Duolingo has initiated a unique experiment of deliberate social media blackout, called ‘Experimenting with Silence’. This represents an unconventional and daring strategy in the world of constant online engagement. The essence of Duolingo’s experiment is to gauge the impact of silence in an era of continuous communication, to see if the absence can pique users’ curiosity and anticipation, and also to evaluate the quality of their engagement strategies. The silent approach offers substantial insights for marketers, such as the power of absence, the need for reflecting on engagement strategies, building anticipation, and measuring impact.
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