![]() Talk about good customer service! Existing trendsĭuolingo’s sitcom-style account incorporates existing trends and sounds into its content by referencing current events as well a s other viral videos. A quick scroll through the comments on any video on the Duolingo account reveals consistent and quick-witted replies to real user feedback, which prove key to captivating the attention of fans. ![]() Commenting on videos and posts can also be extremely valuable, so don’t underestimate it.Duolingo takes its user engagement one step further by actively engaging with its audience through the platform. Listen to them! If you give them what they want, they’ll be delighted. According to Zaria, “the comments section is your social brief.” Your community tells you exactly what they want to see. 6) Community management is invaluable.Īs a community manager for a large brand myself, I loved that Zaria made sure to point out that community management is hugely important and often underappreciated. ![]() For Duolingo, it’s “learning a language is hard, so that’s why we make it fun.” This made me consider–what are the human truths at the core of each brand I work with? Keep your human truth in mind when crafting content for your social channels. Hire folks from intersectional backgrounds and pay them well! 5) The human truth of your brand is your shining star.Įvery brand has a human truth at its core. Zaria argues that “the best power any social media manager can have is shapeshifting.” Folks from intersectional backgrounds are likely going to be able to bring that shapeshifting talent to the table! They also tend to have more unconventional ideas that others may not think of. The need to constantly adapt her identity depending on her context shaped the person she is today. Zaria spoke about growing up Muslim-American in the Pacific Northwest as the youngest child of two Pakistani immigrants. It’s okay to get weird with it! That makes it fun and keeps your audience engaged. For example, it’s canon in their universe that Duo the owl is in love with pop star Dua Lipa. ![]() So be entertaining! At Duolingo, they think of their social presence as a sitcom with recurring characters. People aren’t hanging out on social media to be sold to–they just want to be entertained. When a trend comes about, they can pair a well thought out idea with the trend. Zaria and the social team constantly generate new ideas and develop them. While many people think of TikTok as a place for dance trends and lip syncing audios, trends aren’t everything. All you need is an iPhone and some creativity! 2) Chase ideas, then trends. TikTok has more of a casual vibe anyways–there’s no need to be ultra-polished. You don’t need to hire a videographer or have a fancy camera! Videos shot on iPhone do just fine. Many of my clients fear that they can’t get on TikTok because they don’t have the budget to create lots of video content. 1) Low budget? Don’t let that stand in your way!Įver since Zaria joined the team at Duolingo, they’ve been creating amazing TikTok content with just an iPhone and a janky old owl costume. ![]() Here are some key lessons I took away from Zaria’s keynote. Duolingo takes calculated risks with their brand on TikTok, delicately balancing their intentions with the impact they anticipate a bold move can have. Some may assume this is a chaotic and ill-advised approach to social media, but it’s actually incredibly thoughtful and strategic. If you’ve seen the infamous unhinged owl on Duolingo’s TikTok account, you’ve likely either laughed, been shocked, or a little bit of both. Last week, I was lucky enough to see Zaria Parvez, Duolingo’s TikTok strategist, give a fantastic keynote at AAF Greater Rochester’s R/AD Week. ![]()
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