Duolingo's TikTok playbook points the way to success on the video platform

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 14, 2021, 4:49 PM GMT+0

Language learning platform, Duolingo's TikTok success shows that brands need to offer a mix of trending, planned and campaign-based content.

TikTok advises marketers on its platform to follow the Flicker, Flash, Flare content strategy. Flicker or reactive content means content that brands create in response to trends. Flash or proactive content refers to content that brands plan, using a consistent format and post regularly.

Finally, Flare or interactive content involves large-scale campaigns like branded hashtags challenges that brands must use to engage audiences up to three times a year. While creating content is essential, testing content types and gathering audience feedback about what content works for them is also crucial.

For example, for some brands, beginning with entertaining content as a hook for the target audiences proves effective in grabbing attention. Later, the brand can dive into the messaging it initially intended to offer.

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