Brendan GahanCEO/Co-Founder Of Creator Authority (Influencer Marketing Agency)

How did elf become so popular in tiktok? #socialmediamarketing #contentstrategy #flickerflashflare

Name: How did elf become so popular in tiktok? #socialmediamarketing #contentstrategy #flickerflashflare
Uploaded: 2021-10-15T19:57:07+00:00
Duration: 31 s
Channel: Brendan Gahan
Description: In this short explanatory segment, the speaker reveals the core of e.l.f. Cosmetics' rapid rise on TikTok by outlining their three‑pronged content…

15 Oct 2021 · 1 min

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0:31

In this short explanatory segment, the speaker reveals the core of e.l.f. Cosmetics' rapid rise on TikTok by outlining their three‑pronged content approach—Flicker, Flash, and Flare. Flicker refers to reactive, trend‑hopping posts such as using a popular Love Island sound. Flash denotes episodic, consistently‑formatted series like the brand’s skincare routine videos. Flare captures large‑scale, platform‑specific campaign moments, exemplified by e.l.f.’s original "Eyes, Lips, Face" song created expressly for TikTok. The speaker notes that TikTok itself recommends this three‑stage format to brands seeking growth.

Chapters

What's the secret to this brand's shocking success on TikTok? e.l.f. Cosmetics implements the Flicker, Flash, and Flare strategy. Flicker content is reactive, like participating in trends, like this one using a sound from Love Island. Wait, I like him too! Flash content is episodic with a consistent format. For example, their skincare routine videos. And Flare content are for major campaign moments. For example, e.l.f. created their own Eyes, Lips, Face song specifically for the platform. TikTok recommends this format to all brands.