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What is going on with Duolingo’s social media accounts? Since Saturday, May 17, the application that helps users learn languages has resorted to silence on its social media accounts.
Duolingo completely scrubbed its Instagram and TikTok accounts, leaving only a cryptic message, “gonefornow123,” alongside a set of two dead roses and three eye emojis in the bio description.
On X, formerly Twitter, its last post was also a cryptic message, “real eyes realize real lies,” followed by another set of three eye emojis.
Online chatter initially thought the accounts were hacked, but it has subsequently moved away from that theory, believing it to be some sort of savvy social marketing awareness campaign.
Duolingo CEO Luis von Ahn posted on the company’s LinkedIn account last month that it was moving to an “AI-first” strategy, with artificial intelligence gradually replacing contract workers, and response to the announcement was plentiful and negative across social platforms.
When reached for comment, a Duolingo spokesperson told ADWEEK, “Let’s just say we’re experimenting with silence. Sometimes, the best way to make noise is to disappear first.”
Truth be told Duolingo’s latest stunt should come as a surprise to no one, as its 51-strong marketing team has spent the past four years fine-tuning the brand’s social-first approach on platforms like TikTok, YouTube, Instagram, and X by planting it at the center of culture—whether that’s a Charli XCX concert or the Barbie movie premiere—and listening closely to its followers.
In April, the team dressed von Ahn in a mustache as he willingly participated in its latest marketing stunt, a spoof of Apple TV+ series Severance. In February, the marketing team killed its green owl mascot, Duo, changing its social media icons to depict a dead Duo with crosses in its eyes.
All of this has led to increased engagement with Duolingo products, as monthly active users have increased from 40.5 million in 2021 to 116.7 million. This has also translated to $192.6 million in billings last quarter, a year-over-year boost of 40%.
After making so much noise on social media, Duolingo may have decided that silence is golden, for now. However, that silence has generated enough noise to keep the buzz going.
