Why Duolingo Sets the Standard

In today’s fast-paced world of digital content and branding, Duolingo stands out as a masterclass in how to leverage short-form platforms like TikTok to drive real audience engagement. Through a bold, irreverent strategy rooted in humor, self-awareness, and platform-native content, Duolingo has redefined what it means for a brand to connect with modern audiences.

By embracing quirky, meme-worthy content — often starring its now-iconic green owl mascot in bizarre and unexpected scenarios — Duolingo has transformed itself from a simple language-learning app into a cultural phenomenon. The results speak for themselves: exponential follower growth, millions of interactions, and brand recognition that extends far beyond its original user base.

Duolingo’s approach didn’t just succeed on TikTok; it reshaped expectations for how brands can authentically engage on social media. It’s not just about posting — it’s about understanding the culture of the platform and creating content that leaves a lasting impact.

This video offers a great look at how Zaria developed and brought the concept to life.