Duolingo is reportedly rolling back its “unhinged” humor marketing strategy. Even though Duolingo has become best known online for its silly and at times bizarre behavior, the brand is apparently dialing it down. While Duo’s intense humor draws in views, the company is rethinking its TikTok strategy to prioritize more wholesome content in hopes of drawing in a wider audience. The brand’s CMO also said they’re experimenting with more user-generated content. The company reached out to creators to offer them paid opportunities to make fun content about Duolingo—but from burner accounts, not their own handles. (An interesting choice given the power of nano-influencers on Gen Z.) The company has also started focusing on marketing on Reddit and WhatsApp and content for the Duolingo blog—no longer just relying on viral moments on TikTok for building community. (Business Insider)
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