Goal

The need was to construct a comprehensive ToFu strategy that integrates social media and SEO, focusing on mainly YouTube and Instagram to drive visibility and engagement. The idea was to constantly add value and nurture potential users through cohesive and meaningful content marketing efforts.

Process

Considering the magnitude of channels to run for BYJU'S and varying team strengths based on the scale of each product, different strategies had to be adopted for each of the channels, based on a detailed content calendar that mapped out SEO and social media cadence. On the SEO front in particular, converting articles that targeted parents were added, along with the addition of over 500 educational articles across 3 product offerings which dramatically improved website traffic.

Since the BYJU'S Math Companion channel had to run with very limited resources and no presenter, the team focused on repurposing existing content and post-producing them to keep the channel running. In the process, over 200 videos were published in under a year, enabling the channel to hit monetization numbers with zero marketing budgets. The adopted strategy included using learning videos, product explainer videos, and teacher resources to ensure we are catering to all components of the ICP - the child who is the user, the parent who is the buyer, and the teacher who is the influencer.

For the India channels, which were a lot more established, the expectation was to coordinate with the content and brand teams to produce high-quality content that maintained consistency with our other India products. Performance metrics were analyzed to optimize content and improve reach, and a lot of live sessions were leveraged to engage students on the channel. A feedback loop was established to continuously refine the strategy, addressing emerging trends and audience preferences.

Additionally, content was created for Epic! and Tynker, our US acquisitions, to engage kids and educate them about our product offerings and newly added formats like motion comics and live classes for Minecraft, respectively.

Result

The endeavour led to a significant increase in brand visibility and engagement across all channels and geographies. The coordinated content efforts on YouTube and other platforms resulted in a 40% increase in video views and a 35% rise in social media interactions.

SEO optimizations improved website traffic by 15%, with a notable increase in organic search rankings, enabling the main website to hit close to 220 million monthly sessions. The feedback loop and continuous content refinement ensured sustained audience interest and engagement that amplified the reach, and drove higher brand awareness.