how Duolingo scored 10.5M views

hi, it’s me again.

i haven’t eaten a vegetable since Monday, my tabs are feral, and i edited this in the backseat of an Uber while fake crying to Lana.
(what do you mean “why”? for the plot!)

today’s episode of ✨someone take my phone✨ features:
– instagram pretending to be final cut pro
– youtube cutting things shorter than my last relationship
– and Divalingo accidentally launching a cinematic universe

oh — and Zuck is in court because capitalism, babe.

welcome to the weekly chaos. come scream into the void with me :’)

Instagram in Its Editor Era

Adam Mosseri dropped a Reel (of course he did) revealing a new in-app editing suite called Edits — built specifically for creators obsessed with crafting high-performing short-form videos.  

Think: AI green screens, timeline cuts, beauty touch-ups, and a clip-extracting tool that’s basically Photoshop for Reels. Bonus? An “inspo tab” to stalk trending audio and an “inspo tab” filled with trending Reels to swipe ideas from.

Meanwhile, IG is testing group Stories again with a feature called Storylines — basically your VIP section for close friends or niche communities. And to top it off, Meta dropped a full Reels Ads Guide that reads like a playbook for getting paid while being unhinged. TLDR: Instagram is fully in its “supporting main character creators” arc.

Meta vs. the FTC: It’s Giving Breakup

Mark Zuckerberg’s got a court date — and no, it’s not for wearing the same shirt since 2010. On April 14, Meta heads to trial with the FTC, which says its Instagram and WhatsApp buys were less "good business" and more "monopoly masterplan."

There’s a spicy 2012 message where Zuck basically admits buying the competition was the move. The FTC kept receipts. Let the Big Tech breakup trial begin.

Cut It Down or Cut It Out

YouTube is not-so-subtly telling long-form creators and brands to start thinking short.  They’re dropping resources to help you chop content into Shorts — with tools, tips, and editing support designed to make your 10-minute rants snackable for the swipe generation. TL;DR: If it’s not under 60 seconds, is it even worth it?

Also, YouTube just expanded its auto-dubbing feature, making your long-form vids instantly multilingual. Plus, Combo Gifting on livestreams lets fans drop multiple gift memberships in one click.

Duolingo said “we are the content strategy” and then delivered.

Duolingo didn’t just pivot — they pirouetted into platform diversification and crushed it.

While TikTok birthed the green owl's chaotic reign (17M followers and counting), YouTube Shorts is now where Duo’s expanding the empire. Their sitcom Living With Lily — starring an emo purple mascot and her “suburban hell” family — scored 10.5M views and 100K new subs in 10 episodes. Viewers are unhinged and obsessed.

A 430% boost in Shorts views later, Duolingo is testing long-form, building depth, and riding Shorts’ less-personalized algo to win new eyeballs.

Because apparently your brand mascot can mourn his own death, crash sitcoms, and still chase you down if you skip your Spanish lesson.

🧠 what creators + brands should steal immediately:

did he stutter? EXACTLY! Btw this is my fav

mine is “I’m so hungry I could eat a dog” :)

what’s 7+1? 💅

oh you survived the scroll war? elite behavior.

but hear me out—
imagine creators like Wisdom Kaye casually soft-launching your product…

you can get matched with them in like, 13 seconds.

seriously though, that’s not a dream.

that’s called JoinBrands.

if you're a brand or agency owner, sign up here. your future self already did