‘We haven’t seen you in a while’: Duolingo’s passive-aggressive strategy for keeping users hooked
‘We haven’t seen you in a while’: Duolingo’s passive-aggressive strategy for keeping users hooked
‘We haven’t seen you in a while’: Duolingo’s passive-aggressive strategy for keeping users hooked
Martin Alonso
December, 21, 2024
Summary
Duolingo uses passive-aggressive reminders, such as sad owl images and guilt-inducing messages, to encourage users to stay engaged with the language-learning app. While this strategy has faced criticism for upsetting some users, especially children, it has proven effective in maintaining daily engagement, with over 24 million active users. Duolingo employs gamification techniques like streaks, levels, and rewards to increase motivation and create a sense of achievement. However, some argue that this approach could backfire, triggering guilt and frustration. Despite potential drawbacks, Duolingo’s quirky, personalized marketing fosters user connection and has contributed to its success.
Reference
Alonso, M. (2024, December 21). ‘We haven’t seen you in a while’: Duolingo’s passive-aggressive strategy for keeping users hooked. El País. https://english.elpais.com/lifestyle/2024-12-22/we-havent-seen-you-in-a-while-duolingos-passive-aggressive-strategy-for-keeping-users-hooked.html