Whereas so many manufacturers are nonetheless hesitant about leaping on the wave and testing the waters with TikTok, the most well-liked social community proper now, a couple of have been daring sufficient to go all in.
Because of a consolidated TikTok-centered social technique, a few manufacturers actually succeeded in making some noise on the market and getting folks’s consideration.
A type of visionary manufacturers that accepted the problem to unleash their artistic aspect to profit from TikTok’s great publicity and engagement potential was Duolingo.
With over 4 million followers on TikTok, Duolingo turned a star on the platform.
The secrets and techniques behind Duolingo’s huge TikTok reputation? Coming proper up!
1. Duolingo’s TikTok technique
2. Duolingo’s TikTok vs. Instagram
1. Duolingo’s TikTok technique
Having an iconic, brand-centered, but humorous and interesting TikTok technique is what received folks to fall in love with Duolingo’s TikTok account.
Behind Duolingo’s large TikTok success, there is a sequence of trial and error approaches.
The language-learning enterprise kickstarted its TikTok presence by experimenting with instructional content material in its early days, educating folks how numerous 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 sort that may impress the TikTok viewers, was the doorway on the stage of Duolingo’s owl mascot – Duo.
Lately, Duo the inexperienced owl is featured in most of Duolingo’s TikTok movies, attempting to inspire college students to complete their every day language studying periods in a nonconformist but humorous manner.
@duolingo embarrassing 😬 #duolingo #comedy #pattern #dualipa #dulapeep #xiaomanyc #iwannagohome ♬ unique sound – ESOSA||CONTENT CREATOR
The sitcom that turned the central character of Duolingo’s TikTok advertising technique was a key aspect in making a extra humanized model picture.
With these days’ shoppers wanting extra daring, well-defined model personalities, Duo the owl is a rare illustration of Duolingo’s friendliness and outgoingness.
@duolingo wasted a complete day of labor for this manufacturing however that’s showbiz child!✨ #Duolingo #TheTipton #comedy #pattern #disneychannel ♬ WELCOME TO THE TIPTON – cryingb0y
By switching the main target 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, at 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 – needs genuine POVs these days.
Duolingo’s advertising technique for TikTok and its success depends closely on three sturdy factors:
- it’s unique and inventive
- it’s genuine;
- it’s aligned with the model’s total 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 #pattern #DualPeep #ceo ♬ all of the issues she stated slowed – xxtristanxo
One of many drivers of Duolingo’s right this moment viral TikTok account is its skill to leap into tendencies and combine well-liked 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 title has phonetic similarities – Dua Lipa.
Speaking about contextual advertising carried out proper, Duolingo is a superb instance.
@duolingo L8R H8Rs #shutit #DuaLipa #comedy #pattern #Duolingo #dulapeep #DidYouKnow ♬ unique 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 via its catchy movies, the model is aware of higher than simply to start out spreading these movies throughout social media.
More often than not, their participating movies are TikTok unique, cross-posting very not often.
@duolingo each time you open Google Translate, I lose a feather. #duolingo #swiftok #enchanted #languagelearning #pattern #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 more moderen ones, there’s clearly not solely a change in idea but in addition within the video’s size.
If, at first, Duolingo used to play with longer – as much as 40 seconds movies – these days, the model normally 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.
Moreover 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 charge – which stands at a mean of 16.5%.
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2. Duolingo’s TikTok vs. Instagram
These days, the social media hype is split between two parts: TikTok and its Instagram replication – Reels.
With its stellar TikTok account, Duolingo has confirmed its capability to adapt and keep on high of the tendencies, attempting 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 function and began integrating Reels in its Instagram content material technique sooner quite than later.
This was a very sensible selection, on condition that, in response to information, Reels make for the best-performing content material sort on Instagram lately.
Nonetheless, understanding how vital variety is on a platform like Instagram, Duolingo populated its feed with combined content material, integrating single photographs and carousels as properly in its Instagram posting technique.
Throughout a number of put up sorts on Instagram, Duolingo preserves its pleasant vibe and tone and places ahead its cute inexperienced mascot Duo.
With Instagram engagement slowly lowering in response to our social media benchmarks examine, Duolingo nonetheless registers engagement ranges which are increased than the platform’s common, of about 2.00%.
To see what’s the common Instagram engagement charge for various industries, you possibly can test our in-depth free social media business studies.
Ultimate ideas
Moreover its artistic, outside-the-box TikTok technique, Duolingo’s total 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, truly provided insights into how the model contours its tone and messages for various social networks.
“Instagram is how you’ll in all probability speak to a colleague, Fb is the way you speak to your like, grandma, and TikTok is the way you speak to, like, an in depth good friend.”
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