‘Just an Owl Tryna Vibe’: What Brands Can Learn From Duolingo’s Viral Social Media Marketing Strategy

An effective social media marketing strategy is all about entertaining and informing your customers while maintaining a distinctive, relatable “vibe.” And these days, few are low-key vibing quite as hard as Duolingo’s adored, sassy-meets-snarky mascot, Duo the Owl.

If you grew up associating foreign language classes with rote recitation and boring textbooks, let’s just say that’s not how Duo rolls.

In the app, Duo acts as a cute, friendly, encouraging aid who helpfully guides students through their foreign language lessons. On TikTok, however, Duo takes on a more ironic, outlandish, and sometimes even downright strange persona, often playfully riffing on his in-app role.

As for Duo himself, he prefers a more modest self-description — “just an owl tryna vibe,” according to his TikTok bio.

Video Source: Duolingo TikTok

“The way I think about it … Duo is that pushy friend [who] motivates you,” one member of the company’s social media team told Digiday in 2021. “But we never want Duo to be that pushy friend [who] makes you hate your existence. He wants you to do well and will always be up in your business.”

Notably, the owl seems to motivate a lot of customers to get up in Duolingo’s business too. Since the TikTok account launched in February 2021, the owl’s following has soared to more than 12 million, racking up more than a quarter billion “likes” in engagement. Not bad, right?

But what exactly accounts for Duo’s social media success? And, perhaps even more importantly, does it really matter to Duolingo’s bottom line?

Examine what makes Duolingo’s social media campaign so engaging with consumers and how other brands in the marketplace could apply those lessons to their own accounts.

Why Does Duo the Owl Work So Well?

Duo works well because he exhibits entertainment value, knows trends, and “keeps it real.”

He Values Entertainment Over Selling

Think about your own experiences on these platforms, especially past interactions with brands. Which ones stand out, in your mind, as the most memorable?

If you’re like most folks, you probably aren’t reminiscing about a Facebook post with straightforward details about a sale or coupon code. Instead, you’re likely recalling the time a brand did something unexpected, hilarious, or awe-inspiring that instantly grabbed your attention.

You don’t want people visiting your social channels to feel like they just walked into a pushy, unscrupulous car lot. Instead, you want to make them feel comfortable and at home like they’re about to sit down to watch one of their favorite shows on TV.

Now, this isn’t to say that you can’t mention upcoming sales on social media — far from it. Just make sure your customers are visiting your page to have a good time and aren’t encountering a stale, lifeless experience when they arrive.

Customers don’t need to finish the entire buying journey in just one step. Rather, each post offers an individual touch point that, when done well, can build the trust that leads to purchase.

He Speaks Knowledgeably About Trends

Whether it's the news of the day, celebrity gossip, or the latest trending topic, your customers are talking about it online. So why not join in the fun?

Remember: Social media is all about having conversations with your customers — full stop. The best way to get their attention is by providing a unique take on something that’s already attracted their interest.

With that being said, remain cautious of weighing in on something if the moment has already passed. Leveraging trends should make your brand look agile and responsive — not like a boring bandwagoner. 

He 'Keeps It Real'

On the internet, readers can smell inauthenticity from a mile away. This isn’t the time to be boring — but don’t pretend to be something you aren’t either.

Duo staked a claim for itself by exhibiting a playful, cheeky brand personality, thanks in large part to Duolingo’s social team having the courage — and freedom — to make mistakes, experiment, and maybe get it wrong once in a while.

Audiences aren’t only forgiving of that approach — they love it. 

The Importance of an Effective Social Media Marketing Strategy

If you’re wondering why a brand might expend resources, time, and energy just to create a funny TikTok video or viral Instagram post, there’s a good chance you might not fully comprehend the potential of these platforms — at least in a marketing context.

There’s a reason marketers say they employ social media marketing strategy more than any other channel. Consider these points.

Influence on Purchase Decisions

The most obvious draw? Social channels have been shown to consistently drive not only brand discovery but also customers’ purchasing decisions. According to Influencer Marketing Hub, nearly three out of four global internet users report searching for brand information on social platforms.

A Retail Touchpoints study found that 76% of consumers have purchased a product after seeing it on social media.

High User Engagement

Globally, the average user spends about 2.5 hours each day on social media, says Statista, with much of that time spent on mobile devices​. And with more than five billion social media users worldwide, according to another Statista report, your potential audience is about as vast as it can get. Make the most of it.

Cost Efficacy

According to Hubspot’s latest marketing industry trends report, out of all marketing channels, social media drives the highest return on investment — and it’s showing no signs of slowing down as customers’ favorite social media brands increasingly evolve into frictionless ecommerce platforms.

It’s also worth noting that the same Hubspot study notes that short-form video “still offers the highest ROI and will see the most growth of any marketing content format in 2024.” 

Significant Gen Z, Millennial Enthusiasm

If you’re looking to sell to younger audiences, a compelling social presence is an absolute must-have for your brand. In contrast to their Gen X and baby boomer counterparts, millennials and Gen Zers report that social media is actually their preferred product discovery channel, according to Hubspot.

From Shares to Sales

Duo the Owl is an inspiring figure not only to aspiring multilinguists but also social media strategists who recognize the value of relevant, authentic content on their channels.

Don't be afraid to experiment, take risks, and most importantly, stay true to your brand's unique voice. You won’t just be “tryna vibe” — but pulling it off.