Extracting value from your assets
Unused content is a missed opportunity. If you have videos of students talking about their wins, you have the most powerful marketing material you could ask for. Do not let these sit gathering dust. They are your best sales assets. Incorporate them into your social media strategy immediately. As CEO, you need to ensure that your team is maximizing the resources you already have. This is a simple way to increase your marketing output without needing to spend more on production.
Building authority through social proof
Trust is the most valuable currency in edtech. When students see other students succeeding on your platform, they are more likely to buy. This is the definition of social proof. By sharing this content, you are showing your prospects that your product delivers on its promise. It is the best form of brand building you can do. It is authentic, it is credible, and it is entirely based on your users' experiences. Make sure this content is a central part of your marketing.
Scaling distribution via a network
To scale your reach, use a managed content network. A managed content network is a set of many brand-owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This lets you get your student stories in front of far more people without increasing your workload, ensuring your social proof is seen by a large and relevant audience.
Optimizing for growth and efficiency
You should always be looking for ways to get more for less. Repurposing user content is the epitome of this. It costs you almost nothing to distribute, yet it can have a huge impact on your conversion rates. This is how you build a profitable, efficient company. Keep your focus on these kinds of high-leverage activities. When you have a steady stream of authentic content, your marketing becomes much more effective, and you can focus your time on larger strategic goals.
Repurpose your existing user-generated content as a primary source of social proof to increase trust and drive student signups.
See your network before you hire.
Tell us what your edtech company already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
How can I encourage more students to share?
Make it easy. Ask for a quick video in exchange for a benefit, or feature them in your community newsletter. People love to be recognized.
How do I maintain brand voice?
The brand voice of UGC is that of your users, which is perfect for social media. Don't try to make it sound like your corporate marketing.
What if the content quality is poor?
Authenticity matters more than production quality in social media. If the story is genuine and the impact is clear, the video quality is usually secondary.