COVID-19 UPDATE 
Important Notice:Beware of scams using ASOWorld's name for part-time recruitment or ASO earning app activities. ASOWorld is not hiring any part-time staff. Trust only official information posted by ASOWorld.
A look at how Duolingo applies localisation, search optimisation, and organic acquisition methods to achieve consistent progress in the competitive app landscape.
Duolingo, the world’s most downloaded language-learning app, has cemented its position as a leader in the edtech industry. Famous for its gamified lessons and highly shareable marketing campaigns, Duolingo now boasts more than 70 million monthly active users worldwide.
Despite already having a massive user base, recent spikes in downloads show that the app continues to grow even in mature markets. This ongoing success stems from rising brand recognition, strong organic reach, and well-targeted paid advertising.
In this article, we’ll examine the key factors behind Duolingo’s continued growth and the optimisation strategies that drive its user acquisition.
Between June and September 2024, Duolingo recorded nearly 8 million additional downloads year-on-year, while mobile revenue grew by around 30%. This is particularly impressive when many competitors — including Babbel and Busuu — experienced largely flat growth over the same period.
This performance demonstrates that Duolingo has mastered effective user acquisition strategies that other developers would do well to study.
Countries such as France, Mexico, Spain, and South Korea have seen the largest download increases, highlighting Duolingo’s ability to expand successfully in both established and emerging markets.
The app is available in 167 countries with a visibility score above 90 in each — a feat made possible by a sophisticated localisation strategy that adapts content to local cultures and learner needs.
๐ App Localisation: All-in-One Guide to Expand Market Reach & Boost User Engagement
When the United States moved to ban TikTok, many American users migrated to the Chinese platform Xiaohongshu (known overseas as RedNote). Around the same time, Duolingo reported a 216% surge in US users learning Mandarin Chinese.
True localisation goes far beyond translation; it involves tailoring the entire user experience — from marketing channels to course content — to resonate with each market’s preferences and cultural context.
As user demographics grow ever more diverse, edtech apps that invest in genuine localisation and thoughtful global expansion will enjoy the most sustainable growth.
Much of Duolingo’s download growth can be traced to increased brand searches. In France during Q3 2024, iPhone installs triggered by “Duolingo”-related keywords exceeded 70,000 — a 150% rise compared with Q3 2021.
This underlines the critical role that keyword optimisation plays in driving both visibility and downloads.
๐ก Expert Tips for Keyword Selection
Combining these keyword categories strategically, and reviewing performance regularly, is essential for sustained visibility and growth.
๐ How to Conduct Keyword Research & Increase App Visibility at ASOWorld
Duolingo sharply increased its advertising spend in 2024, with clear results. In France, paid downloads rose roughly 20% alongside a thirtyfold increase in ad budget; in South Korea, paid installs grew by nearly 500%.
Even with higher ad spend, organic channels remain Duolingo’s primary growth engine. Its TikTok account, for instance, leapt from 8 million followers in November 2023 to 13 million by November 2024 — dwarfing competitors such as Busuu (c. 8 million) and Babbel (c. 400,000).
Organic success is amplified by SEO-optimised landing pages that rank for relevant searches, provide valuable information, and include clear calls-to-action.
๐ SEO Backlink Strategies: How to Improve App Traffic and Brand Awareness
Pairing social-media virality with solid SEO creates a powerful, cost-effective acquisition flywheel.
Duolingo’s continued ascent offers actionable lessons for any developer aiming to achieve steady growth in a crowded market.
Want more education-app success stories? Read our case study: ASO Case Study: How an Educational Game for Kids Organically Reached the #3 Position
Mobile App Growth,Customer Acquisition,
Get FREE Optimization Consultation
Let's Grow Your App & Get Massive Traffic!
All content, layout and frame code of all ASOWorld blog sections belong to the original content and technical team, all reproduction and references need to indicate the source and link in the obvious position, otherwise legal responsibility will be pursued.
