With this marketing strategy, the makers have established Duolingo as a fun language learning company that wants to take the burden of learning a new language away.Īlthough TikTok mainly started as an entertainment platform, things have changed drastically. Sounds incredible, doesn’t it? And it’s not over yet. Within a few weeks, the followers of Duolingo’s TikTok account have increased from 50,000 to 1.3 million. The social media managers of Duolingo posted several new videos of the owl, most of them pretty fun and creative. Since then, there’s no stopping the brand. However, its social media following definitely gained traction following the appearance of its green owl mascot in Times Square. In fact, Duolingo has been on TikTok since February. It’s not like this is the debut of the education tech company on the platform. And the most interesting thing is that Duo is a marketing gimmick for a language learning company, Duolingo. In fact, the green mascot has managed to attain the attention of even those not on the platform. Instead, use it as a chance to learn how your followers’ preferences have changed and adapt accordingly.If you’re a TikTok user, it’s improbable that you haven’t heard about Duo, the green owl mascot. Don’t get discouraged if your traction begins to wane unexpectedly. Instead, constantly adjust your content strategy as consumers’ interests change over time. Adjust and adapt: Culture and trends are always changing, so there will probably never be one simple equation that will allow your account to scale consistently.Once you’ve done that, you can naturally and authentically place your product or service. Serve your audience first, sell your product second: Whether you’re entertaining, informing or interacting with your followers, make your primary focus serving that purpose.Every company is unique - find what makes your brand special. Take the time to research your target user persona, learn where it spends its time and test new content until you find what it responds to. Duolingo became success because it learned over time where its audience lived and what it loved to consume. Understand your audience: Success on socials isn’t as simple as copy and paste. Perfecting this practice enabled the account to skyrocket its following in Q4 ‘21 and Q1 ‘22 from less than one hundred thousand followers to 3.2 million. Duolingo posts flicker content a few times a week and flash content a few times a month, allowing it to draw in loyal followers before launching flare content. Using this methodology takes out the sell, and focuses on capturing and engaging audiences first. The account comments on celeb videos as well to put itself in front of new audiences and associate itself with the app’s favorite accounts. Features include mainstream celebs, like Dua Lipa, who Duo is constantly thirsting for in its content (referencing a joke from followers that the two are often confused for each other). Tapping Into TikTok’s CultureĪs Duolingo caught the attention of TikTokers worldwide, it decided to capitalize on its success by interacting with the app’s biggest celebrities. But one thing Duolingo knows for sure? Direct selling and over-promotion have no place on Gen Z’s favorite app. If it brings the brand to the forefront of followers’ minds when they finally decide they want to download a language-learning, also awesome. If that leads more consumers to download the app immediately, awesome. So instead of posting promo codes or using sell-oriented copy, the account is much more concerned with associating the brand with great content and great vibes, increasing its presence through virality. Duolingo has made a point to use its TikTok to entertain - not to sell.
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