- Marketing in the Age of Machines
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- How Duolingo reached 6.6 million followers on Tiktok
How Duolingo reached 6.6 million followers on Tiktok
A weekly email with the best of marketing, Ai, and business.
Marketing in the age of Machines by Castleberry
June 18, 2023
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Welcome to Marketing in the Age of Machines. Each week, we bring you:
👉 An Innovative marketing strategy that has worked for others.
👉 The 3 most relevant contents in marketing, Ai, and Business that will help you understand the ever-changing landscape.
👉 3 Tools for the Marketer of the Future.
👉 The quote of the week. A simple take on everyday marketing concepts.
🤯 How Duolingo reached 6.6 million followers on Tiktok: More and more brands see the need to open Tiktok. But how do we play on a platform so different from others? Duolingo itself struggled at the beginning.
Problem: Duolingo opened its Tiktok account but needed to understand the platform in order to grow. The company was sharing product videos and was seeing small engagement numbers.
Solution: They found part of their solution in their mascot. They used the mascot to create content that showed the fun side of languages and placed the mascot in contexts that had to do with the general trends that were happening on the platform.
Lesson: From our perspective, the primary lesson is that Duolingo dared to step out of its rigid thinking to adapt to a more informal platform where humor plays an important role. By discarding its "traditional social media script," it was able to adjust the content to the audience and the platform.
Key question: As a B2B marketer, when was the last time you broke away from the company’s "traditional social script" to adapt to new audiences?
1/. Robert Cialdini - Science Of Persuasion: Robert Cialdini's video on influence is a must-watch for anyone looking to understand the psychology behind human behavior and decision-making. A renowned expert in the field, Cialdini breaks down his six principles of persuasion, backed by extensive research and real-world examples. The video provides valuable insights into the art of influencing others, be it in business, marketing, or personal relationships.
By the way the video takes a few minutes before you can hear anything.
At Castleberry, we help B2B brands captivate their audiences through Content Marketing strategies that include ABM, Thought Leadership, and Content at Scale.
2/. The Artificial Intelligence Revolution: Transforming SEO and Quality Content: The rise of artificial intelligence in SEO and content marketing has created a significant shift in the way marketers must adapt to stay current. AI-based tools and techniques automate tasks, improve content creation and streamline work processes, leading to better SEO results.
3/. 13 B2B TikTok Examples To Be Inspired By: TikTok has emerged as a dynamic and influential platform in the realm of social media, presenting unique opportunities for brands to showcase their personality and reach larger audiences. While primarily associated with B2C marketing, an increasing number of B2B brands are leveraging the platform's creative potential to boost their marketing efforts.
This article covers 13 examples of B2B brands that are crushing it on Tiktok.
👉 Tools in the age of the machines:
Summarize: An artificial intelligence platform that can convert podcasts or webinars into content for social networks.
Bombora: Bombora is a tool that measures the purchase intent of thousands of companies on more than 5000 websites. It allows marketers to find companies that are ready to buy in their categories.
Hashtagify: This is one of the most well-known and widely used tools for analyzing hashtags on Twitter and Instagram. It lets you understand which hashtags are trending and monitor the brands that interest you.
Sometimes we don't realize it, but in marketing, there are lots of unconscious biases that prevent us from running successful campaigns."