why did you decide Tik Tok was the platform that you wanted to spend the time on and there was the opportunity for I think there's there's two ways to think about it honestly I think one I grew up with Tik Tok like that was what I was doing and using and like grow up as in like being in college like that's just what I was on and like during the pandemic I was just on it and this was a native platform to me so I already kind of knew how it worked and
04:48
how it functioned and what worked well and what didn't work and what made me laugh um and then I think the real Tipping Point for me was when Tik Tok mentioned that they had 1 billion users and this was in September of 2021 and I remember so distinctly thinking that if people are on Tik Tok they're not on our app so how do we bring people back to our app

I think it's a mix of both and I'm saying that because if you don't have the science and you don't know how the science of the app works your art is not
06:19
going to go very far um and so when we're hiring for our teams for example like I don't really care about your advertising experience I don't really care about like what agencies you worked out I care more about if I give you like a concept can you find a trending audio tell me what to film bring it together and have a good caption copy and good like text on vid video that's like entertaining and I think that has been more the litest of like litness test if you can like actually create entertaining content and it's a mixture
06:49
of both like you cannot create entertaining content

how do you think about copying what works versus doing authentic and different the best way to start is to steal like an artist and I say that because a lot of Tik Tok is like copying each other like that is the truth of it when we first started these Trends Were Us just copying what we see and obviously giving credit words too but
07:45
that is the nature of the platform that's how these like voices like voice audios go viral it's me saying it in one in one scenario somebody else saying it in another scenario and I think this idea of stealing like an artist is okay and appreciated on Tik Tok where it's like you're this is your spin on it um and I think it's a great way to start honestly like I feel like if you're looking for trending audio like look like click on the audio and just see what people are doing and see where you
08:10
can bring your person into that um however I think that'll only get you so far after a certain point once you've reached your virality and people kind of get the okay they understand Tik Tok and how it works they're looking for more storylines and more things that you can bring

always say our Tik Tok is like a sitcom everything we put out there is an episode some are amazing and go super viral some are just there to build the story lines but it's something that can live and function as short form
08:38
video content even if it was to leave Tik Tok so some of the story lines Duo and like legal Steve our general counsel are always beefing Duo loves dual Lipa we have Lily this emo girl that hates Duo but somehow is always roped into Duo Shenanigans and it's kind of exists and people who get the lore get it and we're always trying to build lore we just did a mascot intervent mention where we invited Scrub Daddy in the Teletubbies and we like remade like some iconic old things we did a seance with Scrub Daddy
09:08
just fun Innovative things that will get people to be like oh yeah I remember when Duo did that

does every video need to tie back it doesn't and that's that's what we're learning is that like people don't come to social to learn a language and very few people actually care about our app

how do you sit in a room with a creative team and a whiteboard what does that process look like I think the truth of it is it started with there was only one full-time employee for social and that
12:22
was me and these were genuinely just funny tropes that I thought existed in our office I think Duo is very quirky place in general um people have confused zoo with dual Lipa for ages and that's been on our community like within Twitter um and I always say for example for that like the comment section is your social brief like people will say stuff like lean into that like if they're telling you they want to see XYZ give them XYZ and it can be that simple

I feel like they're all it's so hard man cuz sometimes I feel like it is and other times I'm like it's absolutely not

do you simply rip and replace for reals and for um Tik Tok or do you like change format style audio font is it rip and replace or is it slightly amended yeah I would say at this rate of where we are I would say about 75 % is rip and
18:30
replace and what the other 25% is us trying to actually think through like what would work better on reals versus Tik Tok and like our way to alleviate that is we kind of broke out like who's working on which channels by like generational divides so we'll have like a little bit of Elder Millennials doing Instagram while we're doing Tik Tok and then we're talking to like our interns to help us with shorts and it's kind of like how those age gaps