Image sourced from Indy100.
When I think of a B2C business that is doing an exceptional job of engaging with its audience online, I always think of Duolingo. While they engage with their audience on all platforms, they really shine on Tiktok. The Duolingo social media team is doing an amazing job of listening and monitoring to keep up with the latest trends and is always releasing hilarious and relatable content. They are often posting content related to popular events/scandals happening at the time, such as the Adam Levine affair drama, which they know will get good engagement from their audience that they can build on by interacting back. I often see them responding to their comments and commenting on other viral/popular Tiktoks.
I find that they’re interacting with their audience as if they are friends. It’s particularly interesting to see this from a brand you wouldn’t expect. For those that don’t know, Duolingo is a language learning app. From a branding perspective, you would think they take a more formal, educative approach. But clearly, what they’re doing is working for them. They’re doing so well, in fact, that many other brands have taken note and are using the same social media strategy.