How Duolingo is using its 'unhinged content' with Duo the Owl to make people laugh on TikTok

Duolingo struck gold on TikTok by leveraging its menacing mascot. It’s social media manager talks how it helped them build brand affinity. December 13, 2021 Most workdays start with an hour or two of scrolling through social media for 23-year-old Zaria Parvez. But unlike most people, it’s not a bad habit. It’s part of her job. Read how Parvez is using Duolingo’s Duo the Owl as a sassy way to reach TikTok users. Read more below. - Duolingo struck gold on TikTok [by leveraging its menacing mascot](. Its social media manager talks how it helped them build brand affinity. - Tech innovations like transcription enable refined inclusion and exclusion lists in buying podcasting, whose growth is expected to hit $2 billion by 2023. More in [this Digiday+ Media Buying Briefing](. - TheStreet’s new editor-in-chief’s [biggest goal is to grow TheStreet's audience]( — even those that aren't paying — and create more content to attract diverse readers interested in finance. Other things to know about - [Join Digiday and MNTN on December 15 at 12 p.m. EST for a virtual forum]( featuring experts in the CTV space as they discuss the importance of the channel for marketers in 2021 and how teams are approaching new strategies in the future. - To keep up with new Google changes, businesses are adopting an agile approach to ensure that they [show up across search in all the moments that matter](. Sponsored by Google. - As Chrome sunsets the last of the third-party cookies in 2023, many brands have not started their migration journey. [This new guide can help them get underway](. Sponsored by ID5. Top Stories Ivy Liu [Marketing on TikTok]( [How Duolingo is using its 'unhinged content' with Duo the Owl to make people laugh on TikTok]( Duolingo struck gold on TikTok by leveraging its menacing mascot. It’s social media manager talks how it helped them build brand affinity. howdy! [DIGIDAY+ MEMBER EXCLUSIVE]( [Media Buying Briefing: Brand safety in digital audio (especially podcasting) gets 'more surgical']( Tech innovations like transcription enables refined inclusion and exclusion lists in buying podcasting, whose growth is expected to hit $2 billion by 2023. [Sponsored by AdDaptive]( [With cookies on the way out, better B2B reporting has become imperative]( With cookies, identifiers and targeting capabilities all in flux, brands are renewing their focus on the essentials of B2B reporting capabilities. Advertisement howdy! [Modern Newsroom]( [How TheStreet’s new editor-in-chief Sara Silverstein will oversee a growing staff to bring in more free readers]( Silverstein’s biggest goal is to grow TheStreet’s audience — even those that aren’t paying — and create more content to attract diverse readers interested in finance. [Sponsored by ID5]( [The brand’s guide to cookieless migration in the post-cookies world]( As Chrome sunsets the last of the third-party cookies in 2023, many brands have not started their migration journey. This new guide can help them get underway. howdy! [The Programmatic Marketer]( [Why Criteo is purchasing the best-kept secret in digital media for $380 million]( Criteo announced plans to buy IPONWEB, a deal that could prove critical to its intended pivot from ad retargeting to retail media. Advertisement [Sponsored by Pixability]( [Report: Brands are still facing suitability challenges]( Even on YouTube, which is more than 99% brand-safe according to GARM, brands are finding one-third of their campaign impressions near unsuitable content. howdy! [Personalization]( [A Q&A with Reach's Terry Hornsby on how the U.K. publisher plans to reach 10 million registered users]( The owner of over 200 U.K. titles has hit surpassed its 2022 goal and now has 8 million registered users. Hornsby explains how Reach will add more personalization to its websites. howdy! [Gaming & Esports]( [As mobile esports activity heats up, everyone is following developers' lead]( Riot is well aware that other actors in the esports industry are following its lead in the mobile space. [All Latest Stories]( [Modern Newsroom]( [‘It’s too early to sell’: Why Axios is set on investing in internal growth, versus pursuing M&A in 2022]( In 2022, Axios will focus on building its local media, subscription and SaaS licensing businesses to keep up the trend of 40% YoY revenue growth. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](