Duolingo is doing some of the best work I've seen (especially on TikTok) because they move fast and show up everywhere. They are quick to hop on trends while using their recognizable logo in a lighthearted and funny manner. They also stay active in comment sections on other viral videos, which makes the brand feel present in today's social culture instead of just posting into the void. Over time, that combination of speed, humor, and constant interaction has made them genuinely memorable.

I decide TikTok versus Instagram based on intent: TikTok is discovery, so it gets the most native, hook-first edits, faster pacing, and more experimentation to earn watch time and shares. Instagram is for brand depth and relationship, so I’d post the strongest polished versions, prioritize cohesive covers and visuals, and use Stories to build community and convert interest into interaction.

If I had budget and full creative freedom, I’d build a cinematic “Laughland universe” with a few repeatable series (short, story-driven videos where the product feels like a character, plus an episodic mini-series with recurring cast and cliffhangers so people follow for the story). For launches, I’d create one hero film per drop and then cut it into multiple social-first versions (different hooks, POVs, and BTS) so we can test fast and scale what holds attention.