The most valuable asset is of course, staying up to date and creating content that’s relevant to the trends. You want real time reactions and interactions and to strike your audience as being relatable. Be it through committing to popular challenges, using tags or sounds that are currently trending and joining the hype. There also lies a lot of importance in knowing when the app is at its busiest ie. what traffic is like, how large is the presumable audience and when content should be posted to ensure there is a high level of viewings. Another detail that should be considered is how long viewers average attention span is.. ie do they prefer shorter videos, informative ones, do they prefer lives where they can interact in real time or QnAs. What format makes them feel more heard and understood or is the best to get brand appropriate information across and build a reliable campaign.