How Duolingo Uses ‘Unhinged Content’ on Social Media to Gain Exposure

You’ve likely heard of Duolingo, the free, online language lessons provider.

But have you met its mascot Duo the Owl?

Duo is quite the online celebrity with 11.8 million followers on TikTok.

That’s more than influencer Alix Earle and the Philadelphia Eagles combined.

Rather than serving as a traditional brand mascot who spews facts about the brand or product (looking at you, GEICO Gecko), Duo creates what the company’s social team calls “unhinged content.”

Duo has made a Burn Book, gotten plastic surgery, and even attended the Met Gala.

It also has “feuds” with Google Translate, Dua Lipa and the company’s own legal team.

Translating Engagement

Duolingo’s social media team leans on viral trends to position Duo more like an influencer than a brand mascot.

While Duo does promote Duolingo’s offerings, reminding followers to “do their daily lesson,” those brand messages are never the true focal point of the posts (Exhibit A).

Another key piece of Duolingo’s social media strategy is community engagement. Duo regularly comments on other trending posts and replies to comments on the brand’s own posts – often with a sassy remark.

“The way I think about it, especially when I’m commenting as Duo or creating content as Duo, is Duo is that pushy friend that motivates you,” said Duolingo’s senior global social media manager Zaria Parvez.

Parvez and the social media team attribute Duo’s success to selling entertainment instead of selling Duolingo.