This Week in Marketing...

Welcome to the 12th edition of The Modern Marketer. If you are new here, click SUBSCRIBE to keep receiving notifications and share/save/send if you find the information insightful. Let's connect, leave a comment below or send me a message and we'll take this offline.

Stay Social, MM

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The week in Marketing…TikTok continues to dominate, and the Olympics wrap up, "but wait, there's more!"

TikTok is still somewhat of an afterthought for many brands, but as the audience continues to increase, it will need to become a part of your overall social strategy. Because, brands on TikTok see higher receptiveness to brand messaging, calls-to-action, and ad breakthrough (according to a new independent study conducted by neuroanalytics and neuromarketing firm Neuro-Insight). Specifically, TikTok's?For You page ?encourages higher levels of relevancy and engagement with audiences, making brands connect on a deeper level and ultimately more memorable on the platform. More on the study here .

TikTok's advice to marketers? Don't make ads. Make TikToks.

When developing a long-term strategy, TokTok recommends a 3 part strategy, ensuring you're posting content regularly, staying on trend, and establishing your brand on the platform. The 3 part model is called Flicker, Flash, and Flare. Here is how it breaks down:

?1) Flicker Content

Consider this the reactive, trending content. It should be quick, and light posted multiple times a week. Think dances, hashtags, music, memes, and duets.

Pro tip: Tap into creators and influencers to help build your content library.

?2) Flash Content

This is content that is planned and scheduled, episodic. This content helps attract new followers. The goal is to drive engagement and build community. Shares and duets are a big part of the platform, so focus on creating video for that purpose. These should be launched a couple of times per month since it will take more time.

3) Flare Content

Flare content is a high-quality branded creative campaign for large-scale interaction. This type of content should be generated a few times a year and used to support important brand initiatives like product launches, events, or activities.

Some brands dominating TikTok and these challenges are: e.l.f,?Chipotle, KoolAid, Gymshark, and Dunkin Donuts.

Like any other social channel, it takes time and a dedicated effort to produce results but the opportunity and the audience are there.

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Ron Popeil passed away this week. Ron was one of the great TV pitchmen of our time, and he came up with some brilliant products. You may not know the name, but you do know the lines "But wait, there's more," and "Set it and forget it."

"As Seen on TV" was a Popeil invention. As was "It slices. It dices." You know or have heard of the products, from the Veg-O-Matic to the spray can to cover bald spots or the Pocket Fisherman.

Ron Popeil was a master at inventing products that no one needed then convincing the world they needed them.

?And THAT is marketing, my friends.

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What's Trending

?The first Oreo café opened this week in the American Dream mall in NJ (where I grew up). The café has been in the works for a long time and features Oreo-inspired desserts from milkshakes to cheesecake along with Oreo-inspired merch. Be sure to ask for the exclusive secret menu item for social media enthusiasts, the Donut S'Morewich.

(I have to admit, I still enjoy an oreo on occasion. My dunk method? Twist and eat the side with the cream first, then dunk the chocolate side.)

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What to Read Right Now

What Kanye West's Donda Drop Says About Audience -?What moves fans isn't always product but community management

Missed the last Modern Marketer series, check it out here...100 Things I Know About Marketing

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Thanks for subscribing to my newsletter. I post regularly on branding, marketing, career tips, social media, and Linkedin. For more on me, check out my profile or visit?kristingallucci.com . I'm also passionate about using social media for good, check out my?TED talk .

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