Traditional culture is often neglected in conventional media, and this is reflected on social media platforms, where the representation of cultural content depends on the actions of non-profit organizations or cultural institutions. However, is that enough to attract and keep the interest of the upcoming generations? The digital age has brought new challenges and opportunities that need out attention. This study, through two research methods – content analysis and survey questionnaire – aims to assess the role and importance of influencers as a communication tool in public relations for promoting traditional culture on the social media platform TikTok. More precisely, this research explores a new communication strategy in social media management, using the example of influencer Shina Novalinga. The results have shown that influencers contribute to the presentation of traditional culture on social media. However, the respondents of the survey questionnaire do not have a formed opinion on presenting traditional culture by the influencers on TikTok. This is an opportunity for creating and developing a new audience in the field of public relations in culture, with a focus on younger generations. Also, it is an opportunity for adapting and/or creating new communications strategies in social media management, emphasizing the TikTok platform.