How to Join the Conversation and Make It Your Own
If you’ve been following Duolingo, you know they’re not your average brand. When it comes to marketing, they’ve completely broken the mold. Instead of just talking at their audience, they engage in a way that feels authentic, timely, and fun—no matter the platform.
Take Duolingo’s ability to show up in real-time. When TikTok was banned for 24 hours, they didn’t miss a beat. Instead of sitting back and waiting for things to settle, Duolingo jumped in and created content that had the internet buzzing. Not only did they listen, but they joined the conversation with humor, speed, and relevance.
But it doesn’t stop there. Let’s talk about the Super Bowl. I know you all were watching (who wasn’t?), and sure enough, Duolingo was right there with content that felt like it was made just for that moment. It’s not about just showing up; it’s about engaging in a way that feels natural, fresh, and just a little cheeky.
One of their most brilliant moments was during a TikTok shift—when everyone was flocking from TikTok to RedNote, Duolingo didn’t just sit back and watch. They created a TikTok that reminded users that they’ve got you. They said, “Oh, you’re trying to go learn Mandarin elsewhere? Hold up, come over here, we’ve got you covered.” They didn’t just try to capture an audience—they created a solution to a problem, in the most clever way possible.
So, what can we, as marketers, learn from Duolingo’s approach? How can we be part of the conversation without looking like a brand trying too hard?
Here’s what I’ve picked up from their playbook:
1. Step Outside the Lines
You want to play it safe, or you want to be remembered? Duolingo is unafraid to get a little wild, and that’s why we love them. They show up with humor, chaos, and an unapologetic personality. They don’t just fit in—they stand out. So, don’t be afraid to take creative risks. Sure, not everything will land perfectly, but that’s how you find your true voice.
2. Meet Your Audience Where They Are
Not every platform is right for every brand, and that’s okay. What matters is that you meet your audience where they’re at. Duolingo knew that TikTok was where the action was, and they didn’t force their way onto other platforms that didn’t align with their audience’s interests. They stayed true to their brand and focused on making their content feel native to TikTok’s fast, informal vibe.
3. Listen & Engage in Real-Time
Don’t just post your content and call it a day—listen. What’s trending? What’s being said? What’s your audience talking about right now? By paying attention to what’s happening in real-time, you can join conversations as they’re unfolding. Duolingo does this so well, whether they’re responding to viral trends or jumping in on timely cultural moments. They’re not afraid to show up, be relevant, and have fun.
4. Embrace Your Brand’s Personality
If your brand had a personality, what would it be? Quirky? Serious? Playful? Duolingo has found a voice that matches their audience’s energy. Their brand is chaotic, fun, and unapologetically silly. And it works. Find your brand’s personality and let it shine. You don’t have to be “cool” in the traditional sense; just be you—because that’s what people will remember.
5. Be Timely, But Not Desperate
There’s nothing worse than a brand that jumps on a trend weeks after it’s passed its peak. If you’re not in the conversation when it’s relevant, you’re going to look out of touch. Duolingo capitalized on TikTok’s shift to RedNote at the exact right moment, offering users a funny but valuable reminder that they’ve got them covered with language learning. If you’re going to take part in a conversation, make sure it’s timely, and make sure it fits your brand.
6. Don’t Be Afraid to Have Fun
At the end of the day, marketing doesn’t have to be all business. Duolingo’s lighthearted approach is proof that brands can have fun and still deliver serious value. Embrace humor, find the right balance between play and purpose, and never take yourself too seriously.
Wrapping It Up
Duolingo’s marketing strategy is a masterclass in how to stay relevant, authentic, and fun while engaging with your audience in a meaningful way. They’ve figured out how to meet their users where they are, create hilarious moments, and show up in the conversation in ways that feel natural. So, take a page from their book and get out there. Be bold, listen, and most importantly—have fun with it.
