The key to the team’s success is that the account is less about selling Duolingo to TikTok audiences, who notoriously don’t want to be sold to, but entertaining them, she said. Duo’s antics have humanized the brand, giving a face to Duolingo on TikTok and ultimately caught the attention of NBC News, Insider and even Rolling Stone magazine. There was an uptick in people reporting they’d discovered the language-learning service via TikTok, something the team learned via a “How did you hear about us” survey and anecdotally on Twitter with “TikTok made me download it” tweets, she added. A lot of it is testing, seeing if something works or work.”Īfter introducing Duo as a regular character in October, Duolingo’s viral content took off, per Parvez. “This is part of our origin story right now. “A lot of brands are just figuring out TikTok, ourselves included,” Parvez said. Once, Duo responded to a comment from McDonald’s Canada by taking a dig at the chain’s ice cream machines, which are notoriously broken. Community management is another key element of the social strategy, in which Parvez and her team regularly respond to comments on the brand’s posts as Duo, sometimes with a video. Sometimes those TikToks get others in the office involved and most recently, TikTok star Rod Thill (or on TikTok). Filming TikTok content alone can take anywhere from 15 minutes to a couple of hours, not an easy feat considering the bulky owl suit can be hard to maneuver, she added. Those hours she spends scrolling through social media are actually a way for her to do social listening, a key part of her social media strategy before building a report, pitching content ideas and occasionally stepping into the big green owl suit to film as brand mascot, Duo the Owl.Ĭollectively, it takes up the better part of her workday. ![]() In her first job out of college, Parvez is one part of the brains behind language-learning platform Duolingo’s TikTok account, which currently has 1.9 million followers - and counting. But unlike most people, it’s not a bad habit. Most workdays start with an hour or two of scrolling through social media for 23-year-old Zaria Parvez. Sign up for the Digiday Daily Newsletter here. Get honest, in-depth coverage of media, marketing and TV, delivered to your inbox daily.
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