Duolingo’s 10 Commandments of Social-First Brands

6 December 2023
at 12:00 - 1:00 PM ET

We are bringing you virtual Summit Sessions! Couldn’t attend the Meltwater Summit in person? We’ve invited our most popular Summit Speakers back to host a webinar and take Q&A from our community members.

For December, we’ve invited Zaria Parves, Duolingo’s Global Social Media Manager, to talk about the 10 Commandments of a Social-First Brand.

And on the 8th day, God created a big green owl that twerks on conference room tables. From hard-launching a parasocial relationship with Dua Lipa to walking the red carpet at the Barbie premiere, Duolingo has become a leader in churning out viral content. On TikTok, Duolingo’s account grew organically from just 50K followers to 7M+. Led by junior talent, Duolingo’s TikTok has proven the impact of letting Gen-Z take the reins. Although not everyone has an unhinged mascot, the lessons Duolingo has learned can apply to any brand! Learn our 10 commandments and how to sustain momentum across audiences.

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Meet Zaria Parvez

Global Social Media Manager | Duolingo
Zaria Parvez leads social strategy, community management, and creator partnerships across all major social platforms as the global social media manager at Duolingo. As a direct result of Zaria's work on Duolingo's TikTok strategy and execution, the channel grew from 50K followers in September 2021 to 6.3M followers today and was recently recognized as one of AdAge’s Top 5 Brand TikTok accounts.


The Duolingo TikTok has 143 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. Since her time at Duolingo, Zaria has been named AdAge Social Marketer of the Year 2021, Adweek Creative 100 and Forbes 30 under 30.