Duolingo’s Method To The Madness | Zaria Parvez | TEDxCMU

NOTE FROM TED: TEDx events are independently organized by volunteers. The guidelines we give TEDx organizers are described in more detail here: storage.ted.com...
Duo, a sassy and fiercely loyal owl, has landed countless viral TikToks by riffing off of trending audio clips. Whether it’s fan-girling over Dua Lipa or getting in trouble with Legal, Duo has stolen the hearts of Gen-Z and #brandtok. Hear from the brains behind language-learning platform Duolingo’s TikTok account, Zaria Parvez about the entertainment-first account. We'll take a peek into how Duolingo implemented a test-and-learn approach, empowered Gen-Z talent to take the reigns, and flipped the script on traditional marketing. Zaria Parvez is Duolingo’s Global Social Media Manager. She leads social strategy, community management, and creator partnerships across all major social platforms. Most notably, she spearheaded the development of Duolingo’s world renowned TikTok account. As a direct result of Zaria's work on Duolingo's TikTok strategy and execution, the now-famous TikTok channel grew from 50K followers in September 2021 to 6.3M followers today and was recently recognized as one of AdAge’s Top 5 Brand TikTok accounts. The Duolingo TikTok has 143 viral videos (view counts of 1M or higher) due to Zaria’s creativity. What started as a test-and-learn initiative has become Duolingo's most successful social buzz and word of mouth initiative to date - all because of Zaria's insights, instincts, and expertise. More broadly, Zaria is a role model for a new, diverse class of Gen Z social media talent and has proven what's possible when given creative freedom and trust in the work she does. Since her time at Duolingo, Zaria has been named AdAge Social Marketer of the Year 2021, Adweek Creative 100 and Forbes 30 under 30. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at www.ted.com/tedx

[@deirdreryan1671]

Cool!

[@natohutch]

My left ear is lonely :(

[@stevenwatson2927]

2 points I've taken away from this.
1. Nothing she's saying seems to apply to Duolingo marketing strategy until about half way thru the video.
2. I was hoping this would be about the pedagogy. (I understand the research paper's are published on the website.)
3. This is much simpler than she makes it seem. Worldstar Hiphop will give you front page for the entire day for about $100 or something.