Zaria Parvez

Zaria Parvez, Duolingo's Senior Global Social Media Manager, skyrocketed their TikTok from 50K to 8M followers with her creative strategies. She shares valuable lessons on creating viral videos, explaining how to make content feel like 'medicine to candy.' Zaria emphasizes the importance of authenticity and balance in storytelling, reflecting on how the pandemic transformed content marketing. She also discusses measuring success in social media while navigating trends and maintaining team creativity. Zaria's insights reveal what makes engaging content truly resonate.

Zaria Parvez, the global social media manager at Duolingo, dives into the whimsical yet cult-like dynamics of the language-learning app. She reveals how push notifications can create a blend of emotional engagement and anxiety among users. The discussion explores how Duolingo fosters a sense of community while also evoking shame through its gamified features. Zaria examines the sentimental connection many users have developed with Duo, the app's mascot, making the learning experience feel more like a ritual than a chore.