One brand that’s absolutely killing it on TikTok and Instagram right now is Duolingo. What makes them stand out is their bold decision to lean fully into humor, chaos, and meme culture rather than sticking to polished corporate content. Their green owl mascot, Duo, has basically become a chaotic Gen Z icon—starring in skits, hopping on trends instantly, and even playfully threatening users to do their lessons. It works because it feels human and unfiltered, which builds a strong emotional connection. Instead of just promoting language learning, they’ve created a character and storyline people want to follow, proving that personality beats perfection every time on social.

One of my favorite social media projects was helping promote my college roommate’s indie band. They had amazing music but barely any online presence, so I stepped in to run a mini grassroots campaign. I started by identifying their vibe—moody, nostalgic, kinda cinematic—and built out TikToks and Reels that matched that tone, using trending audio, behind-the-scenes clips, and short “day in the life” edits. I also reached out to micro-creators who might vibe with their sound and got a few to use the band’s songs in their own content. What made it effective was staying authentic to their aesthetic while also playing into platform trends—and we saw their monthly Spotify listeners jump by over 300% in a few weeks.

If I’m making Robyn AI go viral, my first move is turning her into a personality, not just a product. I’d create short, funny TikToks that show her giving brutally honest advice, helping with chaotic life problems, or calmly fixing your mess like a digital bestie with zero judgment. Think: “Robyn, should I text him?” or “I asked my AI assistant to quit my job for me.” Add trending sounds, quick cuts, and a distinct voice—and suddenly, she’s not just useful, she’s relatable, rewatchable, and share-worthy.