Duolingo

Across 493 fully audited current posts, the public sample now separates four lanes that are easy to conflate: 402 owned posts across global, Indonesia and the English Test account; 87 external-creator posts; and four campaign-spillover posts.

The 60-post refresh covered every one of the 40 newly discovered videos at or above 200K views, but also retained 13 mid-view, six low-view and one public-view-hidden control across large, mid and micro creators. That lower-reach layer exposes a second distribution engine beyond Duolingo's owned mascot and disclosed placements: dedicated fan channels repeatedly turn Duo's icons, threats and streak mechanics into flipbooks, pet sitcoms and remixes, often with no verified commercial relationship.

Product launches use a different script—show Chess, Math, Video Call or the English Test working on screen—culminating in a fresh Meta-confirmed paid Chess Reel from a gaming creator. Across the complete sample, hooks split into 233 text-led, 201 creator-led and 59 result-first openings; product visibility is high in 48 posts, medium in 53 and low in 392.

Public metrics are known for 492 posts, including 225 at 200K+, 145 at 500K+ and 85 at 1M+. This is a verifiable sample, not a census: videos over 600 seconds remain excluded, and TikTok's creator-only Commercial Content lookup cannot prove a two-year brand-level zero.