Duolingo has emerged as a leader in the edtech industry not only because of its innovative language-learning app but also due to its brilliant marketing strategies. One of the key tactics in Duolingo’s arsenal is trendjacking, which involves leveraging current cultural trends to create engaging and relevant content. Here are five reasons why Duolingo’s trendjacking makes it a marketing genius:
1. Masterful Use of Unhinged Marketing
Duolingo has perfected the art of unhinged marketing, which breaks away from conventional, polished brand communications. By allowing its social media manager, Zaria Parvez, to create irreverent and offbeat content featuring their mascot, Duo the owl, Duolingo has captivated a massive audience. Duo’s antics, such as proposing to celebrities or engaging in humorous skits, resonate deeply with Gen Z users who crave authenticity and humor in brand interactions.
One hilarious ~unhinged~ example is the brands ongoing obsession with Dua Lipa. Dua is already multilingual but once expressed in an interview that she would like to learn Spanish and French: once Duolingo caught wind of this, it became their ongoing schtick/obsession.
2. Leveraging Platform-Specific Trends
@duolingo sad g(owl) hours #duoplushie #duolingo #languagelearning #emo ♬ Rio romeo – .𝖒𝖊𝖓'🎧★
Duolingo’s success is partly due to its savvy use of platform-specific trends. For instance, on TikTok, where the average post has a very short lifespan, Duolingo quickly adapts its content to fit the platform’s trending topics and viral formats. This strategy not only ensures high visibility but also positions Duolingo as a relatable and current brand . Their TikTok content is crafted to match the fast-paced, trend-driven nature of the platform, making it more likely to be shared and viewed by millions.
3. Trendjacking: Engaging with Cultural Moments
Trendjacking involves tapping into cultural moments and current events to create relevant content. Duolingo excels at this by staying attuned to major happenings and social media buzz. For example, they capitalized on Netflix’s controversial user policy changes by cleverly linking it back to their brand, thereby participating in the broader conversation and enhancing their visibility . This approach not only keeps Duolingo in the public eye but also reinforces their brand’s personality and voice.
And Duolingo has proven to be quick at adopting popular cultural moments. Take for example their instagram post here: just hours after New York had to shut down a tourist-attraction portal to Dublin due to inappropriate behaviour, Duolingo responded accordingly.
4. Creating a Persona Around Their Mascot
Duo the owl has been transformed from a mere app icon into a social media influencer in his own right. This anthropomorphizing of Duo allows Duolingo to engage in trendjacking with a unique twist. Duo’s personality—playful, cheeky, and sometimes outright unhinged—provides a consistent and entertaining narrative that followers eagerly anticipate. This strategy of creating a lovable mascot who can participate in trending challenges and memes makes Duolingo’s content highly shareable and memorable.
5. Balancing Risk and Creativity
One of Duolingo’s standout features is its willingness to take risks with its content. Under the guidance of its social media team, particularly the young and fearless Parvez, Duolingo has adopted a “test and learn” approach. This means they aren’t afraid to experiment and push boundaries, which often leads to viral hits. Their content strategy includes quick iterations and adaptations, ensuring they remain at the forefront of social media trends without becoming stale.
In Conclusion
Duolingo’s marketing genius lies in its adept use of trendjacking, which allows the brand to stay relevant, engage deeply with its audience, and maintain a dynamic presence across various social media platforms. By embracing unhinged marketing, leveraging platform-specific trends, engaging with cultural moments, creating a relatable mascot persona, and balancing risk with creativity, Duolingo has set a high bar for how brands can effectively use trendjacking to boost their marketing efforts. This strategy not only enhances brand visibility but also fosters a loyal and engaged community of users.
