The Strategy

Coming to Speak Up London we started with a following of 11,000 on Instagram and 117 on TikTok and a schedule of one to two posts a week. The first thing that needed to happen was a big increase in consistency and quantity of content. We increased to at least once a day, ideally two to three with a big presence on Stories. As of Autumn 2024, we are currently sitting at 15,000 followers on Instagram (^36%) and 1,690 on Tiktok (^1300%)

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The Execution

With algorithms ever changing and the landscape of social media being as confusing as ever, staying on top of the latest trends and innovations has been key. However, we are constantly working through our tone strategy to find the sweet spot of engaging with our current community but also expanding out to reach new leads. The current and successful strategy is high-quality content including real testimonials from our students, regular shares of what our current students are up to and marketing videos that explain our courses from our academic team.

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Learnings

Not everything that's trending will go viral. We've trialed and tested memes, trends, but ultimately our best plan is to nuture our community of existing students, showing off the progress and fun that they're having and making it seem like an unmissable experience. We have now taken our foot off the pedal when it comes to quantity, and now we have an established marketing team, we can focus more on the quality of our content.