‘Duolingo’ Language Learning app is very famous among new language learners and beginners among the world. There are many language exercises that we can practice a language. It’s hard to choose a single TikTok that fully conveys the strength of Duolingo’s social media strategy, but believe us when we say it’s great. If you need more convincing, the stats paint a strong picture.
Duolingo’s TikTok had 2.9 million followers by February 2022 (up from just 50,000 followers in September 2021), and its videos have over 55 million likes.
How? Simple:
It’s got a green owl mascot that’s obsessed with Dua Lipa. Duh! The content centers around Duo the owl practising pick-up lines for the pop star, holding hands with a lifesize cut out of her, and flying to New York with an engagement ring balloon – only to be rejected. If you’re wondering how this relates to people learning a new language, the answer is it doesn’t really. But that’s kind of the point.
At its core, successful content marketing doesn’t explicitly promote products, but it stimulates an interest in a product, service, or brand. Duolingo’s TikTok strategy is focused on entertaining its target audience with skits, rather than selling a product, which is exactly the kind of content TikTok users want – they’re 38% more likely than other social media users to say they want brands to be funny.
In fact, our data shows that humor and creativity are valued most on TikTok, with 63% of users saying they want ‘funny’ content on the app. Other videos feature Duo the owl jumping on the Celine Dion trend, pretending to be CEO while quoting The Hunger Games to employees, and upsetting the legal team with last-minute requests.
The social media marketing strategy has turned the brand into such a powerful presence that it’s inspired user generated content. People have begun responding with their own Tik Toks, featuring themselves sneaking in Duolingo lessons whilst on nights out to maintain their streak. Talk about an online community. Sounds like success to us.
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