Duolingo’s TikTok success: Entertaining, Authentic and Fun

Fun, Authentic, and Relatable: TikTok Strategy Duolingo partnered with YWS to make a solid impression in the digital world, starting with TikTok.  For our TikTok strategy, we posted music-based videos with a mascot five times a day – we focused on the entertainment side and didn’t worry about conversion. This engaged people, made us grow fast and created a fantastic brand
5 Million+
Followers Gained
1B+
Garnered Views
25%
Increase in Organic Sales

Fun, Authentic, and Relatable: TikTok Strategy

Duolingo partnered with YWS to make a solid impression in the digital world, starting with TikTok. 

For our TikTok strategy, we posted music-based videos with a mascot five times a day – we focused on the entertainment side and didn’t worry about conversion. This engaged people, made us grow fast and created a fantastic brand story around Duolingo.

Music videos with a mascot became hugely popular instantly, and our music-based videos had incredible engagement. We worked hard to ensure that we jumped on trends and that every video was high-quality.

As a result, they all exceeded 1 Million views in less than a week.

Trendy

Whether it was jumping on the latest trends or creating popular music videos – we made sure to stay on top by utilizing the trend of TikTok. 

Entertaining

The mascot became a quick and big hit among the audience, which helped us amass followers and significant engagement. 

Fun

With high-quality videos and a fun twist to the brand story, we had an effective winning formula.

The Challenge

Our biggest challenge was coordinating our in-house team to make consistently high-quality content and finding ideas to make five posts a day.

To come up with fresh and amusing content, we had to keep the posts short and sweet. We also needed a way to surface new ideas every day, so we made sure every post offered something for everyone and had enough material to last through the week.

The Breakthrough

To solve the challenge, we consulted and helped them build an internal team for TikTok; we brainstormed three times a week with them for content ideas and allotted two creators full time making content with the mascot.

After developing a winning strategy to take advantage of TikTok’s opportunities, we increased engagement and sales by ~20%.

With many 1 million + views videos, we set new milestones. Additionally, we were able to increase website clicks by 15%.

Every video was relatable and entertaining to keep viewers coming back in unison. We didn’t try to sell but instead offered to give. The result was organic growth that continues to skyrocket!

The Takeaway

We know that going above and beyond is sometimes the only way to get your customers to talk directly about you. That’s why our motto remains the same: Focus on giving rather than asking.

 And that’s why we go out of our way to meet your needs and provide you with a solution rather than push you toward one product or another.

Our goal is simple: to help you become more successful by giving solutions instead of selling products. 

If that makes sense, then let’s talk social media!


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