Today, the little mascot has a starring role in Duolingo’s social presence, but his big break came back in 2017. When Luis von Ahn and Severin Hacker founded the company back in 2011, the owl was more of a graphic icon but he’s come a long way since then. They’ve gotten a lot of things right about the way they’ve integrated their company’s mascot - the Duolingo Owl, known to his friends simply as “Duo” - into their social media content. Take the team over at Duolingo, the language-learning app that has more than 500 million users around the world. You can, however, learn a lot from what other folks get right. Part of the challenge of getting social content right is that there is no one-size-fits-all strategy to guarantee success.
It’s no wonder that many content creators get sweaty palms before they hit “post.” At the other end are the less sensational (but still damaging) crimes of publishing boring or awkward content that fails to engage your audience. At one end of the spectrum are missteps that create PR crises, putting your brand in the hot seat of public opinion (never a fun place to be).
There are so many ways things can go wrong. Publishing brand content on the social media stage can be intimidating.
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