Duolingo's TikTok marketing has become a phenomenon. Just a couple months ago they were at 100,ooo followers…now they have 1.7 million. Not to mention 7 million likes and a 19% engagement rate.
Best of all, TikTok is having a tangible impact on their business. Duolingo has skyrocketed to the #1 education app in the Apple App Store.
Many may be tempted to call Duolingo’s success a fluke. That they got lucky.
However, in deconstructing how the account evolved it becomes clear Duolingo’s success is no accident. Their success is the byproduct of a coherent strategy.
The company (along with their eerily threatening owl mascot) was methodical in their approach. And, far from an overnight success, Duolingo has been relentless—chipping away at TikTok for nearly a year.
In this article, I'll sum up the three key elements of their success and what other brands can learn from it.
