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If you’ve been on TikTok lately, you might have seen a green owl who seems to always be in the loop with what’s trending on the platform and pop culture. That green owl is Duo, the mascot for the language learning app Duolingo.
What makes Duolingo stand out on the platform is how its social strategy doesn’t involve constantly promoting itself, but finding ways to connect with those familiar with the service and those who are not.
On this episode of Young Influentials, Duolingo’s global social media manager Zaria Parvez joins Adweek digital editor and host Colin Daniels for a discussion about Duolingo’s social media strategy and why it’s so effective. Parvez shares how the app’s TikTok strategy came to be, how Duolingo is reaching all types of people on various social platforms in addition to TikTok and how it successfully connects with creators through its events.
Stream the new episode below, or listen and subscribe on Apple Podcasts, Spotify, Stitcher or iHeartRadio.