Science Behind Competitor Call-Outs

Mentioning a competitor's name in a hook quickly grabs attention when marketing on social media.

Direct references to known brands create immediate interest, encourage comparisons, and attract the established brand’s audience due to their search volume.

Cosmos Challenges Pinterest Head-On

Cosmos demonstrates how effective competitor call-outs work. It directly compares itself to Pinterest by highlighting Pinterest's weaknesses. Most of its top videos on TikTok mention Pinterest.

Searching for "cosmos pinterest" on TikTok reveals all the viral videos Cosmos created by referencing Pinterest.

Pinterest’s popularity helps Cosmos explain its purpose with little effort—viewers already know what Pinterest offers. By positioning itself as a better option, Cosmos prompts people to engage, comment, and share.

Their Instagram account @curation.jpg follows the same strategy.

The approach is simple: establish Pinterest as the standard and emphasize what makes Cosmos different.

Airlearn Rides Duolingo's Popularity Wave

Airlearn takes a different approach by leveraging Duolingo’s well-known name to increase visibility. Instead of direct competition, it markets itself by associating with an established brand.

Every video from @angie.learningkorean references Duolingo.

Other creators like @airlearn.us and @mikayla.learningspanish use this tactic effectively.

Many of their videos surpass the 1 million views mark.

By frequently mentioning Duolingo, Airlearn establishes familiarity in the language-learning space. People tend to engage more with brands associated with names they recognize. This approach attracts a broader audience, including those interested in language learning in general.

Psychology Behind Competitor Call-Outs

Competitor call-outs provide immediate clarity. Mentioning a popular competitor makes explaining a lesser-known brand simpler. Audiences familiar with the competitor can quickly understand what the new product offers.

When a new brand challenges or aligns with an established one, it creates a compelling story people want to follow. The strategy works by establishing a comparison point, highlighting unique strengths, and keeping the conversation alive by regularly referencing the competitor.

The key is to target the biggest brands. When Acquire.com was new, it went straight after TechCrunch and got itself noticed.

DHH and Jason Fried’s book Rework provides examples of big companies boldly picking fights.

DHH does this often. They created Hey, a privacy-first email software, and went after Apple when the App Store rejected their app.

How to Use Competitor Call-Outs

Competitor call-outs are an effective way to capture attention, increase engagement, and build credibility. This approach isn’t about negativity—it’s about using a familiar reference point to highlight your product’s value.

To use this strategy:

1. Pick a Well-Known Competitor: Choose one most people recognize.

2. Show the Differences: Highlight your product’s strengths compared to the competitor’s weaknesses.

3. Stay Consistent: Regularly reference the competitor to maintain engagement.

This approach helps position your brand, grab attention, and quickly establish yourself in your market.

Credits to Marie Inês for the tip.

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