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Duolingo (& Many Others) Mastered Short-Form Video

But why is short-form video content trending?

March 28, 2025

In 2021, Duolingo was just another language-learning app.

By 2023, it had become a viral sensation, with its mischievous green owl getting millions of views across TikTok, YouTube Shorts, and Instagram Reels.

And one factor that contributed to this massive success was the short-form video.

Instead of running traditional ads like the other brands to acquire people, Duolingo went into meme culture, humor, and platform-native content.

The result was 2X it's a fanbase that treats a language app like a pop icon.

So, how did Duolingo crack the code on short-form video?

Why Short-Form Video Works for Brands?

The short-form video has changed how people engage with content.

And it's no wonder why all brands are adopting this.
[There is a serious product design and goals at play in the backend.]

What started as a TikTok-driven phenomenon is now everywhere, like YouTube Shorts, Instagram Reels, and even LinkedIn recently.

The numbers reveal why brands can’t afford to ignore this change:

1. Platforms are prioritizing short-form video

Social media platforms actively push short-form content to keep users engaged longer. The more time people spend on a platform, the more money apps make.

So, algorithms favor bite-sized videos over static images or text posts because they drive higher watch times and repeated engagement.

  • The average user spends 95 minutes per day on TikTok.

  • YouTube Shorts gets 50B daily views and competes with TikTok.

  • Instagram Reels account for 30% of all time spent on Instagram.

  • LinkedIn is currently testing short-form videos to increase engagement.

Let's take long-form video content. People do not watch it completely. Then, we have image content. People may read and like it, but it only takes 30 seconds.

So, until the short-form video came onto the market, there was no reason for apps to keep people on the platform longer.

For brands that rely on social media, short-form video content means organic reach is much higher than traditional content formats.

2. Consumers prefer short, snackable content

Gen Z, especially, have shorter attention spans and prefer content they can consume quickly. They also expect to consume information that does not take much time.

A Microsoft study found that the average human attention span has dropped to 8 seconds. That's shorter than a goldfish. It's like more information in less time.

The best possible way for brands to do that is audio and video content.

Because it doesn't have anything to do with what people are doing, they can consume info as they walk, drive, eat, or cook.

For brands, this means faster storytelling, stronger hooks, and concise messaging win in today’s competitive content space.

3. Short-form video drives higher conversions

One of the core reasons brands are focusing on this specific content format more is due to its direct impact on sales. Their content may not be entertaining always.

But we are still checking their profiles when we find their content engaging or enlightening us, clicking on links in their bio, and hitting that follow button.

The combination of entertainment, authenticity, and algorithmic reach makes it a powerful driver of conversions. And this is the best example:

  • According to Sprout Social, around 78% of people prefer to learn about a new product or service via short video content.

  • 84% of consumers say they have purchased a product after watching a brand’s video.

For example, Gymshark’s TikTok strategy built around short, engaging workout clips helped it grow from a small fitness brand to a $1.3 billion company.

4. Short-form video allows more experimentation

Unlike any other content format, short-form video allows brands to test different creative approaches quickly without heavy production costs.

Brands can experiment different storytelling angles and various call-to-action styles.

And that is not the case with long-form video or any other content format.

  • Long-form video = expensive and takes more effort

  • Static or carousal posts = less reach and exposure

  • Text content like blogs = results are a time-consuming process

Since the platform's algorithms favor short-form videos, this content format allows brands to stay culturally relevant and jump on trends instantly.

AI-powered tools, like HeyGen and Eleven Labs, now make it easier to scale content production without needing large teams.

That brings us to how you should do short-form videos. With or without a face?

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Face vs. Faceless Video: What Worked?

Short-form video thrives on authenticity and engagement, but brands face a key decision: should they use face-driven content featuring real people or go faceless, using animations, voiceovers, or brand mascots?

The best of each approach depends on the brand's goals, audience preferences, and scalability needs.

Face-Centric Videos:
The Power of Personal Connection

Videos with real people create a stronger emotional connection with the audience.

Studies show that people will engage more with this short-form video content because it builds trust and relatability. That's because:

  1. Human connection: Seeing a person on screen makes the content more personal and engaging. It works best for storytelling and brand trust.

  2. Higher engagement: Research shows that videos with people often get more watch time and interaction than faceless content.

  3. Build brand authority: When a company’s founder or an industry expert shows up in short-form videos, they boost credibility and position the brand as a thought leader.

Where Face-Centric Videos Work Best

  • Personal brands and influencer marketing: Entrepreneurs and creators like Alex Hormozi use direct-to-camera videos to share insights while building trust with their audience.

  • E-commerce and consumer brands: Brands like Gymshark use athletes and customers to show products in action.

  • B2B thought leadership: Companies like HubSpot feature employees in LinkedIn videos and simplify challenging marketing concepts in a relatable way.

As tempting as the results look, implementing this comes with struggles.

  • Hard to scale: Producing high volumes of content needs a consistent on-camera presence, which may not be sustainable.

  • Dependence on a single personality: If a brand becomes more associated with one individual, replacing that person can affect engagement and trust.

Faceless Videos:
Scalable and Cost-Effective

Faceless videos rely on motion graphics, text overlays, voiceovers, and mascots. Many succeed with this approach through rapid content creation and consistency.

  1. Easier to scale: One can produce content in bulk without relying on anybody. So, this is ideal for brands that need frequent content.

  2. Focus on brand identity: Instead of building an audience around a person, faceless videos put people's attention to the brand itself.

  3. More versatile for B2B and SaaS companies: Animated explainers, screen recordings, and text-based videos work well for product demonstrations and educational content.

Where Faceless Videos Work Best

  • Mascot-driven branding: Duolingo’s green owl became a viral sensation, proving that a brand can create an engaging personality without relying on a human face.

  • AI-generated and animated content: SaaS brands like Notion and Slack use motion graphics and text-heavy videos to show product features.

  • UGC with voiceovers: Many brands repurpose customer feedback into short-form videos using voiceovers and on-screen text.

Just like face-centric videos, faceless videos also come with challenges:

  • Less personal and relatable: Without a human face, engagement may be lower unless the storytelling is so influencing.

  • Harder to build thought leadership: While faceless content is great for brand awareness, it may not be so good for building deep relationships with an audience.

How Duolingo Used Both Approaches to Win

Duolingo’s success with short-form videos was a mix of both strategies.

They found a way to make both work together.

  • Faceless (Mascot-Centric): Duolingo made its green owl mascot the star of its videos, creating a strong brand personality that anybody can recognize the brand instantly. For example:

  • Face-driven (Employee-Generated Content): Occasionally, Duolingo’s social media manager (or some people) showed up in videos, adding a human touch and further engaging the audience. For example:

This approach worked because the mascot provided humor and brand recognition, while the occasional human presence helped create a stronger connection with viewers.

So, what should you do? The choice between face and faceless content depends on the company’s goals, industry, and resources.

  • For consumer brands and personal branding, face-driven videos work best for building trust and strong audience relationships.

  • Faceless videos using animations, text overlays, and voiceovers are more efficient for B2B, SaaS, and highly scalable content strategies.

  • A hybrid approach is the best for maximum impact. Use face-driven content to build trust and faceless content for scalable, evergreen marketing.

Both strategies have their advantages, and the most successful brands adapt based on their audience’s preferences and platform-specific trends.

The "One Insight, One Action" Formula

LinkedIn Short-Form Video Strategy for Marketers

Since LinkedIn’s algorithm favors educational and thought leadership content, a strong short-form video strategy is to share one actionable marketing insight in under 60 seconds. And this is how it works:

  1. Hook in the first 3 seconds:
    Start with a bold statement, question, or surprising stat. Example: Most marketers get this wrong about email subject lines…

  2. Share one clear insight:
    Break down a single marketing tip, framework, or strategy in simple terms.

  3. End with a quick action step:
    Give a takeaway that viewers can apply immediately. For example: Test this in your next campaign and watch your open rates climb.

So, your sample video script for this topic, the subject line mistake costing you opens, could be something like:

[Opening Hook – 3 Seconds]

[Face to camera, engaging tone]

Most marketers get this wrong about email subject lines, and it’s killing their open rates.

[Main Insight – 30 Seconds]

The biggest mistake? Writing subject lines that sound like clickbait.

If your subject line over-promises and the email doesn’t deliver, your open rates might be high—but your unsubscribes will skyrocket.

Instead, use the C.U.R.V.E. method:

  • Curiosity – Tease the content without misleading.

  • Urgency – Give people a reason to open now.

  • Relevance – Make it specific to your audience.

  • Value – Show the benefit upfront.

  • Emotion – Tap into feelings like excitement or FOMO.

[Call to Action – 10 Seconds]

Before your next email goes out, run your subject line through this framework. Drop a ‘yes’ in the comments if you’re going to test this!

Now, this works on LinkedIn because:

  • The first 3 seconds create curiosity to stop scrolling.

  • The content is actionable and easy to apply.

  • The call-to-action encourages engagement, boosting visibility.

This formula can be applied to any marketing tip, making it an easy and effective short-form video strategy for LinkedIn. However, this formula alone doesn't help you in every case. Use this as an inspiration.

What Short-Form Videos Mean for Brands

  • It’s not a trend. It’s the future. Almost every platform is shifting towards short-form video, and brands that adapt early will win.

  • Organic reach is still high. Unlike saturated ad formats, short-form video offers free exposure through algorithmic boosts.

  • Content must be entertaining, not just promotional. Brands need to balance education, storytelling, and personality to win.

Brands that master short-form videos aren’t just driving views.

They are building stronger customer relationships, increasing conversions, and staying ahead in the attention economy.