Four years of content for an online English school

A living social media presence that reminds people of the school every day, shows learning from the inside and supports course sales

The client is an online English school. In this niche consistency matters: students, and people still choosing a school, should see it every day, not only during sales

This case isn't about a one-off launch but about an agency answering for the result every day. In four years we have made over 8,000 pieces of content for one page

The client has long stopped approving the content plan: we plan the topics, series and delivery ourselves and run the page every day

We agree only the key things with the client: sales and special offers, course launches and enrolments, important school news. To us this is the main measure of our work: the client spends no time on control, knowing the page will be run every day, in the school's style and with its goals in mind

In four years we never settled on one format: we tested, analysed and kept what works

In four years the page's style grew from scattered posts into a whole, recognisable feed

Before, memes and posts in different layouts; after, one red-and-white system, people on camera and series you recognise at once, such as #reviews

Carousels that teach English and end with an invitation to a trial week

One topic over several slides: how to describe yourself in English beyond good and bad — a night owl, a social butterfly, a couch potato, each phrase with its translation and the same character

Reels with real faces: short lessons, idioms and a teacher's life with a sense of humour

Five Stories a day: mini lessons, prices, the speaking club and a trial week

Stories keep the school in sight every day. A short grammar lesson or the difference between British and American accents is useful today, and the prices and the trial week give a reason to sign up