Zaria Parvez, global social media manager at Duolingo, joins PodCatalyst host and IABC Executive Director Peter Finn to share her outstanding journey on TikTok. With her creative and interactive approach, Zaria has made Duolingo a prominent figure in the TikTok community, particularly among Gen Z and with over 6.7 million followers and counting.
This episode explores how creative freedom and trust have been instrumental in Duolingo's success, as Zaira's ability to connect with the platform's younger audience has propelled her to new heights and made her a role model for others.
Parvez will lead the session “Keep it Simple Stupid: Duolingo’s Guide to Calculated Risk on Social” at IABC World Conference 2023, 4-7 June in Toronto. Tune in today for a preview of this can’t-miss discussion.
Stream the episode on Spotify, Google Podcasts, Apple Podcasts, Anchor, or listen below.
Zaria Parvez is Duolingo’s global social media manager. She leads social strategy, community management and creator partnerships across all major social platforms. She spearheaded the development of Duolingo’s 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 5.1M followers today and was recently recognized as one of AdAge’s Top 5 Brand TikTok accounts. The Duolingo TikTok has 83 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. Prior to joining Duolingo, Zaria was a student at University of Oregon where she majored in advertising, business and psychology. She was recently named in the Forbes 30 under 30 list for Social Media.