How to Make Learning as Addictive as Social Media | Luis Von Ahn | TED

Duolingo uses a freemium model, allowing users to learn for free, with the option to pay for a subscription to remove ads. This model leads to a small form of wealth redistribution, where users in wealthier countries subsidize education for those in poorer countries

The challenge of delivering education via smartphones, which are also used for addictive apps, like social media and mobile games is addressed by making learning engaging

Duolingo employs psychological techniques similar to those used by addictive apps to keep users engaged. Examples include:

• Streaks: A counter that tracks consecutive days of use, motivating users to return daily
• Notifications: A sophisticated AI system determines when and what to send in notifications to encourage users to return. Even passive-aggressive notifications can be efective

Duolingo uses a green owl mascot in its notifications, which has become a subject of internet memes, further embedding Duolingo in popular culture

While Duolingo may not be as engaging as apps like TikTok or Instagram, the meaning users derive from learning provides additional motivation

Duolingo has a significant reach, with more people learning languages on the app in the U.S. than in all U.S. high schools combined

Luis hopes to apply Duolingo's approach to other subjects like math and physics, to make screen time a beneficial activity