Language education company Duolingo is a remarkable example of how creative leverage of social media can drive customer engagement and business success. The company went so far as to openly disclose its financial successes and user retention metrics and explicitly credit these accomplishments to its social-first strategy.

So, what are the key strategies and elements behind Duolingo's success on social media in the field of education?

Accessibility, personalisation and user-friendly design

Duolingo's success begins with its accessibility and user-friendly design. The app is available on multiple platforms allowing users to engage with the platform effortlessly. The platform's ability to offer personalised learning experiences caters to learners of all ages, with features like daily goals, streaks, and leader-boards that can be shared on social media.

Engaging, educating, and entertaining on social media

Duolingo has leveraged social media to foster user engagement. The company...

Have you ever seen a captivating video or post but hesitated to engage with it or trust the creator when you saw how few followers they had? This dilemma is becoming increasingly common as marketers shift from traditional partnerships with heavy-hitter influencers towards collaboration with content creators. The old model based on follower counts and celebrity endorsements is gradually giving way to a more meaningful and authentic approach based on quality and outcomes. Marketers are realising that it's not just about the number of followers an individual has – it's about the impact they can create.

Let's explore this shift and why it's gaining momentum.

The opportunities and limitations of influencer marketing

Influencer marketing became a buzzword over the past decade as brands partnered with popular personalities on platforms like Instagram, YouTube and TikTok. The framework was simple: identify individuals who have large followings and incentivise them to promote your...

The top two global sportswear brands – Adidas and Nike – have both taken a reputational hit from scandalous comments and social media posts by high-profile celebrity partners. The circumstances were parallel, but the way each company responded to its crisis had profound implications for damage limitation. An analysis of the coverage data reveals some important lessons for communicators everywhere about the interaction between corporate culture and the effectiveness of crisis response.

The headaches for Adidas came from Ye (Kanye West) who criticised the brand and went on to make anti-semitic comments in the media that caused social media uproar. Adidas eventually cancelled its partnership with Ye, but only after weeks of speculation during which time more than 4,000 articles were published, according to data from Newswhip. These articles drove millions of engagements, many of which criticized Adidas for not acting more decisively.

Meanwhile Nike was much quicker to sever...