Duolingo Resets Marketing Strategy with Fewer Butt Jokes and Focus on Creators

Duolingo is recalibrating its marketing strategy to move away from predominantly unhinged content, with its chief marketing officer announcing fewer butt jokes in future campaigns. Manu Orssaud, Duolingo's CMO, stated in an interview that the company aims to balance its output from 80% unhinged and 20% wholesome toward a more even approach.

Business Insider reported this shift as part of Duolingo's effort to mature its brand while maintaining visibility.

Organic reach on TikTok has declined for Duolingo, even with 17 million followers on its main English-language account. Orssaud said there isn't much room to grow in terms of audience and impressions from the company's own TikTok account. Instead of paying for TikTok ads, Duolingo would rather invest in creators, he added.

The company has begun outreach to creators, both big and small, encouraging them to become paid ambassadors and create new TikTok burner accounts for content about the Duolingo brand. Duolingo is experimenting with a 'creator army' on TikTok to boost user-generated content.

This strategy includes real-world appearances by its Duo mascot, such as being styled as Bad Bunny for an NYC subway train takeover and attending a Charli XCX concert.

Duolingo's green owl mascot, Duo, has featured prominently in viral moments, including ripping out a fart in a five-second Super Bowl ad. Duo also appeared on the red carpet at a TikTok event. These antics helped build the brand's fame, but the company now seeks a more balanced tone.

In 2025, Duolingo reached 50 million daily active users. The company spent around $126 million on sales and marketing expenses that year, up 39% from the prior year. To support growth, Duolingo introduced new courses such as advanced B2 language learning, music, and chess.

Duolingo has staffed its first team dedicated to Reddit, which is becoming the go-to platform for sharing new product updates and gathering feedback, Orssaud stated. 7 million Portuguese speakers. About a month ago, Duolingo launched an English-speaking WhatsApp channel, which has grown to 236,000 followers and serves as an extension of its blog.