Daily December 13

Most workdays start with an hour or two of scrolling through social media for 23-year-old Zaria Parvez. But unlike most people, it’s not a bad habit. It’s part of her job. Read how Parvez is using Duolingo’s Duo the Owl as a sassy way to reach TikTok users. Read more below.

• Duolingo struck gold on TikTok by leveraging its menacing mascot. Its social media manager talks how it helped them build brand affinity.
• Tech innovations like transcription enable refined inclusion and exclusion lists in buying podcasting, whose growth is expected to hit $2 billion by 2023. More in this Digiday+ Media Buying Briefing.
• TheStreet’s new editor-in-chief’s biggest goal is to grow TheStreet’s audience — even those that aren’t paying — and create more content to attract diverse readers interested in finance.