TikTok Growth: To Be Unhinged Or Hinged?

So, you want to build your brand’s TikTok presence? That’s a great idea! TikTok is one of the fastest-growing social media platforms, and it has become an excellent platform for brands to reach new audiences. However, the competition is fierce, and it can be tough to stand out from the crowd. That’s where Duolingo comes in.

Duolingo is a language-learning app that has taken TikTok by storm with its unhinged and often bizarre content. From dancing green owls to creepy clown instructors, Duolingo’s TikTok strategy is like nothing we’ve seen before. But should your brand copy it? Let’s take a closer look.

First, it’s essential to understand why Duolingo’s TikTok strategy works so well. Duolingo’s content is unexpected and entertaining, and it appeals to the younger demographic that dominates TikTok. By creating bizarre, attention-grabbing content, Duolingo has been able to build a massive following on the platform. Their TikTok account currently has over 1.6 million followers, and tons of their videos have gone viral, reaching millions of views.

Go After Virality Or Following?

There are two main strategies a brand can use when it comes to its organic TikTok channel. One strategy is to focus on creating viral content that gets tons of views and engagement (like Duolingo). While this can lead to quick growth and exposure, it doesn’t always attract the most loyal or engaged audience. You might get millions of views, but those viewers might not necessarily be interested in your brand or your content beyond that one video. On the other hand, if you focus on building a loyal and engaged following, it might take a bit longer to see results, but the audience you attract will be more likely to stick around and engage with your content on a deeper level. It really depends on your goals.

You can also strike a balance of both like what we did with one of our ecom brands that just launched on TikTok. We do product demos and comment response videos that aim to build a loyal audience and pre-sales. But also, do viral videos like this satirical Alix Earle concept which hit 247,000 views and gained us nearly 500 new followers in 3 days.

So just because Duolingo’s strategy works well for them doesn’t mean it will work well for your brand. Duolingo’s content is unique to its brand and its audience. Trying to copy their style could come across as inauthentic and may not resonate with your audience.

That being said, there are some key takeaways from Duolingo’s strategy that you can apply to your own brand’s TikTok presence. Here are a few things to keep in mind:

  1. Be memorable: Duolingo’s videos are memorable because they’re strange and unexpected. While you don’t need to go full-on bizarre with your content, you should aim to create videos that are memorable in some way. Whether it’s through humor, emotion, or surprise, find a way to make your videos stand out from the crowd.
  2. Be authentic: Duolingo’s strategy works because it’s authentic to their brand. They’re not trying to be something they’re not, and that comes through in their videos. When creating content for TikTok, be true to your brand and your values. Your audience will appreciate it.
  3. Be shareable: Duolingo’s videos are designed to be shared. They’re not just ads, they’re pieces of content that people want to share with their friends. When creating content for TikTok, think about how you can make it shareable. What will make people want to show it to their friends?
  4. Be consistent: Finally, consistency is key. Duolingo didn’t become a TikTok sensation overnight. It took time and consistent effort to build their presence on the platform. If you want to build your TikTok presence, you need to be consistent with your content. Post regularly, engage with your audience, and keep refining your strategy.

What Does a Successful TikTok Presence Look Like?

The key to building a successful TikTok presence is to find a content strategy that works for your specific brand and audience. You want to create content that is entertaining, informative, and relevant to your brand. If you’re a fashion brand, for example, you might create videos showcasing GRWM or styling videos. If you’re a food brand, you might create recipe videos or food hacks.

In addition to creating engaging content, you also need to develop a solid TikTok management strategy. This includes regularly posting new content, engaging with your audience through comments and messages, and monitoring your analytics to see what’s working and what’s not.

Organic TikTok management involves growing your account without the use of paid advertising. This means building your following by creating great content and engaging with your audience. It can be a slower process, but it can also be more effective in building a loyal following.

If you’re not sure where to start with your TikTok strategy, consider working with a TikTok marketing agency. A good agency will be able to help you develop a content strategy that is unique to your brand and your audience. They can also handle the day-to-day management of your account, leaving you free to focus on other aspects of your business.


While Duolingo’s TikTok strategy has been incredibly successful for them, it may not be the right fit for your brand. To build a successful TikTok presence, you need to develop a content strategy that is unique to your brand and your audience. This means creating engaging content, developing a solid TikTok management strategy, and regularly monitoring your analytics to see what’s working and what’s not. If you’re not sure where to start, consider working with Lauren Labeled TikTok marketing agency to help you develop a strategy that works for your brand. Get started here.

Share your love

Leave a Reply

Your email address will not be published. Required fields are marked *