Giving Traditional Marketing Communications the Bird:
A Content Analysis of Duolingo’s Brand Communications on TikTok

 

Sadie Wiswall

Strategic Communications, Elon University

Submitted in partial fulfillment of the requirements in an undergraduate senior capstone course in communications

Abstract

Duolingo, a language learning platform, has strategically embraced TikTok, garnering 8 million followers and 176 million likes since its first video, posted in February 2021. This research study uses content analysis to investigate Duolingo’s unique approach to TikTok, which emphasizes entertainment over traditional promotion and harnesses TikTok native content. With TikTok’s rising global influence and Duolingo’s distinct popularity on the app, this research examines the formula behind Duolingo’s brand communications success on the platform. Analyzing 135 TikToks from January 1 to October 1, 2023, the study unveils Duolingo’s effective communication strategy, offering insights for brands navigating TikTok’s dynamic landscape. While Duolingo’s approach enhances brand visibility, questions persist about its conversion of social media engagement into tangible results.

Keywords: TikTok, content analysis, Duolingo, native content, brand communication
Email: swiswall@elon.edu

1. Introduction

Duolingo, a prominent language learning platform, posted its first video to TikTok on February 9, 2021. Duolingo has since risen to extraordinary prominence on the app, boasting more than 8 million followers and 176 million total likes (Duolingo, 2023). Duolingo’s digital brand communications, a vital component of its meteoric rise on TikTok, use an innovative approach to engaging with its audience, as it incorporates “TikTok native” sounds and platform-specific trends in a distinct and non-traditional manner. TikTok native content is defined as trends and communication strategies intrinsic to the platform (unique sounds or trends original to TikTok rather than other social media platforms).

In a world where social media has become an integral part of daily life, TikTok has emerged as a powerhouse with over 1 billion global monthly active users (Woodward, 2023). This pervasive reach has transformed TikTok into a vital channel for companies seeking to engage with their audiences and enhance brand visibility. Despite its undeniable influence, little research has been conducted on the nuanced formula for success on the app. In this study, Duolingo will serve as a compelling case study on leveraging social media and TikTok native content to engage with audiences.

This research endeavors to fill the existing gap in understanding by analyzing Duolingo’s success on TikTok. While numerous brands have attempted to establish a meaningful presence on the platform, many have struggled to gain significant traction. Therefore, this study aims to go beyond merely acknowledging Duolingo’s success; it seeks to quantify the elements of its winning formula and analyze the content that resonates most with its TikTok audience. Examining engagement metrics in relation to content types offers an opportunity to replicate and understand how Duolingo has harnessed communications through TikTok.

II. Literature Review

This literature review will examine prior scholarship on TikTok and its growing popularity as a means of marketing communications, the TikTok algorithm, messaging strategies and content type on TikTok, trends and virality on TikTok, and the theoretical basis that underpins this study, the uses and gratifications theory. While there has been significant research conducted on general social media communications strategies, few researchers have taken the nuances and unique landscape of TikTok into consideration.

TikTok is the fastest-growing social media app of all time (Dean, 2023) and offers expansive opportunities for content creation as a means of engaging with vast audiences to increase brand visibility. Users spend an average of 95 minutes a day on the app, three times more than what users spend on Instagram (Doyle, 2023). TikTok is an increasingly favorable advertising vehicle for brands due to the low barriers to entry and the potential for viral brand exposure. Past research suggests that content that is shared among friends is more effective in terms of brand awareness, purchase intentions, and ad recall than traditional forms of paid advertising (Choe et al., 2016). The potential shareability of content is a persuasive means of encouraging brands to place importance on social media marketing.

TikTok is perceived as unique and authentic in large part due to the user’s “For You Page,” a personalized, scrollable feed of videos (Chu et al., 2022). The personalization of content on TikTok encourages users to spend more time watching videos placed on their feeds. The feed is driven by an algorithm that uses “artificial intelligence to analyze users’ interests and preferences through their interactions with the content, based on the videos they like, comment on, and also how long they watch the video to display a personalized content feed for each user” (Cervi, 2021).

Unlike other social media platforms, TikTok positions its “For You” algorithm “at the center of the social experience it engenders” (Bhandari & Bimo, 2022). Rather than content being presented to a user from a mysterious algorithm that the user is only tangentially aware of, TikTok makes the algorithm a central part of the user experience. Bhandari and Bimo (2022) found that as opposed to other platforms obfuscating the fact of algorithmic intervention, TikTok highlights the role its algorithms play in shaping user experience and promoting user-generated content. The algorithm aims to level the playing field, where an account with very few followers has an equal chance of going viral as does a largely followed account. The TikTok algorithm allows users to go viral and rewards “content above all else” (Taulli, 2020). TikTok’s success can simply be attributed to how it flips what we think of as social media on its head, while at the same time returning us all to roots of the original appeal–the ability to go viral (Taulli, 2020).

The use of “native videos” or “native content” is another aspect of the platform that makes TikTok a unique landscape for brand communications. TikTok native content “leverages platform-specific elements, trends, or art styles that you can only find or use on TikTok” (Cooper, 2022). TikTok native content achieves high success rates by seamlessly blending into a user’s “For You Page,” without disrupting the flow of content with overt brand advertisements. Instead, it appears organically, adopting the same format as user-generated videos that came before it. Media consumers today are increasingly adept at sensing when content is “inauthentic or overly salesy” (Cooper, 2022). Utilizing already popular sounds and trends on TikTok allows brands to have a sense of authenticity and genuineness.

Participants in Bhandari and Bimo’s (2022) study indicated that TikTok is a way to stay “up to date” with trends, memes, and current events. “One participant stated that they did not use TikTok to connect with their network; the purpose of the app was purely to gain entertainment from funny videos” (Bhandari & Bimo, 2022). Rather than being used as a place to connect with your social circle through sharing posts, many users look to TikTok as a form of leisurely entertainment.

While the TikTok algorithm is lauded for allowing users the opportunity to “go viral,” there has been considerable discourse regarding its ability to perpetuate any inherent biases present in people’s behavior (Kung, 2022). In 2020, TikTok released a statement apologizing after Black creators expressed frustration that videos with hashtags such as #BlackLivesMatter received zero views (Pappas & Chikumbu, 2020). The role of algorithms in facilitating racial biases requires further consideration from marketers when deciding which platform to utilize for brand communications.

Duolingo’s Use of TikTok

Since its launch in 2016, TikTok has shifted the landscape of marketing communications for companies across industries and allowed for a new, closer relationship between the brand and its current or potential customers. Certain brands, such as Duolingo, have garnered attention for effectively using TikTok as a creative avenue for engaging with customers in informal ways, ultimately boosting brand awareness through entertaining content rather than explicit advertisement.

Duolingo’s first truly viral video was from its TikTok 39th post, in September 2021, which poked fun at the brand’s owl mascot, Duo (Baxter, 2022). As of the writing of this article, the video had more than 700,000 likes and 6,300 comments. Since the initial viral hit, Duolingo’s TikTok account has skyrocketed and currently boasts over 7.8 million followers and nearly 170 million total likes. Duolingo’s highest-viewed TikTok video has more than 32 million views as of October 2023 (Duolingo, 2023). TikTok content about Duo was generated organically, with users joking about the passive-aggressive push notifications encouraging users to complete their daily language lessons. Duolingo skillfully leveraged the attention and integrated Duo as a brand-character with a threatening, yet humorous personality (Gagne, 2023). The company is also developing content around another brand mascot, Lily, who is described as apathetic and unbothered (Gagne, 2023).

Uses and gratification theory can be useful in understanding why and how individuals use TikTok. The theory provides insight as to why consumers engage with various media forms, such as watching the news or listening to the radio (Dolan et al., 2015). Uses and gratification theory deals with the activity of the consumer in terms of media choice, and with an algorithmic platform such as TikTok, it can be tempting to discount the consumer being an active participant.

Uses and gratifications theory provides a framework for understanding what aspect of content creation Duolingo is leveraging that resonates with consumers. Preliminary research identified that possible needs being met by TikTok among young people are entertainment, relationship building/maintenance, and information-seeking needs (Vaterlaus & Winter, 2021). A company using social media for marketing communications and being perceived as part of consumers’ leisure time is an interesting and emerging concept in mass communication. Uses and gratification theory provides the framework for looking deeper into what compels consumers to engage with this content and view it as a form of entertainment rather than advertising.

III. Methods

For the third year in a row, TikTok has retained its spot as the most downloaded app globally (Doyle, 2023), yet there is a lack of empirical research on the specifics of what makes TikTok an effective means of marketing communication and the role of entertainment as a form of marketing. To help fill this gap in the scholarly literature, this study will explore two questions:

RQ1: How has Duolingo leveraged its presence on TikTok to increase brand awareness through entertainment rather than explicit promotion?

RQ2: How has Duolingo used TikTok native content to engage with its audience?

TikTok native content is being defined as trends and communication strategies intrinsic to TikTok (sounds or trends unique to TikTok rather than other social media platforms)

To answer the questions, the researcher performed a content analysis of 135 TikTok videos uploaded by Duolingo between January 1 through October 1, 2023. Content analysis is a research tool used to determine the presence of specified words, themes, or concepts within qualitative data (Busch et al., 2005). When examining successful brand communications, a content analysis is a beneficial tool in analyzing what specific patterns and themes in its messaging have been effective. The researcher identified the types of videos that Duolingo posts to TikTok, and if there are relationships between the type of content and the popularity of the content.

To develop the coding scheme, the researcher watched each TikTok video and coded for the presence of TikTok-native sounds and trends. “TikTok native” is defined as sounds original or unique to TikTok. The researcher further coded for content type: educational, challenge, promotional content, entertainment, entertainment and promotional, or user-generated content. These content type parameters have been identified in a variety of previous scholarly sources.

Educational content consists of videos designed to inform the audience about language learning or imparting knowledge or information to the audience. It may include tutorials, language learning tips, or any content designed to educate and inform. Challenge content involved participation in popular challenges circulating on TikTok. Challenges often involve replicating specific actions or creative tasks.

Promotional content is defined as content that is explicitly geared toward marketing Duolingo’s product, service, or brand. Promotional content can also be coded as content which aims to drive user actions, such as purchasing a premium subscription or sign-ups. Entertainment content is designed primarily for amusement and enjoyment. It includes content that may be funny, engaging, or captivating without a specific educational or promotional purpose. The category of entertainment and promotional is for videos that combine entertainment and promotion. These TikToks are crafted to be entertaining while also subtly promoting the product, service, or brand. User-generated content involves videos made by other creators that are then reposted on the Duolingo TikTok account, while giving the original creator credit. User-generated content involves users responding to challenges or promoting the brand for payment.

The researcher additionally coded for how many of Duolingo’s videos explicitly mention its product or the features of its product. This study is examining how Duolingo has leveraged entertainment as a means of communication, rather than a product-focused strategy. The researcher also coded for how many of the 135 videos featured its marketing mascots, “Duo” the bird, or its most popular character, “Lily,” an apathetic teenage girl. The variety of data collected will help in discerning how Duolingo uses the uniqueness of TikTok in its posts.

The researcher recorded the engagement metrics (number of likes, comments, and views) for each video to cross reference video performance with the relevant qualities coded to determine whether the originality or entertainment-based strategy plays a discernible role in the success of its videos. The coding was conducted in an Excel spreadsheet format so that the results could be analyzed in the following tables.

IV. Findings

Duolingo used TikTok native sounds or trends in 123 out of 135 videos (91.1 percent), with eight videos not containing native sounds. Sounds were removed from the TikTok in four instances, likely due to copyright restrictions, and were excluded from the study.

Overall, posts with TikTok native sounds or trends received less engagement in terms of likes and comments (Table 1). For example, the average like count for TikToks with native sounds was 392,634, compared to an average of 609,513 for TikToks without native sounds or trends. The average number of comments on Duolingo videos posted with TikTok native sounds or trends was 8,195.17, compared to the 10,358.12 average video comments on videos without native sounds or trends.

Table 1: Engagement Metrics Based on Utilization of “TikTok Native Sounds or Trends”

TikTok Native Sounds/Trends Non-Native Sounds/Trends
Average Likes 392,634 609,513
Median Likes 143,900 505,550
Average Video Comments 8,195.17 10,358.12
Median Video Comments 4,042 9,077

There was significant overlap with entertainment and promotional content posted by Duolingo in the sample (Table 2). Many of its TikToks advertised a new feature while also including a purely entertainment element or inclusion of a TikTok trend. Of the 135 videos coded, none were categorized as being educational or following a “challenge.” Overall, nearly 90 percent of videos had an entertainment element.

Table 2: Content Type of TikTok Posted

Content Type
Entertainment 89.6% (121)
Promotional .7% (1)
Entertainment/Promotional 8.9% (12)
User-Generated Content .7% (1)
Challenge N/A
Educational N/A

Only 24 videos in the sample (17.8 percent) made any reference to Duolingo being a language learning platform or referenced language learning. Overall, slightly fewer users engaged with content that mentioned the product or its features, compared with videos that did not (Table 3). As one example, the median like count for Duolingo videos that mentioned its product was 133,400, in contrast to the slightly higher median of 163,000 for TikToks that avoided explicit product references.

Table 3: Engagement Metrics Based on Mention of Product or Product Features

Mentioned Product or Features Did Not Mention Product or Features
Average Likes 382,988 410,670
Median Likes 133,400 163,000
Average Video Comments 8,296.9 8,215
Median Video Comments 4,724 4,327

Overall, more than 96 percent of the videos included either of the mascots Duo or Lily. The average like count for Duolingo TikToks including one of the brand mascots was 407,135 compared to 368,660 for TikToks without a brand mascot (Table 4). The average number of comments on videos posted by Duolingo with a brand mascot was 8,182 compared to the 9,451 average video comments on TikToks posted by Duolingo without a brand mascot.

Table 4: Engagement Metrics Based on Inclusion of Duolingo Mascots “Duo” or “Lily”

Featured Duo or Lily Did Not Feature Duo or Lily
Average Likes 407,175 368,660
Median Likes 161,000 135,000
Average Video Comments 8,182 9,451
Median Video Comments 4,440 3,344

V. Discussion

This study expanded knowledge of brand communications on TikTok by examining the approach of one brand, Duolingo. The data suggests, as the research questions hypothesized, that Duolingo’s communications strategy on TikTok emphasizes a utilization of TikTok native content, a strong presence of brand mascots, and a focus on content categorized as “entertaining” rather than promotional.

The findings revealed several overarching themes, the first being the use of TikTok native sounds or trends in nearly every piece of content posted as a means of engaging with its audience. Rather than including original audio or recording an informative audio for the background of its videos, Duolingo’s TikTok uses seemingly random audios or “sounds” that are currently trending on TikTok to create content that fits seamlessly into users’ “For You Page.” Rather than its brand communications on TikTok being user testimonials or openly advertising content, Duolingo prioritizes videos that follow the trends on TikTok and does not draw as much attention to the fact that it is a brand posting the content, instead of another individual user. Duolingo heavily employs this approach, shaping its TikTok communication strategy around leveraging trending audios. Most TikToks posted by Duolingo involve a video featuring a trending sound paired with a brand mascot and quippy caption. These results are transferable to other brands and provide a structure for creating content on a digital platform that engages users without feeling like an explicit advertisement from a brand.

Further, the findings demonstrate that Duolingo has a rather formulaic approach to content posted on TikTok, with the main variable being what TikTok native sound or trend they employ for the video. A vast majority of videos featured a TikTok native sound or trend, no mention of the product or its features, an entertaining video, and a brand mascot. The inclusion of these elements and the exclusion of an overtly promotional communications strategy is unique to both Duolingo and TikTok and allows consumers to feel that the content is authentic and not overly salesy (Cooper, 2022). In line with the hypothesized association, Duolingo leverages platform-specific elements of TikTok that allow users to engage with the brand in a meaningful and seamless way and avoids its branded content coming off as an overt advertisement.

The numbers also emphasize the focus of Duolingo’s brand communications on entertainment, rather than displaying its product or its features, answering the first research question in this study. Duolingo seldom mentions its product directly (17.8% of videos), highlighting the effectiveness of a communication strategy centered on entertainment rather than explicit promotion. Instead of first presenting consumers with its language learning platform, Duolingo engages with its audience through humorous entertainment that presents the brand as an authentic and “in-touch” company, while rarely addressing the service that the brand provides.

A focal point of the TikToks posted by Duolingo is the inclusion of its brand mascots, Duo the Owl, or Lily, one of the characters on the language learning app itself. Among the 135 TikToks coded, only five (3.7%) did not showcase either of these mascots. By integrating brand mascots in its content, Duolingo effectively taps into the distinctive dynamics of TikTok, fostering differentiation and entertainment as integral components of its communication strategy. This approach allows TikTok users to readily identify Duolingo through its mascots, contributing to heightened brand awareness and recognition, even in videos unrelated to language learning. “Duo” was personified throughout the videos and became a central figure of the brand’s communication identity. Other brands looking to establish a presence on TikTok can use the power of a personified brand mascot to engage with their audiences.

The results of this study align with past research that examined how TikTok satisfied entertainment needs in relation to the uses and gratification theory (Vaterlaus & Winter 2021). It is noteworthy to emphasize that a substantial 90% of Duolingo’s TikTok content was solely crafted for entertainment purposes, emphasizing the role that individuals play in actively seeking out content that is necessary to fulfill their specific needs, in the form of entertainment.

As highlighted in the literature review, Duolingo’s strategic brand communications deftly navigate the delicate balance between being perceived as marketing communications intended for entertainment and simultaneously providing a source of leisure for viewers. This approach contributes to the brand’s increased visibility and allows users to derive a sense of satisfaction and fulfillment from the content. By intertwining brand messaging with entertainment value, Duolingo not only captures attention but it also fosters a relationship with its audience that goes beyond mere marketing, thereby enhancing the overall impact and resonance of its content.

While TikToks without native sounds or a mascot had higher average like and comment counts, the median values indicate that there were variations in the popularity of individual TikToks within each category. The median like count reflects that there were a few TikToks without native sounds that were significantly popular and contributed to the higher average like and comment count. It is important to note that the larger data set for TikToks with native sounds and content provides more accurate average values and provides a smaller margin of error (Morrell, 2021).

VI. Conclusion

The methodological decisions of this study were subject to certain limitations, primarily stemming from a few data outliers that exerted a noticeable impact on the recorded engagement metrics. These outliers, while serving as valuable data points, introduced a level of distortion to the mean engagement metrics and necessitated the inclusion of median engagement counts. Additionally, the smaller datasets for specific variables posed a challenge, as the mean for these variables was susceptible to considerable influence from outliers.

Due to the lack of data on conversion rates, these results cannot confirm that high levels of engagement on TikTok translates to users engaging with the language learning platform Duolingo provides. It is possible that TikTok users simply watch Duolingo’s TikToks without ever downloading the app. However, this study was aimed at examining the method through which Duolingo communicates with its audience to achieve engagement and brand awareness.

To better understand the implications of those results and further explore the topic of brand communications through TikTok, future studies could address the bottom-line impact of high brand awareness on TikTok. Subsequent studies should consider the conversion rate from TikTok or provide a comparative analysis of brand communications via TikTok utilizing different brands as subjects of a case study.

Overall, this research demonstrates that Duolingo has a distinct communications approach on TikTok, but it also raises questions about its effectiveness in terms of converting social media interactions into measurable bottom-line results. This study not only contributes valuable insights into Duolingo’s communication strategy on TikTok, but also provides a framework for other brands seeking to navigate the ever-evolving landscape of social media marketing.

Acknowledgements

The author thanks Bill Anderson, associate professor at Elon University, for his invaluable guidance in writing this paper. Additionally, gratitude is extended to Elon’s School of Communications, as well as to friends and family, for their steadfast support throughout the author’s academic journey and pursuits.

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