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    Edison Kai • Citic Securities

    Edison Kai's questions to Duolingo Inc (DUOL) leadership

    Edison Kai's questions to Duolingo Inc (DUOL) leadership • Q1 2025

    Question

    Edison Kai from Citigroup Inc. asked how Duolingo's marketing strategy will shift to promote its growing in-depth English content and new, more competitive subjects like chess.

    Answer

    CEO Luis von Ahn explained that the core marketing strategy remains creating highly efficient, viral social media content. For specific goals, like promoting advanced English content or new subjects, they will augment this with targeted efforts like influencer marketing and regional TV campaigns (e.g., in Japan), while applying their 'unhinged' viral playbook to new areas like chess.

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    Edison Kai's questions to Duolingo Inc (DUOL) leadership • Q4 2024

    Question

    Edison Kai asked about the drivers of new versus resurrected user growth, the effectiveness of recent marketing campaigns, and the specific growth dynamics in markets like Japan and Latin America.

    Answer

    CEO Luis von Ahn explained that as markets mature, the proportion of resurrected users naturally increases, and they now slightly outnumber new users overall. He noted that social media-focused marketing campaigns are effective at attracting both new and resurrected users. A key area for improvement is the retention of resurrected users, which is currently lower than that of new users, something the company is actively working on.

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