Question · Q4 2025
Justin Patterson asked about Duolingo's social marketing strategy, particularly the observed decrease in TikTok virality compared to a year ago, and how it's being refined to grow daily usage. He also inquired about the performance of Video Call improvements, specifically increasing words spoken, and how moving it to the Super tier is expected to drive engagement and bookings re-acceleration.
Answer
Luis von Ahn (Co-Founder and CEO) acknowledged that while Duolingo's marketing videos still achieve virality, they are not consistently the most-watched on TikTok due to algorithm changes, but the strategy continues. He expressed satisfaction with Video Call improvements, noting a monotonic increase in words spoken per user, and believes moving it to Super will increase user promotion and engagement, ultimately contributing to the larger user base goal.
Ask follow-up questions
Fintool can predict
DUOL's earnings beat/miss a week before the call


