Duolingo tiktok11/10/2023 ![]() ![]() Looking forward to the rest of 2022 and beyond - What does that mean for the new way to market? Referenced in the 'Short-Form Video Fast Facts' image above, the focus shift to short-form video production has already started. "By being creative, patient and open to experimentation, (Duolingo) ultimately uncovered what people love." (Gahan) This focus on 'entertainment first' is, at its core, the blueprint that Apodaca's video created - publishing relevant and entertaining content, with the marketing component taking a backseat and Duolingo is following this concept extremely well. They leaned into entertainment as the hook to lead consumers to education" (Gahan). Through their iterative process, they discovered that being entertaining first and highlighting their message second was key to their success. Not to mention 7 million likes and a 19% engagement rate. Just a couple of months ago they were at 100,000 followers…now they have 1.7 million. "Duolingo’s TikTok has become a phenomenon. What does all this mean for today's market and how marketing professionals reach new and untapped target audiences via TikTok? One of the most interesting examples of a brand utilizing TikTok and its unique approach to marketing and brand awareness is Duolingo. The Curious Case of Duolingo: Entertainment First, Message Second The figures and statistics that his video brought the platform had never been seen before - and the trend has not stopped. Apodaca posted as just an ordinary 'byte of everyday life became a blueprint for the world to follow. ![]() following the TikTok video, climbing as high as 36 on the Streaming Songs chart" (Montenegro). 'Dreams' was reportedly streamed over 8 million times in the U.S. ![]() And it wasn’t just the company that benefited. And with it, Ocean Breeze received a wave of positive light and a boost in sales. " The video exploded in popularity, spreading all around TikTok and across the internet. Nathan Apodaca, filmed himself on his skateboard drinking Ocean Breeze and lip-synching to the Fleetwood Mac hit during his morning commute to work in September of 2020. TikTok: Overview of the Platform and its HistoryĪ man, a skateboard, a bottle of Ocean Breeze's cranberry juice, and Fleetwood Mac's "Dreams" were all the components needed to introduce this paradigm - unexpected, huh. However, it would not be long before a new contender would take this concept of business-to-consumer interactions over a social media application in an entirely new direction. At the time, this was revolutionary - allowing brands to curate a new social media 'voice' or 'presence' to interact and relate to their customers. As Facebook CEO, Mark Zuckerberg said during a Facebook Social Advertising Event around the Ads platform launch, "For the last hundred years, media has been pushed out to people, but now marketers are going to be a part of the conversation.". 'Traditional' marketing efforts, defined by Facebook launching its Ads platform in 2007, focused heavily on allowing organizations to curate and shape how users viewed their brand. Seems almost too good to be true.” (Montenegro)Īs technology continues to evolve and connect users in new and profound ways, social media applications have to adapt to the ever-changing digital landscape - sometimes pioneering a new wave on how brands reach their audiences, intentional or not. Add to this a rise in sales and you have a fantastic deal. Just suddenly having a surge of online activity without even lifting a finger. “Imagine gaining 15,000 billion media impressions in the space of a month, without doing anything.
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