Social Media Strategy: Why Duolingo Shouldn’t Be Your Blueprint

And to be fair, it makes sense. Duolingo is the poster brand for unhinged-but-genius marketing. Their chaotic social presence, sassy mascot, and constant virality have made them a go-to reference in client meetings everywhere.

Their latest stunt? They killed off Duo the Owl.

They posted an announcement that made headlines. It was ridiculous. It was funny. And, most importantly, it worked for them.

But of course, the copycats arrived.

Lipton Ice Tea posted a nearly identical RIP statement for their peach flavour which led to total confusion, with many asking why they would discontinue one of their most popular products (having not seen Duolingo's original post). 

Lynx followed suit with a fake goodbye to Lynx Africa. People were not amused.

And that’s the issue. When brands mimic someone else’s format or tone without considering whether it aligns with their audience, it rarely lands well. What worked for Duolingo felt jarring or off-brand for others and in some cases, just confusing.

The desire to go viral isn’t the problem. It’s chasing virality without understanding why.

Often, when brands say “We want unhinged marketing,” what they really mean is: “We want reach. Visibility. Engagement. Likes. Attention.” But when you pitch them something genuinely weird or risky, they panic—because deep down, they know it doesn’t align with their audience.

And that’s fair. Going viral for the wrong reasons, or in front of the wrong people, rarely leads to results. A post that blows up with Gen Z won’t do much if your actual customers are 40+ homeowners.

Before you copy a campaign or jump on a trend, ask yourself:

Why are we on social media in the first place?

Because not every brand is there for the same reason.

For some, it’s about brand awareness—getting your name in front of the right people and being seen consistently.

For others, it’s about building trust. Social is often a touchpoint for people already considering your brand. They’re looking to check:

• Are you still active?
• Do you look professional?
• Are you reliable?
• Do you offer what they need?

And for some businesses, social is a direct sales channel. Platforms like TikTok Shop and Instagram Shopping are driving real revenue, and your content needs to reflect that.

Knowing why you're posting is what helps you figure out how to post.

Duolingo’s strategy works because it’s built around their brand identity. Their audience expects bold, unfiltered, unhinged content and it fits with their app, their tone, and their audience. But that doesn’t mean it’s a blueprint for everyone else.

That doesn’t mean you can’t jump on trends. You absolutely can. Trends show that your brand is reactive, relevant, and plugged into the conversation. But copying someone else’s whole strategy is a different story.

The best brands on social are the ones that know who they are and show up consistently in a way that reflects their values, voice, and goals—whether that’s bold, playful, educational, rebellious or minimalist.

So instead of asking, “How can we be like Duolingo?”
Ask:

• What actually makes sense for us?
• What do we want social to do for our business?
• And how can we show up in a way that’s creative but still true to our brand?

Be inspired? Absolutely.
But be a copy? Not worth it.

Find your voice. Stick to it. And build something people genuinely connect with.

If you're looking for ways to improve your social strategy, download our ultimate guide to creating videos that convert on TikTok.