how do we increase engagement?

The Online School is an AI-powered learning platform with tutors and tailored learning modules for kids with different learning styles. Traditionally schools use just one approach in their curriculum, but that doesn’t work for everyone.

Brief:

We’re getting low engagement on Instagram, where the audience is parents. How do we engage this (indirect) audience better? Not students, but parents. The ones who hold the purchasing power and are the main audience on Instagram.

First, I checked the Brand Positioning:

Learning that doesn’t feel like learning

How do we translate positioning to comms direction?

Initially The Online School was posting the same educational TikTok content on Instagram, where parents are the main audience. Featuring tutors presenting engaging videos unpacking science and other subject bite-sized facts to give a flavour of the product and different style of learning approaches, showing how The Online School provides modern, tailored education for kids. But that wasn’t enough to start conversations.

The problem is that parents don’t want to learn about facts, they want to know What is The Online School and why is this a good fit. They have questions.

Brand Platform: Questions.

I developed a comms direction called Questions that boosted engagement, not just on social, but across all touch points. Every brand touch point became an opportunity to ask an interesting question that hooks and reels people in, both parents and kids.

Results:

45m+ viral content views
0 to 6-figure ARR in year 1
100+ educators in community
VC-backed
Custom platform built

QUESTIONS.

Parents have a lot of questions, and so do kids. It’s the most natural way to start a conversation, a dialogue, a thought starter, a conversation starter - with potential clients and students. No matter the platform, a good question goes a long way to gain trust and convey value as a brand in education of the future… We took it from content to stationary, conference speech ideas and product copy too.

Here’s the no-faff-straight-to-the-point deck I shared on this route. They loved it!