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If you’ve invested in native apps for your educational platform, you’ll be thinking about driving cost-effective installs via social. Like many educational brands and universities, you may have a strong presence on Facebook or Instagram, but could be overlooking TikTok or Snapchat in your marketing mix.
We take you through how to market an educational app to younger audiences.
Who’s your audience, and where are they online?
As of 2019, 90% of 13 to 24 year olds use Snapchat, and over half of TikTok’s audience is under 34. So, if your app targets college students, school leavers or university graduates, it’s highly likely they’re on these networks. They’re spending more time in here too: with 90% of people using TikTok more than once daily, with the average person spending 52 minutes in the app!
Both Gen-Z and younger millennials strongly prefer entertaining, short video content. The curated, static images or ‘hard-sell’ ads found on Instagram and Facebook are fast falling out of favour.
They key takeaway here? If you want your product in front of young people in a format they’ll engage with: networks like TikTok and Snapchat have curated your audience for you. Once you’re there, instead of taking an expensive ‘pay-to-play’ approach, let your content do the heavy lifting for you.
How to market an educational app while maintaining your brand voice
Traditional brands like higher education providers are often worried about balancing their brand voice against the typically informal, funny content on Snapchat and TikTok. Our case study with the Association of Chartered Accountants (ACCA) is a brilliant example of a traditional brand successfully gaining Gen-Z approval.
The ACCA recognized that to maintain relevance with younger would-be accountants, they had to break away from traditional marketing methods.
Gen-Z is averse to overt marketing, so we leverage their love of authentic and interactive content. Through TikTok influencer partnerships, Snapchat activation and AR filters, we propelled ACCA to enjoy millions of views on campaign content, as well as increased, engaged traffic to the platform.
If the idea of viral engagement and low-cost installs for your education app sounds great, but you’re unclear on how to capitalize on TikTok and Snapchat, book a strategy session with our experts.
Let your content do the heavy lifting
TikTok and Snapchat’s younger user-base is ideal for education or employment marketers, but simply replicating your approach for Facebook or Instagram could fail. To evoke trust, your content has to blend in with the rest of the network. For Snapchat, this includes culturally relevant, entertaining content featuring influencers the audience authentically relates to.
Our work with the Debut app, a student recruitment platform, leveraged cultural context and ‘relatable’ influencer partnerships. Through the use of culturally relevant memes, we captured and retained millennial interest. We featured real graduates in our content, signalling to younger audiences that the Debut brand applied to them. End result? We reduced cost-per-install (CPI) by 20%, as compared to Debut’s Facebook CPI.
The lesson here is to invest in contextual content that appeals to your audience. This is no easy task, and we’re here to support you. With expertise in content creation for 100+ clients, including educational partners like the ACCA and Debut, we know how to drive down install costs while encouraging viral, deep engagement from younger audiences.
So, if you’re thinking about how to market an educational app, let’s recap three key learnings.
Firstly, include Snapchat and TikTok in your marketing mix because their user-base is skewed to your ideal audience. If your brand is relying on traditional marketing methods, jumping into Snapchat and TikTok might be intimidating. However, a well-thought out campaign can yield explosive engagement.
Finally, content is crucial. Investing in well-planned, interesting content for younger audiences is essential in driving down CPIs, and gaining deep engagement.