Brendan Gahan breaks down TikTok strategy into three parts: Flicker (reactive trend content), Flash (recurring branded series), and Flair (big campaigns). TikTok reaches over 100 million U.S. adults with 21× higher organic reach than Facebook. Red Bull's Dancer Style Challenge hit 9 billion views.
Are you a social media manager or digital marketer struggling to make a splash on TikTok? Well, you're in luck! Today, we're diving into the ultimate TikTok content strategy for brands. It's the same framework companies like Red Bull are using to propel themselves to 8 million followers. Now, why should brands even bother with TikTok? Well, it's not just for dancing tweens. There are over 100 million US users, with the overwhelming majority being adults. Organic reach is about 21 times that of other platforms, and engagement rates are about 8 times higher than Facebook or Instagram. So let's cut to the chase and talk TikTok strategy with Red Bull as our shining example. So they're using what's called the Flicker, Flash, Flare model. First up, we've got Flicker content. This is reactive content based on trends, you know, hashtag challenges, trending music, etc. The goal is stay relevant, timely, and top of mind. Just look at how Red Bull joined the bike life trend. It's quick turn, they jumped on it fast. Next, we've got Flash content. This is proactive planned content, showcases your brand's unique style. Think recurring storylines or formats like Red Bull's whole explainer series. They highlight and explain the extreme sports they they support. They introduce the action and break down the fundamentals of how it works and the rules. For example, extreme tuk-tuk racing or lawnmower racing. They use the same structure again and again, just changing the subject matter. Finally, we have Flair content. This is for those big brand moments like major campaigns or product launches. Remember Red Bull's Dancer Style Challenge? With nearly 9 billion views, that's Flair content done right. There's a heavy media push, creators are involved, and it invites tons of audience engagement. Now that you know the Flicker, Flash, and Flair strategy, you're ready to make waves on the platform. But TikTok, don't let this opportunity slip away.
