Whereas so many manufacturers are nonetheless hesitant about leaping on the wave and testing the waters with TikTok, the preferred social community proper now, a couple of had been daring sufficient to go all in.
Due to a consolidated TikTok-centered social technique, a few manufacturers actually succeeded in making some noise on the market and getting folks’s consideration.
A kind of visionary manufacturers that accepted the problem to unleash their inventive facet to learn from TikTok’s great publicity and engagement potential was Duolingo.
With over 4 million followers on TikTok, Duolingo grew to become a star on the platform.
The secrets and techniques behind Duolingo’s large TikTok reputation? Coming proper up!
1. Duolingo’s TikTok technique
Having an iconic, brand-centered, but humorous and interesting TikTok technique is what bought folks to fall in love with Duolingo’s TikTok account.
Behind Duolingo’s big TikTok success, there is a collection of trial and error approaches.
The language-learning enterprise kickstarted its TikTok presence by experimenting with academic content material in its early days, educating folks how varied phrases are pronounced in a number of languages.
Nonetheless, what actually put Duolingo on the map and began differentiating it from all the opposite manufacturers looking for that candy spot content material kind that will impress the TikTok viewers, was the doorway on the stage of Duolingo’s owl mascot – Duo.
Today, Duo the inexperienced owl is featured in most of Duolingo’s TikTok movies, making an attempt to inspire college students to complete their day by day language studying classes in a nonconformist but humorous manner.
@duolingo embarrassing 😬 #duolingo #comedy #trend #dualipa #dulapeep #xiaomanyc #iwannagohome ♬ original sound – ESOSA||CONTENT CREATOR
The sitcom that grew to become the central character of Duolingo’s TikTok advertising technique was a key factor in making a extra humanized model picture.
With these days’ customers wanting extra daring, well-defined model personalities, Duo the owl is a unprecedented illustration of Duolingo’s friendliness and outgoingness.
@duolingo wasted a whole day of labor for this manufacturing however that’s showbiz child!✨ #Duolingo #TheTipton #comedy #trend #disneychannel ♬ WELCOME TO THE TIPTON – cryingb0y
By switching the main focus and highlight from the model’s merchandise to the TikTok viewers’s need to be entertained, Duolingo made a breakthrough in social media achievement.
What impressed Duolingo’s present TikTok technique was, in the beginning, a deep understanding of the platform’s viewers.
The model will get and excels at TikTok advertising as a result of it realizes that gen Z – TikTok’s predominant viewers – desires genuine POVs these days.
Duolingo’s advertising technique for TikTok and its success depends closely on three robust factors:
- it’s authentic and artistic
- it’s genuine;
- it’s aligned with the model’s general mission – that of turning the method of studying a brand new language into one thing enjoyable and thrilling.
@duolingo being CEO was enjoyable whereas it lasted #helpme #Duolingo #DuaLipa #comedy #trend #DualPeep #ceo ♬ all the things she said slowed – xxtristanxo
One of many drivers of Duolingo’s right now viral TikTok account is its potential to leap into tendencies and combine widespread songs into its content material.
A recurring theme in Duolingo’s TikTok movies is the point out of the well-known singer with whom the corporate’s model identify has phonetic similarities – Dua Lipa.
Speaking about contextual advertising completed proper, Duolingo is a superb instance.
@duolingo L8R H8Rs #shutit #DuaLipa #comedy #trend #Duolingo #dulapeep #DidYouKnow ♬ original sound – Tayyyyyyy
Regardless of TikTok being Duolingo’s strongest social media platform, the model has a devoted social media technique for every platform.
Whereas Duolingo’s TikTok presence gained momentum by its catchy movies, the model is aware of higher than simply to begin spreading these movies throughout social media.
More often than not, their partaking movies are TikTok unique, cross-posting very not often.
@duolingo each time you open Google Translate, I lose a feather. #duolingo #swiftok #enchanted #languagelearning #trend #brandtok #comedy ♬ Enchanted Taylor Swift – Kaylen
To take a look at Duolingo’s TikTok technique from a extra technical perspective, by analyzing and evaluating the model’s first TikTok movies with the newer ones, there’s clearly not solely a change in idea but in addition within the video’s size.
If, to start with, Duolingo used to play with longer – as much as 40 seconds movies – these days, the model often would not make TikTok’s longer than 10 seconds.
Utilizing on common six hashtags per video, Duolingo’s most used TikTok hashtag is its branded one – #duolingo, created and used massively for model consciousness.
In addition to the superb variety of video views every of Duolingo’s TikTok will get, backing up the model’s ingenuity in creating interesting content material are the stats showcasing Duolingo’s TikTok engagement price – which stands at a mean of 16.5%.
To make sure you don’t miss out on any of your competitor’s TikTok advertising shifts and keep watch over their TikTok metrics, you possibly can carry out an in-depth TikTok evaluation utilizing a social media analytics software like Socialinsider.
Enroll here for a 14-days free trial!
2. Duolingo’s TikTok vs. Instagram
These days, the social media hype is split between two components: TikTok and its Instagram replication – Reels.
With its stellar TikTok account, Duolingo has confirmed its capability to adapt and keep on prime of the tendencies, making an attempt to do the identical on Instagram – regardless of not being the model’s focus platform.
On Instagram, Duolingo was not reluctant to check out the platform’s new characteristic and began integrating Reels in its Instagram content material technique sooner fairly than later.
This was a very good selection, on condition that, in keeping with knowledge, Reels make for the best-performing content type on Instagram as of late.
Nonetheless, understanding how vital variety is on a platform like Instagram, Duolingo populated its feed with blended content material, integrating single photographs and carousels as nicely in its Instagram posting technique.
Throughout a number of submit sorts on Instagram, Duolingo preserves its pleasant vibe and tone and places ahead its cute inexperienced mascot Duo.
With Instagram engagement slowly lowering in keeping with our social media benchmarks study, Duolingo nonetheless registers engagement ranges which might be larger than the platform’s common, of about 2.00%.
To see what’s the common Instagram engagement price for various industries, you possibly can test our in-depth free social media industry reports.
In addition to its inventive, outside-the-box TikTok technique, Duolingo’s general social media technique appears to be a powerful consolidated one, because the model’s KPIs have emphasised.
Behind Duolingo’s social media success, there’s a deep understanding of every social platform’s viewers and its wants.
In an interview, Zaria Parvez, Duolingo’s world social media supervisor, really supplied insights into how the model contours its tone and messages for various social networks.
“Instagram is how you’ll most likely discuss to a colleague, Fb is the way you discuss to your like, grandma, and TikTok is the way you discuss to, like, a detailed buddy.”