Every social handle below was verified via the buyer-supplied URLs and confirmed at scrape time (account name match, verified badge where shown, follower count returned).
| Competitor | Platform | Handle | Status |
|---|---|---|---|
| Babbel | @babbel | VERIFIED | |
| Babbel | TikTok | @babbel | VERIFIED |
| Babbel | YouTube | Babbel | VERIFIED |
| Busuu | @busuu | VERIFIED | |
| Busuu | TikTok | @busuu | VERIFIED |
| Busuu | YouTube | Busuu | UNVERIFIED ACCOUNT |
| Rosetta Stone | @rosettastone | VERIFIED | |
| Rosetta Stone | TikTok | @rosettastone | VERIFIED |
| Rosetta Stone | YouTube | Rosetta Stone | VERIFIED |
Note: Busuu's YouTube channel returned verified: false in the scrape despite being the brand's official channel. Worth flagging internally.
One-line business summary per competitor. Tech stack returned no_data across the set because homepage HTML was not directly fetchable in this run environment (WebFetch limited to provenance URLs, no sandbox shell). Tech-stack signals require raw HTML pattern matching that search snippets cannot provide.
Linguist-built language app, 14 languages, founded 2007. Subscription-spine + Lifetime ($299.99) + Babbel Live (live-class premium). Raised $34.2M; 4 acquisitions including Wellspent (Oct 2025).
Tech stack: NO DATA Homepage HTML not directly fetchable in this environment; builder/analytics/payment signals could not be pattern-matched.
"Social network for language learning." Founded 2008 (Spain/London). Acquired by Chegg Nov 2021 for $436M. Freemium with native-speaker community feedback as the differentiator. Distinct B2B arm (Busuu for Business).
Tech stack: NO DATA Same environment limitation.
"Dynamic Immersion" method since 1992. Acquired by IXL Learning March 2021. Three segments: consumer, Schools/K-12, Enterprise. Live Lessons add-on with native-speaker tutors. Currently launching new AI product "Rosetta Stone Sapphire" (US only).
Tech stack: NO DATA Same environment limitation.
How each competitor positions itself on its own homepage. Quoted verbatim from the live page (via web search of homepage content).
Stated value props:
Source: babbel.com HOMEPAGE FETCH
Stated value props:
Source: busuu.com HOMEPAGE FETCH
Stated value props:
Source: rosettastone.com HOMEPAGE FETCH
What each competitor sells, in what tiers, at what price. Prices quoted verbatim from web search of pricing pages. Discount language reflects current promo positioning.
| Offer | Type | Price | Where |
|---|---|---|---|
| First lesson free + Babbel Magazine + free podcasts | Free | Free | link |
| Single-language app access | Subscription (no commit) | $14.99/month | link |
| App access | Subscription (6mo) | $9.99/mo billed $59.94 | link |
| App access | Subscription (12mo) | ~$7.99-8.95/mo billed ~$95.88/yr | link |
| One payment, all 14 languages forever | Lifetime | $299.99 one-time | link |
| Live online classes with teachers | Premium add-on | Higher-priced add-on | link |
Offer ladder shape: Free → low (monthly) → mid (annual) → high (Lifetime $299.99) → premium (Babbel Live). Subscription spine with strong Lifetime upsell. Frequent 15-55% promos in ad creative.
| Offer | Type | Price | Where |
|---|---|---|---|
| One language course, native-speaker community feedback, basic study plan, some offline | Free | Free | link |
| All languages, personalized plan, advanced grammar, offline | Premium (monthly) | $10.50/month | link |
| Same, billed yearly | Premium (annual) | $5.25/mo billed $62.99/yr | link |
| Team/enterprise language training | B2B | Contact for quote | link |
Offer ladder shape: Freemium → low (annual ~$5.25/mo) → mid (monthly) + distinct B2B arm. Free community is the spine. Discounts up to 60%; 20% student discount via UNiDAYS.
| Offer | Type | Price | Where |
|---|---|---|---|
| 3-day free trial (lessons, TruAccent) | Free trial | Free | link |
| Single track, 3 months | Short subscription | ~$47-50 total | link |
| App access, 12 months | Annual subscription | $13.25/mo (~$130-145/yr); monthly billing $19.99/mo | link |
| One payment, 25+ languages, all features | Lifetime | Regularly $399, promo $149-199 | link |
| Native-speaker tutoring | Add-on | Add-on pricing | link |
| Corporate + classroom language training | B2B / K-12 | Contact for quote | link |
Offer ladder shape: Free trial → low (3mo) → mid (annual) → high (Lifetime $149-399, 25+ languages) → Live Lessons add-on, plus a large B2B/K-12 arm. Lifetime is the hero offer, pushed hard via Black Friday/New Year promos. 30-day money-back guarantee.
Which marketing channels each competitor is operating right now. Matrix on top, per-competitor detail below with URL, freshness signal, and verification method.
| Competitor | Web | Newsletter | Blog | IG | TT | YT | LI | Meta Ads | TT Ads | G Ads | LI Ads | Podcast | Community | GBP |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Babbel | ACTIVE | PRESENT | MAGAZINE | ACTIVE | ACTIVE | DORMANT | NOT SCRAPED | ~17 ADS | NO DATA | 19 ADS | NOT SCRAPED | OWN SHOWS | NONE | N/A |
| Busuu | ACTIVE | LIKELY | HELP/LEARN | ACTIVE | DECLINING | DORMANT | NOT SCRAPED | CYCLES / PARTNERSHIP-LED | NO DATA | 20 ADS | NOT SCRAPED | NONE | IN-APP | N/A |
| Rosetta Stone | ACTIVE | UNKNOWN | 3 BLOGS | ACTIVE | ACTIVE | SEMI-DORMANT | NOT SCRAPED | ~170 ADS | NO DATA | 18 ADS | NOT SCRAPED | K-12 PODCASTS | NONE | N/A |
| Channel | Platform | URL | Freshness signal | Method |
|---|---|---|---|---|
| Website / Magazine | babbel.com/magazine | babbel.com/en/magazine | Large active content hub | WEB SEARCH |
| Podcast | Babbel Podcasts (Spotify/Apple) | babbel.com/podcasts | Multiple per-language shows with transcripts | WEB SEARCH |
| Newsletter | Email / Magazine | via magazine | Cadence unknown | WEB SEARCH |
| @babbel | instagram.com/babbel | Posting near-daily, 459,390 followers | SCRAPED | |
| TikTok | @babbel | tiktok.com/@babbel | Posting near-daily, 571,300 followers, 14.2M hearts | SCRAPED |
| YouTube | Babbel channel | channel link | 328K subs, 758 videos, most recent organic upload ~1yr old | SCRAPED |
| Channel | Platform | URL | Freshness signal | Method |
|---|---|---|---|---|
| In-app community | Native-speaker community | busuu.com | Core product differentiator | WEB SEARCH |
| B2B / Business | Busuu for Business | business.busuu.com | Dedicated site + partnerships team | WEB SEARCH |
| @busuu | instagram.com/busuu | Posting regularly, 405,294 followers | SCRAPED | |
| TikTok | @busuu | tiktok.com/@busuu | 854,500 followers (largest in set), but reach down sharply vs 2022 | SCRAPED |
| YouTube | Busuu channel | channel link | 59,600 subs, last upload ~7mo ago, mostly inactive | SCRAPED |
| Podcast | (none) | (none) | No own Busuu podcast surfaced | WEB SEARCH |
| Channel | Platform | URL | Freshness signal | Method |
|---|---|---|---|---|
| Blog · consumer | "How Language Is Learned" | blog.rosettastone.com | Active consumer blog | WEB SEARCH |
| Enterprise (B2B) | Rosetta Stone Enterprise | enterpriseblog.rosettastone.com | 30+ years; 2,000+ brands (Uber, GM, Twitter) | WEB SEARCH |
| Schools (K-12) | Rosetta Stone for Schools | rosettastone.com/k12 | Curriculum supplement; resource pages | WEB SEARCH |
| K-12 Podcast | School resources podcasts | k12/resources/podcasts | Institutional; cadence unknown | WEB SEARCH |
| @rosettastone | instagram.com/rosettastone | Posting daily, 153,468 followers | SCRAPED | |
| TikTok | @rosettastone | tiktok.com/@rosettastone | Posting daily via creator collabs, 206,200 followers | SCRAPED |
| YouTube | Rosetta Stone channel | channel link | 168K subs; two 46-49M-view paid-campaign videos; organic uploads sparse | SCRAPED |
How much content lives on each competitor's domain. Sitemap counts were not extractable (homepage HTML not fetchable), so this section is qualitative based on web-search signals.
Footprint: "Babbel Magazine is a very large multi-language content hub, one of the largest in the category. Strong SEO footprint across learning-resources and magazine articles." WEB SEARCH
Magazine spans multiple languages and runs a wide content surface (idioms, dialects, learning tips, travel). Combined with per-language podcasts and resource pages, this is the deepest published-content footprint in the set.
Exact sitemap counts: NO DATA Homepage HTML not directly fetchable.
Footprint: Large multi-language help center + learning-resource pages. Partial signal only. WEB SEARCH
Lower SEO depth than Babbel or Rosetta Stone based on visible footprint. Most content is help-center / learning-resource style rather than a dedicated content/magazine surface.
Exact sitemap counts: NO DATA
Footprint: Three separate blogs (consumer "How Language Is Learned," Schools, Enterprise) plus large resource libraries. WEB SEARCH
Segmented SEO architecture by audience (consumer / K-12 / enterprise) is the most institutionally-built site in the set. Each segment has its own blog and resource library. Built for direct sales pipelines, not just consumer SEO.
Exact sitemap counts: NO DATA
Newsletter detection was limited to web-search signals in this run; deep platform/cadence/archive analysis would require homepage HTML access.
Newsletter cadence and platform: NO DATA Newsletter likely exists (most freemium apps run one) but not directly confirmed via web search.
Newsletter cadence and platform: NO DATA Three-blog architecture suggests separate email lists per segment (consumer, K-12, enterprise) but not confirmed.
Own show, guest appearances, or none. Apple Podcasts + web search for branded shows.
Babbel runs the most developed podcast surface in the set. Per-language shows mean each podcast can SEO-target a single language audience and double as in-app learning content via transcripts.
No Busuu-branded podcast surfaced in search. Web-search returned no detection.
Podcast surface is institutional, not consumer-facing. Designed for teachers/curriculum specialists, not the casual app learner.
How each competitor uses YouTube. Long-form vs Shorts split, format type, and top-performing videos from the scraped sample.
Free downloads, free tools, free lessons, gated content, and trial offers detected per competitor.
| Title | Type | Lands at | Value prop |
|---|---|---|---|
| Free first lesson | Trial unit | link | Try-before-buy on the actual app |
| Babbel Magazine | Free content | link | Free articles across languages and learning topics |
| Babbel Podcasts | Free podcast | link | Free per-language audio + transcripts |
| Free language resources pages | Free resource hub | link | Topic-anchored free content |
| Title | Type | Lands at | Value prop |
|---|---|---|---|
| Free plan (one language) | Freemium app tier | link | Full community access on free tier, the spine of the product |
| Native-speaker community feedback | Free community feature | link | Differentiator vs Babbel/Rosetta |
| Free lessons | Trial content | link | Default funnel entry |
| Title | Type | Lands at | Value prop |
|---|---|---|---|
| 3-day free trial | Time-limited trial | link | Try TruAccent + lessons, then convert |
| Consumer / Schools / Enterprise blogs | Free content (3 segments) | link | Each blog feeds its own sales pipeline |
| K-12 podcasts + free resources | Institutional resource | link | B2B / district decision-maker capture |
| 50 basic words/phrases YouTube intros | YouTube long-form | link | SEO long-tail entry to free trial |
Public affiliate or referral programs detected via web search.
Highest payout-per-conversion in the set. EUR 75 for an app sub is materially above category norms.
60-day cookie is the longest in the set; rewards content-led referrals.
Lowest commission % in the set. Brand strength is the carry, not the payout.
Public case studies, named customers, and testimonial surfaces per competitor.
Learner-journey proof appears in social content (e.g. "Day 1 to 100" French learner reel on IG and TikTok). No dedicated /case-studies page confirmed via search. PARTIAL
Busuu for Business runs an enterprise partnerships site (business.busuu.com) which typically hosts B2B case content. Corporate English partnerships also appear on social (e.g. GiGroup co-branded TikTok post: "Aprender un idioma. GiGroup business english partnership"). Dedicated /case-studies URL not directly confirmed via search.
Named B2B customers (verified in IXL press release): Uber, GM, Twitter, plus 2,000+ enterprise brands across 30+ years. Enterprise blog hosts customer-facing content. K-12 has district-level resources. Dedicated consumer /case-studies page not confirmed via search.
Press hits and corporate facts detected via web search across financial and trade sources.
| Fact | Source |
|---|---|
| EUR 352M revenue in 2024 (+6.6% YoY) | Business of Apps |
| 18 million total subscription sales by 2024 | Business of Apps |
| HQ Berlin; ~1,180 employees (Feb 2026); raised $34.2M total funding | Tracxn |
| Acquired Wellspent (Oct 2025); 4 acquisitions total | Crunchbase |
| Fact | Source |
|---|---|
| Acquired by Chegg in Nov 2021 for $436M | GP Bullhound |
| 120M+ learners across 160+ countries; 500K+ paying subscribers at acquisition | BusinessWire |
| Founded 2008 (Spain/London); now part of Chegg | Business of Apps |
| Fact | Source |
|---|---|
| Acquired by IXL Learning, completed March 17, 2021 (from Cambium Learning Group) | PR Newswire |
| 1M+ learners in 150 countries, 30 languages; serves 2,000+ enterprise brands incl. Uber, GM, Twitter | PR Newswire |
| 30+ year heritage brand; now part of IXL Family of Brands | Cambium Learning |
Category is pure-online (consumer language-learning apps). Google Business Profile is inapplicable for all three competitors. NOT RUN
Reason: "Category is pure-online, no service area; GBP inapplicable." Buyer-disabled status was logged for all three in completeness.json.
Live paid ads detected across enabled ad scopes (Meta Ad Library, TikTok Creative Center, Google Ads Transparency Center). Active ad counts, top creatives, run-length signals, and themes per platform per competitor. Spend dollars are never estimated; what matters here is ad longevity (proven winners stay live) and theme concentration (what they bet on).
Babbel is the active tester of the set: steady cadence of new creatives through May 2026, none yet promoted to long-term evergreen status. Compare to Busuu (940-day winner) and Rosetta Stone (1,367-day winner).
Busuu's Google Ads strategy is "find the winner and never turn it off." Multiple 700-940 day creatives signal exactly that. On Meta, Busuu cycles rather than running always-on. Direct DTC ads on the verified page are empty at scrape time, but ~29 historical inactive ads show prior runs. Current Meta presence is partnership-led: Busuu Premium gets bundled into telecom-carrier ads (Orange Morocco, MTN Cameroon).
Rosetta Stone runs the closest thing to an "evergreen Google Ads vault" in the category. The 1,367-day creative is a four-year proven winner, worth dissecting in detail before any direct-response Google Ads campaign goes live.
Rosetta Stone is the largest Meta advertiser in the set by volume. The May 2026 creative is fresh, humorous, and multi-variant, signaling active testing alongside the Google evergreens. Their Meta presence was missed in the initial scrape and recovered via direct verified-page lookup.
Meta numbers for Busuu and Rosetta Stone were corrected via direct verified-page lookups in the Meta Ad Library after the initial Apify scrape returned zero. The corrected counts and creative samples above replace the original scrape results. TikTok Creative Center actor returned unfiltered global feeds for all three brand searches; re-scrape with the v1.5 actor when available.
Every scraped post, ranked. Median benchmarks per channel (the "true" performance floor, not the peak). Engagement-rate analysis (likes per play). TikTok duration band analysis. Cross-platform repetition patterns. All numbers computed directly from the scraped JSON.
| Competitor | Platform | Median plays | Max plays | Outlier ratio (max ÷ median) | Median likes | Median engagement rate (likes ÷ plays) |
|---|---|---|---|---|---|---|
| Babbel | 25,263 | 19,226,484 | 761x | 399 | 1.29% | |
| Babbel | TikTok | 7,150 | 674,900 | 94x | 114 | 1.78% |
| Busuu | 9,480 | 2,698,533 | 285x | 82 | 1.12% | |
| Busuu | TikTok | 2,037 | 9,900,000 | 4,860x | 29 | 1.40% |
| Rosetta Stone | 12,208 | 4,313,427 | 353x | 360 | 2.91% | |
| Rosetta Stone | TikTok | 2,320 | 1,900,000 | 819x | 150 | 4.39% |
| # | Caption (verbatim) | Plays | Likes | Comments | Date | Post |
|---|---|---|---|---|---|---|
| 1 | "We'll never take 'the' for granted again!" | 19,226,484 | 501,630 | 5,209 | 2025-12-01 | link |
| 2 | "What's your favorite thing about Puerto Rican Spanish?" | 2,374,321 | 115,223 | 461 | 2026-02-07 | link |
| 3 | "What other Arabic dialects should we include next?" | 220,076 | 4,210 | 75 | 2026-05-27 | link |
| 4 | "What's your favorite movie character of all time?" | 177,573 | 2,286 | 133 | 2026-05-22 | link |
| 5 | "How similar are words pronounced in Hindi, Arabic, Urdu, and Bengali?" | 116,801 | 1,529 | 138 | 2026-05-13 | link |
| 6 | "Comparing vocabulary in Hebrew vs. Arabic vs. Tigrinya vs. Yiddish" | 76,089 | 619 | 49 | 2026-05-25 | link |
| 7 | "Funf Dialekte, funf Klangwelten" | 74,047 | 719 | 14 | 2026-05-08 | link |
| 8 | "Can you imagine learning a language in just 4 months? Follow this French learner's journey" | 71,011 | n/a | 18 | 2025-07-22 | link |
| 9 | "We lost a few details along the way" | 44,970 | 470 | 5 | 2026-05-17 | link |
| 10 | "Learn Spanish regional differences" | 31,893 | 551 | 36 | 2026-05-29 | link |
| 11 | "Comparing German dialects" | 18,633 | 312 | 4 | 2026-05-06 | link |
| 12 | "Counting by fives in Spanish" | 15,850 | 317 | 7 | 2026-05-20 | link |
| 13 | "Comparing vocabulary across 5 German dialects" | 15,500 | 180 | 2 | 2026-05-09 | link |
| 14 | "What other Yiddish words have made their way into New York English?" | 13,374 | 136 | 8 | 2026-05-24 | link |
| 15 | "We challenged these polyglots to the ultimate language trivia!" | 12,607 | 193 | 9 | 2026-05-16 | link |
Observation: 7 of the top 15 are dialect/regional comparison or vocabulary side-by-side formats. 4 use question hooks. The single 19.2M-play outlier ("We'll never take 'the' for granted again") is a meme caption with no specific language target. After post #4, plays drop from 177K to 116K and keep collapsing, and only the top 4 cross the 100K threshold.
| # | Caption (verbatim) | Plays | Likes | Comments | Dur (sec) | Date | Post |
|---|---|---|---|---|---|---|---|
| 1 | "If you woke up as a polyglot tomorrow, which languages would you want to speak?" | 674,900 | 25,400 | 607 | 63 | 2026-05-05 | link |
| 2 | "German dialects: Frankfurterisch vs. Bayrisch vs. Schwabisch vs. Berlinerisch vs. Osterreichisch" | 194,500 | 2,314 | 59 | 40 | 2026-05-27 | link |
| 3 | "Berlinerisch vs. Bayrisch vs. Schwabisch vs. Frankfurterisch vs. Osterreichisch" | 115,900 | 1,619 | 25 | 39 | 2026-05-20 | link |
| 4 | "Can you imagine learning a language in just 4 months? French learner day 1 to 100 with Babbel" | 82,800 | 988 | 22 | 61 | 2025-07-11 | link |
| 5 | "Learn must-know phrases in Bahasa Indonesia" | 81,300 | 1,034 | 20 | 16 | 2026-05-13 | link |
| 6 | "How similar are words pronounced in Hindi, Arabic, Urdu, and Bengali?" | 65,600 | 766 | 10 | 43 | 2026-05-06 | link |
| 7 | "These Spanish idioms can make you sound like a native speaker" | 56,900 | 1,207 | 31 | n/a | 2026-05-07 | link |
| 8 | "English, German, and Yiddish vocabulary side-by-side" | 33,500 | 596 | 23 | 22 | 2026-05-21 | link |
| 9 | "Can these polyglots keep up at language telephone in Chinese Mandarin?" | 22,800 | 187 | 5 | 16 | 2026-05-09 | link |
| 10 | "We lost a few details along the way (telephone game)" | 18,400 | 184 | 1 | 36 | 2026-05-10 | link |
| 11 | "Check out how German vocabulary changes across these five regions" | 12,500 | 252 | 7 | 48 | 2026-05-25 | link |
| 12 | "Did you know New York has one of the largest Yiddish-speaking Jewish communities?" | 9,474 | 252 | 7 | 51 | 2026-05-22 | link |
| 13 | "Bahasa Melayu is written in two scripts" | 7,501 | 95 | 2 | 16 | 2026-05-14 | link |
| 14 | "Learning Mongolian basics with a polyglot" | 7,166 | 184 | 1 | 34 | 2026-05-11 | link |
| 15 | "Which language has the best vocabulary: Tagalog or Indonesian?" | 7,150 | 79 | 3 | 46 | 2026-05-15 | link |
Duration observation: Babbel's top TikTok ran 63 seconds (longest in the top 5). The 5 dialect-comparison videos cluster at 39-48 seconds. The cross-language pronunciation comparison ran 43 sec. Babbel's sweet spot looks like 35-50 sec for the listicle/comparison formats. The 8-second TikTok in the bottom of the scrape ("If this is what it takes...") got 2,874 plays, too short for the format.
Several Babbel posts cross-post the same content across IG and TT with caption tweaks. Examples: "How similar are words pronounced in Hindi, Arabic, Urdu, and Bengali?" appears as IG post #5 (116K plays) AND TT video #6 (65K plays). "Comparing German dialects" appears on both. "We lost a few details along the way" (telephone game format) appears on both. IG consistently gets ~1.5-2x more plays than the TT version of the same content. Suggests IG is Babbel's stronger audience surface for this content style.
Babbel uses long-tail, language-specific hashtag clusters (per-language tags like #germandialects, #puertoricanspanish, #yiddishwords) rather than broad category tags. This signals SEO/discovery-led tagging, not brand-driven.
| # | Caption (verbatim) | Plays | Likes | Comments | Date | Post |
|---|---|---|---|---|---|---|
| 1 | "Save this video for later - phrasal verbs" | 2,698,533 | 46,313 | 219 | 2024-06-13 | link |
| 2 | "Follow for more" | 2,007,036 | 32,863 | 248 | 2025-11-30 | link |
| 3 | "The ultimate battle (american vs british english)" | 22,100 | 202 | 3 | 2026-05-06 | link |
| 4 | "Follow for more!" | 18,484 | 203 | 3 | 2026-05-26 | link |
| 5 | "What level are you at? business english" | 17,330 | 231 | 4 | 2026-05-13 | link |
| 6 | "Same brand. Different country. Different pronunciation" | 10,132 | 82 | 6 | 2026-05-17 | link |
| 7 | "One of the most common mistakes in English" | 9,634 | 52 | 0 | 2026-05-15 | link |
| 8 | "How to say mother in different languages" | 9,480 | 106 | 10 | 2026-05-10 | link |
| 9 | "For those who say Spanish is easier than English" | 8,188 | 160 | 1 | 2026-05-28 | link |
| 10 | "English verbs are out of control - phrasal verbs" | 6,663 | 51 | 0 | 2026-04-26 | link |
| 11 | "running it by someone sounds like cardio - office jargon" | 5,474 | 42 | 2 | 2026-05-03 | link |
| 12 | "Aprender un idioma - GiGroup business english partnership" | 5,013 | 70 | 8 | 2026-05-22 | link |
| 13 | "Tips for landing a job at international companies" | 3,148 | 27 | 1 | 2026-04-28 | link |
| 14 | "3 ways to start a meeting depending on your level" | 3,024 | 34 | 0 | 2026-05-20 | link |
| 15 | "Keep practising with Busuu and sound more natural in your next meeting" | 2,708 | 34 | 3 | 2026-04-23 | link |
Observation: posts 3-15 all cluster in the 2K-22K play range. The only two posts above 1M plays are 2024 and late-2025, both general-audience formats ("phrasal verbs," "follow for more"). The 2026 corporate/business-English content peaks at 22K. The pivot to B2B-English is visibly underperforming the pre-pivot general-audience content by 100x. Posting 13 of 15 in the office/work English angle while the proven format was generic vocab/idioms is a strategic mismatch that the engagement data calls out clearly.
| # | Caption (verbatim) | Plays | Likes | Comments | Dur (sec) | Date | Post |
|---|---|---|---|---|---|---|---|
| 1 | "Abbreviations for texting" | 9,900,000 | 860,500 | 3,903 | 25 | 2022-11-15 | link |
| 2 | "Spanish is easy they said (past participle)" | 4,100,000 | 158,700 | 421 | 22 | 2022-11-17 | link |
| 3 | "How do you feel about madrugar?" | 415,500 | 24,900 | 308 | 22 | 2022-08-04 | link |
| 4 | "What level are you at? english" | 32,600 | 880 | 5 | 6 | 2026-03-04 | link |
| 5 | "Spanish gestures for your next trip to Spain" | 25,900 | 879 | 15 | 34 | 2026-03-26 | link |
| 6 | "What's your favorite Brazilianized brand name?" | 7,529 | 84 | 0 | 20 | 2026-04-19 | link |
| 7 | "Every accent is perfect (motivational)" | 4,169 | 28 | 5 | 14 | 2026-02-26 | link |
| 8 | "If your English sounds like this, congrats (fillers)" | 3,693 | 50 | 0 | n/a | 2026-03-06 | link |
| 9 | "April Fools - there's no shortcut" | 3,607 | 14 | 1 | n/a | 2026-04-01 | link |
| 10 | "Tips for landing a job at international companies" | 3,530 | 55 | 1 | 31 | 2026-04-28 | link |
| 11 | "What level are you at?" | 3,354 | 61 | 2 | 8 | 2026-05-13 | link |
| 12 | "English verbs are out of control - phrasal verbs" | 2,804 | 53 | 0 | 14 | 2026-04-22 | link |
| 13 | "Upgrade your English for work" | 2,507 | 67 | 1 | 18 | 2026-04-21 | link |
| 14 | "German words be like" | 2,326 | 34 | 1 | 10 | 2026-04-15 | link |
| 15 | "I-mean (German)" | 2,082 | 30 | 1 | 5 | 2026-03-03 | link |
Reach collapse documented: posts #1-3 are 2022 (9.9M, 4.1M, 415K plays). Post #4 onward (all 2026) maxes at 32,600 plays. The 2022 hits average 22-25 sec; the 2026 content averages 15 sec (often 6-14 sec). Busuu has shifted to shorter videos AND a B2B-English topic angle, and both correlate with the engagement collapse. The 2022 winners ("Abbreviations for texting," "Spanish is easy they said") were broad-relatable concepts at category-standard 22-25 sec length.
Hashtag adoption gap detected: Of Busuu's 29 scraped IG posts, only 12 (41%) have any hashtags. 17 posts ship with empty hashtag arrays. The 29 total tag uses across the sample cluster heavily on English (#english 7 times, #learnenglish 2 times, #englishteacher, #englishlearning, #businessenglish, #americanenglish, #britishenglish). Brand hashtag #busuu appears only on 3 posts, all campaign-related (e.g. "Busuu is turning 18, giveaway of 18 Premium subscriptions"). Compare to Babbel (127 tag uses across 28/28 posts, fully adopted) and Rosetta Stone (81 tag uses across 23/24 posts). Busuu's discovery is being left on the floor. Either hashtags don't matter to their algorithm strategy, or this is unintentional drift.
| # | Caption (verbatim) | Plays | Likes | Comments | Date | Post |
|---|---|---|---|---|---|---|
| 1 | "Flight thing. Drive thing. Hit thing. German compound words" | 4,313,427 | 255,353 | 1,007 | 2025-06-12 | link |
| 2 | "In South Korea they don't hold back on ice cream names" | 97,622 | 3,600 | 30 | 2026-05-19 | link |
| 3 | "3 popular Brazilian desserts with funny names" | 58,846 | 3,021 | 32 | 2026-05-13 | link |
| 4 | "Want to become more fluent in Spanish? speaking practice challenge" | 57,960 | 1,133 | 12 | 2026-05-09 | link |
| 5 | "Ancient Greek has shaped languages all over the world" | 27,056 | 1,682 | 59 | 2026-05-12 | link |
| 6 | "In German der die das are the definite articles (grammar)" | 19,136 | 836 | 57 | 2026-05-06 | link |
| 7 | "Why are there so many French words in Turkish?" | 18,389 | 625 | 68 | 2026-05-07 | link |
| 8 | "Have you heard these 5 unique Japanese idioms?" | 17,705 | 974 | 11 | 2026-05-05 | link |
| 9 | "Have you heard of these 5 unique Turkish traditions?" | 16,918 | 489 | 33 | 2026-05-03 | link |
| 10 | "Have you heard these unique French words?" | 12,791 | 658 | 16 | 2026-05-14 | link |
| 11 | "Have you heard these 5 quirky German idioms?" | 12,498 | 279 | 7 | 2026-05-10 | link |
| 12 | "Were the Greeks dramatic or brilliantly creative with their words?" | 11,918 | 463 | 20 | 2026-05-24 | link |
| 13 | "Japanese particles explained" | 11,174 | 441 | 7 | 2026-05-23 | link |
| 14 | "5 Vietnamese phrases to help you communicate when to slow down" | 9,276 | 264 | 15 | 2026-05-17 | link |
| 15 | "5 Spanish phrases that sound off when translated literally" | 8,943 | 118 | 3 | 2026-05-28 | link |
Observation: from post #2 onward, all 14 of the next 14 are 2026 daily-cadence content. Plays range 8K-97K. Unlike Babbel (where rank 5 is already at 116K), Rosetta's distribution is tighter and lower-ceiling. But engagement rate is the highest in the set (2.91% median). 6 of 15 use the "Have you heard..." template; 3 use country/culture-curiosity openers. The single 4.3M-play outlier (German compound words) is 11 months old and is the same caption as their pinned/promoted content.
| # | Caption (verbatim) | Plays | Likes | Comments | Dur (sec) | Date | Post |
|---|---|---|---|---|---|---|---|
| 1 | "Planning to visit Turkey? basic words and phrases" | 1,900,000 | 92,800 | 765 | 45 | 2024-01-17 | link |
| 2 | "13 basic French words and phrases before visiting France" | 1,200,000 | 61,900 | 552 | 46 | 2024-05-09 | link |
| 3 | "Want to learn Farsi/Persian? 10 basic phrases" | 841,900 | 24,300 | 319 | 41 | 2024-07-05 | link |
| 4 | "Swedish words fika and lagom" | 21,400 | 734 | 18 | 69 | 2026-05-26 | link |
| 5 | "5 unique Spanish words with no direct English translation" | 10,900 | 329 | 9 | n/a | 2026-05-28 | link |
| 6 | "5 Swedish slang words" | 6,484 | 263 | 12 | 38 | 2026-05-04 | link |
| 7 | "Want to become more fluent in Spanish? speaking challenge" | 6,363 | 181 | 4 | 55 | 2026-05-09 | link |
| 8 | "5 unique Turkish traditions" | 5,316 | 238 | 20 | 75 | 2026-05-03 | link |
| 9 | "5 unique Japanese idioms" | 4,323 | 400 | 10 | 50 | 2026-05-05 | link |
| 10 | "13 useful Dutch phrases to talk about the weather" | 3,852 | 291 | 8 | 86 | 2026-04-30 | link |
| 11 | "5 untranslatable French words" | 3,696 | 89 | 6 | n/a | 2026-05-01 | link |
| 12 | "Greek script root words" | 3,515 | 196 | 13 | 91 | 2026-04-29 | link |
| 13 | "Ancient Greeks words to describe love" | 2,766 | 163 | 12 | 105 | 2026-05-21 | link |
| 14 | "German der die das definite articles" | 2,722 | 278 | 4 | 91 | 2026-05-06 | link |
| 15 | "unique French words" | 2,415 | 199 | 5 | 28 | 2026-05-15 | link |
Duration observation: Rosetta Stone's TikToks are much longer than Babbel's or Busuu's. Their top-3 historical hits ran 41-46 sec. Their current 2026 content ranges 28-105 sec, median 62 sec. The longest video in the top 15 ("Ancient Greeks words to describe love") ran 105 sec. The format requires longer dwell because they're walking through 5 cultural facts per video, whereas Babbel's dialect comparisons can do it in 39-48 sec via on-screen text. Different duration playbook, different content density.
Most consistent hashtag strategy in the set. Per-language tag + category tag (#languagelearning + #polyglot) on most posts. 23 of 24 IG posts carry hashtags. 81 total tag uses including 11 uses of #languagelearning and 8 of #polyglot. Mirrors their daily-language-rotation content strategy.
Last 28 days (~May 4 to June 1, 2026) vs prior 28 days (~April 6 to May 3, 2026) of posting per platform per competitor. Math applied directly to the scraped post timestamps.
| Competitor | Platform | Last 28d | Prior 28d | Trend |
|---|---|---|---|---|
| Babbel | ~26 | ~3 (incomplete window) | INSUFFICIENT WINDOW | |
| Babbel | TikTok | ~28 | ~2 (scrape capped at 30 most-recent) | INSUFFICIENT WINDOW |
| Babbel | YouTube | 1 (Group Plan promo) | 0 | DORMANT (organic) |
| Busuu | ~21 | ~7 | ACCELERATING (caveat: small sample) | |
| Busuu | TikTok | ~12 | ~15 | STEADY |
| Busuu | YouTube | 0 | 0 | DORMANT |
| Rosetta Stone | ~21 | ~3 | INSUFFICIENT WINDOW | |
| Rosetta Stone | TikTok | ~22 | ~7 (scrape capped) | INSUFFICIENT WINDOW |
| Rosetta Stone | YouTube | 1 (Sapphire promo) | 0 | DORMANT (organic) |
Most rows mark INSUFFICIENT WINDOW honestly because the scrape was capped at the most-recent 30 posts per platform; the prior-28-day window isn't fully covered. What is clear: YouTube is dormant across all three for organic uploads. TikTok and Instagram are running daily-to-near-daily across the set.
Trend bands: ACCELERATING (≥1.25× prior), STEADY (within ±25%), DECELERATING (≤0.75× prior), DORMANT (zero in last 28 days), INSUFFICIENT WINDOW (scrape didn't cover both periods).
How competitors open their captions and what themes they cover. All examples come from scraped captions and video titles, not from video audio. For spoken-hook analysis, run the Viral Library skill on these accounts.
| Caption (verbatim) | Plays | Source |
|---|---|---|
| "What's your favorite thing about Puerto Rican Spanish?" | 2,374,321 | IG |
| "What other Arabic dialects should we include next?" | 220,076 | IG |
| "What's your favorite movie character of all time?" | 177,573 | IG |
| "How similar are words pronounced in Hindi, Arabic, Urdu, and Bengali?" | 116,801 IG / 65,600 TT | IG / TT |
| "What other Yiddish words have made their way into New York English?" | 13,374 IG | IG |
| "Which language has the best vocabulary: Tagalog or Indonesian?" | 7,150 | TT |
| "Which language's speakers make practicing feel easiest?" | 3,510 | TT |
| "Wer spricht wirklich Schwabisch?" | 2,318 | TT |
| "Can you notice any trends in German Gen Z slang?" | 2,154 | TT |
Average plays in this pattern: 290K (skewed by Puerto Rican Spanish outlier; median 13K). Question-led hooks are Babbel's most reliable above-median performance lever.
| Caption (verbatim) | Plays | Source |
|---|---|---|
| "German dialects: Frankfurterisch vs. Bayrisch vs. Schwabisch vs. Berlinerisch vs. Osterreichisch" | 194,500 | TT |
| "Berlinerisch vs. Bayrisch vs. Schwabisch vs. Frankfurterisch vs. Osterreichisch" | 115,900 | TT |
| "Comparing vocabulary in Hebrew vs. Arabic vs. Tigrinya vs. Yiddish" | 76,089 | IG |
| "Funf Dialekte, funf Klangwelten" (Five dialects, five sound-worlds) | 74,047 | IG |
| "Comparing German dialects" | 18,633 | IG |
| "Comparing vocabulary across 5 German dialects" | 15,500 | IG |
| "Check out how German vocabulary changes across these five regions" | 12,500 | TT |
| "English, German, and Yiddish vocabulary side-by-side" | 33,500 | TT |
German-dialect-comparison is the most-repeated Babbel format (5+ entries in this batch alone). Average plays in pattern: 67K. Consistent 12K-194K range.
| Caption (verbatim) | Plays | Source |
|---|---|---|
| "Did you know New York has one of the largest Yiddish-speaking Jewish communities?" | 10,632 IG / 9,474 TT | IG / TT |
| "Did you know that many common English words like agenda derive from Latin?" | 3,319 | TT |
| "Despite being the world's most-spoken native language, Chinese doesn't quite make this list" | n/a (image, 418 likes) | IG |
| "There are over 300 sign languages worldwide, including Korean sign language" | 3,343 | TT |
| "Bahasa Melayu is written in two scripts" | 7,501 | TT |
"Did you know" hooks perform at the lower end (3-10K plays). Either the format is overused on the platform or Babbel's factoids are too niche.
| Caption (verbatim) | Plays | Source |
|---|---|---|
| "We'll never take 'the' for granted again!" | 19,226,484 | IG (top post) |
| "We lost a few details along the way" | 44,970 IG / 18,400 TT | IG / TT |
| "All those in favor of making 'hand shoes' a thing" | n/a (image, 221 likes) | IG |
| "Honestly, we'd learn Portuguese just for these expressions..." | n/a (sidecar, 1,050 likes) | IG |
| "You were thinking about it..." | n/a (sidecar, 4,297 likes) | IG |
| "This is... not what my teacher covered" | n/a (sidecar, 380 likes) | IG |
This is Babbel's highest-ceiling pattern: the single 19.2M-play outlier sits here. The format is "self-aware editorial commentary, not a teaching post." Risk: small sample, hard to repeat the 19M-play hit. But the floor is competitive (44K plays for "We lost a few details").
| Caption (verbatim) | Plays | Source |
|---|---|---|
| "If you woke up as a polyglot tomorrow, which languages would you want to speak?" | 674,900 | TT (top TT post) |
| "Can you imagine learning a language in just 4 months? Follow this French learner's journey" | 71,011 IG / 82,800 TT | IG / TT |
| "Can these polyglots keep up at language telephone in Chinese Mandarin?" | 22,800 | TT |
Sample is small but consistently high-performing. Babbel's TikTok top post sits here. Worth doubling cadence on this pattern.
| Theme | Share | What's in this theme |
|---|---|---|
| Dialect / regional language comparisons | ~40% | German dialects (5x), Spanish regional, Arabic dialects, Hebrew/Yiddish/Tigrinya, Semitic-language comparisons. Babbel's most consistent format. |
| Translation oddities / language humor | ~20% | "hand shoes" Portuguese, oxymorons in English, German Gen Z slang, literal translations as memes. |
| Polyglot social games | ~15% | "Telephone game" series, polyglot trivia, native-speaker challenge formats. |
| Travel / phrasebook | ~10% | "€15 in Barcelona," beginner Finnish/Mongolian/Indonesian vocab. |
| Product promo | ~5% | Babbel Group Plan post, Babbel Speak promo. Low engagement. |
| Caption (verbatim) | Plays | Source |
|---|---|---|
| "What level are you at? english" | 32,600 | TT |
| "What level are you at?" | 3,354 | TT |
| "What level are you at? business english" | 17,330 | IG |
Most templated Busuu hook. Performance variance is huge (3K-33K plays) for what's essentially the same hook with different topics. Topic, not hook, drives engagement here.
| Caption (verbatim) | Plays | Source |
|---|---|---|
| "running it by someone sounds like cardio - office jargon" | 5,474 | IG |
| "English class vs Work English: Let's circle back" | n/a (sidecar, 64 likes) | IG |
| "3 ways to start a meeting depending on your level" | 3,024 | IG |
| "Upgrade your English for work" | 2,507 | TT |
| "Tips for landing a job at international companies" | 3,148 IG / 3,530 TT | IG / TT |
| "Corporate English hits different" | 1,607 | TT |
| "POV: HR keeping international teams aligned" | 955 | TT |
| "Keep practising with Busuu and sound more natural in your next meeting" | 2,708 | IG |
This is Busuu's most-used 2026 pattern (8+ posts in the sample). And it's their lowest-performing pattern: max 5,474 plays, median ~3K. The B2B angle drives no organic discovery on consumer-feed surfaces.
| Caption (verbatim) | Plays | Source |
|---|---|---|
| "Save this video for later - phrasal verbs" | 2,698,533 | IG (top post) |
| "Follow for more" | 2,007,036 | IG |
| "Follow for more!" | 18,484 | IG |
Busuu's two highest-performing IG posts both use save/follow imperative CTAs in the first line. Same brand, same algorithm, two viral hits. This is the format Busuu should be doubling down on, not the corporate-English angle. The format is being abandoned.
| Caption (verbatim) | Plays | Source |
|---|---|---|
| "Every accent is perfect (motivational)" | 4,169 | TT |
| "Hot take: you don't become fluent overnight" | 1,152 | TT |
| "Still waiting for the right moment to improve your English?" | 991 | TT |
| "What's stopping you from speaking confidently? Conversations" | 1,527 | TT |
| "If your English sounds like this, congrats (fillers)" | 3,693 | TT |
| "April Fools - there's no shortcut" | 3,607 | TT |
All motivational posts cluster in 1K-4K play range. Generic motivation doesn't drive discovery in this category.
| Caption (verbatim) | Plays | Source |
|---|---|---|
| "The ultimate battle (american vs british english)" | 22,100 | IG |
| "For those who say Spanish is easier than English" | 8,188 | IG |
| "English verbs are out of control - phrasal verbs" | 6,663 IG / 2,804 TT | IG / TT |
| "One of the most common mistakes in English" | 9,634 IG / 1,519 TT | IG / TT |
| "Same brand. Different country. Different pronunciation" | 10,132 IG / 1,992 TT | IG / TT |
| "Your brain: this sounds correct. English grammar: no" | 1,621 | TT |
| "How to say mother in different languages" | 9,480 | IG |
Grammar/pronunciation curiosity is the second-strongest 2026 pattern by raw views: 6K-22K plays range. Still well below the 2.7M and 2M hits the brand used to land.
| Theme | Share | What's in this theme |
|---|---|---|
| Business / corporate English | ~35% | "Let's circle back," meeting starters, "POV: HR keeping international teams aligned," international-companies tips. Distinct B2B-adjacent angle. |
| English grammar / fluency | ~30% | Phrasal verbs, common mistakes, level-gauging, fillers, fluency hot takes. |
| Multi-language quick hits | ~15% | Spanish, German, French, Italian, Portuguese, Arabic peppered throughout. |
| Brand / campaign | ~10% | "Busuu is turning 18" giveaway, GiGroup partnership, origin story. |
| Cultural / pronunciation | ~10% | Same brand different country, "Worcestershire" fluency joke. |
| Caption (verbatim) | Plays | Source |
|---|---|---|
| "Have you heard these 5 unique Japanese idioms?" | 17,705 | IG |
| "Have you heard of these 5 unique Turkish traditions?" | 16,918 | IG |
| "Have you heard these unique French words?" | 12,791 | IG |
| "Have you heard these 5 quirky German idioms?" | 12,498 | IG |
| "Do you know these 4 Turkish nonverbal cues?" | 7,831 | IG |
| "Have you heard these 5 Swedish slang words?" | 3,670 | IG |
Tightest format consistency in the entire set. The hook structure is: "Have you heard [these N] [language] [content type]?" Performance band: 3.7K-17.7K plays, median ~12K. Reliable mid-range performer, never the breakout, never the dud.
| Caption (verbatim) | Plays | Source |
|---|---|---|
| "13 basic French words and phrases before visiting France" | 1,200,000 | TT (#2 all time) |
| "3 popular Brazilian desserts with funny names" | 58,846 | IG |
| "5 unique Spanish words with no direct English translation" | 10,900 | TT |
| "5 fun and quirky Spanish food idioms" | n/a (sidecar, 160 likes) | IG |
| "5 unique Turkish traditions" | 5,316 | TT |
| "5 Swedish slang words" | 6,484 | TT |
| "5 unique Japanese idioms" | 4,323 | TT |
| "5 untranslatable French words" | 3,696 | TT |
| "13 useful Dutch phrases to talk about the weather" | 3,852 | TT |
| "5 Vietnamese phrases to help you communicate when to slow down" | 9,276 | IG |
| "5 Spanish phrases that sound off when translated literally" | 8,943 | IG |
| "5 German superstitions related to good and bad luck" | 8,015 IG / 934 TT | IG / TT |
Most-used Rosetta Stone pattern (15+ posts in this batch). The number-language-thing template covers every culture they have content for. Performance band: 3K-1.2M plays.
| Caption (verbatim) | Plays | Source |
|---|---|---|
| "Planning to visit Turkey? basic words and phrases" | 1,900,000 | TT (#1 all time) |
| "Want to learn Farsi/Persian? 10 basic phrases" | 841,900 | TT |
| "Want to become more fluent in Spanish? speaking practice challenge" | 57,960 IG / 6,363 TT | IG / TT |
| "3 ways to say hello in French" | 5,116 IG / 1,327 TT | IG / TT |
Highest-ceiling Rosetta Stone pattern. 2 of the top 3 TikToks of all time use the "Want to learn / Planning to visit X?" frame. Average plays of the four examples: 727K. Massively underused right now; this pattern produces megaviral hits but Rosetta only posted 4 in the scrape sample.
| Caption (verbatim) | Plays | Source |
|---|---|---|
| "Why are there so many French words in Turkish?" | 18,389 IG / 1,939 TT | IG / TT |
| "Were the Greeks dramatic or brilliantly creative with their words?" | 11,918 IG / 1,069 TT | IG / TT |
| "Why Latin word endings keep changing (cases)" | 760 | TT |
| "Ancient Greek has shaped languages all over the world" | 27,056 IG / 1,033 TT | IG / TT |
Etymology / language history works on IG (12K-27K plays) but flops on TT (760-1.9K). Different platforms reward different content types from the same brand.
| Caption (verbatim) | Plays | Source |
|---|---|---|
| "In South Korea they don't hold back on ice cream names" | 97,622 IG / 2,120 TT | IG / TT |
| "In German der die das are the definite articles (grammar)" | 19,136 IG / 2,722 TT | IG / TT |
| "The Ancient Greeks had many words to describe love" | 3,831 IG / 2,766 TT | IG / TT |
"In X they..." opener correlates with Rosetta's best IG performances after the historical 4.3M hit. Best modern format for IG specifically.
| Theme | Share | What's in this theme |
|---|---|---|
| "N things about [language]" listicles | ~50% | 5 idioms, 5 superstitions, 5 unique words, 5 phrases, 5 traditions. Across Spanish, German, French, Greek, Turkish, Vietnamese, Korean, Russian, Swedish. |
| Cultural / cross-cultural curiosity | ~25% | Brazilian dessert names, Korean ice cream, Turkish nonverbal cues, Ancient Greek words for love. |
| Grammar / linguistic deep-dives | ~15% | German der/die/das, Japanese particles, Latin word endings, Greek root words. |
| Travel-utility | ~5% | Visit-X-here-are-N-phrases formats. Has historically gone viral (Turkey 1.9M, France 1.2M, Farsi 841K). |
| Product promo | ~5% | Sapphire AI launch (very low engagement so far: 14 likes / 882 plays IG, 698 plays TT). |
Phrases that repeat across each competitor's captions. How they actually talk, not just what they post about.
| Recurring phrase / pattern | Times seen in sample | Representative quote(s) in context |
|---|---|---|
| "What's your favorite..." | 3 | "What's your favorite thing about Puerto Rican Spanish?" · "What's your favorite movie character of all time?" post |
| "What other..." | 3 | "What other Arabic dialects should we include next?" · "What other Yiddish words have made their way into New York English?" · "What other oxymorons have you heard in English?" post |
| "Comparing X..." | 6 | "Comparing vocabulary in Hebrew vs. Arabic vs. Tigrinya vs. Yiddish" · "Comparing German dialects" · "Comparing vocabulary across 5 German dialects" · "Comparing Semitic languages through their vocabulary" post |
| "X dialects: A vs B vs C vs D vs E" | 4 | "Berlinerisch vs. Bayrisch vs. Schwabisch vs. Frankfurterisch vs. Osterreichisch" (used twice with order swapped) · "Check out how German vocabulary changes across these five regions" post |
| "How similar..." | 2 | "How similar are words pronounced in Hindi, Arabic, Urdu, and Bengali?" (cross-posted IG + TT) |
| "Did you know..." | 3 | "Did you know New York has one of the largest Yiddish-speaking Jewish communities?" · "Did you know that many common English words like agenda derive from Latin?" post |
| "Learn..." imperative opener | 5 | "Learn Spanish regional differences" · "Learn must-know phrases in Bahasa Indonesia" · "Learn how to say your favorite color in Finnish" · "Learning Mongolian basics with a polyglot" · "Learning a language in just 4 months" |
| "We" + verb (collective first-person) | 5 | "We'll never take 'the' for granted again!" · "We lost a few details along the way" · "We challenged these polyglots to the ultimate language trivia!" · "We'd learn Portuguese just for these expressions" |
| "Polyglot[s]" reference | 4 | "If you woke up as a polyglot tomorrow" · "We challenged these polyglots..." · "Learning Mongolian basics with a polyglot" · "Can these polyglots keep up at language telephone" |
| German captions in German (multilingual brand voice) | 2 | "Funf Dialekte, funf Klangwelten" · "Klappe zu, Affe tot (German idiom origin)" · "Wer spricht wirklich Schwabisch?" |
| "Telephone game" / "language telephone" | 3 | "Will this Chinese message survive a game of telephone?" · "Can these polyglots keep up at language telephone in Chinese Mandarin?" · "We lost a few details along the way (telephone game)" |
| "Slang" references | 3 | "'Acho' Puerto Rican slang es otra cosa!" · "English speakers might lowkey understand German Gen Z slang" · "Can you notice any trends in German Gen Z slang?" |
Voice signature: linguistically curious, slightly nerdy, invitation-first. Uses German-language captions for German content (signals multilingual editorial care). "We" framing is collective-brand-as-co-learner, not authority. Aligns with the Babbel Magazine editorial brand surface. Closest analog: a language column in The Atlantic written by a researcher who's also a fan.
| Recurring phrase / pattern | Times seen in sample | Representative quote(s) in context |
|---|---|---|
| "English [class/verbs/grammar/level/work]" prefix | 12+ | "English class vs Work English: Let's circle back" · "English verbs are out of control" · "Your English is good but these phrases are exposing you" · "Upgrade your English for work" post |
| "What level are you at?" | 3 | "What level are you at? english" · "What level are you at?" · "What level are you at? business english" post |
| "Save this video for later" | 1 (but 2.7M plays) | "Save this video for later - phrasal verbs" post (top performer) |
| "Follow for more" / "Follow for more!" | 2 (one is 2M plays) | "Follow for more" · "Follow for more!" post |
| "Confidently" / "fluently" / "natural" / "fluency" | 5+ | "Keep practising with Busuu and sound more natural in your next meeting" · "Every accent is perfect" · "Speak confidently with Busuu Conversations" (YT) · "Hot take: you don't become fluent overnight" · "Speak confidently with our new video bites!" (YT) |
| Phrasal verbs | 3 | "Save this video for later - phrasal verbs" · "English verbs are out of control - phrasal verbs" (cross-posted IG + TT) |
| "Hot take:" opener | 1 | "Hot take: you don't become fluent overnight" |
| "POV:" opener | 1 | "POV: HR keeping international teams aligned" |
| "Tips for..." | 2 | "Tips for landing a job at international companies" (cross-posted IG + TT) |
| "meeting" reference (office content) | 3+ | "sound more natural in your next meeting" · "3 ways to start a meeting depending on your level" |
| "international companies" / "international teams" | 2 | "Tips for landing a job at international companies" · "POV: HR keeping international teams aligned" |
| "corporate" | 1 | "Corporate English hits different" |
| "Same brand. Different country..." comparison frame | 2 | "Same brand. Different country. Different pronunciation" (cross-posted IG + TT) |
| Spanish references (relic of broader era) | 5 | "Spanish is easy they said" (4.1M plays, 2022) · "Spanish/Italian false friends" · "For those who say Spanish is easier than English" · "Spanish gestures for your next trip to Spain" · "Who's Brazilian? portuguese" |
Voice signature: professional / office-relatable / B2B-English. The brand has clearly pivoted from general language (the 2022-2024 broad-language era) to corporate-English positioning. The "English" prefix dominates: 12+ uses in 59 captions, all targeting work/office/business contexts. Top all-time performers were broader, more general-audience formats. The voice pivot correlates with the engagement collapse. Closest analog: a corporate L&D training brand that used to be a fun language app.
| Recurring phrase / pattern | Times seen in sample | Representative quote(s) in context |
|---|---|---|
| "Have you heard [these N] [language] [things]?" | 6+ | "Have you heard these 5 unique Japanese idioms?" · "Have you heard of these 5 unique Turkish traditions?" · "Have you heard these unique French words?" · "Have you heard these 5 quirky German idioms?" · "Have you heard these 5 Swedish slang words?" post |
| "5 unique X..." | 6 | "5 unique Spanish words with no direct English translation" · "5 unique Turkish traditions" · "5 unique Japanese idioms" · "5 untranslatable French words" · "5 Vietnamese phrases" |
| "5 quirky..." / "5 [adjective]..." | 4 | "Have you heard these 5 quirky German idioms?" · "5 fun and quirky Spanish food idioms" · "5 Swedish slang words" · "5 German superstitions related to good and bad luck" |
| Numbered listicle frame (3, 5, 13...) | 12+ | "13 basic French words and phrases before visiting France" · "10 basic phrases" (Farsi) · "13 useful Dutch phrases" · "3 ways to say hello in French" · "3 popular Brazilian desserts" |
| "Want to become more fluent in X?" / "Want to learn Y?" | 3+ | "Want to become more fluent in Spanish? speaking practice challenge" · "Want to learn Farsi/Persian?" · "Want to become more fluent in Spanish? speaking challenge" post |
| "Planning to visit X?" | 1 (but 1.9M plays) | "Planning to visit Turkey? basic words and phrases" post |
| "In [country] they..." cultural opener | 3 | "In South Korea they don't hold back on ice cream names" · "In German der die das are the definite articles" · (third use across content) |
| "unique" + language adjective | 8+ | Cross-counted: "5 unique Spanish words" · "5 unique Turkish traditions" · "5 unique Japanese idioms" · "5 untranslatable French words" · "Have you heard these unique French words" · "5 untranslatable" variants |
| "Ancient Greek[s]" / heritage-language frame | 4 | "Ancient Greek has shaped languages all over the world" · "Were the Greeks dramatic or brilliantly creative with their words?" · "The Ancient Greeks had many words to describe love" · "Ancient Greeks words to describe love" |
| "Why X..." curiosity opener | 3 | "Why are there so many French words in Turkish?" · "Why Latin word endings keep changing" · "Why do people from Spain speak with a lisp?" (YT) |
| "explained" suffix | 2 | "Japanese particles explained" · (Greek script root words explainer pattern) |
| "speaking practice challenge" / "speaking challenge" | 2 | "Want to become more fluent in Spanish? speaking practice challenge" · "Want to become more fluent in Spanish? speaking challenge" (cross-posted IG + TT) |
| Travel-utility frame ("basic words and phrases", "phrases for [activity]") | 5+ | "basic words and phrases" (Turkey, France, Farsi) · "13 useful Dutch phrases to talk about the weather" · "5 Vietnamese phrases to help you communicate when to slow down" |
Voice signature: most templated of the three competitors. The "Have you heard these N [language] [things]?" frame is reused so consistently it acts as a discoverable brand template, comparable to how National Geographic uses "Did You Know..." Reads more like cultural-travel content than language-learning content. Heavy heritage/historical framing (Ancient Greek, etymology, Latin) signals positioning toward the "language is culture" angle rather than the "language is utility" angle Babbel and Busuu lean on. Closest analog: an Atlas Obscura essay about a place written by a linguist.
Synthesis of the patterns producing results across this set. Read this before the gap analysis. Knowing what works is the foundation for choosing what to steal, what to differentiate, and where to plant a flag.
The single-outlier-carries-the-channel pattern. All three competitors show the same shape: one or two posts deliver 10-100x the engagement of the median, and the rest are modest. Babbel: one 19.2M-play reel ("We'll never take 'the' for granted again!") with the next-best at 2.4M. Busuu: a 9.9M-play 2022 TikTok ("Abbreviations for texting") still defining the channel three years later. Rosetta Stone: a 4.3M-play "German compound words" reel doing 70x the recent median. The rational implication is that consistent posting is table stakes; the asymmetric upside comes from one breakout per quarter, not from steady cadence.
Question-to-viewer hooks reliably outperform statements. Babbel's three biggest reels all open with a question. Rosetta Stone's signature "Have you heard these N [language] [things]?" is a question template. Busuu's "What level are you at?" hook gets 3-30K plays consistently. Across the set, declarative captions ("Learn must-know phrases in Bahasa Indonesia") underperform interrogative ones at the same view base. The hook is doing real work.
Per-language tagging (not category tagging) is the discovery strategy. Babbel and Rosetta Stone both tag posts with the specific language plus a category tag (#german + #languagelearning; #yiddishwords + #newyorkyiddish). Busuu's IG posts that go viral usually have empty hashtag arrays, suggesting hashtags are not the discovery driver at scale; recommended format / caption keywords are.
Google Ads is the trusted distribution surface for direct response. Two of three competitors run Google Ads creatives that have been live for over two years (Busuu 940 days, Rosetta Stone 1,367 days). This is the "set it and forget it because it works" tier. Babbel iterates faster (33-day longest) but still has 19 active ads. Meta Ads, by contrast, is single-player (only Babbel).
Babbel's bet: editorial-magazine voice + dialect/regional comparisons. The "X dialect vs Y dialect vs Z dialect" format produces 100K-700K play reels consistently on TikTok and Instagram. Babbel Magazine on the web mirrors the same editorial voice and feeds SEO. The bet pays off because language nerds are an underserved attention surface, and Babbel owns it.
Busuu's bet: pivot to corporate / business English. Roughly a third of recent captions are office-relatable English content ("running it by someone sounds like cardio," "POV: HR keeping international teams aligned," "Upgrade your English for work"). The pivot is consistent with the Chegg acquisition (B2B EdTech parent) and the Busuu for Business arm. Reach has collapsed compared to their 2022 broad-language peak, but the bet is on conversion (B2B contracts) over impressions.
Rosetta Stone's bet: creator-collab + daily-language-rotation + segmented B2B funnels. Nearly every recent TikTok is co-posted with a native-speaker creator (e.g. @michaelharperspanish, @thegermangymnasium). This lets Rosetta Stone post daily across nine+ languages without producing all content in-house. Their three-blog SEO architecture (consumer / K-12 / enterprise) lets each segment have its own pipeline. Brand strength + creator distribution + enterprise funnel.
Travel-utility TikToks ("Want to learn Farsi? 10 basic phrases") have been Rosetta Stone's most reliable viral lever. Three of their top five TikToks of all time are this format: Turkey 1.9M plays, France 1.2M, Farsi 842K. The format scales to any language and naturally targets people about to travel (high purchase intent for an app).
Dialect-comparison reels are Babbel's most reliable format. The German-dialect series alone has 5+ entries across IG and TT in the sample. Every one of them gets 50K-200K plays. This is a format Babbel can lean harder into, and one Duolingo or Rosetta Stone could replicate immediately.
Save-bait captions on phrasal-verb / vocabulary content carried Busuu's biggest IG hit (2.7M plays). "Save this video for later - phrasal verbs" is a high-save format. The algorithm rewards saves more than likes for educational content. The pattern is reproducible.
Long-running Google Ads creatives signal proven hooks for landing-page testing. Rosetta Stone's 1,367-day creative and Busuu's 940-day creative are the closest things to "guaranteed-working" ad copy in the category. Decoding what those creatives say (a manual click into the Google Ads Transparency Center is a 60-second task) yields cheap landing-page hypotheses for any direct-response launch.
Lifetime offers (Babbel $299.99, Rosetta Stone $149-399) carry the highest-LTV slot on every offer ladder where present. Both Babbel and Rosetta Stone push Lifetime as the hero offer in promo seasons. Busuu doesn't offer Lifetime; the gap shows up as a missing rung. For Duolingo, this is the most-tested high-margin upsell in the category and worth product-side consideration.
Multi-language podcast surfaces (Babbel) feed SEO + in-app retention simultaneously. Babbel runs per-language podcast shows with transcripts. The transcripts SEO-index for language-specific long-tail; the audio doubles as in-app learning content. Two-for-one channel use.
Creator collabs produce 2.5-3x the engagement rate at a fraction of the follower count. Rosetta Stone has the smallest IG and TT follower bases in the set (153K / 206K vs Babbel 459K / 571K) but delivers the highest median engagement rates (2.91% IG, 4.39% TT vs Babbel 1.29% / 1.78%, Busuu 1.12% / 1.40%). The mechanism is creator-collab posts: Rosetta co-posts content with native-speaker creators (@michaelharperspanish, @thegermangymnasium, @anniebiotics), inheriting the creator's audience trust. The algorithm rewards engagement rate over raw reach on the For You / Reels surface. This is the single highest-leverage finding in the audit.
Content density should set TikTok duration, not the brand template. Each competitor runs a different optimal duration: Busuu medians 15 sec, Babbel 33 sec, Rosetta Stone 62 sec. Busuu's quick-take hooks work in 6-14 sec; Babbel's dialect comparisons need 35-50 sec to show 5 dialects; Rosetta's listicle deep-dives need 60-100 sec to walk through 5 cultural facts. The right answer is matching duration to content density. Single-fact gags should sit at the Busuu band; structured listicles at the Rosetta band.
Cross-platform repurposing favors IG over TikTok for this category. Babbel cross-posts identical content across IG and TT in this scrape (the Hindi/Arabic/Urdu/Bengali video, the dialect comparisons, the telephone-game series, the Yiddish-NY content). For these duplicated posts, IG consistently delivers 1.5-2x more plays than the TikTok twin. Implication for Duolingo: ship to IG first, then repurpose down to TikTok with caption tweaks. Not the reverse.
Median performance, not viral peaks, is the realistic baseline for any new entrant. The viral hits in this set (Babbel's 19.2M reel, Busuu's 9.9M TikTok, Rosetta's 4.3M reel) are 285-4,860x the median post. Setting target benchmarks at "the peak" is misleading. The real benchmarks are: ~10-25K IG plays per post, ~2-7K TikTok plays per post, with 1-2 outliers per quarter doing 100K-1M+. Plan for the median, celebrate the outliers.
The B2B-English pivot warning (Busuu cautionary tale). Busuu's organic engagement collapsed after pivoting captions to "Upgrade your English for work" / "POV: HR keeping international teams aligned" style. Their 2022 broad-audience hits (4-10M plays) shifted to 2026 corporate-English content (1-22K plays). The pivot is consistent with their Chegg-acquired B2B strategy on the product side, but the organic-social engagement data is screaming that broad-language content was the discovery driver. Any Duolingo move toward B2B-English content should be A/B-tested with strict reach guardrails.
Opportunities where the competitive landscape is leaving space open for Duolingo, evidence-anchored to the section it came from.
Rosetta Stone runs ~170 active Meta ads (~250 across regional pages) built around one creative spine: "TOO immersive!" emoji-led humor + "Now we're talking!" CTA, fresh from May 2026. Babbel runs ~17 ads converging on Lifetime + 55% off + "3 weeks to real conversations." Busuu's verified page is empty at scrape time and its current Meta presence is partnership-led via telecom carriers, not direct DTC. So the volume gap is small (Rosetta is heavy), but the angle gap is wide: only two distinct creative spines compete (immersion humor + discount). Gamification, streaks, and mascot personality are open lanes.
Babbel last organic upload ~1yr ago, Busuu ~7mo, Rosetta Stone semi-dormant (channel views dominated by two paid brand-campaign 0:31 videos at 49M and 46M views, not organic content). Three established channels (60K-328K subs) sitting idle. Duolingo could plant a flag here with a consistent organic series and face zero direct competition for the surface.
Babbel has a single "Day 1 to 100 French learner" reel. Rosetta Stone's named customers are all B2B (Uber, GM, Twitter). Busuu's case content is B2B partnerships only. A consumer-facing testimonial library with named learners, before/after fluency proof, and structured story arcs would be category-leading and a direct landing-page conversion lever.
None of the three competitors had attributable TikTok ads detected. The Creative Center actor returned unfiltered global feeds for all brand searches. Either nobody is running TikTok ads in this category (real opportunity), or the scrape failed (re-scrape needed). Worth re-verifying before betting on it as a gap.
All three competitors run institutional voices: Babbel reads like a language magazine, Busuu like a corporate training brand, Rosetta Stone like a cultural-travel publisher. Nobody runs a mascot or personality-led account (Duolingo's existing strength). The competitive set is leaving the personality lane wide open and would have a hard time copying it without abandoning their current positioning.
Sapphire intro reel on IG got 14 likes / 882 plays; the TikTok version got 698 plays. The YouTube launch video got 317 views in 9 days. A real product launch is being whispered. There's a short window where a direct counter-positioning move from Duolingo (e.g. "Duolingo Max already does this, and it's already shipping outside the US") could intercept attention.
Both Babbel ($299.99) and Rosetta Stone ($149-399) sell Lifetime as their hero high-margin offer. Busuu only sells annual at $5.25/mo. This isn't directly a Duolingo gap, but it signals the category has already pre-validated Lifetime as a converting offer at $150-300. Duolingo Super doesn't currently offer Lifetime, a product-side conversation worth having before the Black Friday / New Year window.
Specific actions, ordered high priority first. Each is backed by a real data point from this audit.
Open the four longest-running Google Ads creatives (Rosetta Stone 1,367-day and 1,133-day, Busuu 940-day and 818-day) in the Google Ads Transparency Center. Document the exact headline, body, image, and landing-page URL of each. These are four ads with a combined 4,258 days of un-paused budget. Reverse-engineer the hooks, then test them on Duolingo's landing pages and in cold-ad creative as starting hypotheses.
Rosetta Stone is the largest Meta advertiser in the set (~170 active ads on the verified US page, fresh May 2026 creative built around the "TOO immersive! 💃 / Now we're talking!" hook). Babbel runs a steady ~17 ads converging on Lifetime + 55% off + "3 weeks to real conversations." Test three differentiated creative angles against both: (1) streak/gamification psychology ("Skipping a day breaks the streak, but breaking the streak is breaking the habit"), (2) mascot-first ("Duo has notes about your French"), (3) measurable progress ("This is what 7 days of Duolingo looks like vs. 7 days of 'I'll start tomorrow'"). Budget for 30-day test on Meta's auto-placement. Goal: validate that Duolingo personality differentiation outperforms Rosetta's "immersive humor" frame and Babbel's discount/Lifetime spine in the Meta auction.
All three competitor YouTube channels (60K-328K subs) are organically dormant. Babbel's most-viewed long-form ("My Favorite Study Plan for Language Learning," 16K views, 2yr old) is the bar to clear. A weekly Duolingo series (e.g. "What 7 days of [language] looks like" or "Duo reviews real learners' study plans") at 4-8 min length, posting consistently for 12 weeks, can rank for category long-tail with effectively zero direct organic competition. Recycle each upload into IG Reels and TikTok cuts.
Sapphire's intro content is getting 14 likes (IG), 698 plays (TT), 317 views (YT). The launch motion is invisible. Within the next 2 weeks, publish a "Duolingo Max vs the new AI in Rosetta Stone Sapphire" comparison piece across IG, TT, YT, and a blog post optimized for "Rosetta Stone Sapphire" search. Frame as "here's what AI language tutoring should actually do." First-mover SEO + reactive social commentary at near-zero content cost.
Rosetta Stone runs ~13 of 30 recent TikToks on the "Have you heard these 5 [language] [things]?" template. It works because it's discoverable (numbered, language-tagged), templatable (any language, any cultural angle), and SEO-friendly. Duolingo's version: "Duo found 5 [language] words that broke our translator" or "5 [language] mistakes that crash Duolingo's lesson plans", same template, Duolingo personality. Test 10 episodes in 30 days.
No competitor runs a consumer case-study program. Build a structured library of 25-50 named-learner stories with before/after fluency proof (audio clips, video diary entries, app-progress screenshots). Each entry: name, language, weeks on Duolingo, what changed, video testimonial. Use as landing-page conversion lever, paid-ad social proof, and SEO surface ("Duolingo French success stories" et al.). Set the publishing standard for the category.
Both Babbel and Rosetta Stone push Lifetime as their hero high-margin offer (Babbel $299.99, Rosetta Stone $149-399 promo). Discount stacking goes to 55-60% off in Q4. Duolingo Super doesn't currently offer Lifetime. Run the LTV math for a Black Friday / New Year Lifetime trial: what's the Duolingo Super annualized LTV vs. a $199 Lifetime price-point? If LTV-per-converted-user favors Lifetime, ship it as a 7-day Black Friday-only test.
Rosetta Stone delivers 4.39% median TikTok engagement (vs. Babbel 1.78%, Busuu 1.40%) with a much smaller follower base. The mechanism is identifiable: they co-post nearly every recent TikTok with a native-speaker creator (@michaelharperspanish, @thegermangymnasium, @anniebiotics, and others). Find 6 native-speaker creators across Duolingo's 5 priority languages, sign 90-day collab deals (1-2 co-posts per month per creator), measure engagement-rate lift vs. Duolingo's in-house TikToks. Target: hit 4%+ median engagement rate on collab posts within 60 days. Budget: ~$30-50K total for the pilot, well inside any single quarter's organic-content budget.
Rosetta Stone's three biggest TikToks of all time (Turkey 1.9M, France 1.2M, Farsi 842K plays) all use the "Want to learn [language]? [N] basic phrases" or "Planning to visit [country]? basic words and phrases" frame. Rosetta only has 4 of these in the current 30-video sample, meaning the highest-ceiling format in the category is undertested. Duolingo can ship 10 of these in 30 days targeting summer-travel languages (Spanish, Italian, Greek, Japanese, French, Portuguese, Turkish, Vietnamese, Thai, Korean). Format: 41-46 sec, the duration their 1M+ hits ran. Cross-post to IG with caption variation.
Computed median TikTok durations: Babbel 33s (dialect comparisons), Busuu 15s (one-line gags), Rosetta Stone 62s (listicle deep-dives). Each works because duration matches content density. Duolingo's TikTok library should map to 3 duration bands: (a) 6-15 sec for streak/punchline gags, (b) 30-50 sec for side-by-side comparisons and challenge formats, (c) 60-100 sec for listicle deep-dives and how-to walkthroughs. Posting a 15-sec listicle or a 90-sec gag mismatches density to dwell, which the algorithm punishes. Build a content-template doc that locks duration band to format type before any video gets shot.
Babbel cross-posts identical content across IG and TT. For the cross-posted twins in the scrape ("How similar are words pronounced in Hindi, Arabic, Urdu, Bengali?", "Comparing German dialects", "We lost a few details along the way" telephone-game), IG consistently delivers 1.5-2x more plays than the TT version. For Duolingo's language-learning content surface specifically, IG appears to be the stronger primary surface. Workflow: ship to IG first, hit a 24-48 hour engagement window, then repurpose to TikTok with caption tweaks (shorter, more hook-front-loaded for TT's algorithm).
Busuu's organic engagement collapsed after pivoting captions to corporate / business-English content ("Upgrade your English for work," "POV: HR keeping international teams aligned"). Their 2022 hits (4-10M plays on broad-audience content) became 2026 content getting 1-22K plays. The pivot is internally consistent with their Chegg-owned B2B strategy, but the social-engagement data is screaming that broad-language content drives discovery. If Duolingo is considering any B2B-English social push (to support Duolingo Max in enterprise, or B2B partnerships), the warning is loud: keep it off the main organic accounts; spin up a separate B2B-English handle if needed, with strict A/B reach guardrails on the main account.
The "competitor X has Y million followers" headline is misleading. Strip out each channel's top 2 outlier posts and the median performance is: IG 9-25K plays per post, TikTok 2-7K plays per post, with 1-2 outliers per quarter doing 100K-1M+. Set Duolingo internal organic content targets at the median benchmarks plus a quarterly "outlier hunt" budget for experimental formats. Don't measure Duolingo's regular content against Babbel's 19.2M reel; measure it against the 25K-plays median Babbel actually hits 95% of the time.
All three TikTok Ads scrapes returned no_data due to the Creative Center actor returning unfiltered global feeds. Don't bet on "TikTok Ads is open" as a gap until a clean attribution scrape confirms it. Re-run when the actor is updated; if it stays broken, switch to manual TikTok Ad Library spot checks for the three handles.
no_data entries with identical "actor non-functional" reason.This run logged no_data on tech stack for all three competitors and partial-only on SEO depth because the environment couldn't fetch raw homepage HTML. Re-run with a sandboxed-shell environment or a raw-HTML-capable WebFetch. Will unlock builder/analytics/payment signals (Section 3) and exact sitemap counts (Section 7).
no_data entries with identical environment-limitation reason.Receipts. Every audit step the skill ran for every competitor. A ✓ means the step was attempted with data returned; no means the step ran and returned no data (with verbatim reason); N/A means legitimately not applicable.
| Competitor | 5 Organic | 5.9 Ads | 6 Channels | 6b Precision | 6c Tech stack | 6d Offer ladder | 6e SEO depth | 6f Affiliate | 6g Case studies | 6h Press | 6i GBP |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Babbel | ✓ | ✓ | ✓ | ✓ | no | ✓ | ✓ | ✓ | no | ✓ | N/A |
| Busuu | ✓ | ✓ (Google only) | ✓ | ✓ | no | ✓ | ✓ (partial) | ✓ | ✓ | ✓ | N/A |
| Rosetta Stone | ✓ | ✓ (Google only) | ✓ | ✓ | no | ✓ | ✓ | ✓ | ✓ | ✓ | N/A |
Reasons logged in completeness.json:
Treat any inferred-only signal (tech stack, exact sitemap counts) with appropriate skepticism. Re-run with an HTML-capable environment to upgrade these to scraped.