![]() A lot of it is testing, seeing if something works or work.”Īnd seemingly, the big green owl works. “This is part of our origin story right now. “A lot of brands are just figuring out TikTok, ourselves included,” Parvez said. Once, Duo responded to a comment from McDonald’s Canada by taking a dig at the chain’s ice cream machines, which are notoriously broken. ![]() Community management is another key element of the social strategy, in which Parvez and her team regularly respond to comments on the brand’s posts as Duo, sometimes with a video. Sometimes those TikToks get others in the office involved and most recently, TikTok star Rod Thill (or on TikTok). Filming TikTok content alone can take anywhere from 15 minutes to a couple of hours, not an easy feat considering the bulky owl suit can be hard to maneuver, she added. Those hours she spends scrolling through social media are actually a way for her to do social listening, a key part of her social media strategy before building a report, pitching content ideas and occasionally stepping into the big green owl suit to film as brand mascot, Duo the Owl.Ĭollectively, it takes up the better part of her workday. In her first job out of college, Parvez is one part of the brains behind language-learning platform Duolingo’s TikTok account, which currently has 1.9 million followers - and counting. But unlike most people, it’s not a bad habit. Most workdays start with an hour or two of scrolling through social media for 23-year-old Zaria Parvez.
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