There is only one way to describe Duolingo’s TikTok: They get it.

The language-learning app’s videos feature the brand’s mascot, a big green owl named Duo. Duo’s shenanigans are the brainchild of Zaria Parvez, the company’s recently promoted global social media manager. Parvez has proven that leaning into the app’s quirkiness and rolling trends is a recipe for success. As a result of her work, the channel grew from 50,000 followers in September 2021 to 2.1 million today. The Duolingo TikTok account has 46 viral videos (meaning each has a view count of 1 million or higher). The most successful video, a nod to Taylor Swift’s re-recorded album “Red (Taylor’s Version),” racked up more than 25 million views, 4.9 million likes and nearly 90,000 comments. 

The social team's work has also directly led to new user growth. During the week of November 15, 2021, a significant percentage of new Duolingo learners in the U.S. said they first heard about Duolingo on TikTok.