6 Lessons from Duolingo TikTok Strategist Zaria Parvez

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6 Lessons from Duolingo TikTok Strategist Zaria Parvez

Last week, I was lucky enough to see Zaria Parvez, Duolingo’s TikTok strategist, give a fantastic keynote at AAF Greater Rochester’s R/AD Week. If you’ve seen the infamous unhinged owl on Duolingo’s TikTok account, you’ve likely either laughed, been shocked, or a little bit of both. Some may assume this is a chaotic and ill-advised approach to social media, but it’s actually incredibly thoughtful and strategic. Duolingo takes calculated risks with their brand on TikTok, delicately balancing their intentions with the impact they anticipate a bold move can have. Here are some key lessons I took away from Zaria’s keynote.

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Headshots Matter. Here's Why.

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Headshots Matter. Here's Why.

The first time I had a headshot taken, I was 21 and starting my first office job after undergrad. I was working at my alma mater and the university photographer snapped a quick photo in front of a generic backdrop in his basement cubicle. I didn’t love the end result, but hey, it was just going up on our department’s website and nowhere else, so no big deal, right? A “meh” headshot wasn’t the end of the world, but it was a missed opportunity.

As my career has progressed, I’ve come to learn the value of a great headshot. It can make you feel way more confident and awesome as you market yourself online! For awhile, I used a black and white headshot an intern at another job took, but it never felt like me. When I finally got headshots I loved, it made a world of difference! I recently got new headshots and love them so much, which got me thinking about what makes a great headshot and how often you should update them. I figured I wasn’t the only one who has wondered about these things, so I talked to some of my photographer friends to get their best insights and tips!

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How to Apologize When Your Brand Messes Up

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How to Apologize When Your Brand Messes Up

2020 has been a hell of a year. Between the ongoing pandemic and the fight for racial justice, there is a lot to be outraged about. For many consumers, that outrage comes out readily when a brand or business they love behaves badly. It creates disappointment, anger, disillusionment, and distrust. This holds especially true for small businesses that find themselves in the throws of being called out for toxic, harmful, and racist behavior. As businesses grapple with balancing how to hold itself accountable it is important to be mindful of what actions help and what actions hurt in the wake of a public call out. No matter what, no brand or business is above being held accountable for their actions and the first step should always be a sincere apology.

As a business owner, how can you apologize to your customers in an authentic and impactful way? What actions do you need to take to ensure things change and you make it right? Let’s explore that together.

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Brands! Let’s Work Beyond Black Squares

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Brands! Let’s Work Beyond Black Squares

A lot of people have been asking and wondering: after the black square, what comes next? We’ve seen posts on Instagram reading, “This is not a moment, it’s a movement” and yes, great Hamilton reference, but how do we ensure that holds true? We need to hold brands and businesses to high standards right now. Lots of organizations issued statements and made promises throughout the month of June. How do we hold them accountable?

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