Duolingo's Ex-Manager on Virality, Anxiety, and Mental Health

Zaria Parvez's Journey as Duolingo’s Social Media Architect

Zaria Parvez, a senior global social media manager for the language-learning app Duolingo, recently announced her departure after more than five years of shaping the brand’s online presence. During her tenure, she played a pivotal role in transforming Duolingo into one of the most recognizable and engaging brands on social media, with a staggering 16.7 million followers on TikTok.

Parvez’s strategic approach led to several headline-making campaigns. These included an extended back-and-forth with pop star Dua Lipa, a 2023 tweet that appeared to mock anti-vaccine communities, and a campaign where the brand’s owl mascot, Duo, was humorously hit by a Tesla Cybertruck before being resurrected. These moments not only captured attention but also showcased the brand’s unique voice and creativity.

Her work has earned her a following of her own, with appearances at conferences and a growing personal brand. However, her journey hasn’t been without challenges. In 2021, a Duolingo post joking about the negative attention actor Amber Heard received on TikTok sparked controversy. These missteps have shaped her understanding of the delicate balance between humor and sensitivity in social media management.

The Evolution of a Personal Brand

Parvez credits much of her success to self-credit. In 2021, she took the bold step of claiming credit for her work on LinkedIn, which marked the beginning of building her personal brand. This shift allowed her to transition from being just a social media manager to a recognized personality in her own right.

She also introduced a “writer’s room” for Duolingo’s social team, aiming to transform the brand into a content house. By bringing in comedians and creative minds, the team experimented with different versions of Duo, including a “Severance” spoof parody. Although only one project was piloted before her departure, it highlighted the potential for innovative storytelling within the brand.

Understanding the Complexities of Social Media Management

One of the common misconceptions about social media is that viral posts are simply quick successes. Parvez explains that the process involves extensive planning, approvals, and iterations. People often overlook the behind-the-scenes efforts that go into creating a successful post.

User feedback has also played a significant role in shaping campaigns. For instance, the Dua Lipa lore originated from a viral tweet in 2013, highlighting how user engagement can inspire future content. Parvez emphasizes that comment sections are invaluable for identifying trends and ideas.

Key Takeaways for Marketers

Parvez has observed that certain phrases in marketing need to be retired. She points out that “make it go viral” is often counterproductive. Instead, marketers should focus on building brand awareness first, understanding that ROI may take time. She advises starting with brand awareness and viewing it as an investment rather than a direct sales tactic.

During her time at Duolingo, her KPIs evolved from simple follower growth to impression-based metrics and eventually to new user goals. The death-of-Duo campaign, which generated 1.7 billion impressions, exemplifies the power of creative storytelling. It even led to unexpected merchandise opportunities and influencer collaborations.

Navigating the Line Between Creativity and Sensitivity

As a social media manager, Parvez acknowledges the challenge of knowing where the red line is. She admits that she learned through trial and error, sometimes crossing boundaries and facing backlash. These experiences have helped her develop a better understanding of what resonates with audiences while maintaining the brand’s integrity.

She also reflects on the importance of learning from mistakes. After the Amber Heard incident, she realized the need for greater sensitivity when addressing public figures or sensitive topics. These lessons have influenced her approach to managing future campaigns and mentoring the next generation of social media professionals.

Managing Anxiety and Work-Life Balance

Parvez’s journey has not been without personal struggles. Last year, she took medical leave due to the anxiety caused by the constant pressure of managing such a high-profile account. She experienced exhaustion and sleep deprivation, constantly questioning how to maintain creativity and effectiveness.

To manage this, she found solace in creating outside of the platform. Engaging in smaller projects where her work was judged on creative value rather than virality helped her regain control and ultimately led to her decision to leave her role.

The Importance of Boundaries

Setting strict guardrails between work and personal life became essential for Parvez. While she initially struggled with separating her responsibilities, she realized that maintaining a 40-hour workweek and avoiding constant connectivity was crucial for her well-being. Despite the challenges, she acknowledges that setting these boundaries has been vital for her mental health and long-term success.