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 replicate that success, you'll need some strategies beyond boisterous mascots.