Zaria Parvez

my favorite part about working is not working.

Often when people ask me how to break into social media for a brand, I always talk about utilizing creative real estate. Every point of communication is an opportunity to show your chops!

A fun moment when you make people stop in their tracks is far more important than any creative portfolio.

I finally have a fancy keynote speaker photo so therefore I must post it on LinkedIn and let the entire world know that SHE SURVIVED!

I overcame the self-doubt and got to wear an epic mic headset while doing it.

Thank you Dublin Tech Summit for letting me share my story of successes, failures, and the risks I've taken along the way. Much more to come!

Special shoutout to Annika Minges for the amazing slide design and always being my cheerleader.

In 5 years, social media managers l hope will be qualified to run for Creative Director positions as well.

In 2 years, early adopters (in this case, brands that see the astronomical value in social) will make it happen.

As marketing evolves, leadership positions will too.

Edit: And, yes, of course CMOs. But looking at a more short term trajectory of the industry.

duo IS brat. 💚

So freaking proud of Kelsey Dempsey Fati Jafri Tracee Miller Michaela Kron-Hags for making brat happen during opening night at charli XCX in Detroit.

the icing on the cake: charli xcx called it out herself on stage saying “Duolingo right there baby!”

This was all thanks to a kick-ass team of creative women:

Kelsey Dempsey led social content
Tracee Miller program managed the heck out of an event (including getting Duo to attend…and subsequently get kicked out)
Michaela Kron-Hags & Fati Jafri helped art direct and ideate signage & shirts & ALL the things that come up with campaigns
Karen Buchanan designed our iconic Duo brat image

and of course, the 20 Duolingo employees who offered their weekend to do this!

With millions of impressions in UGC, a mention by Pop Base and a feature from the official SWEAT tour - I think it’s safe to say this was a huge success.


(PS plz convince me that it’s a coincidence Dua Lipa’s line in Talk Talk is in Spanish and French)

Why I think the TikTok ban is irrelevant:

TikTok has inspired a new era of creating that brands will need to uphold because the standard has been set. With the democratization of content, good entertaining work - regardless of how much media spend or followers - can go viral.

This new era of creation is visible across social platforms with video now being the standard. Even LinkedIn has launched videos!

With the shift from high polished product driven ads to entertaining scrappy short-form video, brands who continue to embrace adaptability will find success.

Regardless of what happens to TikTok, the same mentality that has driven virality will stay the same despite where the content lives.

This ban is a true test of your social team’s ability to be early adopters to whatever comes next.