3 drivers of Duolingo’s rapid growth

There certainly are a few what we call growth levers that we've built over time that are known to help Duolingo's growth. One of them is the streak. The streak is exactly what you would imagine. It's the number of consecutive days that you have done a lesson on Duolingo and it counts up the more you do it. And it has this natural retention mechanic. The higher you go, the less you want to stop using. And the streak is a metric that a lot of our users take pride in. The other one is leaderboards. You see your name ranked on a list of other human names to not be at the bottom of that list. And I think our leaderboards have been a big motivator for our learners to, well, just do more lessons. The more lessons you do, the more XP you collect. Push Notifications One of our notifications that gets memed a lot in social media is our practice reminders. We send daily reminders because it really fits into the concept of learning. And over time we realize if we write creative copy from the tone of Duo, our mascot that performs better.