TikTok promotion for educational
app Erudito

Erudito is an educational app designed for elementary school children, available for download on both Android and iOS. It acts as a personal tutor for all subjects, making TikTok promotion a critical part of its marketing strategy.

The app addresses the following challenges:

• Children wasting time on their phones without purpose.
• A lack of interest in studying.
• Parents’ inability to answer all their child’s questions.

The primary flow of downloads previously came from contextual advertising, while social media platforms were underutilized.

Erudito initially managed its TikTok account independently, but video views barely exceeded 150.

Target Audience on TikTok

The target audience for downloads is elementary school children aged 7–10 years.

Audience Insights on TikTok:

1. Children of school age can influence their parents’ or relatives’ purchasing decisions.
2. Children at this age often have their own money (allowances) and can decide how to spend it.
3. A common misconception is to direct content primarily to parents since they pay for the product. However, content should focus on children’s interests and perceptions, making it engaging and relatable for them.

TikTok promotion preparation phase

Before launching the campaign, thorough research was conducted, which included:

• Competitor analysis
• Target audience profiling

Based on the findings, a TikTok video strategy was developed. The plan included posting one video per day, with a content focus on educational tips and life hacks presented in an engaging, child-friendly format.

TikTok Strategy Execution

At the start of the project, the account was inactive and lacked a clear purpose or strategy.

Phase 1: Initial Account Setup

The following tasks were completed in the initial phase:

1. Visual Optimization: Designed the account visually to appeal to the audience.
2. Business Account Setup: Configured a business account to access analytics.
3. Content Planning: Developed initial content ideas and scripts for videos.
4. Actress Recruitment: Hired an actress to create engaging video content.

Actress Selection Criteria

The actress was chosen based on the following parameters:

• Proven TikTok Experience: She had an existing, successful TikTok account.
• Charisma and Talent: Natural on camera with strong audience appeal.
• Audience Relevance: Ability to connect with children, demonstrated through experience such as:
  • Working as a camp animator, elementary school teacher, or nanny.
• Appearance and Language Skills: A relatable look for the audience and fluency in Ukrainian.

The first video posted on the newly optimized account received 15,000 views on day one. Over the next two weeks, the campaign achieved:

• 58,400 views
• 11,100 likes
• 2,500+ new followers

This initial success highlighted the power of a targeted TikTok strategy, focused on engaging the audience with educational, entertaining, and relevant content.

@era.mind

Не поспішай лаяти дитину за телефон! #образование #освіта #компьютерныеигры #гаджеты #гаджетыидети #развитие #смартфон #воспитание #родителиидети

♬ Oh No – Kreepa

Stage 2. Format Testing

We wrote scripts for videos of completely different genres to understand what works best for the target audience:

useful videos

@era.mind

Покажи це усім однокласникам! #рек #приложениядляшколы #приложениядляучебы #дляшколы #backtoschool #foryou

♬ оригинальный звук – 🌹🌹🌹🌹

Interesting videos:

@era.mind

#залипаловка з водою! #красота #эксперементы #вода #опыты #химия #физика #лаборатория #интересное

♬ sunet original – 27 Dreams

fun content:

@era.mind

Тільки не кажіть, що я одна така 😂 #иду #идучтобы #школа #уроки #школьник #хочувтоп #рек #школьныймем #детииродители #тренд

♬ что это – еблан

educational content:

@era.mind

На сторінці ще більше простих лайфхаків для навчання! #образование #освіта #развитие #лайфхакдляшколы #лайфхаканглийский

♬ Astronaut In The Ocean – Masked Wolf

The views fluctuated significantly, ranging from very low to very high. The account’s communication strategy with the target audience (TA) was built around encouraging children to “make noise” in the comments or engage in conversations. However, many videos created with new scripts failed to provoke discussions or evoke emotions from the audience.

Key Observations:

• Regular posting led to older videos consistently reappearing in recommendations.
• The most successful videos featured useful educational content and provocative topics about gadgets, restrictions for kids, and relationships with parents.

Phase 3: Content Strategy for TikTok Promotion

We decided to focus exclusively on content that was valuable and engaging for children, as this type of content encouraged them to like, comment, and share. Such content consistently achieved significantly higher views and engagement compared to purely entertaining videos.

Performance Comparison:

• Educational content: 16.2K views
• Entertaining content: 524 views

Content Approach and Examples

The content that worked best included school life hacks, tips, and recommendations presented in a bold, attention-grabbing, and provocative format. The goal was to stand out and spark curiosity or emotions in the audience.

Examples of Provocative Topics:

• “Are 21st-century kids really ‘doing it wrong’?”
• “What to do if your parents control your screen time?”
• “Things that should never be forbidden to a child.”

Such videos were widely saved, liked, and shared by the audience.

Results:

The maximum number of views achieved was 324,400.

@era.mind

Скинь цей відос мамі #образование #освіта #развитие #воспитание #родителиидети

♬ TY GORISH’ KAK OGON’ – SLAVA MARLOW

The average time of video viewing has increased: at the beginning of the work, videos were not watched even to the middle, then after 1.5-2 weeks the depth of video viewing increased to 50%. For example, with a 34-second video, the average viewing duration was 21 seconds (61.7%). Total number of views – 6361.

@era.mind

Дивись ще більше корисної інформації у профілі 😎✌🏻

♬ Ты мой океан – MONEYKEN

In this 30-second video, the average viewing time was 19 seconds (63%). Total views were 15,900:

@era.mind

Ти будеш в шоці! Дивись до кінця#образование #освіта #развитие #воспитание родителиидети”

♬ original sound – Era Mind

This content began to natively include advertising about Erudito. For example: top 3 apps for schoolchildren and the video itself mentioned Erudito; how to become the coolest in school – to do this, perform a number of actions, including downloading Erudito.

@era.mind

Лайфхак, як стати лідером у школі! #учеба #школа #детскаяпсихология #лидер #лайфхакшкола #школьныйлайфхак #советышкольнику #школьныесоветы

♬ Ты мой океан – MONEYKEN

When such videos were released, there was a “boom” in the number of clicks on the link to download the application.

On February 9, a video was published mentioning the Erudito application, and the next day, statistics show an increase in downloads.

@era.mind

Покажи це усім однокласникам! #рек #приложениядляшколы #приложениядляучебы #дляшколы #backtoschool #foryou

♬ оригинальный звук – 🌹🌹🌹🌹

On February 13, the second part about apps was released. It did not mention Erudito, but children could go to the profile to watch the first part, which mentioned Erudito, and then download the app.

The statistics show how the number of downloads increased after the second part (marked with a red arrow):

@era.mind

Перша частина корисних додатків у профілі! #рек #приложениядляшколы #приложениядляучебы #дляшколы #backtoschool #foryou

♬ Pieces (Solo Piano Version) – Danilo Stankovic

They also shot videos with direct advertising of the app: such videos rarely made it into recommendations and had small reach, but they had a positive impact on the app’s download statistics:

@era.mind

Переконайся сам! #Erudito допоможе кожному! #рек #приложениядляшколы #приложениядляучебы #дляшколы #backtoschool #foryou

♬ original sound – Magnus Graham

TikTok Promotion Results

Subscribers: +8221 in 2 months;

Likes: +70000 in 2 months;

Reach: +384.5% in the first month;

Download statistics after the start of work. The increase in downloads is associated with the release of new videos on the account. Also, the average number of downloads has increased (we see that the histogram line has become stable at a higher level):