80,000+ likes for an Instagram reel of a learning app?
When I was in my twelfth and was trying to crack my board exams and my engineering entrance exams, I used to watch a lot of YouTube classes and also enroll in a lot of online Edtech platforms like Khan Academy. Back in those days, to be honest, the teachers were so straight up and were kind of mechanical (Not taking anything away from them) - hence had to try really hard to keep focus and not to sleep off.
Recently I have noticed a sharp change in the same - maybe it is because of the Gen Z effect or maybe it is just for utilising viral/meme marketing. Now I see teachers in these new tech platforms cracking jokes, behaving like college buddies, etc.. To be honest I feel a sense of freshness and human connection watching those videos when I compare it with the teachers I saw while I was trying to crack my boards.
But as a marketer, I feel - that a Kerala-based ed-tech called Xylem is purposefully bringing a chill, friendly vibe/culture to their entire online lectures. And they have a strong online community that is celebrating those movements through Instagram reels.
Here is one:
In this one, the Maths teacher is teaching Trigonometry using a very simple and memorable story. And this one reel has got more than 80k likes! Imagine how many more students would have checked out Xylem after watching just this one reel!
When You are ready to change the system, you become the front runners of the cultural shift!