Which channels would you use to increase top-of-the-funnel activities for Duolingo?

Introduction

Thank you for presenting this growth challenge. You've asked me to discuss which channels I would use to increase top-of-the-funnel activities for Duolingo. This is a critical question for driving user acquisition and expanding Duolingo's user base. I'll outline my approach to tackling this challenge, starting with some clarifying questions, then diving into analysis and strategy development. Let's begin.

Step 1

Clarifying Questions

• Based on the growth challenge described, I assume we're focusing specifically on Duolingo's language learning app. Is that correct, or should we consider their other products like Duolingo English Test?

Why it matters: This helps us tailor our growth strategies to the specific product and its target audience. Expected answer: Yes, focus on the main language learning app. Impact on approach: We'll prioritize channels that align with language learners' behaviors and preferences.

• Are there any specific growth targets or timelines we should be aware of for this top-of-funnel increase?

Why it matters: This helps us set benchmarks and determine the aggressiveness of our growth strategies. Expected answer: Aiming for a 30% increase in new user signups over the next quarter. Impact on approach: We'll focus on channels that can deliver quick wins while also building long-term sustainable growth.

• Can you share any insights on Duolingo's current user acquisition channels and their performance?

Why it matters: This allows us to identify underperforming channels and potential areas for optimization. Expected answer: Current channels include app store optimization, social media marketing, and some paid advertising. Impact on approach: We'll look to optimize existing channels and explore new ones that complement the current mix.

• Are there any geographic or demographic constraints we should consider for this growth initiative?

Why it matters: This helps us tailor our channel selection to specific markets or user segments. Expected answer: Focus on English-speaking markets and young adults (18-35). Impact on approach: We'll prioritize channels popular among young adults in English-speaking countries.

• What's Duolingo's current stance on paid vs. organic growth strategies?

Why it matters: This informs our balance between paid acquisition and organic growth tactics. Expected answer: Open to both, but prefer sustainable organic growth where possible. Impact on approach: We'll emphasize organic channels but include targeted paid strategies for quick wins.

• Are there any recent product updates or features that could be leveraged for user acquisition?

Why it matters: New features can be strong hooks for attracting new users. Expected answer: Recently launched a new speaking practice feature. Impact on approach: We'll incorporate this feature into our messaging and channel selection to attract users interested in improving speaking skills.