The Future of Ed Tech Social Media Marketing
The Indian EdTech market is the second largest after the US, with a projection to reach USD 10 billion by 2025[1]. The EdTech industry in India saw massive growth during the pandemic. This was due to the convenience of online education and virtual classes.
Post the pandemic, the industry continues to evolve. EdTech industry analysis shows that integrating new technologies will catalyse this growth. This includes technologies like Artificial Intelligence, Machine Learning, etc.
It’s time for EdTech brands to analyse and refine their strategies. It will help them benefit in this rapidly growing sector.
Additionally, easily accessible learning resources are in high demand across different customer demographics. It has resulted in rising competition among EdTech brands.
Now, brands must put forth their best efforts through social media marketing. It is crucial to stand out and establish their footing in the industry.
How can social media marketing help EdTech brands with business growth?
Read this blog to learn about the role of social media in EdTech marketing. Find tips on creating an effective social media strategy for your EdTech business.
Social Media for EdTech Companies
90% of college students[2] worldwide use social channels as a learning resource. Even educators use these platforms to assist their educational efforts. Research suggests that 80% of educators in colleges[3] use social media in their classes. They also use it to expand their professional network.
This reflects the impact social media has in the educational space. As such, EdTech companies must use social platforms to locate their potential customers. It includes both students and teachers.
EdTech brands can use social platforms to build brand awareness. They can utilise it to promote their products and increase sales. Leveraging social sites can help EdTech businesses do the following:
- Run promotional campaigns
- Connect with their audiences directly
- Share website updates and links to boost traffic
Social media is a powerful tool to boost brand visibility for EdTech companies. Utilising its full potential, brands can find higher business opportunities.
Advantages of Using Social Media for Marketing Your Edtech Company
As discussed, social media is quite relevant to students and academic professionals. As such, EdTech brands may miss several benefits if they are not using social platforms. These benefits include
- Access to a vast audience
Using social platforms, EdTech businesses can reach out to a broader target audience. It comprises students, educators, parents, and other companies in their niche.
They can also establish themselves as thought leaders in the industry. It will help them capture their target audience’s attention.
- Targeted advertising
Major social sites like Facebook, Instagram, YouTube, LinkedIn, etc., offer several targeting options. It helps businesses promote their products and services to the right audiences.
They can also customise their ad campaigns based on different parameters. You can use the following ones for targeting:
- Demographics
- Customer preferences
- Geographical location
- Audience behaviour
- And more
It will increase the chances of conversion.
- Effective Communication with Potential Customers
Most social platforms have direct messaging features. It allows EdTech businesses to engage with their audience on a personal level.
They can address customer queries, send personalised content and offers, and more. It will help them establish strong customer relationships.
- Opportunity to Experiment with a Wide Range of Content Formats
EdTech brands can post different types of engaging content on social sites. It may include informative videos, infographics, links to blog posts, interactive quizzes and polls.
Experimenting with different content types can help them enhance their marketing efforts.
- Advantage of Analytics
Social platforms offer advanced analytical tools. These tools provide real-time feedback on campaign performances.
EdTech companies can use these tools to analyse the impact of their strategies. They can then improve their efforts for better results.
- Competitive Benefit
EdTech brands can showcase their unique features and benefits through social channels. They can also highlight their brand vision and explain what sets them apart.
Tips to Create a Strong Social Media Strategy for EdTech Marketing
EdTech businesses must have a robust social media strategy in place. It is necessary to leverage the full potential of social media for business growth.
Here are a few tips to build a strong EdTech social media marketing strategy.
Identify Your Target Audience
The first step to creating a social media strategy is to determine your ideal prospects.
Most social media platforms have a vast user base. As such, brands must identify who can use their products. It will let them target their promotional efforts to the right audience.
The target audience for EdTech businesses comprises of:
- Young students
- Institutions looking for educational tools
- Organizations seeking upskilling resources
- Educators trying to enhance their efforts
Audience targeting can help brands segment them into groups. It empowers them to build customised strategies for each group.
Using segmentation tools on the platforms, brands can run targeted social media advertisements. They can also provide unique content for each audience segment.
Choose the Right Social Platform
To make the most of social media, brands must invest their resources in the right platforms.
After identifying their target audience, brands can research the platforms they prefer. It will help them direct their efforts to the platforms their prospects use.
Moreover, every social platform has a varied user base. Brands can use each platform’s unique features to attract users' attention. It will help them drive more conversions for business growth.
For instance, Instagram has a younger audience, with its active users between the ages of 18 and 29. EdTech brands can target their younger audiences on this platform. They can use engaging content formats like Instagram Reels and Lives to attract them.
Utilise Video Content for the Most Impact
EdTech brand can enhance their marketing efforts by picking the correct content format.
Visual content, especially videos, is more impactful than textual posts. As per research, viewers can retain 95% of the information[4] delivered through a video.
Additionally, video content is accessible, can be consumed, and is shareable. Video posts on social media get 12 times more[5] shares than text and image posts.
As such, EdTech brands can increase audience engagement using video content.
Leverage Hashtags
EdTech firms can boost their brand's visibility by utilising social media hashtags.
Hashtags are crucial to any social media strategy. They help brands stay on top of social media search results. They also allow businesses to integrate relevant branded content into trending online conversations.
Using relevant hashtags, EdTech marketers can join discussions on social platforms like:
- And more
It boosts prospect engagement, which facilitates brand visibility and awareness.
For instance, during the lockdown, online tutoring platform Vedantu started a hashtag- #vedantulearningchallenge. This hashtag prompted the audience to share the skills they acquired at home. It initiated a chain of conversations on their handle, increasing brand awareness.
So, how can EdTech brands use hashtag marketing on social platforms?
The first step is to identify the keywords related to their service and products. Then, they can pick the most relevant one with the highest buzz around it. It will help increase engagement in their posts.
Additionally, brands can create and trend particular hashtags related to their campaigns.
Explore Influencer Partnerships
There has been a rise of educational influencers on social media in recent years.
These influencers can impact their followers’ choices and opinions with their content. Brands can generate more conversions if influencers endorse them.
As such, Edtech businesses can boost brand awareness with influencer partnerships. They can capitalise on their vast follower base to enhance their business growth.
Brands can collaborate with influencers to shoot a podcast or vlog. They can use their credibility and expertise to create original content. Additionally, they can request influencers promote their brand in their content. It is more effective than traditional ads.
Research suggests that 50% of millennials[6] trust products recommended by an influencer. It holds for EdTech products and services as well.
So, EdTech brands must use this strategy to upscale their business.
Wrapping Up
The growing demand for digital learning has transformed EdTech into a competitive industry. As such, brands must redefine their strategies to stay one step ahead.
Social media can help EdTech businesses in this effort. It provides scope for brand awareness and audience engagement to fuel business growth.
With the tips discussed here, Edtech brands can refine their social media strategies.
For more expert assistance, connect with Growth Jockey today! Elevate your social presence with top-notch strategies that align with your business goals.
FAQs
1. Who are the ideal customers for EdTech brands?
The primary customers for EdTech brands include
- K-12 students
- Teachers
- Parents
- Institutions looking to upskill their employees
- And more
2. How can social media help EdTech brands increase their business?
Social Media has several benefits for EdTech businesses, including
- Brand visibility
- Lead generation
- Audience engagement
3. How often should EdTech brands publish social media posts?
Post frequency depends on the platform you are using and your target audience. You should publish at least one daily post on platforms like Facebook and Instagram.
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