Turn Skeptics Into Your Best Evangelists All three videos start from a position of doubt - dating apps don't work, people are skeptical, the 3-month rule exists. Duet doesn't avoid these objections, they lean into them hard. They literally made their most viral content by addressing the exact things people say against dating apps. The lesson? Your biggest haters' complaints are your best content ideas.

Emotional Proof Over Logical Features Duet never explains how SmartTag works or lists personality matching benefits. Instead, they show the exact moment someone realizes "holy shit, this actually worked." The contemplative stare, the genuine surprise, the "I can't believe this happened" energy. They understand that people don't buy features, they buy the feeling of success. For consumer apps, capture the micro-moment of user delight, not the technical process that created it.

Content makes the user feel special: Their content works on a different layer which needs its viewers to be users of the category in order for them to get the tiktok and engage with it. Think game studios making content around specific missions that only players will understand.
Pros: Viewers will feel special
Cons: Not everyone will get it and so scroll away rate will be high.