![]() "So it's this really cool balance of understanding that language learning is hard and making it fun. "What's interesting is that if you go to our social channels like Instagram and Facebook, we don't share our TikToks there, as they don't resonate as they do on TikTok, they just don't care as much on other platforms." Parvez continues. We asked whether the team has been tempted to post the TikToks on other platforms such as Instagram, but Parvez says they don't do this. ![]() Because we have that humor, that humorous truth, and it's what our consumers think of us, it made sense to be quirky and not take ourselves so seriously." "My job was to enhance what I did with Twitter and Instagram, in how these profiles were pushy and passive-aggressive, and bring that to TikTok. "It was based on our human truth of what our team found, that language learning is hard and we make it fun, which is what Duolingo is all about." "That's funny, as it's indeed what we've been trying to do here – building a sitcom with our TikTok," Parvez reveals. Scrolling through the many TikTok videos from Duolingo, a lot of the content reminded us of a sitcom, and we wondered whether Parvez and her team felt the same. Being proactive rather than reactive helped break through the noise." A transition of social media interactions "Once trends would pop up, we'd match the trends to the ideas we already had, and that really allowed space for quick approvals for new videos, so these could go live sooner than usual. ![]() Another story is about how Duo hates Google Translate, which is just a funny play for the character to us and the audience." Parvez explains. ![]() "A lot of our storylines on TikTok started with funny videos and memes we've seen on the internet, such as Duo being a big fan of Dua Lipa – that came to be because people would mix up our names, such as Do-a-libra and other ways. "I think one of the funniest and most basic things is that we have our ear to the ground in giving the community what they want to see," Parvez continues. ![]() We asked Parvez how her team looks at the latest TikTok trends to apply them to the Duolingo account. Every social platform can ride a wave of certain trends that can happen at any time, at any location. ![]()
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