If you’re experiencing whiplash over the TikTok ban saga, you are not alone. From brands and influencers bidding the platform an emotional farewell to TikTok coming back online in the U.S. after a ~12-hour shutdown on Jan. 19 , the rapid twists and turns have kept everyone on their toes. Still, uncertainty remains, as the app is still unavailable in app stores and its long-term future hinges on the outcome of ongoing negotiations over a potential sale.
As the situation unfolded last weekend, press coverage and social comments about the adoption of Chinese social media app Xiaohongshu (referred to as RedNote in the U.S.) took off. Duolingo, a language-learning brand known for viral humor and cultural relevance, saw an opportunity to join the conversation.
By combining data-driven storytelling with creative amplification, PR and social teams inserted Duolingo into a massive news cycle and turned a potentially disruptive moment into one that generated over 30 positive headlines and inclusion in over 120 global news articles. For PR professionals, this highlights the value of being proactive, data-informed and collaborative in navigating high-stakes situations.
Collaboration Across Departments
While the social team tested creative ways to be a part of the TikTok ban conversation through a tweet (“Oh so NOW you’re learning Mandarin”) and farewell videos, PR worked alongside them with analytics to identify meaningful data that could tie Duolingo’s product—not solely its social content—to the story.
After noticing a significant spike in Mandarin learners (216%!), we worked with our finance, legal and investor relations teams to secure approval for sharing the growth percentage externally. This data point became a compelling news hook, providing reporters with a concrete and timely angle during a fast-moving news cycle.
Instead of blanketing this statistic across every relevant media contact, the team took a targeted, strategic approach to amplify the insight by creating a simple yet eye-catching chart illustrating the spike and sharing it on Twitter. This showcased the data visually, sparking organic engagement while ensuring the stat reached the right audience through an accessible, shareable format. We also shared the data directly with a select handful of breaking news and marketing reporters with whom we already had established strong relationships.
Additionally, the team crafted a clear, forward-looking statement emphasizing Duolingo’s strategic investments in platforms like Instagram Reels, YouTube Shorts and global TikTok accounts outside the U.S. This message reassured audiences that while TikTok is valuable, it’s not the sole driver of the brand’s success.
Lessons for PR Professionals
- Start with Facts, Not Fear
Analytics—from the spike in Mandarin learners to Duolingo’s YouTube growth metrics— grounded the response and ensured the message was credible. Instead of reacting emotionally to the potential impact of a TikTok ban, the team used data to highlight Duolingo’s resilience and adaptability.
Takeaway: Before crafting a narrative, dig into the data. A fact-based response builds trust and positions your brand as proactive, not reactive. - Streamline the Approval Process
A critical factor was having a streamlined approval process. From identifying and analyzing internal data to securing approval from legal and finance, Duolingo worked with just two key approvers who understood the urgency of the moment and acted quickly.
Takeaway: Establish a concise list of approvers ahead of time to ensure your team can move swiftly during a fast-moving news cycle. - Collaborate to Create Cohesion
PR is never a solo effort. By working closely with social and marketing teams, the team ensured that every aspect of the response—from the official statement to Duo’s viral Twitter and LinkedIn posts—tied back to the same core message: Duolingo is where language and culture intersect.
Takeaway: Collaboration across departments is key to creating a cohesive and impactful response during high-stakes moments. - Act Quickly
The team didn’t wait for others to define what a TikTok ban might mean for Duolingo. By acting quickly and confidently, the team positioned the brand as a voice of authority on the topic, providing reporters with a clear and compelling perspective.
Takeaway: When your brand is part of a fast-moving story, be proactive in defining your role. Waiting too long risks letting others tell your story for you.
Moving Forward
The evolving TikTok ban discussion serves as a powerful reminder of the importance of social and PR teams working in tandem to navigate cultural moments with proactive, data-driven storytelling. While the immediate crisis may have passed, the platform’s future remains uncertain, and it’s critical for brands to stay agile and prepared for what’s next.
For PR professionals, the takeaway is clear: embrace data, streamline approvals, collaborate across teams and act decisively to shape the narrative in real time. As the situation with TikTok continues to play out, staying proactive and adaptable will be essential to ensuring your brand remains relevant and prepared—proving that even in uncertainty, there’s an opportunity to shine.
Monica Earle is Senior Public Relations Manager at Duolingo.