most improved brand trips are the ones that allow real-time unfolding of the content."

Breathtaking visuals and raw moments

Dhawal Shah, Co-Founder & Managing Director at 2Stallions Digital Marketing Agency

"Focus on capturing breathtaking visuals that show raw moments, real traveller experiences over polished ads, and clever use of trending music and hashtags. Create content that makes people imagine that they are already there. Show the messy joy of street food, the quiet awe of sunrise views, and the spontaneous connections that make travel unforgettable. When you make people feel like they’re already there, they will start planning how to get there."

Eliminate the pressure of being perfect

Hailey Rodaer, Marketing Director at Engrave Ink

"The brand trips now have to be more than just the luxurious looks, or the best-staged scenes. The TikTok followers appreciate authenticity, relativity, and pure emotion. When we consider TikTok-worthy brand trips, they must enable influencers and creators to participate in authentic, unscripted activities that bring out the actual meaning of the brand. It can be a look behind the scenes, a surprising encounter, or a moment of candid happiness, but what matters is that the content will be spontaneous and make one interested in what they are watching. The platform exists on organic, un-polished displays and this contrasts sharply with the polished content that we were used to seeing on Instagram or even YouTube.

To ensure that PR teams develop trips of this kind to create this kind of content, it is important to eliminate the pressure of being perfect. One should not impose certain shooting lists or specific poses; it is necessary to establish an atmosphere where the influencers can express themselves on their own. This does not imply that there should be no direction at all but that only a minimal direction is offered that assists in enabling the environment to be established within which the contents can follow through. The compromise is that it should be a memorable, enriching experience as well as enable the creators to capture moments that are personal and unique to them.

When examining recent brand trips, it would be easy to learn many things, including both successes and failures. The most successful trips contain a casual theme that will resonate with the audience of the influencer, whether it is a realistic lifestyle or a cause. Conversely, failed trips always make it look like things are overly pre-planned or contrived, which usually leads to an end product that is dated. When PR teams over-control the storyline, the information becomes unauthentic and the consumers realize it. The moral in this experience is evident; less is more. Give space to the influencers to interact with the brand and portray their personality. Here is how a brand trip may become really TikTok-worthy."

Let influencers write their personality into the script of the brand

Riley Westbrook, Co-Founder at Valor Coffee

"In the case of brand trips, TikTok turned to a new game. The unrefined experience is what makes a travel brand trip TikTok-worthy. The consumers today prefer to view something that is real, not something over-produced. The task of PR teams is to organize the trips during which influencers can demonstrate the backside of the scene, their natural interaction, and genuine reactions. Even raw moments, although they cannot be considered good, are more appealing to TikTok users than polished content. It is about not being perfect, it is about telling a story, a story that you can relate to the viewers at a personal level. The term successful brand trip does not imply making the influencers read a fixed script, but it should be a process of letting them write their personality into the script of the brand. Knowing that site and paying more attention to experience, but not only product, PR teams can come up with memorable content that does not sound like backing old advertising."

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