{"id":8929,"date":"2023-08-10T14:48:30","date_gmt":"2023-08-10T14:48:30","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/duolingo-touts-significant-q2-growth\/"},"modified":"2023-08-10T14:48:31","modified_gmt":"2023-08-10T14:48:31","slug":"duolingo-touts-significant-q2-growth","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=8929","title":{"rendered":"Duolingo touts significant Q2 growth"},"content":{"rendered":"<p><\/p>\n<div>\n<div class=\"style__InlineSubscribeWrapper-sc-8ccc5960-1 jArFiG\">\n<div class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-5a46198a-12 cVdxJM inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-5a46198a-12 iEaGlZ inline-subscribe\">The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Duolingo showed strong revenue growth in its Q2 earnings this week.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">The language-learning app reported $3.7 million in net income, up from a $15 million net loss in the same period last year. Revenue increased 44% to nearly $128 million, and Duolingo raised its full-year guidance to $510 million\u2013$516 million in revenue, up from the $500 million\u2013$509 million forecast last quarter.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Duolingo reported 5.2 million paid subscribers, a 59% improvement YoY. It also saw its monthly active user count jump to 74 million, a 50% YoY increase.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">The brand\u2019s strong earnings come after a year of topical marketing, particularly on TikTok, where Duolingo has a following of 7.3 million. Duolingo frequently creates TikTok content around trends and memes on the platform, with many of its videos featuring its green owl mascot, Duo. \u201cOur brand is very unhinged,\u201d Emmanuel Orssaud, Duolingo\u2019s VP of marketing, told us.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Recently, Duolingo flew onto the <em>Barbie<\/em> bandwagon, creating several TikToks around the film; the brand\u2019s sound effect makes a brief appearance in the movie during a scene where one character is learning Spanish. The brand brought its mascot Duo to the premiere in LA and created an ad that\u2019s run before <em>Barbie<\/em> screenings across US theaters.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Besides activating around <em>Barbie<\/em>, Duolingo is working on \u201cthe internationalization of our strategy,\u201d according to Orssaud. The brand is rolling out TikTok accounts across the globe. \u201cAs of today, actually, we launched our TikTok in Germany,\u201d he said on Wednesday.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Marketing was a central focus of Duolingo\u2019s shareholder letter in Q2. In it, Duolingo\u2019s CEO Luis von Ahn touted the company\u2019s \u201csocial-first marketing,\u201d stating that it has \u201ctested our way to a marketing strategy that inserts our brand into pop culture events and social media moments in order to expose it to new audiences and drive word-of-mouth growth.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">He added that Duolingo does not \u201csell directly\u201d in its social campaigns. \u201cThis strategy is relatively low-cost, and has generated outsized returns in terms of social media impressions, press coverage, and, ultimately, new users to Duolingo.\u201d According to von Ahn, the brand\u2019s social media impressions have grown 150% YoY.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Orssaud said Duolingo\u2019s marketing is done primarily in-house with a team of 40 people. Two-thirds of the team is in the US, with the other third in different countries.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">In addition to growing its TikTok presence across the globe, Duolingo is promoting another character, Lily, in TikTok posts after seeing success with her on Douyin, TikTok\u2019s Chinese equivalent.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cOn Douyin, content with Duo wasn\u2019t getting as much traction. Organically, people were posting more about Lily. We saw that trend in China,\u201d Orssaud said, noting that the brand is \u201cintroducing her in other countries\u2019 TikTok accounts now.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/08\/10\/duolingo-touts-significant-q2-growth?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Get marketing news you&#8217;ll actually want to read The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can. Duolingo showed strong revenue growth in its Q2 earnings this week. The language-learning app reported $3.7 million in net income, up from a $15 million net [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8930,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-8929","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Duolingo touts significant Q2 growth | Brandiary<\/title>\n<meta name=\"description\" content=\"Get marketing news you&#039;ll actually want to readThe email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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