By: Nour Hamam, Social Media Manager, Memac Ogilvy

Introduction:

In the realm of digital marketing, the quest for engagement and retention often leads brands to push the boundaries of ethical advertising. One prime example of this phenomenon is Duolingo’s marketing tactics aimed at Gen Z. This article aims to dissect the strategies done by Duolingo and 321 sports and extract valuable lessons for marketers targeting the Gen Z demographic.

Understanding Gen Z:

Before delving into Duolingo’s marketing tactics, it’s essential to understand the characteristics of Generation Z. Born between the mid-1990s and early 2010s, Gen Z is the first generation to grow up entirely in the digital age. They are tech-savvy, socially conscious, and skeptical of traditional advertising. Gen Z values authenticity, personalization, and experiences over material possessions.

Duolingo’s Approach:

Duolingo, a popular language-learning app, initially gained traction for its user-friendly interface and gamified learning experience. However, as the competition in the language-learning market intensified, Duolingo turned to aggressive marketing tactics to maintain and grow its user base, particularly targeting Gen Z.

Fear of Missing Out (FOMO):

Duolingo leverages Gen Z’s fear of missing out by bombarding users with notifications emphasizing the importance of maintaining streaks and staying ahead of friends. Messages like “Your streak is in danger!” and “Your friends are learning without you!” create a sense of urgency and compel users to engage with the app regularly.

Guilt Tripping:

The app employs guilt as a powerful motivator, making users feel obligated to continue their language-learning journey. By framing language acquisition as a duty rather than a choice, Duolingo instills a sense of guilt in users who neglect their studies, playing on Gen Z’s desire for self-improvement and achievement.

Gamification Gone Wrong:

While gamification can enhance user engagement, Duolingo’s implementation veers into unhinged territory. The app reduces language learning to a game of points and streaks, prioritizing short-term engagement over genuine learning outcomes. This approach trivializes the complexity of language acquisition and undermines the value of cultural understanding.

Lessons for Marketers:

Authenticity is Key:

Gen Z values authenticity and transparency in brand communication. Instead of resorting to manipulative tactics, marketers should strive to build genuine connections with their audience by providing value and fostering trust. In the case of 321 sports, (Managed by a very cute Gen Z girl, Sara Jammoul) their content is fire, heavily inspired by Gymshark, they poke fun at gym goers, using funny memes and trending audios. They instill a sense of guilt for those who skip their workouts. They refer to their fans as Tiktok “besties”.

Respect User Boundaries:

While user engagement is important, marketers must respect users’ boundaries and avoid inundating them with excessive notifications or guilt-inducing messages. Respecting users’ autonomy and preferences is crucial for long-term brand loyalty.

Prioritize Education over Exploitation:

Marketing should empower and educate consumers rather than exploiting their insecurities for profit. Brands that prioritize genuine learning outcomes and foster a culture of curiosity and exploration will resonate more with Gen Z.

Conclusion:

The case of Duolingo serves as a cautionary tale for marketers targeting Gen Z. While the temptation to employ unhinged marketing tactics may be strong, the long-term consequences can outweigh the short-term gains. By prioritizing authenticity, respect, and education, marketers can build meaningful relationships with Gen Z and create campaigns that resonate with this influential demographic.