BrainPOP
Results of my first calendar year of leading BrainPOP’s social media strategy with a mission to:
- Raise organic engagement rate to above industry standard (in Education).
- Maintain consistent growth across all social media channels.
- Perception shift: position BrainPOP from a content library to a platform that drives learning outcomes.
- Use storytelling to shift brand perception and elevate community voices.
Engagement Rate
In 2023, BrainPOP achieved and maintained an average engagement rate well above industry standard (for Education) across all social media platforms month-over-month.
Instagram averaged 4x above industry standard.
LinkedIn averaged 3x above industry standard.
Community Growth & Engagement
BrainPOP has the unique situation of attracting different audiences—educators, administrators, students (Gen Z), and parents/homeschoolers.
To tackle this situation on organic social, we prioritized each audience segmentation and strategy by platform.
This strategy grew our social audience by more than 100K and tripled our click-through rate in one year.
Viral Impact
BrainPOP’s current benchmark for “viral” on Instagram is a post that reaches 500K+ and has 50k+ engagements. We had two posts hit this threshold in 2023 and four others we consider honorable mentions.