It's about time you got on TikTok

Tip Sheet

- By Brit Morse & Chris Duncan

IN CASE YOU hadn't heard, TikTok's short-form videos are the latest and greatest way (until something else comes along) for businesses to showcase their brand and communicate with consumers-especially those of the Millennial and Gen-Z variety. Take, for example, Duolingo. The language-learning platform's account took off toward the end of 2021, when many of its videos—which usually feature the company's mischievous fuzzy green owl mascot-went viral. Now, 3.5 million TikTok users follow Duolingo's account. But to emulate that success, you'll need some strategies beyond boisterous mascots, so we've compiled advice from TikTok marketing experts to help you get some younger eyes on your brand.

1 Be Authentic