In a time when brands are in constant competition to get their share of the social media pie.
Duolingo is a language learning app designed to have short engaging lessons, recently the app has created an account on TikTok, an app that features short entertaining videos. Duolingo has taken an unlikely avenue to emerge as one of the rapidly growing names on TikTok.
The green owl mascot of this language-learning app named Duo displays a relatable personality according to viewers. Dou the owl advertises the learning app with comments that users, such as junior Lucy Watson, find amusing. Duo appears in the comment section on multiple viral videos with subjectively hilarious and often outlandish sketches.
“I thought it was really funny and a very interesting way to market their brand and what they do,” Watson said.
Duolingo is an app designed to help people take language lessons directly from their phone for as little as five minutes each day. The platform debuted in 2011, and the brand has been uploading ads through TikTok to promote to younger audiences. Videos on the app frequently feature Duo in situations like chasing the user in order to keep their streak of practicing language or participating in viral trends. This alone has earned Duo higher rates of recognition and interaction on TikTok, gaining millions of likes and followers with each video.
The organization’s take on entertainment has set Duolingo’s marketing efforts set them apart from other strategies. According to Duolingo, unlike other brands that take a more composed approach toward their audiences, the company has come up with unconventional ideas that have sent its mascot flying into the social media world. Freshman Rosemary Holmes shares her years of experience with Tiktok and Duolingo.
“Consistency in learning isn’t about being any kind of disciplined but finding some kind of laughter in the reminders, through these TikToks,” Holmes said.
Content from Duolingo is full of pop culture references and personalities. According to Holmes. This helps the app resonate with its audiences in a way that feels vogue.
TikTok usually uses some of the most popular memes, trends, and music. Through this, Duolingo manages to keep itself relevant in a constantly changing digital world by latching onto the humor and cultural references resonating with a younger audience.
Duolingo’s TikTok content is also at the peak of reshaping how its audience views language learning.
According to Doulingo user Brady Fox, who has been using the service since 2021, Doulingo’s TikTok content emphasizes the emotional highs and lows of the process, making it less intimidating and more relatable.
“Duolingo makes their TikToks feel like it’s not a chore to learn a language – it’s more of an inside joke,” Fox said.
Fox expresses the success of Duolingo on TikTok just goes on to show how authenticity and creativity are important and brand emotions by focusing on the real and humorous content of the app, it has people’s loyalty and encourages them to take up a language.
“Watching their TikToks, makes you feel like you need to be a part of the Duolingo experience,” Fox said.
This approach entertains the viewers and converts them into customers. For many, the transition from watching TikTok talks to becoming one was seamless. According to app users like Fox the success of Duolingo’s TikTok strategy has repositioned the brand and people’s minds from what was arguably just a tool for education to now being fun, entertaining, and even humorous for self-improvement.
Junior Lucy Watson has been a user of the app since 2019 according to her Doulingo’s personality is alluring.
This change in perception becomes most relevant in a competitive market, holding onto customers is as crucial as gaining them.
The more brands attempt to catch the fleeing success of platforms like TikTok, the more Duolingo’s approach shows the strength of knowing their audience.
“Unexpected creativity is the most effective advertisement causes a person to think and not just look,” Holmes said.
