“Unhinged Marketing” on Social Media Marketing: How Duolingo's Content Engage the Audience
Journal: International Journal of Social Science Humanity & Management Research
Year: 2025

In September 2023, Duolingo was deemed the most-used language learning application worldwide, with over 16 million downloads, and it showed a consistent increase in downloads since 2017. This paper aims to examine how the integration of memes and unhinged content in Duolingo's marketing on social media is successful in maintaining customer engagement. The method used here is qualitative content analysis. Further, Katz's and Blumer's uses and gratifications theory about how people seek specific c