The Art and Science of Creating Viral Content: Insights from Duolingo's TikTok Success

The Art and Science of Creating Viral Content: Insights from Duolingo's TikTok Success

Introduction:

In today's digital age, creating viral content has become the holy grail for brands and social media marketers. One platform that has gained immense popularity for its viral potential is TikTok. In this article, we will explore how Duolingo, the language-learning app, successfully scaled to 8 million TikTok followers and delve into the strategies they employed to create viral content. Additionally, we will discuss the concept of the region-beta paradox and how it relates to our understanding of "bad days" and personal growth.

Choosing TikTok as the Platform of Choice:

Zaria Parvez, the social media manager at Duolingo, explained in a podcast interview that choosing TikTok as their primary platform was an intuitive decision for her. Having grown up using TikTok during her college years, she was already familiar with its workings and what content resonated with users. Moreover, the fact that TikTok boasted 1 billion users in September 2021 was a tipping point for her. Parvez realized that if people were spending time on TikTok, they might not be using the Duolingo app. This realization prompted her to find a way to bring TikTok users back to the app.

The Art and Science of Content Creation:

When it comes to hiring social media team members, Parvez prioritizes their ability to create entertaining content over their advertising experience. She believes that understanding the science behind TikTok's algorithms and trends is essential for content to gain traction. However, it is equally important to infuse creativity and artistry into the content creation process. Parvez encourages her team to find trending audios, put their unique spin on them, and incorporate captivating captions and text overlays. This fusion of art and science is what sets viral content apart.

Copying vs. Innovating:

The debate between copying what works and creating authentic, innovative content is a common one. Parvez suggests that starting by "stealing like an artist" can be an effective approach on TikTok. Many trends on the platform are born out of imitation, with users putting their own twist on popular audios and concepts. However, as content creators gain a following and understand the platform better, they need to focus on building their own storylines and offering something different to keep their audience engaged.

Building Storylines on TikTok:

At Duolingo, they treat their TikTok account as a sitcom, where each video serves as an episode. They have created characters and ongoing storylines that resonate with their audience. For example, Duo, their language-learning mascot, has been involved in comical scenarios with other characters like legal Steve and emo girl Lily. By creating lore and incorporating innovative ideas such as mascot interventions and seances, Duolingo keeps their content fresh and exciting.

Understanding the Purpose of Social Content:

Duolingo acknowledges that not every video needs to directly promote their language-learning app. People primarily come to social media for entertainment, not to learn a language. Therefore, their social content aims to engage and entertain, rather than solely focusing on app promotion. By understanding this, Duolingo has been able to create content that resonates with their audience's desires.

The Region-Beta Paradox and Personal Growth:

In psychology, the region-beta paradox refers to the phenomenon where individuals can recover more quickly from highly distressing experiences compared to less distressing ones. The hypothesis behind this paradox is that intense states trigger psychological defense mechanisms that alleviate distress effectively. On the other hand, less intense states do not activate the same defense processes, leading to prolonged distress. This paradox highlights the importance of embracing difficult days and using them as catalysts for personal growth and transformation.

Actionable Advice:

• 1. Embrace the art and science of content creation: Blend creativity with an understanding of the platform's algorithms and trends to create engaging content.

• 2. Build storylines and characters: Treat your social media account like a series, with each video contributing to an ongoing narrative that captivates your audience.

• 3. Focus on entertaining and engaging your audience: While promoting your product or service is important, remember that social media users primarily seek entertainment. Create content that resonates with their desires and interests.

Conclusion:

Creating viral content on platforms like TikTok requires a combination of art and science. Duolingo's success in scaling their TikTok following to 8 million is a testament to their understanding of the platform and their ability to create engaging, entertaining content. By embracing the region-beta paradox and using difficult days as catalysts for personal growth, individuals can strive for transformation and take action towards their goals.