Hosted By
About Social Pros Podcast:
Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.
Our purpose? Making sure that we speak to real people doing real work in social media.
Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs. With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.
Follow Social Pros on LinkedIn.
To inquire about becoming a guest or show sponsor, please email us at info@convinceandconvert.com.
Apple Podcast Reviews:
The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!
@Arlie KThis is absolutely an awesome listen for anyone in communications or social media!!
@Will31CThis podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!
@Simonstone95Love the podcast - informative, in depth and spot on for any business size.
@MissTriathlon
When people head to social media, usually the last thing on their minds is studying. But Quizlet, the widely popular learning platform, has managed to build an impressive social media presence that engages learners around the world. Tori Mueller, Senior Social Media Manager, joins Social Pros to clue us into their strategies.
Lead with “Dessert-First” Content, Then Education
Quizlet has perfected the formula for “edutainment” content with its unique blend of educational content, pop culture references, and community building on social. Tori heads up the social media department and joins this episode to take us through Quizlet’s strategy for appealing to an audience of learners, particularly Gen Z.
We hear about Quizlet’s three-pillar approach to content creation: edutainment, building the brand, and tapping into culture. As serious study content isn’t what people usually want to see on their social media feeds, Quizlet combines educational content with cultural commentary on the trends that appeal most to its audience. She explains why this strategy is so successful in keeping the brand top of mind for learners.
Tori also shares a great example of how Quizlet engages in social listening by building a fully-fledged April Fools’ campaign, “Rizzlet,” based on a real user story on social. Quizlet also partners with influencers, and Tori shares how a partnership with @maxnotbeer led to high community engagement and new Korean language lessons added to the platform.
Authenticity over polished content is a common theme in social at the moment, and Tori agrees that authentic content is performing much better for her team. To tap into that authenticity, she explains how part of their strategy is to show the real people behind the brand.
In This Episode:
- 2:42 – An introduction to Tori and Quizlet
- 4:12 – How Quizlet engages an existing user base with its three content pillars
- 8:56 – How Tori determines what pieces of culture/trends to capitalize on
- 11:10 – How Quizlet’s April Fools’ prank came from UGC
- 16:15 – The challenge of getting employees to be on camera
- 19:02 – Why Quizlet leads with “dessert-first” content
- 20:32 – Tori tells us about an influencer collaboration and Instagram quiz campaigns
- 24:43 – Unusual use cases for Quizlet
- 25:51 – How Quizlet measures success and avoids vanity metrics
- 29:13 – Why Tori is most excited about the move toward authentic content
- 31:05 – Where Tori goes for inspiration
- 32:30 – The platforms Tori would choose to focus on if starting again from scratch
- 34:27 – Tori’s top tip for aspiring social pros
Quotes From This Episode:
“We like to call it “dessert-first content” and then meet them where they are with that authenticity. So that when it’s time to buckle down and study, hopefully Quizlet will be top of mind for them.” Share on X“We’ve seen more success with social ads that we made in house with our small and scrappy team versus those high production value ads that we paid an agency to create. I feel like more brands should really be capitalizing on it.”
“Creators are such an important and powerful form of social marketing and just very necessary to speak to the audiences that we’re trying to reach in a way that we can’t necessarily as a brand.”
Resources:
Join the Social Pros LinkedIn Community
Join a community of real social pros doing social media on LinkedIn. Receive all the inspiration and ideas straight to your feed and add your thoughts to the conversation.
