The new era of content marketing—where the name of the game is
authenticity, virality, and connecting on a deeper level with your community.
It’s no longer enough to just push out content; you’ve got to create something
that your community wants to share, recreate, and build upon. Not sure how that
works?
Let’s look into what makes the biggest players in edtech so successful, and how
you can create content that your community and learners genuinely wants to
engage with.
When educators create content for edtech platforms, it’s not just branding and or
marketing—it’s about fostering a vibrant community where teachers feels like
they’re actively contributing to the future of education. Community is crucial
for any brand, especially in the edtech space, as it creates a sense of belonging
and shared purpose among educators. Viral campaigns from edtech platforms
are nailing this because they make educators feel heard, valued, and
empowered. Okay, here’s a hard pill to swallow, creating engaging and
shareable content is one of the biggest aspects of building a brand on social
media; however, edtech platforms face a unique challenge in this regard. They
must strike a balance between delivering educational value while still being
able to incorporate the entertainment factor that capture and sustains their
audience’s attention. Moreover, with so many competitors vying for the same
audience, edtech startups must differentiate themselves by clearly showcasing
their unique value proposition and positive impact they have on teaching and
learning. To achieve this goal and create content that resonates and goes gaga,
edtech startups can tap into relatable humours, leverage user-generated
content, and participate in trending challenges that align with their brand
message—all while maintaining a focus on the educational benefits they offer.
Take Duolingo’s social media approach, for example. Their Instagram content
might look like some funny green bird antics, but behind all that humor is a
relatable, story-driven approach that builds a loyal brand community. According
to a study by the Pew Research Center, 69% of U.S teachers report using social
media for professional purposes, and when educators are scrolling through
TikTok or Instagram after a long day they want something that’s going to make
them laugh, feel inspired, or give them an idea they can actually use.
EDTECH CAMPAIGNS THAT SLAYED THE GAME
Want you content to hit like a viral Instagram reel? Here’s the tea, from the
pros:
1. Make it Relatable AF
Duolingo has turned its brand mascot into a meme machine. Teachers
love this content because it’s relatable—the struggles of language
learning are exaggerated in a way that makes learning both entertaining
and education. If you’re an edtech brand, think about how you can turn
everyday struggles into funny, shareable posts. Use that Instagram humor
that’s blowing up—teachers are more likely to share content that’s not
only relevant to their classroom but also gives them a laugh. In fact, 72%
of educators sat they are more likely to share content that resonates
with their daily experiences.
2. User-Generated Content is King
Platforms like Khan Academy have thrived by encouraging educators to
share their classroom experiences and teaching techniques. An edtech
entrepreneur could tap into this by creating challenges where educators share
the creative ways they’re using your platform, just like Instagram trends.
Teachers love a bit of friendly competition, and making your campaign feel like
a “challenge” in a smart way to turn users into ambassadors.
3. Trend Jacking: Edtech Style
Don’t be afraid using trending formats from unrelated industries! Remember
how everyone was hopping on the “#GRWM” (Get Ready With Me) trend on
TikTok? You can translate that into educational format like “#PlanWithMe” for
teachers or learners. Et educators show how they plan lessons using your
platform. It’s a behind-the-scenes look that humanizes the teaching process and
adds authenticity.
4. Memes Are a Must!
If there’s one thing that’ll make your audience share your content, it’s a solid
meme. Memes cut through the seriousness and build community. Use that niche
humor—the kind of jokes that only your community will get. Think about how
Spotify Wrapped took off; 52% of educators report they enjoy sharing memes
that reflect their classroom experiences. Why not create a campaign around
that concept, highlighting with stats on how much they’ve used your platform?
TIPS FOR CONTENT THAT SLAPS
1. Identify Your Audience’s Pain Points and Add Humor
Teachers deal with a lot—from curriculum planning to classroom management,
so do learners. Create content that acknowledges these challenges and adds
humor. Research shows that humorous content is shared 35% more than non-
humorous content, so relatable humor = instant shareability.
2. Create Educator Challenges and Campaigns
Ask educators to share videos of how they use your platform in their
classrooms. Make it a challenge—who can come up with the most creative use
for your product? Incentivize them with rewards like free subscriptions or
shout-outs; this has been proven to increase engagement by up to 50%.
3. Embrace Short-Form Videos
If you’re not already on Reels or Shorts, what’re you doing? Create short,
digestible videos that show quick tips, inspirational content, or relatable
moments. The more you can align with trending sounds and formats, the better
your chances of going viral. Over 90% of educators say they watch educational
videos online, making this a crucial strategy.
4. Engage with Your Community
When your community engages with your content, engage back. Build a
relationship. Duolingo often replies to comments, creating aa sense of direct
communication and community, and this approach could work wonders for
edtech brands. When brands respond to engagement, they see a 70% increase
in community loyalty.
Évoilà, now is your chance to become cultural forces just
like the other viral brands out there. They key is to make content that’s
authentic, relatable, and most importantly, human. You’re not just putting
out some random marketing post—you’re making something thats relatable,
something that can be shared, remixed, and remembered by your
community who are the heart of it all.
Stop thinking of your campaigns as one-off posts. Think of them as
chances to build a community and spark action. When your audience feel
seen, they’re gonna share your content far and wide—and that’s how you
truly make your mark.
