Duolingo has just presented Spectacular results: 41% more income, 40% more active daily users and benefits that have fired 84%. The platform of Language learning Not only does it maintain its growth after more than a decade in the market, but it accelerates it. It is clear that their model works, since more and more are those who prefer to pay to maintain their streak, even if this implies not progressing in learning, an irony.
The paradox of its success. It is curious that an application that promises to teach you English, French, German, and dozens of languages more, prosper even so much when there are few precisely those who criticize their learning method. Do not be misunderstood, Duolingo does very good things, and if people also give new languages and knowledge, better than better.
However, the key that your business model is working so well is that Duolingo does not sell as much knowledge and feeling of progress. And of course, a need to maintain the streak is generated, taking advantage of all the bonuses that are missing before they give 12 in the morning to keep us hooked.
The daily dopamine of the habit fulfilled, the satisfaction of maintain Fiscal results They corroborate it.
The aspirations business. Duolingo has perfected something that characterizes many current technological products: monetizing aspirations rather than solutions. As air fryers that we buy convinced that they will make us eat healthier, or Meditation applications that promise us mental peace, Duolingo sells the improved version of ourselves. The difference is that it does so extraordinarily effective, turning the desire to learn a language into an addictive habit of daily consumption.
The winning formula. The company has found the perfect balance between gamification and social pressure. The gusts, leagues, owl notifications … Everything is designed to pay the premium subscription feels as a necessary investment not to lose progress. It doesn’t matter so much if you really learn Italian and what you feel you are doing.
And that constant advance perception is valuable enough to justify that monthly expense. And to see, I as an old Duolingo consumer in order to learn Turkish, I attest in which their mechanisms are really addictive (spoiler: I left the Turk at half).
Beyond languages. Duolingo’s latest movements confirm this strategy. The firm is not only enough to monetize the sensation of learning with languages. And it has also expanded its offer With chess courses and have acquired A musical game startup. It is not about becoming the best Online Language Academy, but the final platform of the daily educational habit. Each new subject to which we sign up under the umbrella of Duolingo seems to be an opportunity to expand that microtransactions and rewards ecosystem that uses users hooked.
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