Rather than sticking to the five main types of brand personalities which aims to appeal to those who have or aspire to have similar traits, Duolingo deviates, presenting a pushy and somewhat passive-aggressive persona. This answer may be obvious to regular TikTok users, due to viral videos published on their page But what makes these videos continuously gain traction and how does Duolingo remain relevant across popular platforms?īroadly speaking, the brand possesses a unique personality that is presented consistently across their multi-channel marketing approach. Reporting consecutive quarterly increases in profit since Q1 2019, Duolingo’s growth strategy has clearly been executed well.īut how has this free application attracted so much attention and generated this growth? Initially catering to those who had the desire to learn an additional language, their focus has switched to provoke this same need recognition in a broader demographic. The application allows users to take game-like courses in over 40 different languages, encouraging users to complete a lesson every day to maintain their ‘streak’.

Luis von Ahn and Severin Hacker’s motivation manifested itself in a highly successful, free educational application. Duolingo: How a Passive Aggressive Owl Won Over Millions of TikTok Users.įounded in 2010, Duolingo was developed as an instrument to close the gap between language education and its often inaccessible price point.

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