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Zaria Parvez

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  1. 20VC with Harry Stebbings57 min

    Zaria Parvez: How Duolingo Scaled to 8M TikTok Followers & How to Create Viral Content | E1105

    Zaria Parvez, Harry Stebbings

    In 2021, Duolingo's social team, led by Zaria Parvez, repositioned the platform's mascot as the central character of a "sitcom" to compete for user attention against other media rather than traditional language apps. By fostering a decentralized, scrappy culture that hires unconventional talent and prioritizes organic storytelling over polished scripts, the group rapidly grew to become the largest brand account on TikTok with over 190 million likes. This strategy successfully converted cultural resonance into tangible app growth, with viral videos serving as the primary driver for downloads and direct recruitment traffic.