UK Marketing EdTech App Insights: How Established Apps Achieve Incremental Growth in the App Market

Duolingo, the world's most downloaded language learning app, has established itself as a leader in the edtech sector. Renowned for its gamified learning experience and viral marketing campaigns, Duolingo has successfully attracted over 70 million monthly active users globally.

Despite its large user base, recent surges in download numbers indicate that Duolingo continues to attract users even in mature markets. This success can be attributed to a combination of increasing brand awareness, organic marketing, and strategic advertising approaches.

This article will break down the various aspects of Duolingo's growth and explore the optimization strategies that contribute to its user acquisition success.

Overview of Duolingo's Incremental Growth

Between June and September 2024, Duolingo experienced a remarkable increase of nearly 8 million downloads year-over-year, with mobile revenue rising by approximately 30%. This achievement is particularly noteworthy, as many competitors, such as Babbel and Busuu, saw relatively flat growth during the same period.

This trend suggests that Duolingo has implemented effective user acquisition strategies that other developers can learn from.

The Importance of Localization and Global Market Expansion

Successful Market Selection

Countries such as France, Mexico, Spain, and South Korea have shown the most significant download increases, demonstrating Duolingo's successful expansion in both mature and niche markets.


Notably, Duolingo's app is available globally, covering 167 countries and maintaining a visibility score of over 90 in each. This success is largely attributed to its localization strategy, which tailors the app to meet the cultural and demand-specific needs of different markets.

👉 App Localization: All-in-One Guide to Expand Market Reach & Boost User Engagement

After the U.S. announced a ban on TikTok, a large number of American users, either out of resentment or in search of new opportunities, flocked to the Chinese social platform Xiaohongshu (RedNote). At the same time, Duolingo data revealed a 216% increase in the number of American users learning Chinese (Mandarin) on the app.



In this context, localization goes beyond just translating text or modifying content—it’s about understanding the unique needs and preferences of different markets and customizing the user experience accordingly. This could involve anything from platform-specific marketing strategies to integrating region-specific learning content.

As user bases become increasingly diverse, EdTech apps that actively localize their products and expand into global markets will be better positioned for sustainable growth. This requires investment in technological infrastructure (for seamless language support and app functionality) and cultural insights (to provide a truly localized experience).

Duolingo actively analyzes growth trends across various markets to identify opportunities in niche segments. Developers can leverage data analysis tools to monitor user demands and behaviors in emerging markets, allowing them to adjust products and marketing strategies to seize potential growth opportunities.

Consequently, developers should seek out opportunity markets and tailor their strategies to meet the unique demands of users in different regions. By gaining a deep understanding of local cultures, languages, and user preferences, apps can better satisfy target user needs and achieve sustained growth.

The Importance of App Store Optimization (ASO)

Keyword Optimization and Brand Awareness

Duolingo's download growth is closely linked to its enhanced brand awareness. For instance, in the third quarter of 2024, the app's iPhone downloads in France, specifically related to keywords associated with "Duolingo," surpassed 70,000, reflecting a 150% increase compared to the third quarter of 2021.



This growth underscores the significance of keyword optimization in improving app downloads and brand visibility.

💡 Expert Tips for Keyword Selection

When optimizing an app for visibility and downloads, selecting the right keywords is crucial. Here are some expert tips on various keyword types and their specific roles:

• Brand Keywords: Incorporate your app's name and variations into your keyword strategy to build brand recognition. For example, if your app is named "Language Buddy," include terms like "Language Buddy app" or "Language Buddy learning."
• Competitor Keywords: Analyze keywords used by competitors. Including competitor names or their app features can attract users searching for alternatives. For instance, positioning your app as a viable alternative to "Duolingo" can drive traffic.
• Functionality Keywords: Focus on keywords that describe the core features and benefits of your app, such as "language learning," "vocabulary builder," or "grammar practice." This helps users understand the app's purpose and increases the likelihood of downloads.
• Long-Tail Keywords: Utilize more specific and less competitive long-tail keywords. For example, instead of just "learn Spanish," use "learn Spanish for beginners" or "best app to learn Spanish vocabulary." Long-tail keywords often yield higher conversion rates as they target users with specific needs.

By strategically combining these keyword types, developers can enhance their app's visibility, attract the right audience, and ultimately increase downloads. Regularly reviewing and updating the keyword strategy based on performance metrics and market trends is essential.

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The Impact of Paid Advertising Strategies

Duolingo's increased advertising expenditure has significantly influenced its paid download numbers. For example, in the third quarter of 2024, paid downloads in France grew by approximately 20%, coinciding with a 30-fold increase in advertising spending. In South Korea, the growth in paid downloads approached 500%.

Sustaining Organic Growth

Despite the rise in advertising investment, organic marketing remains Duolingo's primary growth driver. A prominent example is its explosive growth on TikTok, where, as of November 2024, Duolingo's followers surged from over 8 million in November 2023 to 13 million, far surpassing competitors like Busuu (approximately 8 million) and Babbel (around 400,000). This phenomenon highlights the importance of organic growth in brand promotion.

Organic growth not only relies on active social media engagement but can also be enhanced through the creation of SEO-optimized landing pages. By establishing dedicated web pages, developers can improve search engine rankings through keyword optimization, valuable content, and clear calls-to-action. This approach effectively attracts potential users, helping them understand the app's features and benefits, thus driving downloads and usage.

👉 SEO Backlink Strategies: How to Improve App Traffic and Brand Awareness

By combining the influence of social media with SEO strategies, developers can enhance their brand's online presence and foster a continuous influx of users. This dual approach reduces reliance on paid advertising and helps build a stronger user base in a competitive market.

Conclusion

Developers can draw valuable insights from Duolingo's approach to formulate their own growth strategies, enabling them to achieve incremental growth in an increasingly competitive market.

Interested in more success stories in the education app sector? Check out our article ASO Case Study: How an Educational Game for Kids Reached #3 Position.

This piece delves into how a children's educational game successfully climbed to the top three positions in the app market through effective app store optimization (ASO) strategies. By analyzing its key growth tactics and market positioning, you'll gain valuable insights to help you achieve greater success in the education app space.